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Mazda has right mix to chase 120,000 more US sales

The Mazda MX-5 Miata was named to Car and Driver magazine's Ten Best list for the eighth year in a row and for the fourteenth time overall. The CX-5 tops or comes in as runner-up on every AOL Autos staff poll we take on compact crossovers. The Mazda3 is a perennial favorite among auto critics. That's three clear, unquestioned winners in the Mazda showroom. So, why does Mazda seem to struggle sometimes for recognition and clarity in the marketplace?
For that, I chatted with Mazda North American Operations President, Jim O'Sullivan, who has run the outfit since 2003. O'Sullivan, a former Ford sales and marketing executive who came to Mazda from Dearborn, MI when Ford owned a controlling stake in Mazda, is one of the quieter, but very menchy, leaders in the industry whose longevity in the job speaks to the stability of Mazda.

2017 Fiat 124 Spider priced below most Miatas

The Fiat 124 Spider and Mazda MX-5 Miata might be siblings, but all that means is the rivalry between the two cars will be unusually intense. Pricing for the reborn 124 has been released and is added proof of that fact – aside from the very base trim, the turbocharged Italian is cheaper than its Zoom-Zoomy brother. Fiat's base model, the 124 Spider Classica, starts at $25,990. The MX-5 Sport isn't much cheaper, at $25,735. Both cars get 16-inch alloy wheels, black cloth seats, LED taillights, but the Mazda will throw in LED headlights. It's also interesting to note that the two cars have differing destination charges – $995 for the Fiat and $820 for the Mazda. Move up to the mid-range Fiat, and you'll start to see the "Italian" car eke out a pricing advantage. The Lusso, Italian for luxury, rings up at $28,490 compared to the MX-5 Grand Touring's $30,885. Yes, we're comparing the middle-tier 124 to the range-topping Mazda, because the mid-range, enthusiast-oriented Club is more analogous to the 124's Abarth model. The Lusso matches the MX-5 GT with 17-inch alloys, heated leather seats, a 7.0-inch touchscreen with navigation, and dual-zone automatic climate control. The Mazda does come with a bevy of safety features as standard – blind-spot monitoring, lane-departure warning, and automatic high-beam control – which look to be optional on the Fiat, so take that into consideration if you're thinking about buying one of the two. We enthusiasts are most interested in the matchup between the 124 Spider Abarth and the MX-5 Club. The scorpion-badged 124 starts at $29,190 and the Club at $29,420. You'll get more power – 10 additional ponies according to FCA – as well as all the performance goodies from the Club. There are Bilstein-tuned shocks, a mechanical limited-slip diff, and a front strut bar, plus a very imposing exhaust note. Recaro seats will be an optional extra, as will Brembo brakes (the MX-5 bundles them with BBS wheels). Finally, there's the 124 Spider Prima Edizione Lusso. The limited-edition wears Azzurro Italia (translation: pretty blue) paint and rings in at $35,995, which gets you a bunch of swag on top of the normal Lusso stuff. Oh, and if you choose the automatic transmission, you'll be punished with a $1,350 charge, regardless of which Fiata you go for. That's less than the premium Mazda charges for an automatic on an MX-5 Club or GT, but more than the $1,480 extra it charges for a two-pedal Sport.

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.