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Ruminations in winter | 2016 Mazda MX-5 Miata long-term update

Winter is an odd time for our 2016 Mazda MX-5 Miata Club long-term tester. In the summer, the track beckons. Fall and spring bring top-down adventures at sunset. But our Miata is a little out of its enthusiast element when the weather is harsh and our moods grow as gray as a January day in Michigan. Sure, there's the occasional snowstorm, and equipped with winter tires the Miata can be a fun toy. But what about when it's just cold and dreary? We had a lot of time to reflect on our MX-5 these past few months, and we still managed to find enjoyment in the little things - even though admittedly this is not the time of year when the Miata shines. For starters, we taught associate video producer Amr Sayour how to drive a stick shift with the Miata. With its agreeable clutch and short throws, the six-speed manual was the perfect learning instrument for Sayour. His teacher, Adam Morath, actually had to show him how to stall. Arguably, learning to drive a manual isn't a little thing, but it was these run-of-the-mill events that showcased the Miata could be more than tolerable in winter. Associate Editor Joel Stocksdale used it for a 500-mile roundtrip to pick up a new pet and found it was a little tight for dog and driver. Though Stocksdale still enjoyed the sports-car feel, he came to the conclusion that "Miata is always the answer, but not always the best one." We also quickly realized the MX-5 isn't a great commuter car, nor did we expect it to be. It's low to the ground. It's loud. The small cabin has a greenhouse effect, and the windows fog easily. "If you have a Miata, it will creak and rattle in the winter. A lot. Nothing out of the ordinary here - this is a convertible with a lot of flexy parts - but something the casual shopper might not be aware of," Editor-in-Chief Mike Austin noted. Still, he found ways to have fun. "On the upside, winter tires = low-speed power oversteer." We had a lot of time to reflect on our MX-5 these past few months, and we still managed to find enjoyment in the little things. Speaking of those snowshoes, Stocksdale said they made our Mazda a "perfectly acceptable winter ride." Keeping the traction control on, he navigated his neighborhood roads in packed snow with little trouble. Like Austin advised, be aware of the ground clearance; Stocksdale got hung up in deep snow while attempting to scale his driveway.

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.

Mazda's rotary engine may live on as a range extender (UPDATE)

Update: We received a response from Mazda that confirmed plans for a 2019 electric car available in battery-only and range-extended models, but there was no comment on any other details. The text has been updated to reflect this. It may be time for rotary fans to start getting their hopes up a little for a return of the spinning triangle engine. Automotive News spoke with Mitsuo Hitomi, the man in charge of Mazda powertrains, who said there's a very good chance the next implementation of the rotary engine will be as an electric car range extender. The news source also suggests that such a vehicle could be just around the corner, since Akira Kyomen, Mazda's vehicle development program manager, confirmed to Automotive News that the company will have an EV out in 2019 in both pure electric and range-extended versions. We reached out to Mazda for more information, and a representative confirmed both the pure electric and range-extended models for 2019, but couldn't comment on anything else regarding those vehicles. Looking back, we have reason to believe that this really might happen. As far back as 2013, Mazda was working on a rotary-engine range-extended electric car in the form of the Mazda2 RE Range Extender. It had a total range of 250 miles, half of which came from its battery, the other half from a 330 cc rotary engine generator fueled by a 2.6-gallon gas tank. More recently, Mazda has also teased rotary power with the RX-Vision concept at the 2015 Tokyo Motor Show and another rumored rotary concept at this year's show, which could be the design concept teased recently. But most convincing is the patent we found from Mazda that described a range-extended electric car that would specifically use a rotary engine. The powertrain layout looks just like the one used in that Mazda2 concept. There's also the fact that, as we've previously pointed out, and as Hitomi mentioned to Automotive News, the rotary could be a good range-extender due to its compact size and smoothness. Of course it also isn't known for being the most efficient engine, but if it isn't required to provide all the forward propulsion, it could be made small enough that it's frugal, and the added space and weight savings would be important for making the vehicle more practical, adding more batteries, or simply keeping the car lighter. This news might not excite rotary die-hards who have been waiting for an RX-7 and RX-8 successor, but they shouldn't quite abandon hope yet.