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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.

2016 Mazda MX-5 Miata firsthand impressions and notebook scribblings

In a temporarily repurposed airport hanger in Monterey, CA, the world caught its first glimpse of the 2016 Mazda MX-5 Miata tonight, and I was fortunate enough to attend in person along with my fellow auto media colleagues, Mazda execs, a couple hundred Miata devotees and, oddly, a fair number of Duran Duran fans. The klieg lights have dimmed, Simon Le Bon is no longer ringing in my ears, and I'm left to ponder what I've seen. I've scavenged my notes - and my Twitter feed - to give you some details and brief thoughts.
Fair Warning: I can't claim to be completely impartial (I own a second-generation NB and consider the Miata franchise to be one of but a few sacrosanct franchises in modern motoring), but I will share my honest first impressions of the new car, both good and bad.
Here are my notes:

Mazda still really wants to bring diesels to America

Mazda's Skyactiv program has delivered much of what it promised for the brand's latest crop of products, namely great fuel economy and excellent driving dynamics. However, the Skyactiv diesel engine has yet to reach our shores. It's been promised ever since the new Mazda6 showed up here for the 2014 model year. According to a new report from Automotive News, Mazda's CEO Masamichi Kogai said that the Mazda Skyactiv D diesel powertrain is still set to make an American appearance. He told Automotive News that there is an internal timeline to get it to the States, and while he didn't reveal the timeline, he said he wants it to come here before he steps down as CEO. The powertrain is offered elsewhere, so it fits in the company's current vehicles, but the US has specific regulatory hurdles, and the engine's extra cost has to make sense from a sales and volume perspective. We doubt VW's diesel scandal helped the engine's sales pitch, either. Automotive News also reports that the next generation of Skyactiv designs and engines are also on their way and will advance and improve on the current generation's strengths. Engineers revealed to Automotive News that they expect a 30 percent improvement in efficiency and are developing an engine with the sky-high compression ratio of 18:1. This impressive ratio could be a further indication of Mazda's pursuit of homogenous charge compression ignition (HCCI) engines. Mazda has had plenty of success with its strategy of making very efficient internal-combustion engines, but there are some concerns that the company can only improve so much. The main worry comes from the company's lack of investment in hybrid and electric powertrains. Even Mazda's North American CEO Masahiro Moro expressed concern about meeting a 54.5 mpg mandate for 2025. That mandate will no longer take effect, but increasing fuel economy requirements will always be an issue. Related Video: