Mazda
recently may have made the coolest car commercial in history by backing its pitch for SkyActiv technology with Bo Diddley's "Road Runner" (see here), so we're leaning toward forgiving them for this one.

The Japanese automaker, as part of the international marketing launch of its CX-5 crossover in Scotland, reinforced its caustic stance on battery-electric vehicles by injecting some humorous references to the "range anxiety" that EVs can cause, according to The Charging Point blog.

Mazda planted fake roadside signs saying things like "Abandoned EVs ahead" and "EV drivers hitchhiking," according to the blog. Mazda has pitched the CX-5 as having the best fuel economy among SUVs in North America.

Mazda continues to poke fun at EVs even as it prepares to launch its own Demio (Mazda2) EV later this year. The company, at last month's New York Auto Show, hung a banner that described SkyActiv as "Not Electric. No Hybrid. Not a Drag to Drive."

The automaker last year said it was looking to boost fleetwide fuel economy by about 30 percent over the next three years largely through its SkyActiv program, which includes models such as the CX-5 and which uses better engine, transmission, aerodynamics and lightweight technology to cut fuel use in its internal combustion engines. Mazda, which starting selling the CX-5 in the U.S. in March, has set a goal to sell as many as 160,000 SkyActiv vehicles a year.


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  • 38 Comments
      Greg
      • 5 Months Ago
      The signs were an inside joke aimed at the journalists there. They got it; and that's what matters.
      Dan Frederiksen
      • 5 Months Ago
      they are just stupid enough to be honest about their obtuseness. the other snakes are lying
      Marco Polo
      • 5 Months Ago
      Much as EV enthusiasts may hate these commercials (me included), it has to be observed that Mazda sales has increased all over the world. Mazda is profitable, and sales are increasing, the SkiActiv concept seems to be very well accepted by Mazda buyers. If you were Takashi Yamanouchi, why would you do anything different ?
      Seph
      • 5 Months Ago
      If I saw a EV driver hitchhiking, I would stop, and drop a gallon of gasoline for him... ahaha! just kidding...
      Roy_H
      • 5 Months Ago
      Up til now, I really liked Mazda. Companies (and especially political parties) that try to gain points by bashing the competition turn me off. Show why your product is best, not why somebody else's is worse. Mazda like Audi will look especially foolish when they bring out their own EV after condemning them for years.
      paulwesterberg
      • 5 Months Ago
      Fear is a powerful motivator, irrational fear causes people to do a lot of stupid things: - Drive huge vehicles rather than ride a bike or motorcycle. - Buy oversized vehicles to keep their families safe. - Get 4wd on a commuter vehicle. - Buy an jacked up vehicle with a huge engine to prove their manhood. The republican party seems to doing pretty well using fear to motivate voters, I am sure mazda will be successful in their snake oil sales.
        2 Wheeled Menace
        • 5 Months Ago
        @paulwesterberg
        high five!!!
        BigJ
        • 5 Months Ago
        @paulwesterberg
        You had me until your last point. Yes, the Republicans are guilty-as-charged, but you left out the Democrats: "You won't get to vote!" "Republicans hate women" "The Earth will warm 1.4 degrees by 2100", etc. Everyone uses fear.because as you said, most people don't do their homework.
          EZEE
          • 5 Months Ago
          @BigJ
          'another black church burns if you vote republican.' 'starving children, grandma thrown off a cliff.' 'old people eating dog food' 'Guam will tip over' (not an anti republican rant, but funny as hell) “In South Africa we’d call it apartheid. In Germany we’d call it Fascism. Here we call it Conservatism. These people are attacking the poor!” 4. In August 1995, after the passage of Republican legislation, sore loser Democrat George Miller of California compared Republicans to Fascists
          2 Wheeled Menace
          • 5 Months Ago
          @BigJ
          And that is a huge problem, because both of the 2 parties just suck, but everyone falls for it every time, like a professional wrestling match - deep down, you have to know that it's fake - but every 4 years you are somehow convinced that someone campaigning on fear, false promises, patriotic imagery, and lies is the guy ( or gal ) that you want to give the largest amount of power over you. Insanity is doing the same thing over and over again, and expecting different results. Most people are too stupid or just too emotionally vulnerable to see it.
