Mazda rejects SKYACTIV sub-brand

With many manufacturers releasing more economical models, all with their own names such as Fords ECOnetic, Mazda has announced it will not be releasing its own sub-brand.

Mazda has its own economical engine called the SKYACTIV which, just like other competitive manufacturers, lowers emissions.

But Phil Waring, chief operating officer for Mazda UK, believes having separate models with their own names just confuses customers.

Waring also said: “Our priority is SKYACTIV and between now and 2015 every Mazda will have it”

The SKYACTIV technology name covers everything from improvements to engines, transmission, chassis technology and lightweight engineering. All of these factors contribute to better CO2 emissions.

Mazda’s new CX-5 compact SUV, set to be released next year, will be the first of what Mazda calls its ‘sixth generation products’ and will have SKYACTIV technology.

This CX-5 model will be shortly followed by a Mazda6 model which Mazda promises will have CO2 emissions of 105g/km with help of SKYACTIV – enough for the saloon to offer free first year road tax.

Mazda is hoping to promote its new SKYACTIV equipped models using television advertising that Waring says “should entertain, not sell”.

In the meantime Mazda will be applying the SKYACTIV technology to its Mazda2 and Mazda3 models in the shape of more frugal petrol and diesel engines from this year.

This SKYACTIV technology will ultimately make all Mazda models more economical without the confusion of introducing an eco-signature which many manufacturers already have. Some of these manufacturer’s eco-signatures include Vauxhall ecoFLEX, Ford ECOnetic and Kia EcoDynamics.

For more information on eco-signature manufacturers and models take a look at our buyers guide to eco-signatures.