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Preorders open for the Mazda MX-5 Miata RF Launch Edition

After unveiling the gorgeous 2017 Mazda MX-5 Miata RF Launch Edition at the 2016 New York International Auto Show, the Japanese automaker announced plans to give loyal customers first dibs on one of the 1,000 models. Preorders are open at 12 PM EST on Monday, September 26th at the Mazda MX-5 RF Launch Edition website. Customers who were sent an invitation with a personalized code will have a limited time to put a $500 refundable deposit down on a limited model. Customers also have the opportunity to select the dealership where they would like to complete the transaction. Pricing for the MX-5 RF has also been announced with the sports car starting at $34,685, including destination and handling. That's roughly $9,000 more than a base MX-5 Miata. Deliveries of the sports car will begin in February 2017. While the MX-5 RF is a looker, $9,000 is a lot of change for the Launch Edition, which only adds a black roof and special badges over the regular MX-5 RF models. All 1,000 Launch Editions will be finished in Machine Gray with a black roof panel and Auburn Nappa leather on the inside. Buyers who opt for the Launch Edition will also get a numbered 42mm Tourneau watch, and can choose between an automatic and a manual transmission. The MX-5 RF Launch Edition should sell out quickly, as the 2015 Mazda MX-5 25th Anniversary Edition sold out in roughly 10 minutes when it went on sale in 2014. Didn't get an invite to preorder the Launch Edition? Worry not, as Mazda will open the special model to the general public on October 3, if there are any left. Related Video: Featured Gallery 2017 Mazda MX-5 RF: New York 2016 View 13 Photos News Source: MazdaImage Credit: Live photos copyright 2016 Drew Phillips / AOL New York Auto Show Mazda Convertible Lightweight Vehicles Special and Limited Editions Performance pricing mazda mx-5 rf

Mazda planning not one but two new crossovers for U.S.

Mazda has already announced plans to unveil a brand new crossover at the Geneva Motor Show, but it turns out there's another one in the pipeline set to satiate the appetites of a crossover-mad U.S. market. Speaking at the Chicago Auto Show, Mazda North America CEO Masahiro Moro told reporters the brand has another model planned for production at the $1.6 billion plant under construction with joint-venture partner Toyota in Huntsville, Ala. It'll be "a new crossover SUV which is exclusively designed for the North American market," Automotive News quoted Moro as saying. While it'll be a different product from the one debuting next month in Geneva, the two vehicles will share some architecture. The company is reportedly still finalizing the concept for it. Currently, Mazda sells three crossovers in the U.S.: the subcompact CX-3, the compact CX-5 and the larger CX-9. Together, the three vehicles, which constitute half of the tiny automaker's vehicle lineup, posted sales of 195,778 for 2018, up 15.8 percent from 2017. They accounted for nearly two-thirds of the brand's total vehicle sales of 300,325. Production is expected to start at the new Alabama plant in mid-2021, Moro said, and add capacity for 150,000 units of crossovers. The plant is expected to employ up to 4,000 workers with a total capacity of 300,000 vehicles a year. Toyota plans to build the Corolla there alongside Mazda's crossovers. Mazda last week released the teaser pic shown above of its forthcoming new crossover headed for Geneva. It could be the next and slightly larger version of the CX-3, which will use the Skyactiv Vehicle Architecture that also supports the new Mazda3. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Goodbye Zoom-Zoom, Driving Matters is Mazda's new slogan [w/video]

Timed with the launch of the 2016 MX-5 Miata, Mazda is now changing gears with its advertising strategy in the US by launching a whole new slogan. The Japanese brand's latest marketing motto takes a much more direct approach than Zoom-Zoom by simply saying Driving Matters. The two-word phrase is meant to make customers believe that a good time behind the wheel can improve their lives. Driving Matters is also supposed to say something about how Mazda engineers vehicles. "Whether it's for safety purposes or for maintaining our 'fun to drive' nature, it all comes down to the fact that driving matters to our customers and it matters to us." Russell Wager, vice president of marketing at Mazda North American Operations, said in the announcement of the new campaign. However, Zoom-Zoom isn't entirely dead, and the words still appear in small print in some of these spots. According to Wager in an interview with Automotive News, the old slogan isn't necessarily understandable to some focus groups. "I'll ask them to explain to me what 'Zoom Zoom' means, and I'll get 6 or 7 different answers. That's what Driving Matters is supposed to address. It's supposed to solidify what 'Zoom Zoom' means to people," he said. So far, the company has released several examples of the campaign to highlight the Miata and Mazda6. At the same time, Mazda is launching a new commercial (embedded below) called A Driver's Life that showcases many of its models but puts a big emphasis on the MX-5. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Mazda Launches All-New Advertising Campaign, "Driving Matters" - New Campaign Communicates How the Joy of Driving Can Enhance Your Life - IRVINE, Calif. (May 21, 2015) –The Oxford Dictionary defines "driving" as, "operating and controlling the direction and speed of a motor vehicle." Mazda believes that driving is more than a definition. Driving is an experience that can enhance your life. To better illustrate how every Mazda vehicle embodies why "Driving Matters," today Mazda North American Operations (MNAO) is rolling out a new advertising campaign. Driving Matters is an evolution of the Game Changers campaign. With Game Changers, Mazda succeeded in increasing consumer awareness of the functional attributes of our vehicles. Driving Matters will extend the message by creating an emotional connection to the brand.