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File this one under, "huh?"

Here at the New York Auto Show, Mazda's message is all about its Skyactiv technology, including the efficiency benefits that the refined internal combustion engine brings. Fittingly, up high in the rafters here at the Javits Center, Mazda has hung a battle flag ad that reads:

Not Electric. Not Hybrid. Not A Drag To Drive.

We leave it to you to decide if this is a winning message, but we think that real forward-thinking companies would be wise to not take pot shots at hybrids and electric drive vehicles. General Motors thought otherwise, as does Mazda, apparently. Someday soon (and in GM's case, today), Mazda will launch an EV – the Demio (Mazda2) electric is coming in 2012 – so why attack your own future products?


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    • 1 Second Ago
  • 24 Comments
      erhcanadian
      • 3 Years Ago
      Negative campaigns rarely work as well as positive campaigns. They should advertise *why* they think their cars are better than electric and hybrid cars, e.g. "Unlimited range. Less expensive. Fun to drive."
        • 3 Years Ago
        @erhcanadian
        I don't know that it's necessarily negative, more like admitting their limitations: "Sorry, we don't have any EVs or Hybrids, so hopefully the cars are fun enough to drive that it offsets the pain at the pump"
          j
          • 3 Years Ago
          Yes, IMO that's on the right track. Electrics; expensive high end exotic, we don't have those. Hybrids expensive way to get better mileage, if done effectively, performance suffers: don't have those. Cheap high mileage econo-boxes; a drag to drive, not here either: we have zoom zoom SkyActiv engine (direct injection) technology to boost mileage and give good performance:it's both fun and inexpensive.
      Smith Jim
      • 3 Years Ago
      It was probably a bad idea to bash EVs and hybrids. Having said that Mazda's approach is technically interesting. It employs direct injection in combination with an atkinson cycle engine. The intake valve timing is variable enough that it can transform from and atkinson cycle to an otto cycle engine. I think it's pretty clever. It looks like they will achieve efficiency similar to Chevrolet Cruze ECO and Ford Focus SFE models. A side note. As engineer and car geek I think we are living in very interesting times. We are seeing hybrids and plug in hybrids and EV's and direct injection and dual sequential turbos and dual clutch transmissions and continuously variable transmissions etc, etc. The new technology to reduce fuel consumption is entirely fascinating. Some auto makers are doing some very radical stuff like weight reduction and improved aerodynamics. (snark) (I'm so glad the morbidly obese and aerodynamic-as-a-parachute Hummer is dead!!)
      Dan Frederiksen
      • 3 Years Ago
      well that is probably how the automakers see electric cars but it's unusual to flaunt the stupidity that much. curious. you should ask Mazda about it in a video interview
        Dan Frederiksen
        • 3 Years Ago
        @Dan Frederiksen
        and btw what does this mean? "in GM's case, today". is GM launching an EV today? or just the opel test fleet from 2009?
        hodad66
        • 3 Years Ago
        @Dan Frederiksen
        Maybe they will come out with a steam vehicle as their focus is obviously backward....
      Nicholas Littlejohn
      • 3 Years Ago
      Boycott. Bad attitude there.
      Josh Felmlee
      • 3 Years Ago
      Mazda pulling from Audi's playbook? I kinda like it, they are just saying a car that gets 40mpg doesnt need hefty tech (batteries, 'lectric motors) just efficient aerodynamics, engines, and trannys and that a car that gets that econ can still be zoom-zoom fun to drive.
      Ben Crockett
      • 3 Years Ago
      Given Mazda have been dragging their feet relative to their japanese cousins - I am disappointed but not suprised by the short-sighted message.
      Neil Blanchard
      • 3 Years Ago
      The grapes, they are sour. Neil
      throwback
      • 3 Years Ago
      the Demio (Mazda2) electric is coming in 2012 – so why attack your own future products? Do you honestly think people remember ads 5 minutes after seeing them?
        Chris M
        • 3 Years Ago
        @throwback
        Its a classic case of the Marketing department not knowing what the Engineering and Design departments are doing. Marketing didn't realize that they'd be sabotaging their own future models.
          paulwesterberg
          • 3 Years Ago
          @Chris M
          They don't care, their bonus is based on sales this quarter.
      • 3 Years Ago
      Not a motorcar. Not a horseless carriage. Not a drag to ride. Horses. Giddy-up Giddy-up.
        • 3 Years Ago
        LOL Good analogy!
          • 3 Years Ago
          Just playing with the new "Reply to a Reply" feature :-)
      Dave D
      • 3 Years Ago
      Wow! What the hell was that new sign in all about? I was getting used to the old system finally. Are we finally going to get an edit button for our posts???
      • 3 Years Ago
      It totally reminds me of a Simpson's skit where some automaker was "educating" kids about how awesome gas cars were. It started with a cartoon electric car saying this in a whimpy, nasally voice: "I'm an electric car. I don't go very fast, *or* very far." Maybe I'm crazy, but now that I've got kids I don't really feel terribly compelled to go very fast, and I really don't have places to go that are very far. Just as importantly, the last thing I want is to be trapped in a car with two kids under 5 for 6 hours at a time.
      Michael Walsh
      • 3 Years Ago
      Short sighted, if not idiotic.
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