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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.

Mazda development chief discusses future rotary platform

The switch can again be flicked from "The Rotary Engine is Doomed" to "The Rotary Engine Lives!" Mazda is re-tooling the once nearly forgotten rotary to work as a range extender for hybrid vehicles, with a chance for it to do even more than that. The latest information sounds rather promising for those still holding out a candle for the rotary. Mazda's powertrain development chief, Ichiro Hirose discussed future rotary plans with the Australian Drive at the CX-30 crossover's launch. Hirose told Australia's Drive that Mazda is currently working with a very flexible and efficient rotary hybrid platform that doesn't necessarily come with the heavy emissions and fuel consumption baggage the rotary engine has earlier been saddled with. Hirose calls the rotary-based solution "XEV," referring to its adaptability. "It has the generator function and also it can be used to provide the drive force to give you traction. [...] Because the rotary engine is compact in terms of its packaging size [and] if we should choose to do so we can have the generator, rotary engine and electric motor all in one [driveline] because of the small packaging." The result is an electrified platform that could be made to work as a mild hybrid, series hybrid or a battery electric vehicle with a rotary range extender (if given a plug), depending of the required implementation. It's as if Mazda had a slider to adjust the balance of using a rotary engine and using electric power, to make the platform more of a jack-of-all-trades. Hirose explained: "If you reduce the other way around it could be a pure battery-electric, using really the rotary engine as a range extender and, according to the balance, you can even provide something akin to the series hybrid that is providing the drive force. [...] So, we are looking at a wider coverage and scope. Based on this architecture it allows us to do that, to explore the huge range of applications we can have with the rotary." The platform would also be flexible when it comes to meeting various stringent emissions standards. To be able to sell XEV-based vehicles globally would mean introducing a certain setup for one region and one for another, keeping in mind when the rotary power would kick in and how. While Hirose keeps the question open whether these vehicles would make it for sale in the United States, he says Mazda would be able to make them pass U.S regulations. "I'm just saying that — theoretically — if we were to introduce it in the U.S.

Mazda, Suzuki, Yamaha — more vehicle data fabrication found in Japan

TOKYO — Mazda, Suzuki and Yamaha improperly tested vehicles for fuel economy and emissions, the Japanese government said on Thursday, revealing fresh cases of compliance failures by manufacturers. The results came to light after the Japanese government had ordered the automakers to check their operations after revelations of improper testing at Subaru and Nissan last year. The conduct of automakers globally has come under intense scrutiny after Germany's Volkswagen AG admitted in 2015 to installing secret software in hundreds of thousands of U.S. diesel cars to cheat exhaust emissions tests, and that as many as 11 million vehicles could have similar software installed worldwide. In the Japanese cases, the carmakers have not broken any laws or prompted massive recalls. But a growing list of improprieties has tarnished the image of the country's manufacturing industry for high-quality products and efficiency. Suzuki, Mazda and Yamaha cleared vehicles for emissions or fuel efficiency even in cases where they were tested under invalid conditions, the ministry said in a statement. The errors related to slight deviations in the speed of the vehicles during testing that should have invalidated the test results. The automakers examined tests they had conducted over different periods of time, and in Suzuki's case they stretched back to 2012. None of the automakers found significant problems with actual emissions and fuel economy performance of the vehicles, which were destined for sale in Japan, and do not plan any recalls. Suzuki, Japan's fourth-largest automaker, said that of 12,819 sample vehicles tested for fuel economy and emissions since June 2012, around 50 percent of them had been inspected improperly. "I deeply apologize and will lead efforts to prevent recurrence," Suzuki Chief Executive Toshihiro Suzuki told a news conference. Mazda said there were irregularities in 4 percent of similar inspections on its cars, or just over 70 vehicles. In Yamaha's case, irregularities were found in 2 percent of inspections, or just a handful of vehicles. Both Mazda and Yamaha apologized. Suzuki and Yamaha shares fell 6 and 5 percent, respectively, and Mazda shares were down 1 percent, underperforming a steady benchmark Nikkei average. In July this year, Nissan admitted it had improperly measured exhaust emissions and fuel economy for 19 vehicle models sold in Japan.