Mazda Fuel Magazine_2007_mar_apr

Philip Sohn is a true-blue Mazda enthusiast, even going so far as to propose to his fiancée at his local Mazda dealership.

Mr. and Mrs. Rotorhead

Photos by Carnaggio.com

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hilip Sohn’s fascination with rotary engines began in college when a friend took him on his first ride in a Mazda RX-7. What started out as intrigue, however, quickly grew into passion. “That first drive got me hooked, and I immediately wanted an RX-7 of my own,” says Sohn, a 33-year-old lab manager at the University of Alabama at Birmingham. Since then, this self-professed “rotorhead” has bought and sold many rotary-powered cars—including two second-generation RX-7s, four third-generation RX-7s, and even an RX-2. His all-time favorite, though, is the third-generation RX-7, of which he still owns two: a 1993 Montego Blue Touring Edition RX-7 and a 1993 black RX-7 that he’s customizing for shows. Despite his affinity for all things rotary, his most recent Mazda purchase was a Mazda MX-5, which he bought last April at Trussville Mazda, in Trussville, AL, with his then-girlfriend, Jennifer. What’s more, it was while making this purchase that Sohn decided to propose to Jennifer. “After dating a year and a half, I already had the engagement ring and was just waiting for the right time to give it to her,” says Sohn. “While signing the paperwork on the MX-5, I asked the salesperson, Barry Brown, to write ‘Will You Marry Me?’ on the windshield. As we walked to the car with keys in hand, she saw the windshield and started crying. We got married on October 6, 2006, on our two-year anniversary.”

In his free time, Sohn further cultivates his love of rotary-powered cars. In 2004, he founded the Mazda Rotary Car Club of Alabama (MRCCAL) with about 15 car owners. Today, this diverse but tightknit group has grown to more than 40 members from throughout Alabama and neighboring states. “Some are hard-core track racers who mainly concentrate on boosting performance, while others, like me, enjoy customizing the cars with unique modifications,” explains Sohn. “Third-generation RX-7s handle incredibly well—far better than any car I’ve ever driven.” Sohn is also the primary organizer of the annual Deal's Gap Rotary Rally, which takes place on an 11-mile stretch of public road that offers gorgeous scenery and 318 turns. “I wanted to create an enthusiast event that was free for everyone to attend, provide a free meal, give people a chance to share their love of rotary engines, and drive on a really cool track,” said Sohn. “I heard about Deal’s Gap from various MX-5 owners, but I had never heard about the rotary enthusiasts going there—and yet, RX-7s are the perfect car for it. It’s a great event. “As an owner of third-generation RX-7s, I’m always trying something new or looking for a new modification,” he laughs. “It seems to take on a life of its own. When I’m not working or hanging out with my wife, my Mazdas really are my life.” ■

Philip and Jennifer Sohn are about as devoted to Mazda as one can get, in that they own and drive Mazdas, customize Mazdas, and organize and participate in local and national enthusiast events.

CONTENTS 2

First Lap

3

Feature

4-5

Pit Row

6-7

Fast Track

8-9

Cover Story

EPA Gets Real About MPG; Mazda MX-5 Sets New Production Record New Mazda Service Uniform Program; Top 25 Dealers; The Grand Masters of Mazda Service Adrian Carrio—Mazda’s Ace in the Hole; Randy Hale Races for a Cause; Mazda and Skip Barber Join Forces Mazda’s Racing Ambitions—A Mazda Motorsports Spotter’s Guide

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Front Line

11

Gear Glitz

12-14 15 16

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Mazda at the North American International Auto Show; FUEL Feedback

8-9

2007 MEPP Chairman’s Invitational Conference; Top 25 Dealers—Sales; Top 25 Dealers—MEPP

Meet the Engineers Behind MAZDASPEED Performance Accessories

On Your Mark

CX-9 Launch Marketing Campaign; Mazda Museum Online; CX-9 Launch Web Site; Retail Revolution Kiosk Touchscreen Monitors

Feature

The All-New 2008 Mazda Tribute

Final Stretch

Hancock Mazda’s Car Give-Away for Employees; Praise From the Press in 2006

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Mazda FUEL® magazine is published by Mazda North American Operations and is an internal publication intended for employees of Mazda dealerships and Mazda North American Operations. Please address all correspondence to [email protected] or fax to (949) 727-6813. The content of Mazda FUEL magazine is prepared in accordance with the highest standards of journalistic accuracy and was deemed accurate when written. © 2007 Mazda North American Operations

Correction The Mazda North American Master Technician of the Year Competition will be held April 14, 2007. The date was incorrectly reported in the January/February 2007 Mazda FUEL.

FIRSTLAP Mazda Goes With “the Flow” at 2007 Detroit Auto Show Ryuga Concept and Tribute HEV make their world debuts.

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azda’s design ingenuity kept right on flowing this past January when the Zoom-Zoom company unveiled the Ryuga design concept at the North American International Auto Show (NAIAS) in Detroit. Pronounced reeyoo-ga, the car builds on Mazda’s concept of flow—a design direction introduced at the Los Angeles Auto Show last November with the showing of the Mazda Nagare concept. Japanese for “gracious flow,” Ryuga ramps up the sophistication level by using rich fabrics, engineered fits, and hidden details. The concept also adds definition by incorporating a working interior, chassis, and propulsion details that were purposely absent from Nagare. “The Ryuga concept is an exploratory design study that’s more realistic than Nagare and, therefore, more useful in gauging reactions from those who see it,” explained Laurens van den Acker, Design Division General Manager for Mazda Motor Corporation. And those reactions were overwhelmingly positive, with many a journalist and blogger calling Ryuga the best-looking concept at the NAIAS and, in some cases, the best concept at all this year’s shows. Offering another, although far more immediate and real, look into its future, Mazda also introduced in Detroit the 2008 Tribute HEV (Hybrid Electric Vehicle). Heavily revised, the Tribute HEV will be the first advanced-technology vehicle dedicated to clean air that Mazda will sell to the public, when it becomes available later in the year. In fact, the Tribute HEV is one of the least-polluting vehicles on the road, yet still delivers the performance required by SUV owners. With a combined power output of its gasoline engine and electric motor of 155 hp, the Tribute HEV provides plenty of power yet meets strict Super Ultra Low Emissions Vehicle (SULEVII) and Advanced Technology Partial Zero Emissions Vehicle (AT-PZEV) standards in California—the strictest emission regulations a gasoline-fueled vehicle can meet. It is set to go on sale in mid-2007 as a 2008 model-year vehicle. In addition to the Ryuga concept and Tribute HEV, Mazda took full advantage of the broad spotlight that shines on the Detroit Auto Show with an expansive exhibit that included the all-new CX-9 Crossover SUV, the CX-7 Crossover SUV, and the balance of the 2007 product lineup. ■

