ISSUE55

ISSUE
VOL. 8
Sept. – Oct. 2008

Zoom-Zoom. Forever.

CX-9 Donation MazTech World Final Postcards from Portland MyMazda.com

to Idaho Youth Ranch Page 4 Page 8 Page 10
Page 3
 The Speed of Sound
Musician/Graphic Designer Loves his RX-7 for Design and Function

11-14
CONTENTS
Maurice Tani and everything he can fit into his RX-7. 2 First Lap
All-New MAZDA3 Sedan

M
aurice Tani is a multi-talented modern day renaissance man
living in Berkeley, Calif. By day, he creates graphic designs
and Web sites for a wide variety of clients, many in the mo-
torsports world, including our own MAZDASPEED team. By night, he
plays in an alt-country band, ‘77 El Deora. FUEL Magazine sat down
with Maurice to talk about his music and his car.
Sesi Mazda Sponsors Top of the Park Festival
It is a small car and fits in small places, but is also surprisingly spa-
cious inside. The cargo room is well beyond what one would expect 3-5 Spotlight
from a true sports car. I can carry two guitars, an amp, speaker and MAZDA5 wins WARD’S Interiors Award
a small PA system back there and still see out the rear window. Many CX-9 Donation Garners National Attention
MazTech World Final 2008
times I have left a home improvement center with the hatch tied
Perfect Delivery Made Easy
down over something that the guys on the pick-up dock expected to John F. Petrulis

Q:  Where does the band name come from?

load into a small truck.
I’ve been driving RX-7s for over 20 years. I bought my previous 6-7 Pit Row

4
A:  It is taken from a rather obscure custom luxury car from the ‘70s one, a first-generation model, in the early ‘80s and drove it until it UPS Discount Puts Mazda Dealers in the Driver’s Seat
that set the bar, in my humble opinion, for automotive trashiness. The was rear ended on I-80 one Sunday morning in 1997. I immediately Top 25 Dealers: Parts & Service
Innovative Heating System Burns Recycled Motor Oil
el Deora was a hideous, Frankenstein of a ride based on the Cadillac bought the ‘91 that I have now. It was everything I loved about the
MAZDA6 and Core Product Road Show
Eldorado, already an audacious land shark of a vehicle. The manufac- earlier model and more - more cargo room, more features and, oh
turer, ASC, following the classic soda fountain recipe of combining all yes, more power! 8-9 Fast Track
the flavors into a concoction aptly called “Suicide,” grafted on styling ’77 El Deora’s music can be heard at www.77eldeora.com.  ■ Postcards from Portland
cues from every other luxury model of the era. A Rolls Royce grille. A
Continental spare tire hump. Opera windows. Double landeau bars. 10 E-Motion
So much vinyl that it spread off the roof onto the doors. The list went MyMazda.com – New Owners Web site
on and on. If it was on something Daddy Warbucks, Uncle Scrooge
McDuck or the Monopoly millionaire might drive, it was on the el
10 Gear Glitz
2009 MAZDA6 Accessories
Deora. Probably doubled.

Q:  Sounds scary. What do you drive?

11-14 Cover Story
What’s New for 2009 – The Best Mazda Lineup Ever
A:  For general, Bay Area urban warfare, I ride a motorcycle. When
I need four wheels, I take my 1991 Mazda RX-7, 2-door, 2-seat sport 15-16 Front Line

