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Mazda turns to cinemas to present SkyActiv

Mazda’s alternative SkyActiv approach to lower emissions and fuel consumption will feature in a 'blockbuster widescreen' feature film presentation at 10 cinemas across Britain playing to an audience of 1,500 customer-facing dealer staff exposed to a “hearts and minds offensive.”


Mazda UK’s managing director Jeremy Thomson, said the scope of the nationwide initiative demonstrated the “holistic importance” of the new design approach, which will apply first to the new CX-5 compact SUV crossover, due in showrooms next spring.

He said: “SkyActiv promises to improve CO2 ratings and fuel consumption across our range by 25% and 30% respectively by 2015 without the cost and complexity of a hybrid.

"We could not afford to miss the opportunity of communicating this to customer -facing network staff prior to its introduction.

The programme lasts 90-minutes and also features four UK Mazda directors at 10 cinemas.

“It is about hearts and minds and explaining the cost effectiveness and accessibility of SkyActiv so staff become passionate brand advocates.”

Mazda claims that in front- wheel-drive form the CX-5, powered by a new 2.2-litre, 180 horsepower diesel engine, will have an 119g/km CO2 rating and 60 to 70mpg capability.

Sixth generation model lines will involve “from the ground up renewal” with a combination of more efficient diesel and petrol powertrains plus lightweight body structures.

SkyActiv technology was bankrolled via a £611m ($1 billion) shares issue at the end of 2009, and should reduce the average weight of upcoming Mazdas by 100 kilograms, compared to predecessors.

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