If Mazda can't figure out a way to sell its excellent all-new sedan — the 2014 Mazda6 — the automaker should just give up selling cars altogether.
Mazda has no problem building great vehicles. It just can't seem to sell them. The company has long failed to capitalize on critical acclaim and a track record for reliability with its mid-size sedan — a crucial segment for any automaker.
Part of the problem is of Mazda's own making, with its "Zoom-Zoom" marketing. The automaker has cast itself as the fun-to-drive brand in a family sedan segment in which buyers don't care much about fun. Mazda has acknowledged as much and will seek to appeal to a wider array of car buyers with a more aggressive national advertising campaign for the new 6.
The product should make the sales job easy. Starting at just $21,675, it can drive circles around competitors and look better doing it.
In many ways, the 2014 Mazda6 picks up where the previous generation left off. Though not as polished as the new car, the older 6 was a solid alternative to the Honda Accord, Toyota Camry and Ford Fusion.
The earlier version was also well-received by the press and commended for its reliability by Consumer Reports. But with little advertising support, the car never made it onto many shoppers' lists.
This fact has not gone unnoticed at Mazda.
"The previous generation was a great vehicle," said Russell Wager, Mazda's vice president of marketing. "But it didn't stand out, and we didn't do enough of an effort [selling it]. We were focused more on the Mazda3."
It showed. In 2012, Mazda6 ranked last among mainstream mid-size sedans, with just under 34,000 sold, according to Edmunds.com. The 2012 valedictorian was the Toyota Camry, with almost 405,000 cars sold.
Mazda's sporting character is an asset in the compact segment, where the 3 competes well. But buyers of mid-size sedans want more of an appliance. They care less about power and handling and more about safety, reliability and utility.
The 6 is a Dyson vacuum in a segment where most buyers just want a Hoover.
But would-be Camry (Hoover) buyers would do themselves a favor by checking out the all-new 6. It offers all the safety and fuel economy of competitors while retaining its fun-to-drive character.
The car is powered by a direct-injected 2.5-liter, inline four-cylinder making 184 horsepower and 185 pound-feet of torque. Later this year, a diesel engine will be offered. Though Mazda hasn't revealed official specifications for the U.S., a Mazda6 diesel already for sale in Europe has 173 horsepower and 310 pound-feet of torque.
Unlike past versions, the 6 will not offer a six-cylinder engine.
The current four-cylinder is quiet, reasonably powerful and sounds fantastic no matter how hard you push it — a rarity in this segment.
With a fuel economy rating of 26 in the city and 38 on the highway, the 6 is just a smidge less efficient than the class-leading Nissan Altima. In 400 miles of testing in mixed driving, we averaged 27 mpg.
The sedan's efficiency is notable because Mazda achieves it without a turbocharged engine or a continuously variable transmission.
Mazda calls this SkyActiv technology, which wrings as much efficiency as possible out of an otherwise traditional drivetrain. The engine is direct injected and uses a high compression ratio, two crucial elements in maintaining power with less fuel.
The 6 is the second new model designed from the ground up with this philosophy; the compact CX-5 crossover was the first. (The Mazda3 has a SkyActiv engine but is due for a complete redesign.) This approach also saves Mazda the research and development costs of developing entirely new transmissions or turbocharged engines. Mazda has also passed on building hybrids, at least for now.