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Exclusive interview with Mazda manager Uwe Mandel: Design is always part of our DNA!

On the occasion of the presentation of the Mazda 6e, we met Uwe Mandel in Oberursel, Manager of Technology Research & Technology Communication at Mazda Motor in the R&D Center in Oberursel. He also granted us some insights behind the scenes and commented on the topics of fleet, openness to technology, and the future of the MX-5.

Selected materials, great craftsmanship: Mandel (3rd from left) explains the new Mazda 6e. | Photo: Mazda Motors
Selected materials, great craftsmanship: Mandel (3rd from left) explains the new Mazda 6e. | Photo: Mazda Motors
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Since 2021, Uwe Mandel has been the Manager of Technology Research & Technology Communication at Mazda Motor in the R&D Center in Oberursel. From 1993 to 2021, he held several positions at Mitsubishi Motors and once studied at the University of Erlangen. You can still subtly hear his Franconian accent, but unlike Markus Söder from Nuremberg, he prefers a quieter tone when it comes to openness to technology and the future of mobility. In the interview, he explained to us the background of the Mazda 6e and gave insights into the future of the Japanese brand.

The Mazda EZ-6, as it is called in China, was presented at the Beijing Motorshow in April 2024 and developed by Changan Mazda. The Mazda 6e looks slightly different in certain details – how European is the 6e?

Mandel: In essence, it's the same body with only minimal details adjusted. Even in the transition to a purely electric model, Mazda identity takes precedence. Design is a core element of our DNA, which is why it was a premise to implement our successful Kodo Design worldwide, even if it is somewhat distinct from the Chinese market that sometimes prefers a different aesthetic.

Does Mazda's R&D center in Oberursel hold significance in the Mazda world?

Mandel: All Mazda Design and Development Centers outside Japan are highly valued, although ultimately, our headquarters in Japan always make the final decisions.

How did the 6e come about? Initially, it didn't seem to be planned for Europe. On the other hand, many models, including the Mazda6, will soon be discontinued, and the brand urgently needs more electric models...

Mandel (smiles): The EZ-6 or 6e was initially developed by Changan Mazda for the Chinese market. This joint venture has existed for 20 years, during which Mazda vehicles have been produced for China. It was indeed a recent decision to also see it as an interesting option for Europe. Its package and pricing make it ideally suited for European markets and can very well replace the outgoing combustion-engine Mazda6 in Europe. Simply put: The 6e IS the new Mazda6.

What needed to be adjusted beyond the visual details?

Mandel: Clearly, the driving dynamics, which are quite different in the Chinese market. Globally, the EU has the highest standards. We are currently still investing a lot of work in fine-tuning, conducting various driving tests, and adjusting the chassis accordingly. Another aspect is connectivity – the Human-Machine Interface varies globally depending on the region.

Can this be programmed via software, or does it also require adjustments to the hardware and chips?

Mandel: Most adjustments are purely software-based; the hardware is predetermined. We also have many internal discussions about the possible introduction of an avatar. But we question whether it is really necessary. It might be a fun idea in the small and compact car segment, but in the mid-range, we have our doubts, especially since Mazda's infotainment is marked by restrained seriousness and modern Japanese aesthetics. Yes, there are colorful manga in Japan, but no one necessarily expects an avatar in a Mazda 6e.

Mazda has never been known for hyper-modern connectivity, focusing more on straightforward usability.

Mandel: We aim to maintain the Mazda identity, which includes questioning the added value of every market trend. Additionally, our "Human Centric" philosophy emphasizes intuitive and minimally distracting usability. If we identify substantial improvements, we then ask how to implement them. Our core goal is always to support the driver, make driving more enjoyable, and make life easier for travelers.

Does durability also play a role? One always gets the impression that Mazda vehicles stay in the lineup for a long time but are designed to age slowly.

Mandel: Durability is one of our core values, especially in this fast-paced era. That's why we focus more on cautious innovations and improvements.

Still, Mazda also needs to finally have an electric lineup. The brand already offers almost everything in terms of combustion engines, including the rotary engine as a range extender. Will you still need collaboration with Changan Mazda for BEVs or with Toyota for hybrids in the future?

Mandel: Mazda is also developing a proprietary fully electric vehicle architecture on a scalable platform, which will be introduced from 2027. The battery-electric drive system is becoming increasingly important for us, as is hybridization. We are working closely with Toyota on full hybrids, as seen in the Mazda2 Hybrid in Europe and the Mazda CX-50 Hybrid in the US. Furthermore, we are currently developing our own Mazda Hybrid System (MHS), a full-hybrid drivetrain featuring a new highly efficient combustion engine called Skyactiv Z. However, global markets are evolving very differently: In China, there's a need to quickly offer battery-electric alternatives, as it has become the lead market for BEVs. In the EU, the sales share of electric vehicles is becoming more important due to CO₂ fleet targets by 2035. In Japan, however, e-mobility is currently not very significant, while full-hybrid drivetrains are in high demand. In the US, there is increasing regulation of CO2 emissions, which requires electric drives, yet powerful combustion engines will still play a significant role in the coming years. Globally, it's a complex situation that requires different drivetrain systems. That's why we see ourselves as well-positioned with the Mazda Multi-Solution Strategy.

How does Mazda assess the widely praised openness to technology in Germany within this context?

Mandel: We are clearly in favor of openness to technology, as this is the only way we can be successful globally. Many other car manufacturers view it similarly. Moreover, the topic of CO2-neutral fuels, specifically e-fuels, has not been sufficiently discussed in Europe. With appropriate regulation and the right tax framework in energy taxation, it is possible to achieve global production scaling and establish such fuels at marketable prices in pure form or increasingly mixed with fossil fuels. Additionally, largely climate-neutral biofuels from sustainable biomass, such as HVO 100, contribute to this. If we don't pursue this path alongside further electrification in Europe, we will barely be able to meet the ambitious EU CO2 reduction targets, as internal combustion vehicles will continue to be a significant part of the fleet for a long time.

 

Fleets would be our next topic: How is the fleet and private business distributed at Mazda?

Mandel: The fleet business is generally not as dominant with Japanese manufacturers as it is with European manufacturers, currently we are at 23.5 percent commercial registrations in Germany.

If you replace the 6 with the 6e, will the compact Mazda2 and Mazda3 also be replaced, or will Mazda also become an SUV brand in the long term?

Mandel: Of course, we see high market demand for our crossover models such as the Mazda CX-60 or the Mazda CX-30. This demand will not subside in the medium term. However, there are also customers who prefer the sedan-like driving with a lower center of gravity, which is also a very good embodiment of the Mazda philosophy.

Can you be more specific about that?

Mandel: Unfortunately not, but let me put it this way: We will continue the segments that are important to us as much as possible.

Even the MX-5? It is an icon and now quite unique. But to convert it to electric? Especially since the roadster segment is continually shrinking. Is this model still worth it?

Mandel: The MX-5 is a very successful brand icon and has been the blueprint of Mazda DNA for over 30 years. And we are definitely considering what this icon could look like in the future.

Translated automatically from German.
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