          Ford Future
          • 5 Months Ago
          @BigJ
          1.4 degrees by 2003. 4 - 8 degree above average from California to Alaska. 4 Celcius by 2100, looks like the low ball estimate, as we're dumping massively more carbon from Canadian Tarsands, into the atmosphere. Pig manure has higher energy density then Canadian tarsands, brings into question the insanity of the Koch Brothers, when they'd get better return on their investment with Solar and Wind NOW, and must better investment every 3 years. Whereas Tarsands will Never get a higher energy density. That's not fear, that's just fact.
          2 Wheeled Menace
          • 5 Months Ago
          @BigJ
          eZee, i was laughing until i found out that those quotes were actually real.
        1guyin10
        • 5 Months Ago
        @paulwesterberg
        Seems like there was this commercial that insinuated that Republicans would dump granny over a cliff. No fear in that.... There are two teams on that field and both are playing a game at our expense.
      Dave R
      • 5 Months Ago
      I've always liked Mazdas, but their exploitation of The Lorax and now FUD attacks on EVs for no apparent reason has really taken their status down a couple notches in my book.
      2 Wheeled Menace
      • 5 Months Ago
      From the company that brought you rotary engines.. Performs like a 4 cylinder, drinks like an 8 cylinder! See you at the pump! -Mazda
      Andy Smith
      • 5 Months Ago
      Mazda, What a bunch of wankel's!
        Ford Future
        • 5 Months Ago
        @Andy Smith
        You'd think Mazda would "get it", as the electric engine is the PERFECT Rotary.
          Spec
          • 5 Months Ago
          @Ford Future
          Yeah, that is a good point. An electric motor is a magnetic field powered rotary engine.
          2 Wheeled Menace
          • 5 Months Ago
          @Ford Future
          And as a bonus, it doesn't burn oil by design!
      goodoldgorr
      • 5 Months Ago
      Go in mazda dealerships and ask if they can pay for the fuel if you buy one of their products. If they cannot then ask if they can sell something else that cost few fuel cost and if they don't have anything then ask if they got a hydrogen fuelcell car or truck and if they don't have some then leave this place and wait for the upcoming hyunday hydrogen fuelcell in 2013. Nobody should buy a product that don't suit his needs.
      JakeY
      • 5 Months Ago
      Don't really see their point. All this will do is leave a bad taste in EV supporters. It won't help sales in any significant way, since someone considering an EV would not buy a CX-5 in the first place.
      PeterScott
      • 5 Months Ago
      I really like Mazda. Owned two Mazdas in the past and can see another in my future. But this commercial seems pointless. EVs are not the competition for this vehicle. It is pointless to run commercials against something that has statistically insignificant market share, it isn't going to win you much sales, even if every potential EV buyer switched to your product (and they won't anyway).
        Tagbert
        • 5 Months Ago
        @PeterScott
        We own a Leaf for primary daily driving and a Mazda6 as a secondary car and for road trips. I know the strengths and weaknesses of each vehicle. It's funny that, just the other day, we were discussing replacing the 8-year old Mazda6 with a CX-5 if they ever bring over the diesel. That misled or pandering stunt makes me less enthusiastic about Mazda.
        2 Wheeled Menace
        • 5 Months Ago
        @PeterScott
        Yeah i hear that Tesla Model S sucks for long distance driving..
          Spec
          • 5 Months Ago
          @2 Wheeled Menace
          At $85K, the Model S is irrelevant for most people.
          SVX pearlie
          • 5 Months Ago
          @2 Wheeled Menace
          It's better than the Leaf or MIEV.
        Spec
        • 5 Months Ago
        @PeterScott
        Perhaps they are trying to tap into the Rush Limbaugh anti-EV market. Yeah! We HATE EVs! Buy our car! ;-) It is completely pointless. EVs are really for commuter vehicles. They are GREAT at handling less than 100 (or less than 40 for the Volt) miles of daily commuter travel. EVs do really suck at long-distance driving. But here is the thing . . . some 95+% of driving is that limited daily driving not long distance. Way to target that 5% of market share there Mazda.
        Ele Truk
        • 5 Months Ago
        @PeterScott
        So do EV commercials need to have roadsigns "Warning: Gas drivers begging for money ahead"?
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