FUELFEEDBACK

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ith so many loyal Mazda owners on the road today, it’s only natural to assume there are a number of dealership employees who also share an enthusiasm for all things Mazda. Well, logic wins out, as you’ll see in this issue, where we introduce you to five more Mazda service professionals who each have served the Mazda brand for 25-plus years. We heard from these five gentlemen after featuring 30-year-plus Service Technician Bill Waters in our November/December 2006 issue. Thanks for writing in, guys. Your loyal service and positive attitudes definitely deserve the spotlight. Deadlines prevented us from being able to follow up with two other self-proclaimed Mazda service “old timers.” However, we are happy to acknowledge Fred Thiessen (28 years), a Master Technician with Northtowne Mazda in Gladstone, MO, and H.G. Casey, Jr. (31 years), a Master Tech with Moffitt Mazda in Bossier City, LA. Unfortunately, we didn’t receive the reply cards from these two gentlemen until it was too late in the game. In other good news, the world of motorsports is just now kicking off another exciting season. To get into the spirit and in the know, check out the handy Motorsports Spotter’s Guide in this issue. And, be sure to let us know how you like it and all our other

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offerings. You can use the enclosed reply card to send us your comments and story ideas. Great issue (November/December 2006)! I love the marketing ideas for Mazda’s new “Wild Child” MAZDASPEED3. I give all my potential customers an issue of this magazine for very informative information on our Mazda vehicles and future vehicles. Hot Import Nights is a dead ringer for the right viewing of the MAZDASPEED3…the right crowd and potential customers nationwide. Keep up the good work, and I’m looking forward to the next issue featuring the CX-9. Marvin B. Clark Sales Consultant Kiefer’s Eugene Mazda, Eugene, OR This is my first issue (September/October 2006), and I really like it. I am not an employee, but once was for 13 years. I got this issue from my dealer today while getting my Mazda serviced. Carl (J.R.) Meynardie Customer Low Country Mazda, Mt. Pleasant, SC We want to hear from you, too. Send us your comments and suggestions on the enclosed reply card. ■

EPA Gets Real About MPG 2008 Tribute is first Mazda to carry new mileage calculation.

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eginning with 2008 model-year vehicles, the information on new vehicle mileage labels will change. That’s because the Environmental Protection Agency (EPA) is phasing in new—and more realistic—testing procedures for determining estimated fuel economy figures for all cars and light trucks sold in the United States. Unlike its previous testing methods, the new EPA mileage testing procedures take into account factors such as high speeds, road grades, changing weather conditions, air conditioning/heating system use, and even tire pressure and fuel quality. The first Mazda vehicle to be rated under the new testing procedures is the 2008 Tribute, which started production in early January. Even if the vehicle specifications have not changed from 2007 to 2008, the new calculations will result in estimated city fuel economy figures that are 8 to 15 percent lower than for an identical 2007 vehicle. Meanwhile, EPA-estimated highway fuel economy figures move 5 to 15 percent lower. For some consumers, these new mileage estimates might create a new kind of sticker shock. Therefore, it’s important to let customers know that these new figures result from the EPA’s efforts to estimate fuel mileage closer to what consumers actually achieve in real-world conditions—and not that 2008 Mazda vehicles are less fuel-efficient than their predecessors. Whenever comparing Mazda vehicles to the competition, it’s best to pair 2007 Mazda vehicles with 2007 competitive vehicles—and 2008 Mazda models with their respective 2008 competitors. Keeping the comparisons confined within a specific

model year will help avoid confusion. Regardless of whether you’re discussing 2007 or 2008 vehicles, customers will appreciate knowing how their driving habits can affect fuel mileage. For example, simple practices, such as reducing their acceleration rate and cruising speed, limiting their use of air conditioning, removing excess weight (cargo) from the vehicle, and performing routine maintenance, can result in significant fuel savings. Finally, effective September 1, 2007, all window labels are required to feature a new graphic design with more prominent fuel mileage numbers, a new annual fuel cost figure (based on 15,000 miles per year at $2.80 per gallon), and a simple graphic that shows how this vehicle compares to others in its class. Along with updated graphics and more prominent language, the new labels also direct customers to the EPA’s fuel-mileage Web site, www.fueleconomy.gov. The next time you’re at a computer, spend a few minutes to familiarize yourself with this site. ■

Mazda MX-5 Sets New Production Record

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otal production of Mazda’s MX-5 roadster reached 800,000 units in late January, a milestone achieved 17 years and nine months after production began in April 1989. The MX-5 was certified as the world’s top selling lightweight, open-top, two-seat sports car by Guinness World Records when production reached 531,890 units in May 2000. Now that cumulative production has topped 800,000 units, Mazda is reapplying with the Guinness organization to have the record updated. ■

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TOP 25

PITROW

RANKING DEALERS

PARTS SALES (YTD THROUGH JANUARY 2007)

Dressed for Success MNAO boosts brand image with new service uniforms.

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id you know that within the first three seconds of meeting a new customer, your service team makes an indelible impression? What’s more, once that first impression is made—good or bad—it’s often irreversible. Now, for the first time, Mazda service professionals can make sure their first impressions are distinct and positive with brand-new, Mazda-approved service uniforms. Designed to convey a professional image and set Mazda dealerships apart from the competition, Mazda’s new service uniforms are not mandatory, however they do represent the new Mazda's new service uniform program offers a “Mazda look” for dealerships that branded uniform look for Mazda Service Techni- choose to outfit their service team cians, Service Advisors, and Service Managers. with uniforms. Manufactured by RedKap, the new uniforms are based on design feedback from more than 100 Mazda Service Managers and Technicians throughout the United States. Several months ago, Mazda’s design team visited a number of different Mazda dealerships, showing their staffs computer drawings of more than a dozen different uniforms in the Mazda color palette. That research evolved into the uniform selection Mazda offers today. Today, Service Technicians can choose from new shirts, pants, coveralls, shop coats, and jackets, while Service Advisors and Service Managers can select from new pants, polo-style shirts, and button-down shirts—all of which feature embroidered Mazda and Zoom-Zoom logos. “When a Mazda service team is wearing a unique uniform, customers can truly see a visual differentiator that separates them from other automotive service personnel—one that sets them apart in the minds of their customers,” explains Dorothy Diepstraten, MNAO Service Marketing Communications Manager. “It also boosts professionalism, both in the minds of customers as well as employees." If you want to help your service team make a professional first impression, simply request the new Mazda uniform from your local laundry rental company. If you need individual assistance with your local laundry provider, contact Merne Kelley at (310) 502-9950. ■

CROSSWORD CHALLENGE ANSWERS

FUEL

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ONLINE UNIFORMS REFERRAL ADRIAN CARRIO NEWMAN QUEBEC REDKAP MAESTROS SCRAMBLE TOUCHSCREEN

DOWN 2 HYBRID 3 TRUSSVILLE 5 ATLANTICS 6 VIDEO TOUR 8 SKIP BARBER 10 NAIAS 11 FUEL ECONOMY 13 FUEL FEEDBACK 15 MAZDAUSA.COM

MARCH/APRIL 2007

ACROSS 1 WORLD CHALLENGE 4 RYUGA 7 BURMEISTER 9 SPOILED

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RANK DEALER NAME

CITY

STATE

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

AUSTIN MARIETTA ARLINGTON WILLOW GROVE LONGWOOD TRUSSVILLE VAN NUYS IRVING PORTLAND NEW CASTLE ATLANTA SAN JOSE FT. LAUDERDALE GILBERT MIAMI GARDENS MIAMI REDWOOD CITY RICHMOND WANTAGH TULSA PHILADELPHIA MINNETONKA WAYNE SAN DIEGO BOUNTIFUL

