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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.

Automotive Grade Linux will be the backbone of your connected car

Creating a backend for a secure, reliable, and expandable infotainment system is costly and time consuming. The Linux Foundation, a non-profit organization, has set out to promote and advance the Linux operating system in commercial products. Automotive Grade Linux, or AGL, is a group within the Foundation that seeks to apply a Linux backend to a number of automotive applications in a variety of vehicles from various suppliers and manufacturers. AGL's goal is to create a common, unifying framework that allows developers and manufacturers to easily implement applications across platforms. Currently, the focus is on infotainment systems, but AGL has plans for instrument clusters, heads-up displays, and eventually active safety software. At CES, a display from Panasonic showed a completely digital and customizable dashboard that allows information and apps to be moved from the gauge cluster to the infotainment screen and back, all through the use of gesture and touch controls. Although the organization has been around for five years, it's really only been in the past three that the group has been working hand in hand with automakers and suppliers. The first two OEMs to participate, Toyota and Jaguar Land Rover, have since been joined by Mazda, Suzuki, Ford, and, as of this week, Daimler. The latter is important as until now most of AGL's partner's have been based in Japan or the US. Other partners include suppliers Denso, Renesas, Continental, Qualcomm, and Intel. AGL want's to supply roughly 80 percent of the backend, allowing partners to then finish and refine the Linux system for each individual application. Think of how the Android operating system is refined and customized for individual smartphones from Samsung, LG, and Motorola. While the final product looks different, developers can have an application that will work across all AGL systems. Because it is open source, anyone can use and develop for AGL. You can even go onto the group's website and download a copy right now. There is also a software development kit available that helps facilitate app creation on the platform. Vehicle development cycles take roughly five years, so there currently are no cars that run an AGL backbone available for consumers. AGL Executive Director Dan Cauchy says products should be hitting the market later this year, with even more coming in 2018. Right now, the industry is relatively fragmented when it comes to infotainment and related systems.

Recharge Wrap-up: Tesla road rage video, Mazda tests EVs vs. hybrids

A Tesla Model S driver was caught driving recklessly in a dashcam video. On Toronto's Don Valley Parkway, the driver of a white Model S can bee seen speeding along the left shoulder. Another car moves partway onto the shoulder to block the driver, who moves back into the left lane. As traffic slows, the driver pulls back onto the shoulder and speeds away. The folks at Teslarati suggest that this serves as an example of why vehicle autonomy could make the roadways safer. See the video above, and read more at Teslarati. Formula E will be broadcast live on Italy's Rai network for the next two seasons. The programming will include the live races, as well as practice and qualifying highlights, podium celebrations, interviews and other pre- and post-race coverage. "It's a great opportunity for Formula E and motorsport fans to have Rai broadcasting the live races of our series in Italy," says Trulli Formula E team owner Jarno Trulli. "It's a step forward to make the series grow and get stronger after a successful first season. I'm looking forward to cooperate with Rai and show the Italian fans what we are truly doing with our technology." Read more from Formula E. A new study links a decline in cancer risk to California's air quality regulations. The study from CARB found that cancer risk from toxic air contaminants declined 76 percent from 1990 to 2012, a time period that corresponds with regulations targeting those contaminants. Even as the amount of diesel miles driven has steadily increased, cancer risk from diesel particulate matter has declined significantly. The paper predicts that cancer risk will continue to drop as a result of controls on toxic emissions. Read more at Green Car Congress. Mazda is conducting consumer trials of hybrid and electric vehicles in Japan to gauge reception. Depending on whether hybrids or EVs prove to be more popular, Mazda will adopt one of the two types of powertrain for future production vehicles. The automaker is currently testing an electric Mazda2 against a hybrid Mazda3. While this round of testing is focused on the automaker's home market, Mazda may need to expand trials to the US in response to tightening regulations in California. Read more at Green Car Reports.