Initially, Mazda said that it would not sell the CX-9 in Europe, but Jeff Guyton, Mazda's European boss, said that there was still a chance for this model to be sold on the Old Continent after all.
In an exclusive interview with the Brits at Auto Express, Guyton stated that selling the CX-9 in Europa was “a possibility.”
As some of you already know, when an executive says that something is a possibility, chances are it might not happen.
After all, it is the executive's job not to disclose company plans for future products until they are ready to be unveiled. Otherwise, the disclosure could make the top brass of the company dismiss that executive.
So, take this with a grain of salt, as the CX-9 has just been launched on the US market. The car only comes with a 2.5-liter turbocharged gasoline engine. That is fine for the United States of America, but European customers might not buy a family car with an engine that big and prefer a diesel instead.
Unfortunately, Mazda does not have another powertrain option in the CX-9 range yet, so those Europeans dreaming about owning this model will have to wait and hope for some time. Mazda does sell a 2.2-liter SkyActive Diesel in Europe, which complies with Euro 6 standards, so this will be the only diesel option for the Japanese company's engineers to fit into the CX-9's engine bay.
However, before installing it, Mazda executives must first have favorable market studies that show that this model would sell in sufficient numbers on the Old Continent.
As in the case of other models and other brands, if market researches indicate that a product or an engine option would not be successful on an entire continent, the company will decide against green-lighting it for development and production.
According to Mr. Guyton, the seven-seat crossover from Mazda does not have enough sales prospects in Europe at the moment, so the business case for this model is “quite difficult.”
The situation is not Mazda's fault, as the seven-seat crossover segment has many players that suit different needs, but the Japanese brand needs to have a clear strategy to make this car sell in Europe. Until then, interested buyers can only choose a CX-5, or a Mazda6 Wagon, but the company should make a decision after the CX-9 gets a start sale in the US.