The car-buying public knows that the north bend of the Irvine Auto Center is anchored by the stately, dark tones of a Mazda dealership, with its opulent showroom. But lesser known, perhaps, is that just down the road in Irvine is the North American Mazda headquarters, where the vehicles are researched, designed, and the company’s future is planned.
Those plans, at its 200 Spectrum Tower command center, are humming right now. Mazda’s past-year 23% increase in U.S. auto sales is its largest in three decades. Plus, the company is swiftly moving along on its primary design goal that Mazda will be all-electric or hybrid by 2030.
“In the U.S., we’ve seen strong hybrid demand, and we believe this is the right technology for today’s environment,” says Tom Donnelly, president and CEO of Mazda North American Operations.
The switch to all “electrified” will come in three phases. First, mild and traditional hybrids. The second will introduce new hybrid technologies. And finally, an introduction of a multitude of BEVs (battery-operated vehicles) based on Mazda’s own architecture.
“We believe by 2030 the market will be ready,” Donnelly says. “Overall, Mazda is well-positioned to respond to consumer demand when the time is right.”
Mazda vehicles are manufactured primarily in Japan, but the Irvine headquarters is where the research, design, craftsmanship and innovation for the North American market takes place. The American market has more than 500 dealerships.
One Irvine priority is to concentrate on new safety designs. According to Consumer Reports, the Insurance Institute for Highway Safety ranks Mazda first in safety for small SUVs and second in safety for small cars.
“Mazda’s safety philosophy is based on understanding and respecting the driver,” Donnelly says.
Also, the Irvine headquarters has been on a 10-year journey to upgrade its dealership facilities. More than half have been completed. The goal, Donnelly says, is “to improve the customer experience” when buying a new car.
The U.S. is Mazda’s largest market, followed by China and then Japan itself. Mazda was the first car company to base its headquarters in Irvine.
For the record, the CX-5 is its most popular small SUV vehicle model. Topspeed, an independent auto appraiser, recommends it for “prioritizing style and the right balance of power and utility.”
