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2016 Mazda MX-5 Miata firsthand impressions and notebook scribblings

Published by Mazda Blogs on September 4th, 2014

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2016 Mazda MX-5 Miata - front three-quarter live reveal image

In a temporarily repurposed airport hanger in Monterey, CA, the world caught its first glimpse of the 2016 Mazda MX-5 Miata tonight, and I was fortunate enough to attend in person along with my fellow auto media colleagues, Mazda execs, a couple hundred Miata devotees and, oddly, a fair number of Duran Duran fans. The klieg lights have dimmed, Simon Le Bon is no longer ringing in my ears, and I’m left to ponder what I’ve seen. I’ve scavenged my notes – and my Twitter feed – to give you some details and brief thoughts.

Fair Warning: I can’t claim to be completely impartial (I own a second-generation NB and consider the Miata franchise to be one of but a few sacrosanct franchises in modern motoring), but I will share my honest first impressions of the new car, both good and bad.

Here are my notes:

  • 2,200 pounds. That’s roughly what this car will weigh if we can take Mazda at its word that it has managed to cut over 100 kilos – 220 pounds – versus today’s NC Miata. Given that this car will almost certainly be safer, stiffer, better equipped and more refined, that’s incredibly impressive engineering. In fact, that’s lighter than an NB generation car.
  • First Impression: The new car looks incredibly compact yet sinuous, with tightly snubbed overhangs what designer Derek Jenkins called an “impossibly low” hoodline – impressive in this day and age of pedestrian crash regulations. Largely free of adornments, I think this is a shape that will age well.
  • While still looking like a proper MX-5, this ND trades some of its predecessors’ occasionally cartoonish and friendly rounded lines in favor of something more aggressive.
  • Piercing stare from those small, lightweight LED headlamps contrasts with its large lower air intake.
  • Profile is clean with almost zero character lines but nice barrel to the doors and fenders, with prominent J-kick to doorline retained and better rear-drive proportions thanks to a more harmonious door line/rear wheel relationship. Fender-resident side lenses are a nice design detail that add visual thrust.

Continue reading 2016 Mazda MX-5 Miata firsthand impressions and notebook scribblings

2016 Mazda MX-5 Miata firsthand impressions and notebook scribblings originally appeared on Autoblog on Thu, 04 Sep 2014 02:30:00 EST. Please see our terms for use of feeds.

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Mazda under fire for "crass commercialization" of Dr. Seuss’ Lorax [w/video]

Published by Mazda Blogs on February 29th, 2012

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Mazda CX-5 Lorax ad

mazda #saveloraxOver on Twitter, we recently had a discussion over whether or not it was fair for the cinematic version of Dr. Seuss’ Lorax to be out shilling for the Mazda CX-5. Turns out, we’re not the only ones who question the logic here – the Lorax speaks for the trees, not Skyactiv CUVs, right? Seemingly of like minds, an organization called Rethinking The Automobile is circulating a petition to “Protect The Lorax” by pulling the “offensive” ads.

Rethinking the Automobile is a project of OpenPlans and their petition reads, in part:

in these advertisements Mazda and Universal claim that a new automobile is “Certified Truffula Tree Friendly” and imply an endorsement of their product by the cherished title character of “The Lorax.” By airing these advertisements, Mazda and Universal have shamelessly turned a character who has inspired millions of children to care about their environment into a car salesman. Cars–even ones that pollute a little less–are neither kid-friendly nor good for the environment.

This movie Lorax’s message, Rethinking The Automobile says, runs counter to “the spirit and message of Dr. Seuss’ acclaimed book” and is nothing more than “crass commercialization.”

The whole thing is blowing up on Twitter, too, thanks to the #savelorax hashtag and a creature for speaks for the petition, the Zozo. The Zozo is also into “smart transportation solutions including walking, biking, and transit so that kids can grow up in a world with safe, healthy, livable, walkable communities. Zozo works with kids to fix the harm that automobile traffic does to our world.”

It isn’t immediately clear how many people Rethinking The Automobile represents – a check of its website reveals that the organization was started by a self-described serial entrepreneur, Mark Gorton, who is an advocate for “livable streets.”

One thing is clear, however – the CX-5 might be one of the most fuel-efficient crossovers on the market and it may be winning friends among reviewers, but clearly not everyone is pleased… at least with Mazda’s marketing efforts. Click past the jump to watch the commercial in question.

Continue reading Mazda under fire for “crass commercialization” of Dr. Seuss’ Lorax [w/video]

Mazda under fire for “crass commercialization” of Dr. Seuss’ Lorax [w/video] originally appeared on Autoblog on Wed, 29 Feb 2012 12:59:00 EST. Please see our terms for use of feeds.

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