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Mazda mulling furniture, designer goods in bid to command higher prices

Brands like Porsche and Ferrari make a mint every year by selling branded lifestyle goods like shoes, hats and even wilder items. Bugatti takes things to the extremes with things like its $84,000 belt buckle. These products not only make their respective companies some extra money, but they reaffirm their high-end design aspirations to wealthy buyers. However, the next firm possibly dipping its toe into this upscale pool is a bit more mass-market - Mazda.
That's right. The Japanese automaker best known among enthusiasts for its segment-defining Miata and rotary engines is considering its own line of luxury goods in the coming years called Mazda Design. The project is the brainchild of styling boss Ikuo Maeda, and according to Automotive News, he has backing from company CEO Masamichi Kogai. Although the green light isn't quite on yet, Maeda is already brainstorming. "Not only furniture, but I'd like to build a Mazda Design brand. That's my dream," he said to Automotive News.
The possible project is just one aspect of Mazda's move to become a near-premium brand. According to Automotive News, it wants to see higher transaction prices partially by offering more stylish design than its rivals. Launching a line of luxury goods is meant to communicate this new focus to customers.

Miata is always the answer, but not always the best one

The Mazda MX-5 Miata is a surprisingly versatile car. Not only is it hilariously fun on back roads and closed courses, it can also be a decent daily driver thanks to its solid gas mileage and usable trunk. But, it doesn't excel in every driving situation. Specifically long trips at high speeds, and those involving canine companions. This weekend, I did a roughly 500-mile round trip to my parents' home in Indiana to pick up my recently adopted dog. The trip was 90-percent highways, and I heard every single mile. Our MX-5 Miata Club has the minimally insulated top also found on the base level trim, and at highway speeds the wind and road noise fills the cabin with a loud, steady roar. This likely won't be a problem for fans of white noise, and it can be overcome by the stereo. However, over a few hundred miles, it starts to get old. The suspension, while superb for carving corners, also gets tiresome. On rough Rust Belt highways, it would become a bit overwhelmed, and the whole car would shiver and shake. On the plus side, nothing squeaked, rattled, or fell off in these instances. There are a few other quirks that show up on long trips. The small pedal box and floor-mounted throttle means that there isn't a particularly comfortable place to rest your right foot when the cruise control is set. Neither the door nor the center console have much padding either, so leaning your knees against them for long periods of time isn't advisable. The good news is that the seat itself was surprisingly comfortable, and never once was I feeling any back pain. Plus, when not using the cruise control, the seating position is great, allowing me to stretch out and relax. When I picked up my four-legged compatriot (a 7-year-old mix of unknown breeds named Ruby, pictured above), things became a tad tight. Standing up, she thoroughly filled the passenger compartment. For reference, she's a little over 50 pounds and stands a little more than 2 feet tall. Much bigger dogs, like my family's coonhound and German shepherd mix, won't really fit. This also made her prone to nearly face-planting on the dashboard anytime the car slowed down. She eventually figured out that simply curling up on the seat bottom was the best choice, and then slept for most of the trip. So it worked out, but I think I may have found the limit of a Miata's dog capacity. Would any of this make me want a Miata less? Certainly not. That is if I had a second car.

Recharge Wrap-up: 61 miles on Autopilot; Mazda CX-9's 32% mpg improvement

A technology analyst at The Motley Fool used Tesla's Autopilot uninterrupted for 61 miles. In order to see how far the Tesla Model S could drive itself without driver intervention, Daniel Sparks set off on the highway from Monument, Colorado, through Colorado Springs and onward toward Pueblo. Only when a truck encroached on his lane did the driver take command of the wheel, rather than waiting to see what the car would do. "With [the] Model S nearly out of Pueblo and onto a long, boring stretch of highway by the time I had to grab the wheel, chances are I could have made it all the way to Colorado City if it wasn't for this interruption," says Sparks. Read the full account at The Motley Fool. The 2016 Mazda CX-9 offers 32 percent better fuel economy than the outgoing model. The front-wheel-drive CX-9, equipped with Mazda's Skyactiv-G 2.5T engine, gets an EPA-estimated 22 mpg city/28 mpg highway/25 mpg combined. The 2016 CX-9 has shed significant weight compared to its predecessor. Its turbocharged engine uses a Dynamic Pressure Turbo system, which improves performance at lower rpm by controlling the degree of exhaust pulsation according to engine speed. The new CX-9 goes on sale this spring. Read more at Green Car Congress. A group of eight US cities have formed the Energy Secure Cities Coalition (ESCC), pledging to switch their fleets over to alternative fuels. Atlanta, Charlotte, Indianapolis, Orlando, Rochester, Sacramento, San Diego and West Palm Beach will retire their petroleum-powered vehicles in favor of EVs and cars using cleaner fuels like natural gas. The cities expect the change to help improve air quality and save taxpayer money on fuel and maintenance costs. The ESCC hopes to grow to include 25 major cities, removing some 50,000 petroleum-fueled vehicles from service and saving 500,000 barrels of oil per year. Read more in the press release below. Eight Major Cities Unite to form Energy Secure Cities Coalition—Fleets Embracing Alternative Fuels to Improve America's National and Economic Security Coalition's goal is to retire 50,000 petroleum-powered vehicles, saving tens of millions in taxpayer dollars and improving U.S. national and economic security. Washington, D.C.