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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.

Mazda to relocate its US offices into Irvine's tallest building

Mazda is the latest foreign automaker to be moving its North American headquarters. Only this time, it's not moving further south. Instead, the Japanese automaker is simply relocating to another facility in Irvine, CA. In a little over a year from now, Mazda North American Operations will move to 200 Spectrum Center Drive (pictured in the rendering at right), taking up five of the 21 floors in Orange County's tallest building for a total of over 100,000 square feet of office space. It'll also take up half the lobby with vehicles on display and the exclusive naming rights on the top of the building. The facility, designed by Pei Cobb Freed & Partners, boasts full glass walls from floor to ten-foot ceiling for uninterrupted 360-degree views. Mazda has been in its current US headquarters at 7755 Irvine Center Drive (pictured above) since 1987. The five-story building was specifically constructed for the purpose and was the tallest in Irvine at the time. Prior to that it was based in Compton from 1970. The move to the new facility is scheduled to take place in February, 2017. Mazda's announcement marks only the most recent of foreign automakers to relocate their North American headquarters. Toyota is moving to Texas, Subaru to Camden, Lotus to Ann Arbor, Daimler to Farmington Hills, and Mercedes-Benz to Atlanta (where Porsche recently relocated, as well). Cadillac also recently moved from GM's Renaissance Center in downtown Detroit to its new headquarters in New York. Hyundai and Kia also quarter their North American operations in Irvine, as does Aston Martin. Meanwhile Honda and Toyota (for the time being) are based less than an hour away in Torrance, and Mitsubishi halfway in between in Cypress. Though they no longer sell passenger cars in North America, Isuzu and Suzuki still operate their US bases in SoCal as well, in Anaheim and Brea, respectively – all municipalities located just south of Los Angeles. Nissan and Subaru also base their US operations outside of California, with head offices in Tennessee and New Jersey, respectively. Related Video: Mazda Set To Relocate North American Headquarters in 2017 - With 50 years of roots in Southern Calif., Irvine will remain 'home' for Mazda - IRVINE, Calif., Jan. 11, 2016 /PRNewswire/ -- Mazda North American Operations (MNAO) has spent the last three years bringing all-new, upscale vehicles to the U.S. and earning outstanding critical acclaim in the process.

This is what a 1,200-hp twin-turbo 4-rotor looks like in a Miata

We've seen the diminutive Mazda MX-5 Miata swallow plenty of big engines, but New Zealand drifting ace "Mad Mike" Whiddett is roaring into where-no-man-has-gone-before territory. Wanting to replace his 515-horsepower "MADBUL" RX-7 and its twin-turbocharged, three-rotor 20B engine, his new ride is an NC-series Miata with four rotors and twin Garrett turbochargers courtesy of Pulse Performance Race Engineering. It is called "RADBUL," and expected power at standard boost is 1,200 hp, but the builders at Pulse Performance think it will get up to 1,500 hp at full boost. And yes, that exhaust exits through the hood. Four-rotor engines are actually popular - builds are detailed on forums like this one from 2007 and this one from 2008, this UK company or this Canadian company will sell you one complete - but they're usually being prepped for an RX-7. Mad Mike's choice of a Miata for this enterprise makes this about as extreme as you can get, short of throwing it into a Mazda R360. You can watch Mad Mike tell the story of the build in the video, and check out the first and second installments about the build on the Red Bull site.