ISSUE 2

VOL. 7
MAR.-APR. 2008

Mazda’s Inspired New Concept Cars

PAGE 8

Racing for Pet Carving Out MX-5 Cup Making a Pitch

Adoptions a Future in Design Shootout Winner for Mazda
Page 2 Page 3 Page 6 Page 16
 The Family That Karts
(and Drives Mazdas) Together
Photo by: Ken Johnson / soa-design.com
W
hen Mazda announced its support of six important
kart-racing organizations last year, the commitment
was all about the company’s unique Motorsports
Development Ladder System that links karting to the
professional car-racing ranks. Now one karting family (among
11 karting families who have purchased Mazdas in the last
year), the Gennarises of Boca Raton, FL, have repaid Mazda in
kind with their purchase of twin MAZDA3s for father and
daughter. The most impressive element of the their purchase
was not just that it resulted in the sale of two vehicles in one
day. Rather, it was the motive: The family is so appreciative of
Mazda’s support of karting that they just wanted to give
something back. Are these great customers or what?
The Gennaris family got involved in karting six years ago via
a typical scenario—father Joe and son Jarvis were looking for
something to do together. “My son was eight and liked fish-
ing, but I didn’t,” Joe explains. “I liked tinkering in motorsports
and had put myself through school working in a speed shop.
We bought a cadet (junior) kart from a guy who was selling
Christian Fittipaldi-brand karts, and that was it. Fittipaldi him-
self took Jarvis to his first race and Jarvis drove on the Fittipal-
di team for the next four years.”
Mazda’s support of kart racing
yields the business and loyalty
of a Florida family.
Since then Jarvis, now 14, has skyrocketed through the youth
karting ranks. The family has traveled to races and champi-
onships across the United States and to Dubai, Mexico, and Por-
tugal. And Jarvis has already won several national titles. Last
January, he was scheduled to compete in the annual Skip Bar-
ber Karting Shoot-out in Sebring, FL, as the event’s youngest
driver. His mom manages Jarvis's racing career and home school-
ing, while brother Joey manages electronic data acquisition for
the karts. “Dad,” laughs father Joe, “pays for everything.”
Back home in Florida, last December, teenage daughter
Jaime needed a new car while Joe sought to replace his pickup
truck, unnecessary since Jarvis joined a factory race team. An in-
veterate Volkswagen family, they had their eyes set on a new
Jetta to replace Jaime’s aging one. But by lucky coincidence, lit-
erally next door to the VW dealer in Coral Springs was Coconut
Creek Mazda. “My wife said, ‘Mazda has sponsored so much
of Jarvis's racing, let’s go in.’”
Sales Consultant Robin Weisman greeted them warmly, and
Joe explained what they needed and what the budget was.
“She made me a great deal on a four-door MAZDA3 for
Jaime,” he recalls. “In fact she made us such a great deal that
I said, ‘I also like that red MAZDA3 five-door—what’s the gas
mileage?’ So I bought it too. Robin didn’t know that I was will-
ing to spend at least as much as I would have for the Jetta and
more. What was ironic was we saved money with Mazda.”
As expected, the Gennarises loved the purchase experience
as much as they are enjoying driving their new MAZDA3s. “The
brand was well represented by Robin,” Joe says. “We spent
most of the day with her by the time the cars were prepped,
and we all had a great time.” ■
Top, karting family (from left) Joe, Jean, Jarvis, and Jaime Gennaris,
with dad and daughter's MAZDA3s, purchased at Coconut Creek
Mazda in Coral Springs, FL. Inset, Jarvis Gennaris behind the
wheel of his kart racer.
 CONTENTS
2 First Lap
MAZDASPEED and Tri-Point Promote Pet Adoptions;
FUEL Feedback

3 Spotlight
Shaping the Future: The Mazda Design Challenge Winner

4 Pit Row
Mazda Launches New Service Technician Recognition Program;
Top 25 Dealers – Parts and Service
3
5-7 Fast Track
2008 MAZDASPEED Motorsports Racing Preview; De Phillipi
Wins 2008 Skip Barber Karting Scholarship Shoot-out;
Rampelberg Goes Pro After Winning 2008 MX-5 Cup
Shootout; Playboy to Sponsor 2008 MX-5 Cup Series

8- 9 Cover Story
Big Bang Theory: Mazda Introduces Two New Concept Cars
and the Restyled 2009 RX-8

10- 11 Feature
New CAFE Law Tightens Automotive Fuel Economy Standards;
California Greenhouse Gas Program Waiver Request Denied

12 Feature

12
2008 Mazda CX-9 Named North American Truck of the Year

Gear Glitz
7
Mazda’s New Dealer-Installed Accessory Window Label Pro-
gram

13- 14 Front Line

New Strategies for Successful New-Car Inventory Manage-
ment; Building Customer Loyalty Training Tour; Top 25 Dealers
– Sales; Top 25 Dealers – CPO

15-16 Final Stretch

Mazda’s Recent Industry Awards and Accolades; National
Insurance Crime Bureau’s Online VIN Check Service; Mazda
Sponsors Annual Automotive Fine Arts Society Exhibit;
Softball Clinic Connects with Up-and-Coming Athletes

10-11
8-9

Mazda FUEL® magazine is published by Mazda North American Operations and is an internal
publication intended for employees of Mazda dealerships and Mazda North American Operations.
Please address all correspondence to mazdafuel@mazdausa.com or fax to (949) 727-6813.
The content of Mazda FUEL magazine is prepared in accordance with the highest
standards of journalistic accuracy and was deemed accurate when written.
© 2008 Mazda North American Operations
 FIRSTLAP

Earl and Mooch

Go Racing
MAZDASPEED, Tri-Point, and MUTTS
comic characters team up to promote
pet adoptions.
to the benefits of shelter pet adoptions of puppies and kittens, full-
grown dogs and cats, and even purebreds. And as The HSUS says,
“Every adoption from a shelter is a life saved.”
On the grid at Road Atlanta and again at Mazda Raceway Laguna
MUTTS comic characters Mooch (left) and Earl Seca, drivers Jeff Altenburg and Randy Pobst hung out with cos-
are helping MAZDASPEED, Tri-Point Engineering, tumed Earl and Mooch characters and promoted pet adoptions in
and the Humane Society encourage pet adoptions. their interviews. They also visited the Society for Prevention of
Cruelty to Animals (SPCA) shelter in Monterey, CA, at the series’

E
veryone knows racers have nerves of steel. But they also have final round, where officials even named several animals Jeff, Randy,
hearts of gold. This much was proven during the last two Zoom-Zoom, and Cosmo in honor of the MAZDASPEED team.
events of the 2007 SPEED World Challenge road-racing series, Taking it a step further, the MAZDA6 hoods, drivers’ suits, and orig-
when Tri-Point Engineering’s championship-winning MAZDA6 inal MUTTS artwork were later auctioned off for charity. Overall, the
racecars carried MUTTS comic-strip graphics to raise awareness of cooperative promotion between MAZDASPEED, McDonnell, and
The Humane Society of the United States (HSUS) pet-adoption The Humane Society was a big hit, garnering positive input from
program. MUTTS, an award-winning comic strip created by Patrick teams and fans alike—along with plenty of media exposure.
McDonnell, appears daily in over 700 newspapers from more than “It is a real pleasure for Earl and Mooch to be part of the
20 countries. Featuring a pair of lovable household critters, Earl the MAZDASPEED Team,” McDonnell said. For more information on pet
dog and Mooch the cat, it’s the perfect forum for exposing readers adoption, visit www.hsus.org. ■