TX GA VA PA FL AL CA TX OR DE GA CA FL AZ FL FL CA VA NY OK PA MN NJ CA UT

ROGER BEASLEY MAZDA CENTRAL JIM ELLIS MAZDA OF MARIETTA ROSENTHAL MAZDA - ARLINGTON MARTY SUSSMAN MAZDA CORY FAIRBANKS MAZDA TRUSSVILLE MAZDA GALPIN MAZDA FREEMAN MAZDA RON TONKIN MAZDA NUCAR MAZDA JIM ELLIS MAZDA OF CHAMBLEE OAK TREE MAZDA GUNTHER MAZDA BERGE MAZDA LEHMAN MAZDA OCEAN MAZDA MENLO MAZDA WHITTEN BROS. MAZDA WANTAGH MAZDA NELSON MAZDA FAULKNER MAZDA MORRIES MAZDA WAYNE MAZDA JOHN HINE MAZDA BOUNTIFUL MAZDA

LABOR SALES (YTD THROUGH JANUARY 2007) RANK DEALER NAME

CITY

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

VAN NUYS CA SAN DIEGO CA AUSTIN TX MINNETONKA MN MARIETTA GA BURNSVILLE MN FAIRFAX VA VIENNA VA SAN JOSE CA FT. LAUDERDALE FL DELRAY BEACH FL PHILADELPHIA PA ST. LOUIS MO AUSTIN TX SAN JOSE CA ATLANTA GA HOUSTON TX VIRGINIA BEACH VA NORWOOD MA LONGWOOD FL CINCINNATI OH SEATTLE WA MARLOW HEIGHTS MD KIRKLAND WA COLMAR PA

GALPIN MAZDA JOHN HINE MAZDA ROGER BEASLEY MAZDA CENTRAL MORRIES MAZDA JIM ELLIS MAZDA OF MARIETTA WALSER BURNSVILLE MAZDA BROWN'S FAIRFAX MAZDA ROSENTHAL MAZDA ALMADEN MAZDA GUNTHER MAZDA DELRAY MAZDA FAULKNER MAZDA LOU FUSZ MAZDA MAZDA SOUTH OAK TREE MAZDA JIM ELLIS MAZDA OF CHAMBLEE JEFF HAAS MAZDA HALL MAZDA MAZDA GALLERY CORY FAIRBANKS MAZDA KINGS MAZDA UNIVERSITY MAZDA JOHN KOONS MAZDA LEE JOHNSON MAZDA NORTH PENN MAZDA

STATE

CARE SERVICE INDEX (ROLLING 3 MONTHS THROUGH JANUARY 2007) RANK

1T 1T 1T 2 3 4 5T 5T 6 7 8T 8T 9T 9T 10T 10T 10T 10T 11 12 13T 13T 14T 14T 15

DEALER NAME

CITY

CON PAULOS MAZDA SPRADLEY MAZDA O. C. WELCH MAZDA BILLY THRASH MAZDA SUTHERLIN MAZDA EDDIE ACCARDI MAZDA TOM WOOD MAZDA WAGNER MAZDA RALPH THAYER MAZDA IMAGINE MAZDA AVONDALE MAZDA LYNCHBURG MAZDA EVERHART - O'LEARY MAZDA BENING MAZDA O'HARA MAZDA FRANK BOUCHER MAZDA RACINE WRAY MAZDA HAMPTON MAZDA RELIABLE MAZDA VICKSBURG MAZDA PRINCE MAZDA WEISLEDER MAZDA ED MORSE MAZDA BOB SIGHT MAZDA VINCENT MAZDA

ST. SCORE

TWIN FALLS ID 100.00 CHEYENNE WY 100.00 BRUNSWICK GA 100.00 ALBERTVILLE AL 99.50 BUFORD GA 98.30 POMPANO BEACH FL 98.00 INDIANAPOLIS IN 97.10 FOSTORIA OH 97.10 MONROE MI 97.00 DALLAS TX 96.90 AVONDALE AZ 96.80 LYNCHBURG VA 96.80 JANESVILLE WI 96.50 CAPE GIRARDE MO 96.50 FAIRHAVEN MA 96.40 RACINE WI 96.40 COLUMBIA SC 96.40 HAMPTON VA 96.40 SPRINGFIELD MO 96.20 VICKSBURG MS 96.10 VALDOSTA GA 95.90 BRICK TOWN NJ 95.90 PORT RICHEY FL 95.80 KANSAS CITY MO 95.80 E. ROCHESTER NY 95.40

T = Tie Results based on financial statement data submitted to MNAO as of February 15, 2007.

PITROW

The Grand Masters of Mazda Service

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he Mazda FUEL article about 30-year service veteran Bill Waters (November/December 2006) sparked a number of long-term Mazda service professionals to write to us and share their stories. It seems Waters, a Master Service Technician with Cooley Mazda in Rensselaer, NY, isn’t the only Tech in the United States with more than 25 years under the hood of Mazdas. Here are some insights from five more service professionals who have served the Zoom-Zoom brand for a combined 150-plus years. ■

ROBERT SCHMITTER Master Technician, Paolozzi Mazda, Marcy, NY Start Date: October 1973 “I’ve been a Service Technician with Mazda for well over 33 years and have had the privilege of working with three generations of the Paolozzi family at their fine Mazda dealership. Over the years, I’ve pretty much seen it all—from the R-100s to the modern creations of today. One thing I’ve really enjoyed is how Mazda keeps up with the times and continually makes their products better and better. As far as the cars go, I believe Mazda is definitely ahead of the game.”

ANDY MEARS Master Technician, Service Manager, Mears Mazda, Lubbock, TX Start Date: January 1975 “My favorite car was the 1977 Mazda RX-3—they were just neat cars. They were fast as bullets, and they were fun. Over the years, I’ve built them, I’ve raced them, and I even still have one in my garage at home. In my 32 years with Mazda, I’ve done everything, and I like it all. I like the innovative product. I like the people. And I think Mazda is just hitting its stride in the marketplace.”

JOHN HARKINS Master Technician, Scott Mazda, Allentown, PA Start Date: March 1975 “Thirty-two years ago, I was lucky to have started my career with a quality dealership like Allentown Mazda, and the quality service has only gotten better with our new owners, the Scott organization. I have fond memories of working on RX-2s, RX-3s, and RX-4s, and of course, the rotary pickups. I look forward to some new, innovative products from Mazda—hopefully including some hybrids soon.”

ARTHUR (Art) DENTON Master Technician, Orange Mazda, Albany, NY Start Date: August 1975 “I kind of miss the old rotary Mazdas—the old RX-2s, RX-3s, RX-4s, and RX-5s. But Mazda has some very good products now—like the CX-7—and I’m hoping in the years ahead, they’ll come out with a full-size truck. Over my 32-year career, I’ve seen some positive changes in Mazda’s quality control. For example, in the early years, it was very hard to get parts—it would take months. Now, it’s almost next-day delivery.”

FRANK FORD Master Technician, Mears Mazda, Lubbock, TX Start Date: September 1978 “My all-time favorite Mazda vehicle would have to be the 1993-94 Mazda RX-7. That was just an awesome sports car. Looking back, my career has been a long, up-and-down journey—with its share of good times and bad. But I enjoy working on a variety of cars—particularly the RX-8s— and want to do my job as long as I can. I can’t really see myself ever retiring.”

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FASTTRACK

Mazda’s

Ace in the Hole The sky's the limit for 18-year-old, Adrian Carrio, who has already won the Star Mazda Championship.

