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Mazda Miata RF gets price bump for 2019

Over the past couple of months, Mazda has been releasing information about updates for the 2019 model year of the MX-5 Miata. We got details about the car's 2.0-liter I4 making 181 horsepower and 151 pound-feet of torque. The car also gets a telescoping steering wheel, new door stops, updated cupholders and seat levers, standard rear-view camera and 17-inch wheels. Later, we learned the new Miata would also be a smidge more efficient. Now, Mazda has announced pricing for the 2019 Miata RF. Going on sale in August, the 2019 Miata MX-5 RF starts at $33,240 (including $895 in destination fees) for the Club trim level with a six-speed manual transmission. That's a price increase of $435. That doesn't seem so bad when you consider the extra 26 horsepower and higher redline. The Club 6MT can also be optioned with Brembo brakes and BBS wheels for an extra $3,770, or the Brembo/BBS/Recaro package for $4,670. The MX-5 Club with six-speed automatic comes with paddle shifters and sport mode for $33,840, but isn't available with the Brembo/BBS packages. The i-ActiveSense package, which includes features like Smart City Brake Support and lane-departure warning is a $450 option for the Club 6AT. MSRP for the Grand Touring trim starts at $34,230 with a six-speed manual transmission, which is $585 more than the outgoing model. The new GT-S package for the Grand Touring 6MT adds $750, and comes with a front shock tower brace, limited-slip rear differential, Bilstein dampers and a hand-painted black roof. The Grand Touring with six-speed automatic goes for $35,305. Auburn Nappa leather adds another $300. In terms of exterior colors, there are three premium options to choose from, each with its own added price. The gorgeous Soul Red Crystal tacks on another $595 to the price of the Miata RF. Machine Gray Metallic adds $300, while Snowflake White Pearl Mica costs $200. Pricing for the soft-top version of the 2019 Miata hasn't been announced yet. Related Video:

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.

How long will the 'golden age' of performance last?

High-powered sports and luxury cars were everywhere at the New York Auto Show, prompting the obvious question for enthusiasts: How long will this golden age of performance last? Industry leaders have some time before regulations elevate the Corporate Average Fuel Economy level in 2025. Even then, they expect cars rippling with power to survive in some form. "Is it the end of an era," I don't think so," said Ola Kallenius, Daimler AG board member for Mercedes-Benz cars marketing and sales. "That performance element of individual mobility I don't think will ever go away." Kallenius, who oversaw the company's AMG division from 2010-2013, expects it to continue to grow. Last year, AMG sold a record 68,875 units around the world, an increase of 44.6 percent over 2014, with strong growth in the US, China, and Germany. Still, there's always the potential for gas to spike, and pending fuel economy regulations are looming. That could lead AMG to add electrification to its products, Kallenius said, pointing to the electric SLS as a test case. Chevy is also thinking ahead, said Al Oppenheiser, chief engineer of the Camaro. He wouldn't bite when asked about electrification for the Camaro (he did say "never say never"), but admitted in 2025 "it's going to be pretty tough to sell V8s." For now, things are rosy for muscle cars, and Chevy confidently showcased the 640-hp Camaro ZL1 in coupe and convertible form in New York. "I think that this is truly the golden age of performance," Oppenheiser said. It's hard to disagree. News & Analysis News: The 2017 Mazda MX-5 Miata RF was a show-stopper in New York. Analysis: There was a palpable energy when this RF — for Retractable Fastback — was revealed the night before the show at a trendy off-site venue near the Hudson River. Even as a parade of SUVs and flashy luxury cars rolled out the rest of the week, the Miata remained a hot topic. The Retractable Fastback is really a clever targa top, with part of the roof stowing behind the seats, adding about 100 pounds compared to the standard convertible. It makes the car more practical and arguably more attractive. The RF continues Mazda's tradition of selling the Miata with a hardtop variant. The first and second generations offered a detachable one, and a power retractable hardtop (a $1,700 option) was available on third-gen models. Judging by its reception in New York, the RF could prove to be even more popular than its predecessors.