coupe with a hatch and lots of cargo space.
Q:  What do you like about the RX-7?
A:  I admire devices that are designed specifically for one set of
needs. No more than required and no less. Lightness and strength
are always in opposition in motorsports. It’s something to the effect
that a perfect race car is one that falls completely apart as soon as it
crosses the finish line in first place. The idea being that a part made to
outlast its assigned task is probably too heavy and is actually slowing
the car down.
It is as if the RX-7 was designed specifically for me, my life and my
needs. My wife and I have no kids. Most of the time I’m alone in the
car. A two-seater is more than sufficient.
8-9
Mazda CPO Dealer Success Story
Kiplinger’s Awards for Mazda
Top 25 Dealers: Sales
President’s Club
Regional Dealer Meeting Schedule
Mazda FUEL® magazine is published by Mazda North American Operations and is an internal publication intended for employees of Mazda dealerships and Mazda North American Operations.
Feedback is welcome and encouraged. Please address all correspondence to:
FUEL Feedback, c/o Mazda North American Operations,7755 Irvine Center Drive, Irvine, CA 92618
or by e-mail to: mazdafuel@mazdausa.com or via fax to (949) 727-6813.
The content of Mazda FUEL magazine is prepared in accordance with the highest standards of journalistic accuracy and was deemed accurate when written.
A recent Maurice Tani design project was a media © 2008 Mazda North American Operations
reception invitation for the Mazda ALMS race car.
 FIRSTLAP spotlight
All-New MAZDA3 Sedan to Debut at MAZDA5 Wins Interior Award
2008 Los Angeles Auto Show MAZDA5 Receives its First Ward’s AutoWorld Award for Outstanding Interior Design and Function

O
ne look at the MAZDA5 tells customers that this is one 44.4 cu. ft. of maximum storage capacity when the third-row seats
unique and innovative vehicle. And it is. From the dramatic are folded flat. Other creative solutions include a flip-down tray built
styling to the Zoom-Zoom driving spirit to the amazing range into the front passenger’s seatback, under-seat storage for the sec-
of standard features, the MAZDA 5 is changing the way customers ond-row seats and covered storage behind the third-row seats. ■
think about utility vehicles.
But one particular area of the popular multi-activity sports vehicle
recently caught the eye of the editors at Ward’s AutoWorld – the
interior. After four weeks of comparing 36 competitors from 13
different manufacturers, the magazine awarded the 2008 MAZDA5
the prestigious “Interior of the Year” award in the “Popular Priced
Truck” category, besting an impressive group of rivals including the
Dodge Journey, Nissan Murano, Saturn VUE, Subaru Forester and
Toyota Highlander.
Accepting the award for Mazda in Detroit, Mich., was Teresa Spafford,
color and trim lead designer for the six-passenger MAZDA 5. “Ward’s

M
azda North American Operations is excited to announce
that the sedan version of the all-new MAZDA 3, fully re-
designed for the first time in five years, will receive its
world debut at the Los Angeles Auto Show on November 19, 2008.
Every element of the MAZDA 3 has been developed for height-
ened exhilaration, with a more refined sporty ride, top-class fuel
economy and quietness. Environmental and safety features, based
on Mazda’s long-term “Sustainable Zoom-Zoom” vision, strike
a balance with its fun-to-drive characteristics. Add in a new ex-
pressive face and Mazda’s dynamic design elements, the all-new
MAZDA 3 is everything a driver could ask for in a sports compact.
The brand-new version of Mazda’s best-selling sports compact
carries forward the heritage of Mazda and the pedigree of the cur-
rent MAZDA 3. Since its launch in 2003, approximately 1.8 million
MAZDA 3s have been sold in more than 100 countries and won
90-plus worldwide motoring awards, to date. The model accounts
for nearly one in three Mazdas sold every year. vidual second-row seats that slide, recline and fold; and an enormous
Following the introduction of the North American specification-
sedan, with 2.0- and 2.5-liter engines, the five-door hatchback edi-
tion will be revealed in line with Mazda’s global sales schedule.  ■
gave the award to the MAZDA5 based on the clever packaging of the
interior,” Teresa explains. “The third row is mind-boggling - first that
it can even fit in a vehicle that size, and second that it is so comfort-
able. Other vehicles may have different features that are attractive,
but the quality of the interior is what won it for the MAZDA5.”
Among MAZDA5’s most innovative interior features are a stepped
Drew Winter, Editor of Ward’s AutoWorld, presents MNAO’s Teresa Spafford
floor that enhances second and third-row passenger legroom; indi- with the 2008 Interior of the Year Award.
CX-9 Donation Garners National Attention
More than Five Million Viewers Tune in as Mazda Lends a Hand to Idaho Youth Ranch