FUELFEEDBACK

I
f you want to get a sense of where a car company your interesting, funny, and/or outrageous Mazda-
is headed, the annual North American related photos.
ISSUE 1
VOL. 7

International Auto Show in Detroit (NAIAS) is the Now, it’s your turn to make a contribution to
2008
JAN. - FEB.

scene. Based on Mazda’s showing at the 2008 NAIAS Mazda FUEL. Just fill out and mail the enclosed reply
g two ne
w
this past January, it’s evident that Mazda remains card or e-mail us at mazdafuel@mazdusa.com. Re-
Introducin MAZDA
itions from zeroed in on its bold path toward innovative, member, your great story ideas, photos, or other
limited ed
dynamic, and fluid design. But don’t take our word submissions could earn you a $100 American Ex-
for it. See for yourself in this issue’s cover story about press Gift Cheque!
8
Mazda’s exciting new concept cars, Furai and Taiki.
page

Design is also key in this issue’s Spotlight, where “I really enjoyed the section on Mazda selling over
we feature Mallory McMorrow, an aspiring young the Internet. With people doing all sorts of crazy
El Dorado

Making Track
s
EED Moto
MAZDASP Recap
2007 Racin
g
rsports
The Zoom
Family
Page 11
-Zoom
A Look at
Mazda's
Page 13
Internet Sales
automotive designer who won Mazda’s online con- things these days, it’s nice to know people realize that
in Mexico

test for the opportunity to sculpt the vehicle of her Internet departments don’t have to be all about price.
Page 10
Page 3

vision on stage at the Greater Los Angeles Auto Bringing people to a store through the Internet
Show last November. Check out McMorrow’s work makes it a marketing tool. That is awesome.”
of art on page 3. Jason Foresman
Of course, interesting design can also take shape Internet Sales
in non-traditional mediums, such as…hair? That’s Stan Olsen Mazda, Omaha, NE
right, one of our readers (and our $100 American Ex-
press Gift Cheque winner this issue)—James “Always Great!”
Stafford, Sales Manager at Herzog-Meier Mazda in Greg Kimbrell
Portland, OR—had his local barber shave the Sales Consultant
“winged M” of the Mazda brand symbol into his Frank Bommarito Mazda, Ellisville, MO
hair. And, thanks to Stafford, we have the photo to
prove it. See for yourself in this issue’s Mazda Mania We want to hear from you, too. Send us your com-
section, where we introduce a new feature, “My ments and suggestions on the enclosed reply card. ■
Mazda Moment,” an opportunity for you to share

2 | MAZDA FUEL | MAR/APR 2008

 SPOTLIGHT

Shaping the Future

Mazda Design Challenge Winner

Brings 2018 MAZDA3 to Life at LA Auto Show

I
t was neither a commuter vehicle nor a boring sedan. It was by Facebook members, as part of the first-ever program between
also not an undersized sports coupe or an awkward, MNAO and the social networking site. To enter, contestants sub-
disproportionate hatchback. mitted a 150-word description of their vision of the 2018
Instead, when the 2007 Greater Los Angeles Auto Show MAZDA3 and an optional sketch drawing.
opened last November, the 2018 MAZDA3 on stage in the Mazda After weeks of voting—first by Mazda designers, then Face-
booth was nothing more than a lump of clay—and the vision of book members—McMorrow was selected as a finalist, at which
Mallory McMorrow, winner of the time she was paired with Mazda de-
Mazda Design Challenge. signer Jacques Flynn, who helped
By the end of the 10-day auto bring her design to life on paper.
show, however, that lump of clay was “Jacques took everything I said and
transformed into an exciting, life-size sketched, and put my thoughts and
would-be model thanks to a collabo- feelings on paper,” said McMorrow.
rative sculpting effort involving Mc- “I was thrilled when I opened up the
Morrow, of Whitehouse, NJ, Franz images of the final renderings. I’m
von Holzhausen, MNAO’s Director of proud to say that the end design was
Design, and members of Mazda’s au- still definitely my car.”
tomotive design team. “The opportunity to work directly
“Usually the design ideas come with the Mazda design team was an
from inside our studio, but this was a incredible one, to say the least,” said
rare opportunity for my team to look McMorrow. “All through college, I’ve
at design through our potential cus- heard nothing but how hard it will be
tomers’ eyes,” said von Holzhausen. to get into the auto design world,
“Never before has any other au- Aspiring auto designer Mallory McMorrow (left) and how I should keep my options open,
tomaker built a concept car on the Mazda designers sculpt McMorrow's winning concept and even how I should ‘think about
show stand, in full view of show design at the 2007 Greater Los Angeles Auto Show. interiors’ [because]…women work
attendees.” Above, a refined sketch of McMorrow's design. on interiors. Now, thanks to this con-
An Industrial Design major at the test, I have a completely refreshed
University of Notre Dame, McMorrow, 21, first heard of the feeling about pursuing a career in cars.”
Mazda Design Challenge online design contest from her profes- And her career, it seems, is taking off. In January, McMorrow
sor, Paul Down. Dubbed “the car girl” by her classmates in the began a four-month internship with the Mazda design team in
Industrial Design department, McMorrow, who discovered her Southern California, after which she will return to school to
love for cars at a young age, jumped at the chance to enter. finish her education and graduate from Notre Dame. After that,
A landslide victory, McMorrow’s entry was voted number one the sky’s the limit for this talented designer. ■

MAR/APR 2008 | MAZDA FUEL | 3

 PITROW TOP 25
RANKING DEALERS
PARTS SALES (YTD THROUGH JANUARY 2008)
RANK DEALER NAME CITY STATE

1 JIM ELLIS MAZDA OF MARIETTA MARIETTA GA

2 FREEMAN MAZDA IRVING TX
3 NUCAR MAZDA NEW CASTLE DE
4 GALPIN MAZDA VAN NUYS CA
5 MARTY SUSSMAN MAZDA WILLOW GROVE PA
6 ROGER BEASLEY MAZDA CENTRAL AUSTIN TX
7 ROSENTHAL MAZDA - ARLINGTON ARLINGTON VA
8 BOUNTIFUL MAZDA BOUNTIFUL UT
9 WAYNE MAZDA WAYNE NJ
10 GUNTHER MAZDA FT. LAUDERDALE FL
11 CORY FAIRBANKS MAZDA LONGWOOD FL
12 RON TONKIN MAZDA PORTLAND OR
13 MORRIES MAZDA MINNETONKA MN
14 OAK TREE MAZDA SAN JOSE CA
15 BERGE MAZDA GILBERT AZ
16 NORTH PARK MAZDA SAN ANTONIO TX
17 NELSON MAZDA TULSA OK
18 JOHN HINE MAZDA SAN DIEGO CA
19 FAULKNER MAZDA PHILADELPHIA PA
20 INGRAM PARK MAZDA SAN ANTONIO TX
21 TRUSSVILLE MAZDA TRUSSVILLE AL
22 OCEAN MAZDA MIAMI FL
23 WHITTEN BROS. MAZDA RICHMOND VA
24 LEHMAN MAZDA MIAMI GARDENS FL
25 BROWNING MAZDA CERRITOS CA

LABOR SALES (YTD THROUGH JANUARY 2008)

