Mazda makes bold move in mid-size sedan

Mazda is rolling out a larger, higher-quality Mazda6 in a bid for a larger share of the critical mid-size sedan market.

The Japanese brand partly owned by Ford Motor Co. builds the Mazda6 at the Flat Rock, Mich., assembly plant where Ford has produced Probes, Contours and now the Mustang.

Competing against the Toyota Camry, Honda Accord, Nissan Altima and Chevrolet Malibu, Mazda needed to strengthen its entry against those terrific models to reach its goal of 100,000 sales in the North American market.

The 2009 Mazda6 should go a long way toward that milestone, with a beautiful, well proportioned design, outstanding fit and finish, and better performance, with splendid ride and handling.

With more than 2 million sales annually, mid-size cars rank second to full-size pickup trucks in volume. With fuel costs rising, the mid-size segment is expected to see strong growth as sales of sport utility vehicles tumble.

Working against Mazda and all automakers is a murderous economic environment that has brought numbers down for all manufacturers. But in its first month on the market, the new Mazda6 marked a healthy sales increase over the previous September.

"This is the most important new vehicle Mazda has launched in a decade," said Jim O'Sullivan, president of Mazda's North American Operations. "Bringing any new car to market at a competitive price has always been critical, but seldom more-so than today."

The first generation Mazda6, launched in 2002, was a middling competitor whose buyers considered quality and size as two disadvantages against the field, according to independent studies.

With that buyer feedback in hand, Mazda responded with its first vehicle designed, engineered, developed, and manufactured in the U.S.

Program engineer Hiroshi Kajiyama sought to capture public attention for the new model with a sporty design and the performance characteristics that the brand promotes with its "Zoom-Zoom" mantra.

"We sought an exterior design capable of stirring any observer's emotions and distinguishing the MAZDA6 from the competition," Kajiyama said. "We also strived to achieve a dynamic character that encourages a strong level of interaction with the driver."

The Mazda6 covers a broad price spectrum, from $18,550 for the base model with the 2.5-liter, 170-horsepower, 4-cylinder engine and six-speed stick to $28,620 for the V6-powered Grand Touring version.

In the first year, Mazda expects to undercut the competition by hundreds, and in some cases thousands of dollars, depending on trim level.

The 4-cylinder seems plenty powerful for drivers who are looking for optimal fuel efficiency. But the 273-horsepower V6 just felt like a much more athletic car, with effortless acceleration and a ride that felt like a glide.

The V6 fuel economy ratings of 17 mpg city and 25 highway are not great but not terrible, either.

Mazda6's four trim levels are the SV, Sport, Touring and Grand Touring, and with varying levels of standard and optional equipment.

Standard on all models are air-conditioning, power windows, mirrors and door locks, anti-lock brakes, dynamic stability control, traction control, frontal and seat-mounted airbags for driver and front passenger, side air-curtain airbags for front and rear seat passengers and a tire-pressure monitoring system.

Buyers can choose a six-speed manual or five-speed Sport AT automatic with manual-shift mode or a six-speed Sport AT automatic with manual-shift mode.

The interior has a nice intuitive feel, with two-tone interior that suggests a wave flowing from the dash to the back seats.

The hand-grip recesses and the arm rests in the door panels are made of tougher materials, and console trim panels are now finished with urethane paint to prevent scuffing and scratches. The trim that ties the console to the lower dash is clear-coated for durability. Fabric atop the console armrest has been replaced by a tougher material.

Other quality improvements include measures to stiffen the chassis, eliminating road noise and reducing squeaks and rattles.

Mazda even re-engineered the hinges and seals to make door and trunk closing easier.

The radio antenna was embedded in the rear window instead of placing it atop the roof. The Sirius Satellite radio antenna changes from a magnetically attached design to a compact "shark fin" design that matches the body color.

With its attractive pricing, healthy menu of standard equipment and improved performance, Mazda6 is sure to make inroads into the critical mid-size market.

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WHAT'S NEW: All-new second-generation, improved quality, performance.

PLUSES: Styling, value, comfort, performance.

MINUSES: Middling reputation in first generation.

BOTTOM LINE: Worthy rival to Camry, Accord.

(E-mail Richard Williamson at motorfriend(at)sbcglobal.net)