W
hen The Today Show producers were soliciting donations and The IYR is especially grateful for Mazda’s generosity. “While all do-
sponsors for their annual “Lend a Hand” series, they knew nations we received were significant, the value of the Mazda CX-9, at
they could count on Mazda to make a significant impact. $31,295, was among the largest donations. A vehicle is an expensive
Sesi Mazda Sponsors For the seventh year in a row, Al Roker and The Today Show trav-
eled the country with a large truck filled with goods destined for five
item for a non-profit to purchase on its own. We receive used ve-
hicles, but rarely do we receive new vehicles as a donation,” explained
Top of the Park Festival deserving charities. The Idaho Youth Ranch (IYR) near Rupert, Idaho,
was the first charity Roker featured, resulting in clothing, furniture
Roberta Rene, development and marketing director for the IYR.  
The CX-9 has since been put to good use. It is used to transport

S
and food donations. But the topper was a bright shiny Mazda CX-9 children to their families’ home, school-related activities, medical and
esi Mazda hit a number of high notes as sponsor of one of that floored the appreciative IYR staff and volunteers as it drove in. dental appointments and recreational outings. Because the IYR is 20
Ann Arbor’s most beloved events, the Top of the Park annual Mazda believes the IYR will benefit from the CX-9 because of miles from the nearest town, the vehicle is also used to purchase gro-
outdoor music and movie series produced by the Ann Arbor its work with youth and their families. “The Idaho Youth Ranch is ceries and other basic necessities for the boys and girls.
Summer Festival. a fantastic organization that works with at-risk youth to help them The Idaho Youth Ranch is a non-profit, non-denominational, multi-
Focusing primarily on local and regional artists, Sesi Mazda gained build a foundation for success.  We’re thrilled to donate the Mazda service organization with programs and services throughout the state.
impressive exposure as the main stage sponsor of the admission-free CX-9; it is our hope that the CX-9 will be a tool that can be used The Ranch facility is a unique residential treatment setting with 24-hour
festival that attracted thousands of potential Mazda buyers, June 20 by the Idaho Youth Ranch in this life-changing process,” said Jeremy supervision for at-risk youth typically affected by neglect or abuse, fam-
and 27 in Ann Arbor, Mich. Barnes, director of communications and national events for MNAO. ily conflict, mental health issues, substance abuse and/or juvenile delin-
With the gracious assistance of John Crowe, director of MNAO quency. The ranch allows youth to participate in activities that support
Quality Assurance and his team, the midwest region secured a 2009 and impact emotional and social needs through counseling, education,
MAZDA6 for display at the festival. The District 6 Manager team of 4-H livestock programs and an equine therapy component.
Mark Moore, District Operations Manager, and Tim Eenigenburg, For more information on the IYR, please call toll-free at
District Service Manager, was on hand to staff the display, greet guests and handle (877) 817-8141 or visit the Web site at www.youthranch.org.  ■
customer inquiries. The vehicle received much attention and praise due to its level of
sophistication and build detail. In fact, many onlookers declared to Mark and Tim, “The
MAZDA6 will be my next car.”
Naz Sesi, vice president of Sesi Mazda, observed, “We saw this as a unique opportunity
to present Sesi Mazda and Mazda’s great products in a venue which was ideally geared to
our target demographic. The response, both in goodwill generated for Sesi and Mazda,
and reception for the 2009 MAZDA6, was and continues to be invaluable.”
Visit www.annarborsummerfestival.org/top.shtml, for more information about the
Top of the Park Festival.  ■

