Type ‘SkyActiv’ into Google and you will
find out all about Mazda’s new fuel-sipping technology. It debuts on the CX-5 (pictured),
and will spread to other models as they’re refreshed. But separate the word
out, add the missing letter on the end and you learn the finer details of that nice Mr Murdoch’s digital TV
platform. There’s no doubt SkyActiv is clever. Mazda engineers say it’s 15 per
cent cleaner than a comparable car without it. The issue is going to be one of marketing
such a meaningless word. Most drivers still haven’t worked out that ‘blue’
actually means ‘green’ when it’s stuck on a boot badge. Advertising to promote
the CX-5 and technology will help, but the trick will be to get people into
Mazda dealerships. And with the firm’s UK sales last year down 30 per cent on
2010, that’s not going to be easy task.
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