RANK DEALER NAME CITY STATE

1 GUNTHER MAZDA FT. LAUDERDALE FL

2 ROGER BEASLEY MAZDA CENTRAL AUSTIN TX
3 WALSER BURNSVILLE MAZDA BURNSVILLE MN
4 ROSENTHAL MAZDA - ARLINGTON ARLINGTON VA
5 OAK TREE MAZDA SAN JOSE CA
6 JIM ELLIS MAZDA OF MARIETTA MARIETTA GA
7 BROWN'S FAIRFAX MAZDA FAIRFAX VA
8 WAYNE MAZDA WAYNE NJ
9 MORRIES MAZDA MINNETONKA MN
10 GALPIN MAZDA VAN NUYS CA
11 MAZDA SOUTH AUSTIN TX
12 JOHN HINE MAZDA SAN DIEGO CA
13 JIM ELLIS MAZDA OF CHAMBLEE ATLANTA GA
14 LEE JOHNSON MAZDA KIRKLAND WA

Quest for Excellence 15

16
17
ROSENTHAL MAZDA
MAZDA GALLERY
UNIVERSITY MAZDA
VIENNA
NORWOOD
SEATTLE
VA
MA
WA

Mazda rewards Technicians for building their 18

19
FAULKNER MAZDA
CAPITOL MAZDA
PHILADELPHIA
SAN JOSE
PA
CA
knowledge and skills. 20 DELRAY MAZDA DELRAY BEACH FL
21 JEFF HAAS MAZDA HOUSTON TX

M
azda has launched a new Service Technician recognition program that 22 LIBERTY MAZDA WAKEFIELD MA
rewards Mazda Certified, Senior, and Master Technicians for 23 NORTH PENN MAZDA COLMAR PA
24 LOU FUSZ MAZDA ST. LOUIS MO
increasing their technical knowledge and skills.
25 CORY FAIRBANKS MAZDA LONGWOOD FL
The new program, called Quest for Excellence, is based on a points system,
whereby Mazda Service Technicians are awarded points based on their certifi- CARE SERVICE INDEX (ROLLING 3 MONTHS THROUGH JANUARY 2008)
cation level. Technicians may redeem their points for a broad selection of ex- RANK DEALER NAME CITY ST. SCORE
citing reward items via the Quest for Excellence website. To earn more points, 1T ROY'S GRAND MAZDA GRAND ISLAND NE 100
Technicians can complete additional instructor-led training courses, web-based 1T SOUTHLAND MAZDA NATCHEZ MS 100
1T REINEKE MAZDA LIMA OH 100
training courses and in-dealership kits, and/or attain ASE certifications. Master
1T MORRIE'S MAZDA OF LACROSSE LACROSSE WI 100
Technicians also earn points for taking the online Master Technician Competi- 1T JEFF WYLER MAZDA BATAVIA OH 100
tion test and participating in the Master Technician Competition. 1T RAZZARI MAZDA MERCED CA 100
“Quest for Excellence is Mazda’s first recognition program that rewards all 1T BILL HOOD MAZDA HAMMOND LA 100
Technician certification levels,” explains David Pace, Technical Training Manag- 1T PERFORMANCE MAZDA FARMINGTON NM 100
1T ALLIANCE MAZDA ROCKY MOUNT NC 100
er. “The program rewards Technicians for gaining additional technical skills to 1T I-79 MAZDA MOUNT MORRIS PA 100
fix it right the first time and increase customer satisfaction.” 1T STUART POWELL MAZDA DANVILLE KY 100
The Quest for Excellence website, which is accessible from the MXConnect 1T MCKAY MAZDA JEFFERSON CITY MO 100
dealer extranet or MazdaState.com, enables Mazda Service Technicians to track 2 RALPH THAYER MAZDA MONROE MI 98.6
3 KERRY MAZDA OF FLORENCE FLORENCE KY 98.3
and redeem their awards points. Technicians can select from hundreds of re-
4T G & G MAZDA DODGE CITY KS 98.2
wards, including Snap-on Tool certificates, recreational items, and electronics. 4T BUTCH OUSTALET MAZDA GULFPORT MS 98.2
Points can be redeemed right away or accumulated up to the maximum amount 4T PRINCE MAZDA VALDOSTA GA 98.2
before redeeming. 4T KELLY GRIMSLEY MAZDA ODESSA TX 98.2
A new brochure that details the Quest for Excellence program was recently 5T PARKS MAZDA HIGH POINT NC 97.5
5T RIVERSIDE MAZDA RIVERSIDE CA 97.5
mailed to Mazda dealerships. For more information and to begin using the 6T HALBINSEL MAZDA ESCANABA MI 97.1
program, visit the Quest for Excellence website. ■ 6T EXPO MAZDA KINGWOOD TX 97.1
7T MAZDA OF ESCONDIDO ESCONDIDO CA 96.9
7T FERNDALE MAZDA FERNDALE MI 96.9
8 IRWIN MAZDA FREEHOLD NJ 96.8
4 | MAZDA FUEL | MAR/APR 2008
T = Tie
Results based on financial statement data submitted to MNAO as of February 29, 2008
 FASTTRACK

2008 Mazda
Racing Lineup
New sponsors and more cars
will help Mazda grab its share
of racing exposure.

M
AZDASPEED is on the upswing for 2008 with strong
new sponsors, more racecars, and a better racing
presence than ever for the Zoom-Zoom company. In
events ranging from open- and closed-wheel road racing to
rallying, drag racing, autocrossing, and even drifting, Mazda cars
are found virtually everywhere there’s competition. Here are some
of the key series.

American Le Mans Series – Competing in the highly com-

petitive LMP2 class is a single B-K Motorsports Lola B07/46 using
the 2.0-liter turbocharged MZR-R powerplant. Exciting new sup-
port this year comes from BP, Yokohama, and Castrol, which
should bring welcome visibility and on-track results.

Grand American Rolex Series – The fleet of tube-frame RX-8

racecars from SpeedSource expands to as many as six in the Grand
Am GT class. Powered by a modified RENESIS rotary engine, these
potent racers square off against Porsche, Pontiac, Ferrari, and
Chevrolet. The #70 SpeedSource started the season in the new
colors for Castrol Syntec, winning the season-opening Rolex 24
Hours of Daytona.

SPEED World Challenge – After winning the 2007 driver’s
championship and helping Mazda take the 2007 manufacturers’
championship, Tri-Point Engineering returns to the SPEED World
Challenge Touring Car series with three MAZDA6 racers, including
2007 Mazda MX-5 Cup champion Jason Saini. Tindol Motorsports
and Horton Motorsports are also fielding MAZDA6 entries in com-
petition with Acura, Audi, and BMW.
Playboy Mazda MX-5 Cup – With new support from Playboy,
the professional Mazda MX-5 Cup series puts current-generation
MX-5 Miatas in front of huge crowds at ALMS, Champ Car, and
Grand Am events. Amateurs may now also participate in the new
Skip Barber Regional MX-5 Cup series.
Cooper Tires Atlantic Championship Powered by Mazda –
Atlantic cars serve as a feeder series for the premium Champ Car
series, bringing promising young professionals to the top ranks of
open-wheel American racing. Ferociously quick, they are pow-
ered by Cosworth-built Mazda MZR engines from the MAZDA3
and MAZDA6.
Top, the B-K Motorsports Lola B07/46, which competes in the American
Le Mans Series LMP2 class. Above, new Castrol Syntec colors proved
lucky for the SpeedSource #70 Grand Am RX-8, which won the Rolex
24 Hours of Daytona season opener.
Star Mazda Championship – Boasting carbon-fiber chassis
tubs and sophisticated aerodynamics, these RENESIS rotary-pow-
ered spec racers provide road racing’s highest performance for the
money. The championship, which has helped launch the careers of
drivers like Marco Andretti, continues for 2008 with even larger
fields expected.
BFGoodrich/Skip Barber National Presented by Mazda –
With a 150-hp tube-frame chassis, the Formula Skip Barber open-
wheelers occupy the first rung on MAZDASPEED’s Motorsports
Development Ladder System. After karting, they offer an ideal
starting point for young pro drivers—but there is also an over-40
Masters category for seasoned drivers. ■