2 | MAZDA FUEL | September/October 2008 September/October 2008 | MAZDA FUEL | 3

 spotlight
MazTech World Final 2008
U.S. Technician Team Tops 14 Teams from 13 Countries
I I
n many ways technicians are racers at heart.
They want to be the first one to finish a job and
do it as perfectly as possible. Mazda is fortu-
nate to have more than 3,000 technicians at our
dealerships that have the opportunity to increase
customer satisfaction and loyalty with Fix It Right
the First Time vehicle repairs. Of those technicians,
just over 600 have reached the level of “Master
Technician” through a combination of technical
training, ASE certifications and tenure.
To demonstrate the value of Mazda technician
training and the skills earned through years of ex-
perience, Mazda initiated the MazTech World Final.
The first global competition was held in Cologne,
Germany in 2004 with the following second and
third held in Hiroshima, Japan.
More than 10,000 technicians from 44 coun-
tries participated in competitions held in 2007 and
2008. The top winners went on to compete in the
2008 MazTech competition. Thirteen teams of
two competed in the final, hailing from the United
States, Austria, Bahrain, Canada, China, Ecuador, Wearing the official Mazda uniform, MNAO team members (L-R): Pierre Deschamps, Mark
Germany, Guatemala, Japan, Oman, Switzerland, Wilhelm, Steve Woolley, RoseMary Price, Michael Capizzi, Daniel Grenier and David Pace.
Taiwan and Thailand.
To determine the two teams that would represent North Amer-
ica, Mazda held seven regional Master Technician Competitions
(MTCs) in the United States, Canada and Mexico. More than 350
Master Technicians took an online test to qualify for the MTC.
This narrowed the field to the top 72 who competed in the re-
gional competitions. The top four technicians from the regional
competitions were then selected to represent MNAO in Japan.
The MazTech World Final is comprised of two contests: on-
vehicle and off-vehicle. The on-vehicle contest challenged each
team to solve identical pre-installed customer concerns on a
2008 MAZDA 3 with a 2.0L engine. The customer concerns were
listed on eight separate repair orders (ROs). Each team had to
solve the first four ROs in order, and then devise their own strat-
egy for solving the remaining ROs. During the off-vehicle contest
each technician diagnosed and identified issues on components
from other vehicles including brake systems, electrical and pow-
ertrain.
THE TEAMS
MNAO 1: USA: First Place Overall – On-Vehicle
Mark Wilhelm Boniface-Hiers Mazda, Melbourne, FL Southeast Region
Steve Woolley Go Mazda 104th, Westminster, CO Western Region
David Pace – Coordinator
MNAO 2: Canada/USA: Honorable Mention – Off-Vehicle
Michael Capizzi Borgman Mazda, Grandville, MI Midwest Region
Daniel Grenier Albi Mazda, Mascouche, Québec Mazda Canada
Pierre Deschamps – Coordinator
4 | MAZDA FUEL | September/October 2008
Visit MXConnect/Parts to view the online uniform catalog.
First place in the on-vehicle team contest went to MNAO Team
1 (Mark Wilhelm and Steve Woolley), followed by a tie between
teams from Taiwan and Japan. Third place was awarded to team
Austria and MNAO Team 2 (Michael Capizzi and Daniel Grenier)
received honorable mention for the off-vehicle competition.
If anyone doubts the value of experience, consider that Mark
Wilhelm, Steve Woolley and Michael Capizzi have nearly 90 years
of combined experience. Each has spent most of his experience
at one dealership: Mark and Michael each have 30 years while
Steve has a respectable 18 years.
Mark and Steve were quick to share the credit, sending a thank
you letter to the technical training department noting, “This
amazing feat was not accomplished by just the two of us though.
This was a team effort! The guidance by our capable coordina-
tor, David Pace, and RoseMary Price’s incredible energy and sup-
port, were very strong determining factors. We must also thank
so many behind-the-scenes supporters, like regional training
instructors and our two MazTech coaches, Francisco
Garcia and Hector Marchisio. Without the efforts of
all of these people and the support of our families
and local dealers, this would not have been possible.
The friendship between the two of us just made the
team that much stronger. Our passion and dedica-
tion to the brand has also made this possible, and we
can only hope that we awaken this same desire in our
extended work family for a commitment to the goal
of “One Mazda.”
Congratulations to Mark, Steve, Michael and
Daniel!  ■
spotlight
Perfect Delivery Made Easy
New Smart Start Guide Aims to Raise Customer Loyalty
n today’s ultra-competitive sales environment, there is virtually dealerships were able
nothing more important than fully satisfying every customer to quickly embrace this
