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Mazda MX-5 breeds upgraded Roadster RS in Japan

Fans of the new Mazda MX-5 Miata looking for something a little more performance-focused may be enticed by the new RS model. Unfortunately they'll have to go all the way to Japan to get it. Because Mazda will only be offering this particular version back home. The new RS version of the Mazda Roadster (as it's known in Japan) features a number of performance upgrades, although none of them specifically affect the engine or its output. The Roadster RS features Bilstein dampers and front suspension tower brace for better handling, along with bigger brakes for added stopping power, a retuned steering rack for sharper turn-in, and upgraded exhaust for a better sound. Inside it's also been treated to heated Recaro seats with Nappa leather and Alcantara trim and a nine-speaker Bose audio system. It also comes equipped with adaptive front lighting and high-beam control as well as lane-departure and blind-spot warning systems. Feeling left out yet? Don't be too disappointed, or book that ticket to Tokyo's Natita International Airport just yet. The Mazda Roadster RS only comes with the smaller 1.5-liter engine that produces 129 horsepower, which is significantly less than the 2.0L we get here at 155 hp. It does, however, come with the six-speed manual instead of the automatic. So while this may not be the most powerful version of the Miata, it may be the enthusiast favorite – at least in the JDM. Related Video:

2013 North American Car and Truck/Utility of the Year finalists announced [w/poll]

2012 is almost in the books and automakers are spending December gearing up for the 2013 auto show season, which tips off next month at the Detroit Auto Show. Traditionally, the latter opens up with the announcement of the North American Car and Truck/Utility of the Year awards, and this year figures to be no different.
But up until this moment, we didn't know which six vehicles would be parked ahead of the stage as finalists, with executives and engineers waiting for the winners to be disclosed. Whittled down from October's "short list" of nominees (11 cars and 10 truck/utility vehicles), the finalists are as follows:
2013 North American Car of the Year:

Goodbye Zoom-Zoom, Driving Matters is Mazda's new slogan [w/video]

Timed with the launch of the 2016 MX-5 Miata, Mazda is now changing gears with its advertising strategy in the US by launching a whole new slogan. The Japanese brand's latest marketing motto takes a much more direct approach than Zoom-Zoom by simply saying Driving Matters. The two-word phrase is meant to make customers believe that a good time behind the wheel can improve their lives. Driving Matters is also supposed to say something about how Mazda engineers vehicles. "Whether it's for safety purposes or for maintaining our 'fun to drive' nature, it all comes down to the fact that driving matters to our customers and it matters to us." Russell Wager, vice president of marketing at Mazda North American Operations, said in the announcement of the new campaign. However, Zoom-Zoom isn't entirely dead, and the words still appear in small print in some of these spots. According to Wager in an interview with Automotive News, the old slogan isn't necessarily understandable to some focus groups. "I'll ask them to explain to me what 'Zoom Zoom' means, and I'll get 6 or 7 different answers. That's what Driving Matters is supposed to address. It's supposed to solidify what 'Zoom Zoom' means to people," he said. So far, the company has released several examples of the campaign to highlight the Miata and Mazda6. At the same time, Mazda is launching a new commercial (embedded below) called A Driver's Life that showcases many of its models but puts a big emphasis on the MX-5. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Mazda Launches All-New Advertising Campaign, "Driving Matters" - New Campaign Communicates How the Joy of Driving Can Enhance Your Life - IRVINE, Calif. (May 21, 2015) –The Oxford Dictionary defines "driving" as, "operating and controlling the direction and speed of a motor vehicle." Mazda believes that driving is more than a definition. Driving is an experience that can enhance your life. To better illustrate how every Mazda vehicle embodies why "Driving Matters," today Mazda North American Operations (MNAO) is rolling out a new advertising campaign. Driving Matters is an evolution of the Game Changers campaign. With Game Changers, Mazda succeeded in increasing consumer awareness of the functional attributes of our vehicles. Driving Matters will extend the message by creating an emotional connection to the brand.