MAR/APR 2008 | MAZDA FUEL | 5

 FASTTRACK
Shoot-Out
at the Sebring Corral
MAZDASPEED-supported
karting event awards $45,000
racing scholarship.
T
hanks to MAZDASPEED’s new Motorsports
Development Ladder System, 12 young kart racers
earned invitations to the 11th Annual Skip Barber
Karting Scholarship Shoot-out, held January 31 to February
3 at Sebring International Raceway in Florida, in a bid to win
one of six racing scholarships. The drivers, whose average
age is just 16, hailed from throughout North America. They
earned invitations to the Shoot-out by means of exemplary
racing performance in various karting championships—as
well as their overall professionalism and marketability as
future potential pro racers.
After the three days of intense competition and evalua-
tion by motorsports industry professionals, Connor De
Phillippi was named the Shoot-out champion. His grand
prize is a sponsored ride in the 14-race 2008 BF-
Goodrich/Skip Barber National Presented by Mazda, a
$45,000 value. In addition, five other drivers were award-
ed scholarships ranging from a full season in a Skip Barber
Regional Racing Series to $10,000.
Opportunities such as the Skip Barber Karting Scholar-
ship Shoot-out are hugely important for young drivers, and
that’s exactly the point of Mazda’s Motorsports Develop-
ment Ladder System—to take racers from their learning
days in karts right up to the Champ Car Atlantic series, a
springboard to many of the world’s top racing series.
Although it’s still new, the Motorsports Development
Ladder System is already providing tremendous visibility
for Mazda and has rapidly become the feeder series of
choice for budding professional racers. In addition, Maz-
da’s position in the Ladder System means the young
karters who went to the Shoot-out—along with thou-
sands of others who compete just as hard at lower lev-
els—will stay connected to the Zoom-Zoom company for
many years to come. ■
Mazda's John Doonan (right) celebrates with the Karting
Shoot-out scholarship winners, including grand prize winner
Conner De Phillippi (in red).
6 | MAZDA FUEL | SEPTEMBER/OCTOBER
MAR/APR 2008 2006
Brad Rampelberg Wins
Mazda MX-5 Cup Shootout
The 2007 SCCA Spec Miata champion earns
Mazda’s $70,000-plus prize package plus en-
try into pro racing.
H
e’s the champion among Mazda club-racing champions, capturing
the title spot in the 2007 SCCA Spec Miata Championship and now
gaining entry into professional racing by winning the 2008 Mazda
MX-5 Cup Shootout in February. He’s Brad Rampelberg, and his stellar
combination of on- and off-track skills has earned him a new MX-5 and the
parts necessary to compete in the 2008 SCCA Pro Racing Playboy Mazda
MX-5 Cup—a prize package valued at more than $70,000.
Rampelberg was one of nine Mazda-powered 2007 SCCA and NASA
champions invited to participate in the Shootout, a key event in the
MAZDASPEED Motorsports Development Ladder System. A panel of six
judges, all of whom are involved with professional racing, scored the drivers
in 11 categories that evaluated their driving abilities, technical prowess, and
business savvy. Ultimately, Rampelberg was judged as having the greatest
potential to succeed on the professional level in 2008.
“The core of the MAZDASPEED business is our club racing customer,”
explained Robert Davis, Senior Vice President, Product Development and
Quality, MNAO. “This program [the
Shootout] is at the heart of what we
strive for—making motorsports ac-
cessible to as many people as possi-
ble. Brad has worked hard to get to
this point in his career, and Mazda is
happy to help him make the jump to
the professional level.”
A 15-year-plus club racer, Rampel-
berg is grateful for Mazda’s support.
“Having been a Mazda racer for the
last five years, I’ve come to admire the
way Mazda takes care of us, the club
racing driver,” said Rampelberg. “I’m
so thankful to Mazda to be invited to
participate in their motorsports ladder,
and I hope to repay their investment in
me in 2008 and beyond.”
Rampelberg will make his pro rac-
ing debut when the 2007 SCCA Pro
Racing Playboy Mazda MX-5 Cup 2008 Mazda MX-5 Cup Shootout
kicks off at the Grand Prix of Houston winner Brad Rampelberg
on the weekend of April 25-27. ■

Fast Company!
For 2008 the Mazda MX-5 Cup series gets a sexy new title
sponsor plus an all-new regional race series for amateurs.
T
he racy Mazda MX-5 Cup series now has a racy new
sponsor for 2008—Playboy. While fast cars and beautiful
women may seem like mutually seductive elements to some
people, the reasons for the partnership are purely business for
MAZDASPEED and Playboy. On a typical
weekend, there are more MX-5s racing
than any other model, and the MX-5 Cup
series has grown at an unprecedented rate
of 30 percent in the last year alone.
Meanwhile, Playboy is represented as one
the world’s most recognizable brands, and
its male-oriented readership is heavily into
lifestyle purchases, including sports cars.
As the pundits say, it’s a co-branding
marriage made in heaven.
The 2008 Playboy Mazda MX-5 Cup series revs up in Houston,
TX, on April 25-27 for the first of eight televised events. Other
venues will include Braselton, GA; Mosport, Ontario; Cleveland, OH;
Portland, OR; Trois-Rivieres, Quebec; Tooele, UT; and Monterey, CA.
Running in tandem with the 2008 Playboy Mazda MX-5 Cup series, Skip Barber
Racing School is launching a regional MX-5 Cup series for amateur racers.
FASTTRACK
Featuring identically prepared third-generation Mazda MX-5s, the
professional series puts the emphasis on driver talent while also
showcasing the MX-5’s big-grins performance. The winner of the
’08 championship will receive full MAZDASPEED support in the
2009 SPEED World Challenge series, a value of
some $250,000.
There’s more good news for MX-5 racing
enthusiasts. The Skip Barber Racing School,
Mazda’s official driving school partner, re-
cently announced a regional amateur MX-5
Cup series designed to give club racers the
opportunity to race MX-5 Cup cars without
having to earn their pro license or connect
with a pro team. In fact, participating in the
Skip Barber Mazda MX-5 Cup Regional Race
Series requires nothing more than completing a Mazda MX-5 Cup
Three-day Racing School. How far you go in racing from there is
literally up to you. Check out www.skipbarber.com for a list of re-
gional race dates and locations. ■
MAR/APR 2008 | MAZDA FUEL | 7
 Big Bang Theory
Two stunning concept vehicles and a revamped 2009 RX-8 take
center stage at the North American International Auto Show.
At top from left, Mazda's Dan
Morris (Director and Senior Manag-
ing Executive Officer), Franz Von
Holzhausen (Director of Design),
and Laurens Van Der Acker (General
Manager, Design Division), present
the Mazda Furai Super Performance
concept at the 2008 North American
International Auto Show. Below,
a rear view of the Furai.
8 | MAZDA FUEL | MAR/APR 2008
T
wo of the greatest concept cars at the biggest auto show in the United States had
something in common this year: Mazda badges. That’s because the 20th annual North
American International Auto Show in Detroit, MI, held in mid-January, featured the world
premier of Mazda’s sleek Furai concept car and the North American debut of its stirring Taiki
concept car. While the futuristic vehicles generated a lot of positive energy, the Zoom-Zoom
company still wasn’t done, because Mazda also introduced to the world the restyled 2009 RX-8
sports car. Here are the details.
Furai Concept
Striking and aggressive lines make the Furai concept car look like it came right out of a wind tun-
nel. That’s good, because the name Furai literally means “sound of the wind” in Japanese. Based
on an actual American Le Mans Series racing chassis, the Furai concept is truly a racecar for the
street—rather than a street vehicle that can be used on the track. It thus moves the whole “su-
percar” concept closer to absolute performance than ever before.
Car designers have their own language, and in the Furai’s case the operative term is “flow.” To
Furai designers, the term defines the coordinated, simultaneous movement of water, air, people, or
other elements. One recognizes “flow” in water speeding downstream and leaves swirling in a
windstorm. The “flow” present in the Furai design is just as insightful and spirited.
Studying the Furai in detail leaves no mistake about its performance intentions—as well as its
heritage as a Mazda. The fascia and pronounced fenders are reminiscent of the RX-8, the narrow
waistline and wide hips suggest both agility and power, and the long greenhouse promises in-
credible speed. Liberally scalloped front air intakes, side coves, and rear deck further illustrate the
concept of flow.
Mazda says the Furai embraces both the future and environment simultaneously. The future is
found in achieving ultimate track performance in a street-legal car. And the environmental com-
ponent is that the Furai’s 450-hp three-rotor engine runs on ethanol, a powerful and clean-burn-
ing renewable resource grown right here in America.
Taiki Concept
Mazda’s “flow” design language also takes shape in the futuristic Taiki (the Japanese term for “atmosphere”) First shown at the 2007 Tokyo
but with a more organic and elegant feel. Mazda says it is designed to reflect the beauty and power of na- Motor Show, the Mazda Taiki is
ture—while also emphasizing the importance of our environment. Simply put, the graceful Taiki looks like gen- the fourth concept car in the
tly flowing air would—if you could just see it. Mazda Nagare design series.
Representing its care for the environment, the Taiki has a super-low drag coefficient of 0.25 and zero lift to
glide smoothly and efficiently through the air. A flat under-body helps in this regard, as do unique rear-wheel
covers that double as tunnels to help air move rearward while providing down force. A teardrop-shaped glass
canopy further imbues the Taiki with an aerodynamic feeling and helps connect the driver and passenger with
the environment.
A flowing theme also permeates the interior, with the shape of the instrument panel and seats gracefully co-
ordinating. Creatively, the Taiki uses black trim on the driver’s side to help concentrate the driver’s attention on
driving—while white details on the passenger’s side promote a feeling of roomy comfort. Unique features
abound, such as red LEDs on the edges of the instrument panel that double as the tachometer for the next-
generation RENESIS engine. The twin LED rows illuminate forward as the speed increases, further emphasizing
the sense of motion.