and then earning their loyalty and referral business. Thanks much improved pro-
to expert measuring tools, such as the Initial Quality Survey (IQS), cess,” says Julie Ireland,
Sales Satisfaction Index (SSI) and Customer Satisfaction Index (CSI), Mazda’s national retail
Mazda continually analyzes what matters most to customers. training manager. “The
In July 2008, to help improve customer satisfaction and loyalty, Perfect Delivery process
Mazda rolled out a Perfect Delivery program that applies a step- ensures each customer
by-step approach to conducting award-winning vehicle deliver- receives a delivery that’s
ies. Mazda’s Perfect Delivery builds on an existing Pre-Delivery customized for their
Inspection (PDI) Process. specific vehicle and
“Mazda has always encouraged dealers to complete a thor- the Smart Start Guide
ough delivery and required dealers to submit a Delivery Checklist serves as a quick refer-
with the customer signature as part of every new vehicle sale,” ence tool for customers,
says Lance Rabun, Mazda’s field operations manager. “But it was long after the delivery.”
not until the launch of this program that we formalized the entire To help sustain the Per-
process and put together one easy to use document for Mazda fect Delivery process in
Sales Consultants to use to complete a Perfect Delivery and help our dealerships, a train-
ensure long term customer loyalty. Now we do, and we expect ing video that models
Perfect Delivery to measurably boost customer loyalty at nearly all the process is available
of Mazda’s 670 dealers.” on Mazda State.
All Mazda vehicles now leave the factory with a Smart Start The Smart Start Guide debuted with the 2009 MAZDA6 and
Guide (SSG) in the glove box. Within the SSG, is a vehicle specific is now included with each 2009 vehicle. Due to customizable
Delivery Checklist based on Mazda customer feedback contained features in the 2009 MAZDA6, a separate Personalization Guide
in recent IQS studies. Sales Consultants must review the SSG with is also included, which allows customers to determine their per-
each customer to ensure they understand all the features on their sonal preferences on multiple settings. On a one-time basis, your
new vehicle. service department is authorized to make the desired changes to
Perfect Delivery was first introduced during the 2009 MAZDA6 the vehicle at no cost to the customer. The most efficient time to
training tour which visited 385 dealerships and trained over do so is at the first service, but the customer can request them to
6,400 dealership personnel. “By incorporating Perfect Delivery be made at any time.
into the extremely successful 2009 MAZDA6 launch training, It’s all part of being Mazda perfect.  ■
Do What You Love and
Love What You Do
The Inspirational John F. Petrulis
J
ohn F. Petrulis would rather be at an auto dealership than
on a golf course. He first entered the auto business in 1954,
when he started in sales at Reilly Pontiac in Norwood, Mass.,
and witnessed the dealership undergo many changes over the
years before he eventually purchased it. The following year, John
bought 10 acres of farmland in Danvers, Mass. and built Ocean
Pontiac, later expanding it into a successful GMC dealership.
John retired to Florida in 1988, but it was a short-lived retire-
ment. To keep busy, he began working as a service manager and
salesman at Earl Stewart Mazda. When the dealership closed,
he transferred to Delray Mazda, where he is currently a sales
associate.
From left to right: Fred Krinvic, District Service Manager for South Florida; Blase
John’s driving dedication and spirit is an inspiration to his fel- De Leo, Regional General Manager for the Southeast Region; John Petrulis, Sales
low employees and trusted customers. He commutes over 40 Associate at Delray Mazda (in orange polo); Jim O’Sullivan, President and CEO
miles to work, seven days a week, without fail. And in four years, of MNAO; Michael Grieco Sr., Dealer Principal of Delray Mazda; Michael Grieco
he has been honored as Salesperson of the Month more than Jr.; and Linda Helander, District Operation Manager South Florida
40 times. This year marks John F. Petrulis’ 20th anniversary with
Mazda - a testament to his passion for the Mazda product.  ■
September/October 2008 | MAZDA FUEL | 5
 PITROW
Top 25
RANKING DEALERS PITROW
PARTS SALES (YTD THROUGH SEPTEMBER 2008)
RANK DEALER NAME CITY STATE
Brian Philpot’s department offers “every speed of UPS
1 JIM ELLIS MAZDA OF MARIETTA MARIETTA GA
there is” at Med Center Mazda.
2 NUCAR MAZDA NEW CASTLE DE
3 FREEMAN MAZDA IRVING TX
4
5
ROGER BEASLEY MAZDA CENTER
ROSENTHAL MAZDA - ARLINGTON
AUSTIN
ARLINGTON
TX
VA
Innovative Heating System Burns Recycled Motor Oil
6 GALPIN MAZDA VAN NUYS CA As One New Jersey Mazda Dealership Expanded, it Simultaneously Lowered its Heating Costs