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ith a nickname like “Ace,” you just know this young driver has to be fast. And he is. In the last three seasons, Colorado teenager Adrian Carrio has moved from karts to racing in the Daytona 24 Hours to winning the 2006 Star Mazda Championship with six poles and two wins. Here’s an exclusive interview with this rising star. Mazda FUEL: How did you get interested in racing? Ace : My dad used to race karts when he was young and thought maybe I would like it. I was eight years old when I started, and it was my passion from then on. Mazda FUEL: What kind of support system do you have? Ace: It really takes a huge amount of support because racing is hard to sell. Since I just turned 18, I still need a lot of support, and fortunately, my father and family provide it. Mazda FUEL: How do you fit schoolwork into your racing life? Ace: There’s too much travel for me to attend a regular school, so I have a private teacher. I still have a full year left in high school, and after that, I want to go to college and major in business and marketing. Mazda FUEL: What involvement have you had with Mazda along the way?

After winning the 2006 Star Mazda Championship in his #14 Pro Formula Mazda (right), Adrian Carrio (above left) has his sights set on the Atlantic Championship (above right) for 2007.

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SEPTEMBER/OCTOBER MARCH/APRIL 2007 2006

Ace: Of course, driving in the Star Mazda Championship the last two years. But I am also going to try working with my local dealership to promote the MAZDASPEED3, MAZDASPEED6, and RX-8. Mazda FUEL: What do you like most about racing with the RENESIS rotary engine? Ace: It has a wide range of power, whereas most racecars have a short power band. It revs up really fast and is a lot of fun to drive, but is also reliable. Mazda FUEL: You won an RX-8 last year and gave it to your younger brother? Ace: I was awarded the RX-8 with the Star Mazda Championship. I was really thankful for the championship, but my brother is 16 and really wanted the car. I gave it to him for his Christmas present! Mazda FUEL: Fast forward 10 years. Where do you want to be in your career? Ace: I would say in five years, I will be in Champ Cars, but I want to do Atlantics first. I think you get a broader range of knowledge if you do series in two-year stints. It’s crucial to have a program where the first year is learning, and the second year you put the hammer down and win the championship. ■

FASTTRACK Racing for a Cause Photo by Randy Hale

When SCCA Pro racer Randy Hale wanted to do something for kids, he chose the ones who need it most.

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hile every driver in this year’s SCCA Mazda MX-5 Cup will be racing to win, one team is racing for something even more important: kids. For the fifth consecutive season, Hale Motorsports of Old Saybrook, CT, is doing its best to bring exposure and financial support to The Hole in the Wall Gang Camp, a nonprofit organization for children with serious illnesses. Started in 1988 by actor and racer Paul Newman, the camp hosts nine week-long sessions per summer for more than 1,100 needy kids— all at no charge to their families. Randy Hale first connected with The Hole in the Wall Gang Camp in 2003 through his interest in getting kids into racing—and to make the sport more fun for his team. The initial contact eventually blossomed, and now Hale Motorsports brings its racecars to the camp nine times per summer for a spectacular show-and-tell, and more than 100 kids have attended races at nearby Lime Rock Park. Best of all, the MX-5s that Hale Motorsports campaigns in the MX-5 Cup are outfitted exclusively in Hole in the Wall Gang Camp livery, giving everyone associated with the camp a sense of purpose and pride. “Aside from providing an enjoyable growth experience for the kids, the cars raise awareness for the camp and its need for funding,” Hale says. “Each child’s week-long stay costs $2,200, and the camp has an annual budget of $4.5 million.” Although Hale’s MX-5 ran only five of the eight MX-5 Cup races last year, for 2007 he has targeted every race. And with two other MX-5s now in the Hale Motorsports stable, odds are there will be more than one Hole in the Wall Gang Camp MX-5 fighting for the checkers. For more information on the camp, go to www.holeinthewallgang.org. ■

Mazda

Wisdom… “Winning isn’t everything. It’s a Mazda thing.”

Mazda and Skip Barber Join Forces An exciting new multiyear agreement makes Mazda the official vehicle at Skip Barber driving and racing schools.

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ith more cars and engines in road racing than any other brand in America, Mazda is already well known to motorsports enthusiasts. But the Zoom-Zoom company now gets even more exposure thanks to a new strategic partnership with the prestigious Skip Barber Driving Schools and Racing Schools. The long-term agreement makes Mazda the official vehicle at the organization’s five driving school locations in Connecticut, Florida, and Wisconsin, and at Mazda Raceway Laguna Seca in California—and at its 20 racing school locations across the country. Skip Barber Driving Schools now offer the MAZDA3, MX-5, and RX-8, while the Racing Schools use a new fleet of tube-frame formula cars powered by the robust two-liter MZR engine from the MX-5. The official names of the two schools are now the Skip Barber Driving School Powered by Mazda and the Skip Barber Racing School Powered by Mazda. In addition, the Skip Barber Race Series Powered by Mazda allows qualified drivers to compete in the same series that has graduated stars like Jeff Gordon and Michael Andretti. Along with Mazda’s existing support of different amateur and professional racing series, the partnership means the company is even better positioned to connect with drivers on their way up the ladder in motorsports.

The Mazda/Skip Barber partnership presents long-term benefits for the Mazda brand. Skip Barber Driving and Racing Schools graduate some 12,000 drivers a year from coast to coast. And the focused and positive exposure to Mazda products that each student receives will create lasting and positive opinions of the Mazda brand. In a very real sense, every Skip Barber graduate immediately becomes an “ambassador” for Mazda products. It’s not hard to imagine ways to use this relationship with your own customers. Some examples might be to include a Driving School or Racing School voucher when purchasing one or more new Mazdas at MSRP, prospecting with Skip Barber graduates who live in your area, or becoming an even better Mazda product expert by enrolling in a Skip Barber Driving or Racing School yourself. To learn more about the Skip Barber organization and schools, go to www.skipbarber.com. ■

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FASTTRACK

Mazda’s

Grand Am GT – Florida-based SpeedSource is campaigning a few specially built tube-frame RX-8 racers in the Grand American Rolex Series GT category against BMW, Porsche, and others. The handmade racecars are powered by a potent three-rotor (R20B) RENESIS rotary engine.

Racing Ambitions Does the sound of racing engines and shrieking tires light your fire? Then you’re going to love the 2007 Mazda racing season.

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his racing season will be an incredible one for Mazda fans because, for 2007, Mazda is throwing more weight, applying more horsepower, and investing more money than ever to build visibility in professional motorsports. From road racing to drag racing, rallying, and even drifting, the Zoom-Zoom company is definitely on the charge. The reason? To connect with Mazda fans in a wide range of racing series in a meaningful and consistent way. Here’s a useful “spotters’ guide” for Mazda’s motorsports ambitions. ■

ALMS P2 – BK Motorsports races a sensational low-slung prototype in the prestigious American Le Mans Series P2 class. Big news for ‘07 is the adoption of a Lola chassis and a 2-liter turbocharged piston racing engine, featuring direct fuel injection from the MAZDASPEED6 and MAZDASPEED3.

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MARCH/APRIL 2007

SCCA World Challenge – After finishing second in the 2006 Driver and Manufacturer points battles, Mazda is returning to the SCCA World Challenge Touring Car division with a vengeance. Race-prepared MAZDA6 sedans from Tri-Point Motorsports and Tindol Motorsports will take on Acura, Audi, and BMW.