Restyled 2009 RX-8

The 2009 RX-8 excited plenty of rotary fans and dealers in Detroit. No wonder—the new model represents The restyled 2009 Mazda RX-8
the first major update since the RX-8 debuted for the 2004 model year, and designers worked hard to simul- features a refreshed interior
taneously improve styling, performance, and overall feature and equipment packaging. and exterior design, enhanced
Exterior upgrades start with new redesigned headlights, a restyled front fascia and bumper, and new performance, and a host of new
wheels with a rotary center motif. In back are a new bumper and tail lamps and larger 90-mm exhaust out- features. Pictured here is the
lets. Inside, the 2009 RX-8 features a dynamic new instrument panel, steering wheel, tachometer, and more 2009 RX-8 R3 model, which is
supportive seats. considered the ultimate RX-8
Mechanical changes range from greater body rigidity to new rear-suspension geometry and a more rigid and offers a compelling blend
drive-shaft for improved ride and handling characteristics with smoother overall operation. Of interest to per- of styling, performance,
formance enthusiasts, the final-drive ratio is also lower (4.777:1 vs. 4.444 in 2008) for quicker acceleration. and amenities.
In terms of equipment, the 2009 RX-8 adds many new features, including an auxiliary-audio input jack on all
models. Sport AT models now come standard with 18-inch wheels, along with upgraded front disc brakes. Grand
Touring models add auto AC, auto on/off headlights, Bluetooth® hands-free phone system, a leather handbrake,
and rain-sensing wipers. Touring and Grand Touring models also offer SIRIUS satellite radio as a factory option.
A sporty new RX-8 R3 version, features unique styling differentiation, plus front Recaro sport seats, Bilstein-
equipped sport suspension, and 19-inch forged alloy wheels. ■

MAR/APR 2008 | MAZDA FUEL | 9

 Article #4
images coming
New CAFE Law Tightens
Fuel Economy Standards
Mazda ready to do its part to address global
warming and energy security concerns.
A
couple of weeks before crude oil prices hit an
all-time high of more than $100 per barrel,
President Bush signed into law in mid-
December the broad-based energy bill, H.R. 6,
establishing the first statutory changes in vehicle fuel
economy standards in 32 years. The new law,
referred to as the “Ten-in-Ten” Fuel Economy Act (P.L.
110-140), increases Corporate Average Fuel Economy
(CAFE) by 10 miles per gallon over 10 years, resulting
in an increased fleet-wide average of 35 miles per
gallon by model year (MY) 2020. Annual increases in
fuel economy standards begin in MY 2011.
By 2025, the new standards are estimated to save
2 million barrels of oil per day, or nearly the amount
of oil imported by the United States today from the
Persian Gulf. The greenhouse gas emissions reductions
are projected to equate to taking 28 million of today’s
vehicles off the road in one year.
Key provisions of the new law include:
Fuel Economy Targets
• Preserves separate CAFE standards for passenger
cars and light trucks
• Standards are to be set at levels that will achieve 35
mpg by 2020 for the combined fleet of passenger
cars and light trucks
• Requires higher car and light truck standards
10 | MAZDA FUEL | MAR/APR 2008
White House photo by Joyce N. Boghosian
beginning in MY 2011, increasing annually
•
through 2020
Restructures the program by replacing the current
uniform standards for all companies with
company-specific standards based on the size of
vehicles it sells. For the first time, smaller vehicles
will have higher targets and larger ones will have
lower targets.
• New vehicle labels about fuel economy and
alternative fuels
• New vehicle rating system regarding fuel economy
and greenhouse gases
• Owners’ manual information for vehicles capable
of running on alternative fuels
Credit Trading
• Authorizes the National Highway Traffic Safety
Administration (NHTSA) to create a credit trading
program between manufacturers and allows
manufacturers to transfer credits among their own
fleets, subject to specified caps
Consumer Awareness
• Creates a new consumer information program
about fuel economy, including:
• New vehicle labels about fuel economy and
alternative fuels
• New vehicle rating system regarding fuel
economy and greenhouse gases
• Owners’ manual information for vehicles
capable of running on alternative fuels
NAS Report
• National Academy of Sciences (NAS) studies on fuel
savings technologies for passenger cars, light
trucks, work trucks, and commercial trucks
 Article #4
images coming

FFV Credits
• Extends credits for flexible fuel vehicles, tapering
down through 2019

Fuel Economy Labels

• Provides for periodic review by Environmental
Protection Agency (EPA) of the accuracy of fuel
economy labels

Tire Efficiency
• Creates a new consumer information program
about the fuel efficiency of replacement tires

Advanced Technology CAFE Fund

• Directs revenues from civil penalties into NHTSA to
support CAFE rule making and to make grants to
support advanced technology vehicles

Mazda dealers, employees, and MNAO executives EPA DENIES CALIFORNIA WAIVER REQUEST
played a pivotal role in the enactment of the most sig- FROM GREENHOUSE GAS PROGRAM
nificant environmental law since the 1990 Clean Air

