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Mazda mulling furniture, designer goods in bid to command higher prices

Brands like Porsche and Ferrari make a mint every year by selling branded lifestyle goods like shoes, hats and even wilder items. Bugatti takes things to the extremes with things like its $84,000 belt buckle. These products not only make their respective companies some extra money, but they reaffirm their high-end design aspirations to wealthy buyers. However, the next firm possibly dipping its toe into this upscale pool is a bit more mass-market - Mazda.
That's right. The Japanese automaker best known among enthusiasts for its segment-defining Miata and rotary engines is considering its own line of luxury goods in the coming years called Mazda Design. The project is the brainchild of styling boss Ikuo Maeda, and according to Automotive News, he has backing from company CEO Masamichi Kogai. Although the green light isn't quite on yet, Maeda is already brainstorming. "Not only furniture, but I'd like to build a Mazda Design brand. That's my dream," he said to Automotive News.
The possible project is just one aspect of Mazda's move to become a near-premium brand. According to Automotive News, it wants to see higher transaction prices partially by offering more stylish design than its rivals. Launching a line of luxury goods is meant to communicate this new focus to customers.

Autoblog readers meet the 2016 Mazda MX-5 Miata [w/video]

Mazda dropped off a 2016 MX-5 Miata at our office this week with only two stipulations: don't break it, and don't talk about driving impressions until 3:01 AM Eastern on Monday, June 1. Easy enough. But rather than hold our notes until the embargo lifts, we decided to do something different. By now, you've no doubt read all there is to know about the 2016 Miata, including our review of the Japanese-spec car with the 1.5-liter engine that isn't coming to North America. You know it's smaller than the outgoing NC model. And you know that, at 2,332 pounds, it's nearly as light as the original. But what you, and we, didn't know, is what Miata owners think about the 2016 model. The MX-5 group is incredibly enthusiastic, and they love their cars. Hell, they love each other's cars. So we gave them an opportunity to not only get together, but to get an up-close, informal look at the ND Miata outside of an auto show, several months before it officially goes on sale. Here's what we did. Cars And Coneys Anyone who's familiar with the Woodward Dream Cruise in metro Detroit has no doubt heard of Athens Coney Island in Royal Oak, MI. It's an iconic place, known for its top-notch coney dogs, quick service, and the fact that, on pretty much any warm-weather weekend, you can find cool cars in the parking lot. We called the folks at Athens, told them about our Miata meet-up, and they were immediately on board with coneys, soda, and coffee for our gathering. We first published our meet-up info late last week, and sent the details out on our social media channels, as well. But without any formal RSVP system, we had no idea how many people would show up. And since Mother Nature decided to provide us with gray skies and chilly temperatures, we figured a lot of would-be attendees opted to bail at the last minute. Needless to say, we were surprised to see several Miatas already lined up in the Athens parking lot when we arrived with the ND at 4:40 PM, 20 minutes before the listed 5:00 start time. No one kept a formal count, but our best guess is that something like 50 or 60 cars showed up over the course of three hours. Some folks stayed the whole time, some people only stopped by for a quick cup of coffee. A couple people drove long distances to attend – a few Miatas hailing from southern Ohio, and many from western Michigan. We had a huge mix of cars, too.

Weekly Recap: Tesla loses money, still dominates the news

Some people get an inordinate amount of attention. In politics, it's Donald Trump. In football, it's Jim Harbaugh. And in the auto world, it's Elon Musk and his always-fascinating electric car company, Tesla Motors. General Motors is spending $877 million to upgrade a factory. So what! US auto sales are up. Who cares? Tesla has a metal snake that will recharge your car! So was the week in Tesla – er, the industry. Snarkiness aside, Tesla did dominate the news cycle, led by the announcement the company lost $184 million in the second quarter. Tesla also said it expects to deliver between 50,000 and 55,000 vehicles this year, and is preparing for a full launch of the Model X crossover in September. Musk also made news during the earnings call by simply not answering a question about ride sharing, leading to speculation Tesla could be considering its own operation. While the financials were the arguably the most important company news, reports of a Model S cyber hacking were more compelling fodder for Tesla followers. Researchers were able to attack the sedan and bring it to a stop, though they required access to the car first. Tesla says it already has deployed a remedy for the situation. On a lighter note, Tesla published a video of its metal charger prototype that autonomously uncoils like a snake to power up the company's vehicles, provoking plenty of humorous comments and comparisons. Watch it and decide for yourself. While some of this might seem trivial, much of Tesla's recent attention has been warranted. It's the first startup US automaker in decades to launch from nothing and actually gain traction in the market. Sure, Musk is a lightning rod and Tesla always seems to be in the spotlight. But amid all of the publicity, it easy to lose sight of the new reality: Tesla is a force. OTHER NEWS & NOTES 2016 Chevy Volt lights up 106 MPGe The Chevy Volt's vitals are looking healthier for 2016. The second-generation plug-in hybrid racks up a gaudy 106 miles per gallon equivalent, which is an increase of eight MPGe from the 2015 model. The new Volt can travel 53 miles on electricity, a significant jump from the 2015 Volt's 38-mile range. The new car also has a 420-mile total range when factoring in the capability of the gasoline engine, which is 40 miles greater than the current car offers.