FASTTRACK

Star Mazda Championship – Starting its fourth year of white-hot competition, the Star Mazda Championship uses carbon-fiber Pro Formula Mazda racecars and RENESIS rotary engines to yield professional-grade racing at a reasonable cost. A step up from karts and Formula Mazda, the Star Mazda Championship has already helped boost drivers like Marco Andretti and Graham Rahal into their careers.

Atlantic Championship – Serving as a “feeder class” for top-flight open-wheel Champ Car series, in 2007 the Atlantic Championship series uses Mazda power for the first time—a Cosworth-built inline four based on the MZR engine found in the MAZDA6 and MAZDA3.

NHRA – Bergenholtz Racing continues pushing Mazda power to the forefront of drag racing with a Pro FWD MAZDA6, as well as a MAZDA3 for the All Motor class. At press time, Dee Karagiannis was also building a new MAZDASPEED3 for the Sport Compact class.

Rally America – Longtime SCCA Rally driver Eric Burmeister has re-bodied his MAZDA3 into MAZDASPEED3 guise for an assault on the 2007 Rally America championship. Look for his spectacular sideways slides in events from Oregon to Pennsylvania.

UrbanRacer.com

SCCA MX-5 Cup – Fans will definitely enjoy the MX-5’s second season in a professional series. Featuring large fields, televised coverage, and a hefty purse, this MX-5-specific series runs in front of major ALMS, Champ Car, and Grand Am audiences.

MARCH/APRIL 2007

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FRONTLINE

TOP 25 RANKING DEALERS

Shop ‘Til You…Drop 2007 MEPP dealer incentive heads for Quebec City.

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his year, dealers who focus on selling Mazda Extended Protection Plans (MEPP) have a great incentive to keep up the good work. That’s because the 2007 MEPP Chairman’s Invitational Conference—called “Shop ‘Til You … Drop”—features a travel destination that may just be the best one yet. This exciting program will host 50 top-performing dealers and their guests on a magnificent journey to Quebec City, the capital of the Canadian province of Quebec, from November 27, 2007, to December 1, 2007. During the trip, attendees will enjoy luxury accommodations, exclusive shopping rewards, signature events, participation in the MEPP Dealer 50 and Best Practice Meetings, and the alluring charm of one of the most romantic cities in North America. There is no cost to participate in the 2007 MEPP Chairman’s Invitational Conference. To register, however, Dealer Principals must log on to the Web site at www.rewardshq.com/meppdealer (user id: mepp - password: travel) to complete the online registration—a process that takes less than five minutes. Once registered, every Mazda MEPP and Mazda EasyCare vehicle service contract sold during the qualifying period gets your dealership closer to the goal. This incentive program runs through June 30, 2007, and will issue invitations to winners in August. So, there’s still time to close more contracts and qualify in one of the three incentive categories: Top Sales Volume, Highest Sales Growth, or a random drawing for qualifying dealers. For registration, program rules, and additional information, please visit www.rewardshq.com/meppdealer (user id: mepp - password: travel). Good luck! ■

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SALES VOLUME (YTD THROUGH JANUARY 2007) RANK DEALER NAME

CITY

1

CLASSIC MAZDA EAST

ORLANDO

FL

2

WAYNE MAZDA

WAYNE

NJ

3

ROGER BEASLEY MAZDA CENTRAL AUSTIN

TX

4

MAZDA SOUTH

AUSTIN

TX

5

CORY FAIRBANKS MAZDA

LONGWOOD

FL

6

GUNTHER MAZDA

FT. LAUDERDALE

FL

7

GALPIN MAZDA

VAN NUYS

CA

8

NORCO MAZDA

NORCO

CA

9

SUBURBAN MAZDA OF TROY

TROY

MI

10

PREMIER MAZDA

GEORGETOWN

TX

11

BROWNING MAZDA

CERRITOS

CA

12

TUSTIN MAZDA

TUSTIN

CA

13

PALM BEACH MAZDA

WEST PALM BEACH FL

14

LEHMAN MAZDA

MIAMI GARDENS

FL

15T

JIM ELLIS MAZDA OF MARIETTA

MARIETTA

GA

15T

MAZDA OF LODI

LODI

NJ

16

BROWN'S FAIRFAX MAZDA

FAIRFAX

VA

17

WESTCOTT MAZDA

NATIONAL CITY

CA

18

SUBURBAN MAZDA OF FARMINGTON FARMINGTON HILLSMI

19

CRYSTAL MAZDA

GREENBROOK

20T

SURF CITY MAZDA

HUNTINGTON BEACH CA

20T

LONG BEACH MAZDA

LONG BEACH

CA

21

INGRAM PARK MAZDA

SAN ANTONIO

TX

22T

DELRAY MAZDA

DELRAY BEACH

FL

22T

PUENTE HILLS MAZDA

CITY OF INDUSTRY CA

NJ

T = Tie Results based on financial statement data submitted to MNAO as of February 5, 2007.

TOP 25 MEPP/MEC SALES

SALES VOLUME (YTD THROUGH JANUARY 2007) RANK DEALER NAME

CITY

1

TUSTIN MAZDA

TUSTIN

CA

2

WAYNE MAZDA

WAYNE

NJ

3

MORANDE MAZDA

MANCHESTER

CT

4

BOMMARITO MAZDA SOUTH

ST. LOUIS

MO

5

WALSER BURNSVILLE MAZDA

BURNSVILLE

MN

6

BERT OGDEN MISSION MAZDA

MISSION

TX

7

BIDDULPH MAZDA

PEORIA

AZ

8T

NELSON MAZDA

TULSA

OK

8T

JOHN HINE MAZDA

SAN DIEGO

CA

9

FRANK BOMMARITO MAZDA

ELLISVILLE

MO

10T

FAULKNER MAZDA

PHILADELPHIA

PA

10T

NORTH PENN MAZDA

COLMAR

PA

11

AVONDALE MAZDA

AVONDALE

AZ

12T

NORTH PARK MAZDA

SAN ANTONIO

TX

12T

BOUNTIFUL MAZDA

BOUNTIFUL

UT

13

GO MAZDA 104TH

WESTMINSTER

CO

14T

ROGER BEASLEY MAZDA CENTRAL AUSTIN

14T

WILKINS MAZDA

VILLA PARK

IL

14T

AUTO WEST MAZDA

ROSEVILLE

CA

15

MALLOY MAZDA

WOODBRIDGE

VA

16

HILLARD AUTO PARK MAZDA

FORT WORTH

TX

17

DAPHNE MAZDA

DAPHNE

AL

18T

JOHN KENNEDY MAZDA

CONSHOHOCKEN PA

18T

GALPIN MAZDA

VAN NUYS

CA

19

MAZDA OF CLEAR LAKE

WEBSTER

TX

T = Tie MARCH/APRIL 2007

STATE

Results based on data submitted to MNAO as of February 15, 2007.

STATE

TX

GEARGLITZ

MAZDASPEED

MAESTROS

Performance enthusiasts owe a debt of thanks to a pair of racers who design numerous MAZDASPEED Performance Accessories.