Act. Teams of MNAO executives—including President
Jim O’Sullivan—traveled to Washington, D.C., twice
last summer to influence the final legislation.
While the signing of the bill is a landmark accom-
plishment, Mazda and other automakers continue to
face further environmental challenges, including
working out through the rule-making process at the
NHTSA how the details of the new CAFE program will
impact each automaker. The new regulations are ex-
pected to be finalized by the end of 2008, before
President Bush leaves office.
“Mazda is pleased to lend its support to the new
law that will raise fleet-wide fuel economy by 40
percent to 35 mpg by MY 2020,” said Barbara
Nocera, MNAO’s Director of Government and Pub-
lic Affairs. “While extremely challenging, Mazda,
along with other automakers, believes the stan-
dards are achievable.” ■
O
n the heels of H.R. 6 becoming law, the Environmental Protection
Agency (EPA) denied a waiver request from California to enforce its
own greenhouse gas emissions standards. If accepted, the waiver
would have allowed the state to raise fuel economy standards
significantly quicker than under the new federal CAFE program. Thirteen
states have adopted the California emissions (CA-LEV) program,
including New Mexico and Maryland, which adopted it this year. Without
EPA’s permission, states cannot enforce the greenhouse gas portion of the
CA-LEV program, but they may continue to enforce the Zero Emissions
Vehicle (ZEV) mandate and criteria pollutant portions.
Mazda and other automakers view the decision as a victory in that the
inconsistent federal/state mandates resulting from California’s separate
standards would have created significant and costly burdens on
automakers and consumers.
However, the battle is not over. California and environmental groups
have sued the EPA—a court case that is expected to draw out for at least
one and a half years. In the meantime, Mazda will concentrate on meet-
ing the challenging but achievable national CAFE standards. ■

MAR/APR 2008 | MAZDA FUEL | 11

 Top Truck
North American journalists select
the Mazda CX-9 as the North American
Truck of the Year.

F
or the first time in the award’s history, a Mazda vehicle has been
named the North American Truck of the Year (NATOY) for
2008. The 2008 Mazda CX-9 crossover sport utility vehicle was
given the award at the 2008 North American International Auto
Show (NAIAS) in January, recognizing it as the most outstanding
truck of the year in a category that includes conventional pickup
trucks, body-on-frame SUVs, and crossover SUVs.
Determined by automotive journalists from the United States
and Canada, the NATOY award was established in 1994 to honor
vehicles that become new benchmarks in their class or set new
standards. The vehicles are judged by various categories, including Launched just last year, CX-9 garnered rave reviews industry-wide
design, safety, fuel economy, handling, performance, comfort, dri- for its spacious design, excellent performance, and dynamic han-
ver satisfaction, and affordability. The CX-9 received 201 votes, dling, and was hailed as one of the very best in class. For the 2008
beating out the Chevrolet Tahoe Two-Mode Hybrid (140) and the model year, Mazda increased the engine’s displacement, resulting in
Buick Enclave (109). a significant performance increase. In addition, the 2008 CX-9 of-
“This truly is an honor,” said Jim O’Sullivan, President and CEO of fers a Blind Spot Monitoring (BSM) system, which assists drivers by
Mazda North America Operations, upon receiving the award. monitoring the detection areas on both sides of the vehicle to the
“Since we brought the CX-9 to market, it’s been a hit with media, rear and alerting the driver to possible vehicles in these areas.
customers, and dealers alike. This vehicle represents everything a Priced from $29,400, the CX-9 is available in three trim levels—
Mazda SUV should be: dynamically styled, powerful, with top-notch Sport, Touring, and Grand Touring. More information about the
craftsmanship, and a heck of a lot of fun to drive. This award is model is available online at MazdaUSA.com or in the 2008 Mazda
proof that says we just might be on to something special.” Product & Comparison Guide. ■

GEARGLITZ
• Accommodates up to three non-Mazda accessories
A Better Window Sticker • Provides space for dealer-created message
• Utilizes preformatted self-adhesive labels, designed by
A new supplemental label program lets MNAO
dealers create and display customized • Offers a reprint capability
window labels for dealer-installed This useful new tool can be accessed by any Mazda deal-
Genuine Mazda Accessories. er through the MXConnect “Accessories” Web page. Gen-
erating the labels requires just two easy steps: (1) Setting up

M
NAO Accessory Operations and IT departments have teamed up
to develop a process and forms that will provide dealers with a
handy way to create and print a “Dealer-Installed Accessory”
Window Label. The customizable labels are intended to be placed next
to the MNAO vehicle Monroney label displayed on a vehicle’s side
window.
This Dealer-Installed Accessory Window Label can be used to reflect
Dealer-Installed (DIO) Genuine Mazda Accessories, as well as to build up
the total price displayed on the Monroney MSRP.
accessory-installation pricing tables (including relative labor
costs); and (2) actually creating the customized supplemental
window labels in the convenience of the dealership office!
User Guides are located on MXConnect, and packages of
50 blank label forms (part number 9999-94-DIAWL-08) are
available through MStore. ■

Key Dealer Benefits

MNAO’s new supplemental label tool offers several benefits, including:
• Conveys the same visual look and feel as the MNAO Monroney
window label
• Improves customer purchase satisfaction and confidence
• Allows dealer to maintain accessory retail prices, including installation
costs, if any
• Allows dealer to input “No Charge,” if desired (N/C)

12 | MAZDA FUEL | MAR/APR 2008


Smart
Moves
Mazda adopts three important new strategies to help
dealers more successfully manage their new car inventory.
W
hen doing the math on dealer inventory, the equation is
fairly simple: The better you manage your new-car
inventory, the lower your costs and the higher your
likelihood of selling in-stock vehicles. In fact, proper asset
management can be one of the quickest and most effective ways
to increase dealership sales and profits.
That’s exactly why MNAO recently launched the following new
strategies:
Improve Production Calendarization
MNAO worked with its manufacturing facilities in the United
States and Japan to better align vehicle production with its sea-
sons of higher sales, such as the spring and summer months.
“Basically, we’re now timing our production to coincide with
sales demand,” said John Cunningham, MNAO’s Manager of
Inventory Projects and Logistics Strategy. “And the results are
speaking for themselves. This effort alone resulted in a 15-per-
cent reduction in national dealer stock last December.”
Minimize Build Complexity
“The more buildable combinations of a vehicle that are avail-
able, the more likely it is that a customer will go to a dealer ask-
ing for one they don’t have,” explains Cunningham. “Basically,
offering more choices actually reduces a dealer’s odds of having
exactly what the customer is looking for.”
FRONTLINE
Therefore, last September, MNAO launched an initiative to reduce
its build complexity by bundling build combinations in accordance
with market demands and sales volume. Today, this decision is help-
ing dealers order fast-turning models and making it more likely for
dealers to have on hand the exact models customers want.
Reduce Order-To-Delivery (OTD) Times
MNAO is also making strides to streamline the order-to-delivery
process. Until recently, dealers were required to place orders two
months prior to production and had to wait an average of 105
days from order to delivery. Today, that’s all changing.
“Mazda Corporation recently updated its allocation process,
which now enables dealers to place orders a few days after
month-end,” explains Cunningham. “Essentially, they are now
placing orders one month prior to production, versus the current
two months, which reduces average OTD by more than 20 days.”
And that’s just the start. Since the vast majority of dealer sales
come at the end of the month, this new process also helps deal-
ers adjust their inventory orders based on their most recent sales
and availability. Indeed, dealers can now better align their stock
with market needs, and react more quickly to inventory changes
and demands.
Concludes Cunningham, “Together, these three initiatives will
really pay off in 2008 for dealers striving to reduce expenses and
increase sales.” ■
MAR/APR 2008 | MAZDA FUEL | 13
 FRONTLINE