W
7 MORRIES MAZDA MINNETONKA MN
8 WAYNE MAZDA WAYNE NJ hen Schwartz Mazda in Shrewsbury, New Jersey, tection ensures that emissions are within prescribed limits.
9 BOUNTIFUL MAZDA BOUNTIFUL UT was reconstructed in 2000, principals Jim and Jon The Schwartz brothers found the waste-oil heating system to
10 BERGE MAZDA GILBERT AZ
11 RON TONKIN MAZDA PORTLAND OR
Schwartz were determined to do something good be cost-effective, as well as taking the service dealership “off
12 CORY FAIRBANKS MAZDA LONGWOOD FL for the dealership’s bottom line and the environment at the the grid” for buying outside heating energy. “The heating unit
13 OCEAN MAZDA MIAMI FL same time. costs about $12,500, plus installation of about $1,000,” Jim
14 JOHN HINE MAZDA SAN DIEGO CA That’s exactly what they did by installing a new service-area continues. “Based on the last time we looked at it, we prob-
15 MARTY SUSSMAN MAZDA WILLOW GROVE PA
16 TRUSSVILLE MAZDA TRUSSVILLE AL
heating system, powered by recycled motor oil, to produce ably save about $200 to $500 a month even without getting
17 GUNTHER MAZDA FT. LAUDERDALE FL plenty of heat without using outside natural gas or heating paid 25 or 30 cents a gallon for the waste oil we would have
18 INGRAM PARK MAZDA SAN ANTONIO TX oil. The system, manufactured by Clean Burn Energy Systems otherwise sold. The unit basically paid for itself in the first 24
19 OAK TREE MAZDA SAN JOSE CA (www.cleanburn.com), harnesses the potential energy found months.”
20 NELSON MAZDA TULSA OK in used engine oil drained out of customer Mazdas during oil Schwartz Mazda still sells most of its waste oil during the
21 BROWNING MAZDA CERRITOS CA
22 LEHMAN MAZDA MIAMI GARDENS FL
and filter changes. The result is a comfortably warm workspace warmer months, but in autumn, service employees begin trans-
23 FAULKNER MAZDA PHILADELPHIA PA during long New Jersey winters and a much lower heating bill ferring it to an approved 1,000-gallon storage tank that sup-
24 besides. plies the heating system. If service business is good, the backup
UPS Discount Puts Mazda
WANTAGH MAZDA WANTAGH NY
25 NORTH PARK MAZDA SAN ANTONIO TX “We got tired of selling the oil in the summer and then buy- natural-gas system only kicks on 10 or 12 times per winter.
ing it back in the winter,” Jim Schwartz explains. “You always “One of the things we tend to do is merchandise oil changes
Dealers in the Driver’s Seat
LABOR SALES (YTD THROUGH SEPTEMBER 2008)
RANK DEALER NAME CITY STATE
wonder where it ends up, and this way we have control over so we can keep used oil coming in to keep the heater going,”
where it’s going.” He adds that the emissions technology for Jim adds. “Usually we can keep the service department in the
Dealers Around the Country are Finding New Ways 1
2
ROSENTHAL MAZDA - ARLINGTON
WALSER BURNSVILLE MAZDA
ARLINGTON
BURNSVILLE
VA
MN
such systems has greatly improved in recent years, and that the high 60s all day long.”
newer units burn hotter and cleaner than ever. An annual in- And with a service area measuring nearly 10,000 square
to Improve Business – and Save Money – with the 3
4
GUNTHER MAZDA
JIM ELLIS MAZDA OF MARIETTA
FT. LAUDERDALE
MARIETTA
FL
GA spection by the New Jersey Department of Environmental Pro- feet, that’s no small task.  ■
Dealership Shipping Program from UPS 5
6
MORRIES MAZDA
BROWN’S FAIRFAX MAZDA
MINNETONKA
FAIRFAX
MN
VA