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lthough it only hit the streets recently, the new 2007 MAZDASPEED3 has already made a name for itself, with a fantastic blend of power and handling—at a very affordable price. But Mazda isn’t content to leave it at that. MNAO Accessory Operations has developed a wide range of components that further sharpen the car’s driving character while beautifully personalizing it. But did you know many MAZDASPEED Performance Accessory parts are designed, engineered, and tested by two Flat Rock, MI engineers, Jonathan Butts and Keith Hannah? Let’s meet them now.

Racer at Heart With a mechanical engineering degree and years of rally, autocross, and ice-racing experience, Jonathan Butts knows a thing or two about making vehicles grip the pavement. The former Ford brake engineer and prototype chassis engineer was hired on to develop MAZDASPEED components three years ago and has so far created dozens of them. “My specialization is chassis parts—everything from sport springs to coil-over suspension to wheels, brakes, and sway bars for the street,” he explains. Usually Jonathan starts a project by obtaining the specifications for a production component, then redesigning the piece to further sharpen performance. “I start in the ‘virtual world’ on a computer and come up with a design,” he explains. “After I get a vehicle to work with, I will test actual parts for handling and ride, and optimize the overall vehicle balance.” During that development process, MAZDASPEED will enter into an agreement with a supplier to manufacture the component, and production begins once all the design, testing, and approval processes are complete. It typically takes a year from start to finish. And how do Jonathan’s designs work? “With the performance accessory kit, the (MAZDASPEED3) will outrun just about anything except a sheriff’s radio,” noted Mazdasport Magazine.

Top: MAZDASPEED Chassis Engineer, Jonathan Butts describes the vehicle position of one of his coil-over suspension struts. Middle: Keith Hannah, MAZDASPEED Powertrain Engineer, knows his way around an engine compartment, as he preps a car for a cold-air intake system. Bottom: Jonathan and Keith proudly display some of the results of their performance efforts.

Power Hungry By his own admission, Keith Hannah is an enthusiast about power. No wonder—the NHRA and IHRA drag racer has been down the strip in nine seconds at 140 mph in a Super Gas car and is in the completion stage of building a new car from a kit. Hannah likewise holds a mechanical engineering degree and worked for Ford and GM for 20 years before joining MNAO Accessory Operations. In designing MAZDASPEED engine accessories, Hannah’s goal is always to improve power without affecting emissions, durability, or warranty standards. Along the way, he tries to add aesthetic beauty and useful engineering. A recent example is the cold-air intake he designed for the MAZDASPEED3. “Whereas just about every other aftermarket system uses an oiled filter, our system uses a dry filter that keeps people from over-oiling and damaging the mass airflow sensor,” he explains. “Plus its filtering capability is superior to a normal pleated filter.” Having built a racecar from the ground up, Hannah makes sure every MAZDASPEED accessory comes with the correct hardware and installs easily. “For instance, the cat-back exhaust system utilizes existing mounting points and installs in just a few hours,” he says. How are Hannah’s MAZDASPEED3 parts being received? Modified Magazine wrote, “The deep metal snarl coming out the tailpipe put an immediate smile on my face.” Mission accomplished! ■ Photos by jeffreysphoto.com

MARCH/APRIL 2007

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ONYOURMARK

The CX-9 Launch

Mazda supports its biggest crossover SUV with a full-size marketing campaign that puts “Family First. Fun Always.”

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azda’s all-new seven-passenger crossover SUV—the CX-9—is on the receiving end of a full-scale launch marketing campaign that kicked off in February and runs throughout 2007 and into 2008. Designed to meet the higher expectations of the CX-9 buyer, this multichannel campaign integrates traditional advertising with nontraditional advertising strategies to share Mazda’s unique selling proposition for the CX-9— “Seven Passengers…the ZoomZoom Way™”—and underscore what the CX-9 buyer is all about— “Family First. Fun Always.” Here’s the scoop on Mazda’s CX-9 launch activities and timing:

To promote the CX-9's safety features, the above online banner ad appeared on MSN.com and MSNBC.com in February and March.

Several popular automotive Web sites featured this CX-9 flash creative, including Edmunds, KBB, and Auto Trader.

Television – Four new 30-second TV commercials began airing in mid-February, with more emphasis on network and cable TV. Two of the spots—“Scramble” and “Spoiled”—focus on building imagery and creating an emotional consumer connection to the CX-9. The other two—“7 Passengers” and “Then There’s”—focus on competitive comparisons against the Honda Pilot and Toyota Highlander. These last two ads also advertise a competitive lease. All spots are airing on select weekly series, news and travel channels, and season finales. Look for these commercials during highrated programming, such as “Grey’s Anatomy,” “24,” and “Desperate Housewives.” Print – A combination of multiple-page inserts and traditional print ads devoted to the CX-9 will begin appearing in the April 2007 issues of various national magazines. The highest concentration of ads will run

Mazda is building awareness about the all-new CX-9 with four new TV commercials, two of which include "Scramble" (left) and "Spoiled" (right).

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MARCH/APRIL 2007

May through July in select publications that target the CX-9 buyer, such as Smart Money, Cookie, Travel and Leisure Family, and InStyle. Online Advertising and Search Engine Marketing – For a couple of months now, Mazda has been building awareness of the CX-9 with online automotive advertising and sponsorship of various automotive homepages. The online buys expanded in February to sites that appeal to CX-9 target buyers’ interest in family entertainment and travel, such as the comprehensive campaign launched on MSN.com and its subsites. Mazda also purchased keyword buys for additional exposure on popular search engines. MazdaUSA.com – Starting in January, Mazda launched a full suite of online shopping tools supporting the CX-9. See “Log On to the CX-9 Launch” on page 14 for all the details. Customer Relationship Management – A great source of new-model buyers is current Mazda owners, so Mazda is working its customer channels to build awareness of and interest in the CX-9. More than one million Mazda owners are receiving direct mail and e-mail communications about the new crossover SUV, including a special test-drive offer and incentive designed to get customers into their dealerships to see the CX-9. Mazda also inserts special messages into statements and notices generated by Mazda American Credit. Alternative Marketing – Look for Mazda’s seven-passenger crossover SUV to be featured in branded experiences and promotions, which are currently in development. ■

ONYOURMARK

A Night (or Day) at the Museum Mazda’s new online museum is open 24/7 to anyone with a computer and Internet access.

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ust because you don’t have the time or money to travel to Japan doesn’t mean you can’t experience the rich history and extensive archives on display at the Mazda Museum in Hiroshima. Sure, the Mazda Museum is located a full continent, one big ocean, and a very long plane ride away. But now you can see and read about what makes Mazda Mazda by logging on to the new online Mazda Museum. Located at www.MazdaMuseum.com, this new Web site went live last November and showcases the achievements that make Mazda a leader in the automotive industry. “Basically, it tells the story of who we are as a company,” said Michael Tsang, of MNAO Interactive Marketing. Visitors to www.MazdaUSA.com may also access the Mazda Museum by selecting "Inside Mazda" from the home page and then clicking on "Mazda Museum." The online museum, which is organized into four main sections—History of Mazda, The Collection, Special Exhibitions, and Learn More—leans heavily toward the hardware, paying exciting visual tribute to Mazda designs and technology, including everything from the company’s heralded classics to its innovative concept cars. The History of Mazda section, in particular, is designed around a timeline format that spans from 1920 to today and marries bold photography with minimal copy to underscore the company’s Zoom-Zoom nature. Plans