TOP 25
RANKING DEALERS
SALES VOLUME (YTD THROUGH JANUARY 2008)
RANK DEALER NAME CITY STATE

1 WAYNE MAZDA WAYNE NJ

2 GALPIN MAZDA VAN NUYS CA
3 CORY FAIRBANKS MAZDA LONGWOOD FL
4 MAZDA SOUTH AUSTIN TX
5T DELRAY MAZDA DELRAY BEACH FL
5T MAZDA OF WESLEY CHAPEL WESLEY CHAPEL FL

Got Owner Loyalty? 6

7
CLASSIC MAZDA EAST
MAZDA OF LODI
ORLANDO
LODI
FL
NJ
8 PALM BEACH MAZDA W PALM BEACH FL
9T PARETTI MAZDA METAIRIE LA

Learn how to get even more with a new 9T

10
ROGER BEASLEY MAZDA CENTRAL
BROWNING MAZDA
AUSTIN
CERRITOS
TX
CA
in-dealership workshop devoted to building 11 INGRAM PARK MAZDA SAN ANTONIO TX
customer loyalty. 12 TUSTIN MAZDA TUSTIN CA
13 OPEN ROAD MAZDA EDISON NJ
14 KINGS MAZDA CINCINNATI OH

I
t’s true. The quest for improved owner loyalty never ends. Talk to any
15T MAXON MAZDA UNION NJ
organization with outstanding customer loyalty, and you’ll discover a common
15T NORCO MAZDA NORCO CA
attitude: “Good enough is never good enough.” 16 GUNTHER MAZDA FT. LAUDERDALE FL
Mazda dealerships are no exception. Reaching a healthy balance between at- 17 BROWN'S FAIRFAX MAZDA FAIRFAX VA
tracting new owners and retaining existing customers is a key responsibility up and 18T MAZDA OF ESCONDIDO ESCONDIDO CA
down the line. 18T OAK TREE MAZDA SAN JOSE CA
Granted, every dealership loves new buyers. However, the key is turning them 19 HILEY MAZDA OF HURST HURST TX
into repeat customers—owners who are proud to refer their family members, 20T NORTH PARK MAZDA SAN ANTONIO TX
friends, and co-workers to their local Mazda dealer and the Mazda brand. That’s 20T RANDY HILEY MAZDA ARLINGTON ARLINGTON, TX
why Mazda is rolling out a new Building Customer Loyalty workshop for Mazda Results based on financial statement data submitted to MNAO
dealership employees. as of February 29, 2008.

A three-part program, the first part of the Building Customer Loyalty workshop
rolls out in April to Mazda dealership sales, service, and parts professionals in non-
management positions. The full-day workshops will be led by professional facilita-
tors and held at a local venue.
In early summer, Mazda plans to offer a Building Customer Loyalty workshop
tailored specifically for sales, service, and parts managers. While similar in format
to the non-management workshop, this training will address owner loyalty as it re-
lates to managing dealership operations.
TOP 10
CPO SALES
Finally, non-management sales, service, and parts professionals who are unable
to attend a spring workshop can catch the training tour when it comes around SALES VOLUME (YTD THROUGH JANUARY 2008)
again in the early fall. RANK DEALER NAME CITY STATE

1 MED CENTER MAZDA PELHAM AL

What should you expect to gain from attending a Building 2 JIM ELLIS MAZDA OF MARIETTA MARIETTA GA
Customer Loyalty workshop? 3 KIEFER'S EUGENE MAZDA EUGENE OR
During 2008, you can expect anything but business as usual. That’s because this 4 WAYNE MAZDA WAYNE NJ
workshop will emphasize coordinating the work of your entire dealership team to 5T MAPLE SHADE MAZDA MAPLE SHADE NJ
connect the dots in the chain of events that leads to impressive owner loyalty. 5T MAZDA OF ROSWELL ROSWELL GA
6 FAULKNER MAZDA PHILADELPHIA PA
Why bother with this workshop? 7 OAK LAWN MAZDA OAK LAWN IL
Simply stated, it’s all about earnings. Earning the trust of customers. Earning high- 8T AUTO WEST MAZDA ROSEVILLE CA
8T MAPLE SHADE MAZDA, TURNERSVILLE SICKLERVILLE NJ
er returns on the time and resources your team invests in each customer interaction.
8T SCOTT MAZDA ALLENTOWN PA
And at the personal and individual level, maximizing the powerful earnings poten- 9 DELRAY MAZDA DELRAY BEACH FL
tial that comes from loyal customers, repeat business, and quality sales referrals. 10 CRYSTAL MAZDA GREENBROOK NJ

Think you’ve heard it all before? T = Tie

Not so fast. Sales, service, and parts professionals will come away from the
Results based on financial statement data submitted to MNAO
Building Customer Loyalty workshop with the training, tools, and the takeaway as of February 29, 2008.
skills that will help build long-lasting success at your dealership for years to come.

For more workshop information and registration details, visit MazdaState.com

today. ■

14 | MAZDA FUEL | MAR/APR 2008

 FINALSTRETCH

Industry
Awards
and Accolades
Mazda products continue to
grab the spotlight.

W
hen auto manufacturers are doing
something right, people notice. And
industry recognition often follows. Upon the CX-9 being named the SEAMO 2008 Family Car of the Year, SEAMO Executive
That was certainly the case last fall, when Director Tom Kelley (center) presents the award to John Montgomery (left), General
Mazda vehicles were attracting praise—and Manager of Montgomery Mazda, and David Jackson, Southeast District Sales Manager,
awards—from organizations far and wide. at the Charlotte Auto Show.
Check out a few:
MAZDASPEED3 Named Best Sporty “DogCar” of
CX-9 Named SEAMO 2008 Family Car of the Year the Year
The CX-9 continues to rack up impressive honors. One of the In December, DogCars.com, the car-buying resource for dog-
latest comes from the Southeast Automotive Media Organization lovers everywhere, chose the MAZDASPEED3 as the first-ever
(SEAMO), which recently named the 2008 CX-9 3.7L the “Family “Best Sporty DogCar” for 2007. Created by “Good Morning
Car of the Year.” This inaugural award—the first of its kind by America” veterinarian Dr. Marty Becker and his writing partner,
SEAMO—was based on votes from journalists in the Southeast. syndicated columnist Gina Spadafori, DogCars.com not only gave
From among a pool of 33 vehicles, journalists submitted a total high “paw ratings” to Mazda, but also to cars in eight other cat-
of 97 ballots to select the top family-friendly vehicle. Each was egories.
judged on family friendliness through eight categories: safety, The DogCars.com team praised the MAZDASPEED3 for being
capacity, accessibility, value, amenities, ergonomics, NVH (noise, ideal “city dog cars”—“great little vehicles that won’t accommo-
vibration, harshness), and styling. date a team of sled dogs but will easily get dogs to the vet with
Tom Kelley, SEAMO’s Executive Director, said, “The 2008 Mazda good gas mileage and easy parking.”
CX-9 stood out from an impressive field of competitors to exem- Dr. Becker said, “We’re glad to see car-makers address the
plify what SEAMO members consider to be the most important comfort and safety of our dogs on the road, because people don’t
attributes of a great family car.” want to leave their pets—or should we say ‘four-legged family
members’—behind.”
CX-7 Named Active Lifestyle Best Value Vehicle
This year’s Active Lifestyle Vehicle of the Year competition saw MAZDASPEED3 Engine Named to Ward’s 10 Best
the most entries in the program’s four-year history, with more than Engines List for 2008
40 vehicles from 21 manufacturers in the running. The awards, co- In December, the MAZDASPEED3’s 2.3-liter DISI (Direct Injection
sponsored by the Active Network online community and Gen-A Spark Ignition) Turbo engine was named one of “Ward’s 10 Best
media and marketing, recognize automakers whose engineering Engines” by Ward’s AutoWorld magazine. This was the third con-
and designs best suit the needs of an active audience. secutive year that the performance-enhancing engine has been
The Mazda CX-7 beat 15 other entries to take home the award included in the program, which is now in its 14th year.
for best value (priced under $30,000). “We are so honored that the 2.3-liter DISI Turbo engine has
“Mazda has given this vehicle a sports car soul,” said juror been named one of Ward’s 10 Best Engines for a third year in a
Denise McCluggage, a journalist and former professional racecar row,” said Jim O’Sullivan, President and CEO of Mazda North
driver. Jim Prueter of AAA called the CX-7 “visually striking… American Operations. “Engineered to deliver high performance at
the CX-7 is what a crossover should be—roomy, quick, flexible, all speeds, along with low exhaust emissions and excellent fuel
and fun to drive.” economy, the 2.3-liter engine is Zoom-Zoom in its purest form.” ■

