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Mazda announces live-streaming vehicle intro on Xbox

In April, Mazda introduced a marketing campaign titled "Game Changers" to showcase how certain people have made significant impacts in their respective sports, and now it's the Japanese automaker that is changing the game by creating an innovative way to launch a new product. Mazda is teaming up with Xbox to offer a first-of-its-kind live-streaming global debut of a new product. Mazda didn't say which model will be debuted, but our guess is that it will be the next-generation Mazda3.
The actual reveal will take place at 9 pm on June 26 during a live concert from the band Metric in New York City, but there will be other live events preceding the concert in Melbourne, St. Petersburg, Istanbul and London. Mazda will be promoting the event on social media using the hashtag #GameChanger, and there is also a contest on Xbox where one winner will receive $2,500 to attend a music event of their choice. Scroll down for the full details of the contest and vehicle debut event.

This California rally is vintage Japanese car heaven

What's so good about the future? This is what I was thinking when some folks at Mazda invited me and a handful of other journalists to join them on the second-annual Touge California. It's a rally for classic Japanese cars that covers a huge chunk of Southern California's twistier roads, where fans get to test their beloved machines. Oh, and it attracts swarms of admirers with cameras. "It is not a race. It is a vintage touring rally," said Ben Hsu, editor in chief of Japanese Nostalgic Car, and one of the coordinators of the event. "In Japan, touge most definitely refers to racing, whether timed, in touge battles, or drifting antics. Touge California was created to give drivers of Japanese classics a taste, as close as possible, of the types of roads their cars were forged on." Touge California was created to give drivers of Japanese classics a taste, as close as possible, of the types of roads their cars were forged on. We started the day on a mundane stop-and-go freeway drive from Mazda's Irvine headquarters to Escondido, me riding shotgun with my journalist co-driver in a 2016 Miata. But Mazda also brought along three heritage products on this trip – a 1985 RX-7 GSL-SE, a 1978 GLC three-door hatchback, and a 1975 REPU (rotary engined pickup) – serving as reminders of the company's history in the U.S. The group of Mazdas was joined in Escondido by many more Mazdas. And Toyotas, Hondas, Datsuns – so many 240Zs – and the odd Subaru and Mitsubishi. In total, 28 cars were at the start line. "We doubled the field this year, and made the route longer – 200 versus 120 miles," Hsu said. "We separated the cars into two run groups based on speed and a mix of makes and models." I spent the first part of the rally in the Mazda pickup to get a taste of rotary power. It was my first experience behind the wheel of a Wankel-powered vehicle, my first time driving a small Japanese truck from the '70s, and my God that thing has a lot of power. I had a few scares when I had to stand on the brakes, and I found the shift throw's immense length disconcerting – it felt like third gear engaged somewhere in front of the dashboard, with fourth somewhere in the bed. The truck was a great introduction to the rotary, however, and to '70s Japanese cars. Especially in Southern California, old Japanese cars aren't as novel to casual observers as they might be in other parts of the country.

2016 Mazda CX-9 First Drive

Automotive enthusiasts tend to obsess over spec sheets. How else could we know which cars and trucks are the quickest in a straight line, hold the road with the greatest tenacity, or tow the biggest trailers? More succinctly, what ammunition would we have in the seemingly endless back-and-forth of Internet forums if it weren't for specifications? Mazda's engineers think they've found a better way. The 2016 CX-9 has less horsepower than its primary competitors. The only engine available is a turbocharged four-cylinder, hooked to a six-speed automatic. Drivers won't miss the 23 horsepower (or more, as we'll soon explain) lost in the changeover from 2015 to 2016, because Mazda applied its holistic Skyactiv approach to the largest vehicle it offers. That means less weight and, ultimately, more fun. Or so they say. Are they right? Yes. And no. Most of the time, in normal on-road driving conditions, the 2016 CX-9 is the most fun you can have with three rows. But the real-world tradeoff didn't go off completely without a hitch. Reasoning that real-world performance is more important than ultimate horsepower, Mazda specified a four-cylinder for its big, three-row SUV instead of a more traditional V6. Let's get those all-important specifications out of the way: All 2016 Mazda CX-9s are fitted with a 2.5-liter turbocharged four-cylinder with 250 horsepower and, impressively, 310 pound-feet of torque at just 2,000 rpm. Unless you decide to use 87 octane, in which case you'll be limited to 227 horsepower. Mazda doesn't think owners will actually notice the difference in power levels, so there's no Premium Fuel Recommended sticker on the back of the fuel door. Mazda utilized some clever turbo trickery to deliver a diesel-like torque curve from its gasoline-fueled engine, which makes the small-displacement powerplant feel lively at low engine speeds. The flipside is that the CX-9 runs out of breath as the needle swings across the upper reaches of the tach. While that simply wouldn't do for a sportscar like the MX-5, in the CX-9 it's not necessarily a deal breaker. One benefit to the downsized engine is that it doesn't guzzle fuel. The EPA rates the CX-9 at 22 miles per gallon in the city and 28 on the highway. Drop one mpg all around for the all-wheel-drive model. Those figures beat out all the CX-9's most natural competitors, including the Honda Pilot and Toyota Highlander. The turbo-four Ford Explorer matches the 28-mpg highway figure, but loses by three in the city.