are to regularly update the site—especially the Special Exhibitions section—as Mazda continues to introduce new products and concepts. This exciting new Web feature was planned and created by the Mazda North American Operations Interactive Marketing team in Irvine, CA, in partnership with Sarkissian Mason (Web design agency) and Proxicom (Web technical agency). The team worked extensively with Mazda Corporate in Japan to collect historical information and photography for the site. “After making a complete list of Mazda’s production cars, we picked the most significant models and worked with Mazda Corporate in Hiroshima to locate original photography of these cars,” said Tsang. “In several cases, we were fortunate to work with very talented photographers who captured the true essence of Mazda design.” Throughout the development process, the online Mazda Museum’s creators held fast to their vision of making the site a template that could be easily adapted to any one of Mazda’s global markets. So far, Mazda Japan has already requested all of the site’s images, and Mazda Europe is considering how to utilize this exciting new medium as part of its online offering. In the meantime, www.MazdaMuseum.com seems to be performing to expectations, even without the benefit of any formal marketing that drives people to the site. “We’ve been getting good traffic, and the engagement level is high,” says Tsang. “The average visitor is spending a significant amount of time on the site looking at pictures and watching videos.” That’s a visit that delivers a pure Zoom-Zoom experience. ■

MARCH/APRIL 2007

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ONYOURMARK

Log On to the CX-9 Launch New site features vehicle video tour.

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ittle by little over the last 10 months, Mazda has been adding more and more information about the all-new CX-9 to its consumer Web site, MazdaUSA.com. What started out as a teaser that offered just a hint of what’s to come eventually developed into a comprehensive resource that details the features, benefits, and specifications for Mazda’s new seven-passenger crossover SUV. In January, however, the CX-9 site took on an entirely new presence. Accessed via the MazdaUSA.com home page, the CX-9 launch site was designed to communicate the exciting nature of the vehicle’s launch. It also introduces a compelling new feature—an interactive video tour of the vehicle—that eventually will be offered for several other Mazda models. The CX-9 interactive tour is made up of 12 to 15 video vignettes, each devoted to the vehicle’s key selling points, such as its class-leading versatility, spacious vehicle entry and exit points, and Bluetooth® advanced technology. Each video vignette is interactive, which allows site users to direct the flow of information during each 20- to 30-second segment. The videos can be viewed all together, which takes about four minutes, or as single vignettes. The CX-9 launch site also incorporates the CX-9 launch marketing concept, "Seven Passengers...the Zoom-Zoom Way,” and carries through the campaign’s storyline, which centers on a modern-day family and the way the CX-9 accommodates their diverse lifestyle and activities. “The CX-9 launch site is one element in a highly integrated launch campaign that is designed to intrigue and inform CX-9 target buyers, and eventually drive them into their local Mazda dealership for a test drive,” explains Michael Tsang, of MNAO’s Interactive Marketing group. The CX-9 launch site is given a unique look and feel from the standard look and elements of Mazda’s current models—a look that is designed to convey a sense of excitement surrounding this new product. Be sure to check out the new CX-9 online at www.MazdaUSA.com. ■

Data on Demand In-dealership kiosks now feature touchscreen monitors.

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ver the past year, 69 Mazda dealerships across the country have been reaping the rewards of Retail Revolution information kiosks, which give customers access to online data right at their Mazda dealerships. With this technology, customers can quickly research Mazda products, create and print product comparisons, do virtual “builds” of Mazda vehicles, and check dealer inventory for specific vehicles. As of last November, performing these tasks is now faster and easier than ever before thanks to updated software and new touchscreen monitors. Today, all new Retail Revolution dealerships will have touchscreen monitors installed, and existing Retail Revolution dealerships are now using upgraded software that enhances online navigation. “Touchscreen monitors are very intuitive, making it

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very easy for customers to simply point to what they want on the screen,” explains Todd Ketterer, Systems Manager of IT Retail Development. “They help unclutter the kiosk platform by eliminating the need for a keyboard and mouse and may also be less intimidating for people who have little or no computing experience.” Those dealerships with traditional kiosks benefit as well, with upgraded software that is faster, more reliable, and loaded with data on all the latest Mazda models. The redesigned software is now touchscreen friendly—offering larger buttons and more streamlined navigation—so that even dealerships using traditional kiosks can boost the convenience to their customers. For more information about Retail Revolution kiosks or upgrading your current Retail Revolution kiosk to a touchscreen monitor, contact the Mazda Systems Help Center at (800) 421-6507 between 5 a.m. and 5 p.m. (Pacific Time), Monday through Friday. ■

New touchscreen monitors make navigating the Mazda sales process easier and faster than ever.

The Tribute Returns After a brief hiatus, the Mazda Tribute is back —and better than ever.

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here’s nothing like the traditional SUV. Rugged, athletic, versatile, and ready to go pretty much wherever and whenever. While Mazda offers an extensive product lineup that meets the needs of just about every car buyer today, Mazda dealerships have operated for a few months without the company’s traditional SUV—the Mazda Tribute—as production was briefly suspended in 2006. However, as of February, the gap is gone. Yes, the Tribute is back in Mazda’s mix, offering shoppers the agility, versatility, and safety they need in an SUV, plus something they want but few SUVs deliver… value. Priced at a starting MSRP of $18,850, the 2008 Tribute is $1,265 less than the outgoing 2006 model. Redesigned for real life, the 2008 Tribute joins the CX-7 and CX-9 to round out Mazda’s SUV lineup. This rugged and reliable SUV is offered in two models: the i model—a 2.3-liter DOHC 16-valve 4-cylinder engine; and the s model—a 3.0-liter DOHC 24-valve 6-cylinder engine. Each model comes in three trim levels—Sport, Touring, and Grand Touring. Here’s how the rest of what’s new and improved for the 2008 Tribute shakes down.

Looking Good From top to bottom, inside, and out, the 2008 Mazda Tribute has been strikingly redesigned. In addition to its bold new exterior styling, which includes new front and rear fascias, rear styling refinements, and a raised beltline, its most notable new exterior features include: • 16-in alloy wheels with P235/70R16 T-rated all-season tires • Fog lights as standard equipment • Five new eye-catching exterior color choices, including Tungsten Gray, Monterey Gray, Kiwi Green, Blue Spark, and Light Sage

The Inside Scoop The 2008 Tribute’s versatile interior provides a number of stylish new refinements that enhance the vehicle’s creature comforts and ergonomics. Starting with its sound system, Sport and Touring trim levels offer as standard equipment an AM/FM/CD audio system that includes 4 speakers, a digital clock, and an auxiliary audio jack, while the Grand Touring trim level upgrades to a 6-disc CD changer with 7-speaker premium sound system. Other interior notables include: • 6-way power driver’s seat with adjustable height and lumbar support (Touring and Grand Touring) • New integrated center stack with disassociated display

• Enhanced interior ambience, with instrument gauges, message display, center stack controls, transmission positions, and steering wheel/door switches illuminated by Ice Blue lighting • New ergonomic enhancements, including improved locations for the Tribute’s steering wheel, shifter, wiper and headlamp controls • Improved air conditioning performance and air flow • Innovative storage features, including improved cup holder design and a new center console that features removable bins and accommodates laptop storage • New interior leather and cloth fabric and color combinations. For example, the Tribute Sport and Touring models offer a choice of Camel/Dark Chocolate interior with Dark Chocolate cloth seats, or Charcoal/Beige interior with two-tone cloth seats. The Tribute Grand Touring offers Camel/Dark Chocolate interior with Dark Chocolate leather seats, or Charcoal/Beige interior with Charcoal leather seats.

