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Mazda reveals new 'Game Changers' advertising campaign

Looking to highlight its unique and sporty mindset, Mazda is getting ready to launch its biggest advertising campaign since "Zoom-Zoom" became its tagline in 2000. The new campaign, entitled "Game Changers," will begin in May, and rather than focusing on its sporty past - like it did with Zoom-Zoom early on - the new ads will look at recent advancements made in building its future, including Skyactiv technologies and its new diesel race program, both of which involve its excellent new Mazda6 sedan.
As a part of the ads, Mazda will showcase game changers from the sporting world, including Dick Fosbury who changed how competitors perform the high jump and Laird Hamilton, who redefined how surfers attacked big waves. It doesn't sound like Zoom-Zoom is going away, but "Game Changers" will definitely feature heavily in the Japanese automaker's marketing moving forward. A few examples of the new ad campaign are posted in our gallery, and the press release is available below.

2017 Mazda CX-9 Prototype First Drive

If you read our coverage from last week's Los Angeles Auto Show, you'll note that we were extremely fond of the new Mazda CX-9. We like the look of the thing, inside and out, and it promises to be the best-driving entry in the three-row crossover class. We agree wholeheartedly with that claim. You see, we already drove it. Full disclosure: Our test of the camouflaged CX-9 prototype you see here was short, and while we were able to get a good handle on the CX-9's basic driving dynamics, it'll take more than a 30-mile session around the outskirts of LA to uncover the finer details. What's more, these vehicles are not production ready. In fact, according to our handlers at Mazda, the CUV we tested was actually at the stage before pre-production – so basically, a pre-pre-production car. That said, all the details about the engine, transmission, suspension, and steering are "largely final." As you can see in the gallery, the cars we tested were heavily camouflaged both inside and out. As for styling, we love it – see the undisguised pictures from the LA show for more views. And as for inside, we can say leather seats of our Grand Touring model were comfortable and supportive, and the smallish steering wheel felt natural in the hand. Even in pre-pre-production state, the CX-9 was impressively quiet. An extra 53 pounds of under-floor sound deadening, thicker windows, and active noise cancellation all contribute to what Mazda claims will be "among the quietest vehicles in its class." It's worth noting that the good sounds, like the throaty, whooshy noises of the turbocharged engine, found their way into the cabin just fine. The 2.5-liter, turbocharged four-cylinder engine – Mazda's first force-induced Skyactiv engine – is an excellent piece. The 2.5-liter, turbocharged four-cylinder engine – Mazda's first force-induced Skyactiv engine – is an excellent piece. It uses a variable geometry turbocharger, which the company calls a Dynamic Pressure Turbo. Here's how Mazda explains it: Imagine a normal garden hose. Put your thumb over the nozzle, and the force of the water increases dramatically. That's the DPT at low rpms. It features three small exhaust ports to direct exhaust gases into the turbo, making for 17.4 quick-spooling PSI at low rpms. As the revs climb, a flow control valve opens up, redirecting the gases to a trio of larger ports – removing your thumb from the hose, if you will – and keeping the boost up.

Road & Track to take Miata on million-mile march

Road & Track has taken on a Miata project. One hell of a project, if we're honest. You see, the Miata in question, a 1989 example in Mariner Blue, isn't a high-mileage Mazda that the publication intends to fix up, or make race-worthy, or try to flip or give away to a reader or something. No, it's a rather typical well-used NA, with a hefty 325,000 miles on the clock to-date that the staff plans on driving until the six-digit odo reads all zeros again. One million miles or bust (or both, most likely).
Procured for the bargain-basement price of $1,600, complete with seat covers that "really do look like muppet pelts" (according to Zach Bowman) and a bondo-filled love tap on the nose, the NA Miata actually looks like just the sort of fun-machine that a real driving enthusiast would pick up to get some cheap thrills in. The R&T team already has some interesting plans for the Miata, including a potential run up Pikes Peak and loaning it out to readers (or perhaps your author...). Click through to read all about it.