MAR/APR 2008 | MAZDA FUEL | 15

 FINALSTRETCH
Free
VIN Check
Protect yourself
from purchasing
a stolen vehicle.
W
hether it’s a Mazda or other make, dealers and consumers
can never be too careful when it comes to selling and
purchasing a previously owned vehicle—especially given the
number of stolen vehicles that remain unaccounted for. However, the
National Insurance Crime Bureau (NICB) is now offering a free service
to help prevent innocent people from buying a stolen vehicle, as well
as to help recover stolen vehicles that may enter the commerce stream
in the future.
Using the NICB’s Unrecovered Stolen Vehicle Database, anyone any-
where can run a vehicle identification number (VIN) through the data-
base and determine if it has been reported stolen by one of NICB’s more
than 1,000 member insurance companies. To check a VIN, simply visit
the NICB Web site at www.nicb.org and follow the onscreen directions
for the VINCheck search feature, which is located on the home page.
Also, anyone with information concerning auto theft and insurance
fraud can report is anonymously by calling 800-TEL-NICB (800-835-
6422) or by visiting the NICB Web site. ■
Mazda Connects With
L
Up-and-Coming Athletes
U.S. softball superstars Monica Abbott (left) and Stacy
Nuveman helped coach Jacksonville area youth players
at the Mazda-sponsored softball clinic.
16 | MAZDA FUEL | MAR/APR 2008
Tom Bush Mazda sales manager, Dean Murray, left, presents
Mazda’s 2008 “Emotion of Motion” award to Automotive Fine
Arts Society (AFAS) member Jack Juratovic at the Amelia Island
Concours d’Elegance on March 9.
Focusing on the
Art in Automotive
Mazda sponsors AFAS Amelia
Island Concours d’Elegance.
T
his March, Mazda sponsored for the seventh
consecutive year the Automotive Fine Arts Society
exhibit at the Amelia Island Concours d’Elegance in
Amelia Island, FL. The show is one of the nation’s most
innovative vintage auto events featuring more than 250 rare
classics from seldom-seen private collections nationwide.
Mazda leveraged the opportunity to showcase its latest
“works of art”—including the 2009 CX-9—alongside a
stunning display of majestic art and automotive design
from the artists of AFAS, the international group whose
works are highly respected by art connoisseurs and auto
enthusiasts. In addition to highlighting its new vehicles,
Mazda awarded its “Emotion of Motion” award to the
AFAS artist who best exemplified the joy of motion through
his/her works of art. ■
ooking to connect with active youth—much like a great
softball player connects bat with ball—Mazda served as title
sponsor of a softball clinic in Jacksonville, FL, in January that
featured Monica Abbott and Stacey Nuveman, superstars of
America’s fastest-growing sport.
Tom Bush Mazda and Mazda City, two Jacksonville-area
Mazda dealerships, sponsored the two-day clinic, which was
held at the Diamond Baseball and Softball instruction and train-
ing facility owned by 11-year Major League Baseball veteran Rick
Wilkins. More than 30 coaches from area high schools and col-
leges participated in day one of the clinic, which was devoted to
coaching the popular sport. On day two, nearly 100 youngsters,
who were joined by family members, participated in the all-skills
players’ clinic. Abbott and Nuveman instructed at both sessions,
along with the head softball coaches from the University of
North Florida and Seminole Community College.
Event organizers believe the involvement of Abbott and Nuveman
in such development opportunities helps generate additional in-
terest in a sport that is relatively easy to learn, fun to play, and
teaches leadership skills. For Mazda, sponsoring the clinics
helped showcase the benefits of participating in youth sports as
well as the advantages of partnering with health and fitness-
minded community organizations. ■
 MAZDAMANIA

My Mazda Moment SCENICROUTE

Photo by roadsideamerica.com

A Monumental
Car-ving
Photo by Arley Pitts

I
t seems everyone is armed with a digital camera these days, so Mazda FUEL
is challenging you to put your photography skills to the test…just like the

digital interpretation of Mazda enthusiasm captured here and sent to us by
James Stafford, Sales Manager at Herzog-Meier Mazda in Portland, OR.
Last year, Stafford asked his barber, Nathan Jackson, to shave Mazda’s winged-M
brand symbol into his hairstyle. Using the key from Stafford’s MAZDA3 as reference,
Jackson created what we here at FUEL consider a pretty strong statement of brand
loyalty and what Stafford says is a real icebreaker when working with customers.
Now, we want you to share your photos of an interesting, funny,
unique, or inspiring Mazda-related experience.
If you come across a Mazda-inspired moment—an RX-8 with a wild
paint job, a dog behind the wheel of an MX-5 Miata, a Mazda taxi, or you
get the idea—snap a photo and e-mail your high-resolution image to
mazdafuel@mazdausa.com.
If we choose to publish your image in a future issue of Mazda FUEL, you will receive
a $100 American Express Gift Cheque. We will also enter anyone who sends in a pho-
to into our monthly drawing for a $100 American Express Gift Cheque. So not only is
your picture worth a thousands words, it could also possibly be worth a $100.
Remember, send only “.jpg” images. Be sure to include your name, job
title, dealership or MNAO department, and phone number. Only one entry
per issue, please. All other Mazda FUEL $100 American Express Gift Cheque
reward restrictions and eligibiltiy requirements apply as stated on the reply
card enclosed in this issue.
Now, go out there and capture your best Mazda moment! ■
PSHAW MOTORS
A
family reunion in 1987 produced what has become
America’s best-known quirky Stonehenge—called
“Carhenge”—in a dusty field in one Midwest state.
Local farmer Jim Reinders supervised the project, which he
intended as a memorial for his father.
What makes Carhenge unique is that it’s made of cars—
38 of them—all of which were rescued from nearby farms
and dumps. Finally, the Reinders family spray-painted the
cars a flat grey to more accurately replicate the real Stone-
henge—using a 1962 Cadillac as the “heel stone.” To see
this monumental attraction, where would you head? ■
A. Alliance, NE
B. Colfax, IA
C. Lawrence, KS
D. Norman, OK
See below for the answer.
Answer: A. Alliance, NE
 A More Personalized Approach
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