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Kiwi seniors accidentally lock themselves in Mazda3 for 13 hours, nearly die

It's an over-played trope that senior citizens are bad with technology. Its regular use as a comedic device, though, overshadows a more dire circumstance that comes when elderly citizens are paired with gizmos and gadgets they don't fully understand. A couple from New Zealand spent the night in their new, smart-key-equipped Mazda3 after thinking they'd locked themselves in, in what The Otago Daily Times called "a series of 'Murphy's Law' events." The two thought the car wouldn't function without the key fob, which had accidentally been left outside of the car, along with the owner's manual. That, along with the combination of stress, darkness and a lack of overall information about the car nearly killed Mollieanne and Brian Smith. After thinking they'd become trapped, the Smiths, 65 and 68, respectively, tried honking the horn to alert neighbors – it was Guy Fawkes Night, so the sound was drowned out by fireworks – and even took the Mazda's jack to a window in their attempt to escape. When they were discovered and freed 13 hours later, Mrs. Smith was unconscious and Mr. Smith was having trouble breathing, with emergency crews telling the couple another half hour in the car would have killed them. Mr. Smith later told The Otago Daily Times he was "very methodical," but couldn't figure out how to unlock the car. "Once I found out how simple it was to unlock it I kicked myself that I did not find the way out," the 68-year-old told The Times. "I had this mind-set that I did not have the transponder [so I could not get out]." Mazda New Zealand pointed out that is not the case. "It's not a design flaw with the car," Mazda New Zealand General Manager Glenn Harris told The Times. "What we have said to the [dealership] network is, with new technologies, don't forget to show customers how to use them in their entirety [and] how to override them. There is always a manual process to override them." Featured Gallery 2014 Mazda3 Hatchback View 9 Photos News Source: Otago Daily TimesImage Credit: Mazda Auto News Mazda Safety Hatchback Economy Cars mazda mazda3

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 first profit in five years in sight due to weak yen

Automotive News reports Mazda is set to turn a profit for the first time in five years. The automaker is more dependent on exports from Japan than other automakers based in that country, and as a result, it has long suffered at the hands of a strong yen. But the currency has declined in value by some 16 percent over the past six months and Mazda's shares have tripled in value to their highest level since 2008. Contrast this situation to a year ago when Mazda printed 1.22 billion new shares to raise cash. The move was equivalent to 70 percent of the company's then-outstanding stock, and values tumbled to record lows as a result.
Now that the yen has fallen to a value of around 96 per dollar, Mazda operations in the US are more profitable and the company now projects it will earn around $279 million for the next fiscal year. Automotive News says a one yen change against the dollar can have a 9.1 percent impact on Mazda operating profit compared to 4.7 percent at Subaru parent Fuji Heavy Industries or 3.1 percent at Toyota. Those automakers better insulate themselves from currency fluctuations with overseas manufacturing facilities.