Tuned-Up Performance An all-purpose workhorse that’s also fun to drive, the 2008 Tribute features a number of performance boosters, including: • New 10-in drum rear brakes for greater stopping power • Improved vehicle sensitivity with Electric Power Steering (EPS) The addition of an acoustic windshield, thicker side glass, inset doors, and flat-blade wipers—improvements that reduce wind noise, vibration, and harshness.

Safety Seals the Deal Designed to accommodate active lifestyles, as well as multi-passenger and family use, the 2008 comes equipped with the latest in Mazda’s safety technology and features, including front side-impact air bags and side air curtains (front and rear) with rollover protection; Dynamic Stability Control (DSC); Roll Stability Control (RSC); Traction Control System (TCS); and Tire-Pressure Monitoring System (TPMS). Remember, these are just the highlights of the 2008 Mazda Tribute. For complete product information, including target audience, vehicle positioning, and competitive comparisons, see the 2008 Mazda Tribute section developed for the Mazda Product & Comparison Guide. ■

The 2008 Mazda Tribute sports a number of interior enhancements, including instrument control and ergonomic improvements.

With a starting MSRP that is $1,265 less than the 2006 model, value is a big part of the 2008 Tribute's story.

MARCH/APRIL 2007

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FINALSTRETCH

Photo by epsteinphoto.com

Praise from the Press in 2006

Hancock Mazda's Gary Kennedy (center), seen here with dealership owners Steve Reyes (left) and Neal Hancock, is thrilled to have won the dealership's first-ever employee car drawing.

What a Way to Say

“Thanks!”

Mazda’s exciting and growing lineup continues to impress industry opinion leaders.

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here’s no question about it…2006 was an exciting year for the Mazda brand, with the introduction of the allnew CX-7, the MX-5 Power Retractable Hard Top, the MAZDASPEED3, and most recently, the CX-9. When combined with the other great entries in the Mazda lineup, it’s easy to see why, in so many instances, the North American automotive and consumer media bestowed their 2006 awards and praise on Mazda cars and SUVs. Take a look: MAZDASPEED3 “2007 Canadian Car of the Year”—Automobile Journalists Association of Canada, November 2006 “10Best”—Car and Driver, December 2006 MAZDA3 “Best Cars of 2006”—Money, February 2006 “Best Family Cars of 2006” —Parents Magazine and AAA, March 2006

Hancock Mazda owners give away a MAZDA3 to an employee to show their appreciation and encourage customer referrals.

“Teen Recommended”—Cars.com, April 2006

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“All-Star”—Automobile Magazine, December 2006

orget your typical holiday bonus. Last December, the owners of Hancock Mazda in Mesquite, TX, offered up a brand-new MAZDA3 in a drawing dreamed up to thank employees for their sales referrals. When the time came for the drawing during the company’s annual holiday lunch, Hancock Sales Consultant Gary Kennedy’s name was selected as the lucky winner. Kennedy was one of 41 entries, all of who qualified for the drawing by referring a relative, friend, or acquaintance to the dealership during 2006. For every customer who purchased a car, the referring employee’s name was entered into the drawing. In fact, five employees had at least five referrals over the contest period. The idea to give away a MAZDA3 came to Hancock owners Neal Hancock and Steve Reyes at the dealership’s 2005 holiday luncheon. “We’ve given away cars to straight-A students, teachers of the year, etc. We even have a policy where we pay $100 to customers who refer others to our dealership. But our employees bring us lots of business, so it seemed like a good idea to let our employees know how much we value their referrals,” said Reyes, Hancock Mazda’s General Manager. “It’s a way for us to say ‘thank you.’” “I’m absolutely tickled about it,” said Kennedy of his prize, which he ended upgrading to a MAZDASPEED3 after paying the cost difference. “I’ve told all my friends and family, because I’ve never won anything before. This kind of thing just doesn’t happen to me!” Hancock’s car giveaway was so well received that Neal Hancock and Steve Reyes have already made plans to hold another drawing at the dealership’s 2007 holiday lunch. This time, employees can go for a CX-7 if they double the number of referral entries to more than 80, or even a CX-9, if they exceed 100 entries. “We’re definitely going to do it again,” confirmed Reyes. “It motivated people, and who knows, it may even help decrease turnover.” ■

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“Consumers Most Wanted”—Edmunds.com, May 2006 “Best Cars for College Kids” —CNNMoney.com, August 2006

CX-7 “Best Value”—Machine Design, November 2006 “Best Buy”—Consumers Digest, December 2006 MAZDA6 “Best Family Cars of 2006”—Parents Magazine and AAA, March 2006 “Best Sport Sedan Sobre Ruedas 2006”—Sobre Ruedas Magazine, September 2006 “Best Buy”—Consumers Digest, December 2006 “Editors’ Most Wanted”—Edmunds.com, December 2006 MX-5 Miata “20 to Remember”—Automobile Magazine, April 2006 “Ten Best Road Trip Vehicles”—Kelley Blue Book, May 2006 “Best Convertible for the Bucks”—ForbesAutos.com, May 2006 “10Best”—Car and Driver, December 2006 “Editors’ Most Wanted”—Edmunds.com, December 2006 CX-9 “Editors’ Most Wanted”—Edmunds.com, December 2006

PSHAW MOTORS

MAZDAMANIA

FUEL CROSSWORD CHALLENGE

SCENICROUTE

Photo by roadsideamerica.com

Have you got the energy to take the FUEL Crossword Challenge? Fill up on Mazda FUEL for clues, then go for it! Answers are on page 4.

That’s a Lotta Bull

A

DOWN 2 Future Tribute 3 Philip Sohn's Mazda dealership 5 Ace Carrio's next challenge 6 How to take the new CX-9 for a spin online 8 Mazda's new racing school partner 10 Ryuga's debut venue 11 EPA + MPG = 13 A page 2 "regular" 15 Mazda's home on the Web

A. Carbon Hill, Ohio B. Amity, Indiana C. Andover, Kansas D. Audubon, Iowa See below for the answer.

Answer: D. Audubon, Iowa

ACROSS 1 Focus of Tri-Point and Tindol teams 4 Mazda's latest and greatest concept 7 Mazda's top Rally driver 9 CX-9 spot #2 12 Where the Mazda Museum is open 24/7 14 New look of Mazda Service professionals 16 The key to entering Hancock Mazda's MAZDA3 giveaway 17 Mazda's "Ace" racer 18 Founder of the Hole in the Wall Gang Camp 19 MEPP Chairman's Invitational destination 20 Maker of Mazda's Service "blues" 21 The master engineers behind MAZDASPEED Performance Accessories 22 CX-9 30-second TV spot 23 Attribute of new Retail Revolution kiosk monitors

lbert, the World’s Largest Bull, has been guarding the peaceful streets of one Midwestern town since 1964. Weighing a whopping 45 tons, standing 30 feet tall, and spanning 15 feet from horn to horn, Albert even has a mighty steel skeleton that was salvaged from abandoned state windmills. Designed as a replica of the perfect Hereford bull, Albert even talks—with the push of a button—cautioning visitors to drive carefully. This mega-monument is living large in which city and state? ■

There are over 35 exciting ACCESSORIES available for the new MAZDA CX-9.