2006 Mazda Mx-5 Miata 3rd Generation Limited 1077 Of 3500 on 2040-cars

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Ever wonder how to really pronounce Japanese automaker names?

People tend to get very set in their ways when it comes to the pronunciation of words. Just look at the endless debates over whether or not to say the final 'e' in Porsche (which you should in terms of correct German enunciation). Or the argument about whether to follow the British convention and give the 'u' in Jaguar a special delivery or to say the 'ua' diphthong as more of a 'w' sound, as usually happens in the US.
This short video doesn't answer either of those automotive questions, but it does allow a native Japanese speaker to demonstrate the accepted pronunciations for several, major automakers from the country. One benefit is that it clears up the occasional debate over whether Nissan should be said with a long or short 'i' sound. Also, listen closely to how the female host says Mazda as Matsuda, the way it's actually said in the language. Even if this doesn't change the way you enunciate these brands, at least now you know the accurate way in Japanese.

Mazda zooms into SEMA 2016 with lighter MX-5 Speedster and RF Kuro concepts

It's almost time for the 2016 SEMA aftermarket show again, if you haven't guessed already by the steady parade of early looks at various show cars. Mazda's MX-5 creations are generally a highlight for us, unapologetic Miata junkies that we are. This year's cars should be just as exciting as last year's, one being a revision of last year's Speedster concept and the other based on the brand new, sexy RF retractable targa top model. Both SEMA MX-5s were designed and built in-house at Mazda's Irvine design studio. This year's Speedster is somehow even lighter than before. Mazda carved 100 pounds out of it, making it a staggering 350 pounds less than a production soft top model. It's also been repainted in a color called "White Ether", which we're imagining looks something like the "Blue Ether" paintjob on last year's highly reflective Speedster minus the blue tint. Mazda will probably never sell a roofless Miata or anything this lightweight, but maybe it should. It looks like it'd be a blast to drive at a road course. And then there's the RF Kuro concept, the first RF-based SEMA show car, which is shown in the teaser above. It doesn't seem terribly extreme, to be honest. It's wearing a matte charcoal paint, which explains the "Kuro" moniker – kuro means "charcoal" in Japanese. A set of 17-inch RAYS forged wheels and MX-5 Cup suspension, and that's about it. Not to knock it; the RF is a sexy looking thing as it sits, and Cup suspension should make it handle even more like a go-kart. Of course, both concepts will be fully revealed at the show next month in Las Vegas. Stay tuned for a dose of concept Miata hotness.Related Video:

Premium design and diesels: Mazda may be the next VW

At the Chicago Auto Show, we had a chance to sit down with Jacob Brown, a Mazda PR representative, and Jacques Flynn, a lead exterior designer at the company, to talk about design and where the company is going. One of the themes of our discussion was the company's desire to move its lineup toward a more premium, upscale feel and image – both in terms of vehicle design and powertrains. We realized the company may be looking to take a page from Volkswagen's American playbook, positioning itself as a prime purveyor of affordable, upscale – and most importantly, fun to drive – automobiles. In the case of design, Flynn talked about how Mazda's KODO design language is going to evolve; that the goal is to simplify and refine the look. We discussed the CX-5 as an example of this evolution. Flynn pointed out that the goal was to add more refinement and simplicity, and showed how Mazda achieved this on the CX-5 by straightening the curves from the previous model to give it more visual length and a more taut shape. The grille also was given more depth and detailing, which isn't simplified per se, but does provide a more premium look. View 9 Photos Mazda's upcoming diesel engines are another piece to Mazda's premium puzzle. The company will finally offer a diesel on the CX-5. While Mazda planned not to use urea-injection, it finally resorted to the system so the engine could both meet performance benchmarks and emissions standards. In addition to the efficiency of the engine, Brown said that diesel engines have a premium nature for buyers. This is due in part to the luxury automakers that mainly offer them in the US, such as BMW and Mercedes-Benz, and to the fact that the technology will add some cost to the product. If all of this sounds familiar, it's because you know these characteristics used to describe Volkswagen: a company known for upscale, affordable cars, providing great driving dynamics – and formerly, for efficient and fun-to-drive TDI diesel engines. While we didn't touch on the driving experience of modern Mazdas in our interview, you can simply look at any of our reviews to see that we generally like what the company builds. The only downside is that we may have to wait a while for some models, and others may never show up here. Brown and Flynn both said that the Mazda2 is unlikely to be offered in the US as anything other than the Toyota Yaris iA, since it's hard to convince people that a subcompact is premium. No surprise there.