Y
7 JOHN HINE MAZDA SAN DIEGO CA
ou’d expect that Med Center Mazda’s staff would know 8 JEFF HAAS MAZDA HOUSTON TX
plenty about customer service in the showroom. But the Pelham, 9 JIM ELLIS MAZDA OF CHAMBLEE ATLANTA GA
Alabama-based dealership’s parts department is also breaking 10 DELRAY MAZDA DELRAY BEACH FL
records by offering its customers more choice in parts, accessories and
shipping. “Providing more choices in shipping speed is just another
11
12
13
FAULKNER MAZDA
SPORT MAZDA
GAITHERSBURG MAZDA
PHILADELPHIA
ORLANDO
GAITHERSBURG
PA
FL
MD
On the Road Again
opportunity for us to meet a customer need and build loyalty,” says
parts manager Brian Philpot.
14 BROWNING MAZDA CERRITOS CA MAZDA6 and Core Product Roadshow

And he’s serious. Med Center Mazda’s online store offers no less
than six domestic, and five worldwide UPS shipping options. “We of-
fer just about every speed of UPS there is, plus we benefit from a 60
percent shipping discount,” says Philpot.
Meanwhile, on the other side of the country, Mike Van Cleve man-
ages the service department at Ron Tonkin Mazda in Portland, Ore.
He’s also responsible for front office shipping – including docu-
ments representing thousands of dollars that need to move quickly.
“We need to get paperwork to banks and loan offices without delay,”
he says. “If the loan processor doesn’t get the paperwork, we don’t
get paid.”
Tonkin Mazda uses UPS Next Day Air to compress a six-day process
into two-and-a-half days. This means sales proceeds reach the dealer-
ship’s bank three days sooner, according to Van Cleve. “UPS leaves us
free to focus on other ways to make money,” he explains.
Back at Med Center Mazda, Brian Philpot watches the stack of out-
bound packages grow. Some are labeled for UPS Ground, others for
express services. “We used another carrier once, but when it comes
to ground and air together, even without the discount, I wouldn’t use
anybody else,” Philpot says.
The UPS Dealership Program is available to all Mazda Dealerships
and includes 60 percent discount for Next Day Air Letters/Packages
on UPS published daily rates, free shipping and tracking software,
and a dedicated Strategic Account Customer Support Team. For more
information, call the Strategic Account Customer Support Team at
1-800-877-1497 or e-mail strategicsupport@ups.com.  ■
6 | MAZDA FUEL | September/October 2008
15 HALL MAZDA VIRGINIA BEACH VA
16 KING MAZDA CINCINNATI OH
17 IRA MAZDA DANVERS MA
18 LOU FUSZ MAZDA ST. LOUIS MO
19 BROWN’S ALEXANDRIA MAZDA ALEXANDRIA VA
20 MAZDA KNOXVILLE KNOXVILLE TN
21 HAMILTON MAZDA HAMILTON SQUARE NJ
22 FREEMAN MAZDA IRVING TX
23 TOWN NORTH MAZDA RICHARDSON TX
24 CONGRESSIONAL MAZDA ROCKVILLE MD
25 PUTNAM MAZDA BURLINGAME CA
CARE SERVICE INDEX (ROLLING 3 MONTHS THROUGH SEPT. 2008)
RANK DEALER NAME CITY ST. SCORE
1T DICK EDWARDS MAZDA MANHATTAN KS 100.0
1T TASCA MAZDA SEEKONK MA 100.0
1T RAY PRICE MAZDA EAST STROUDS PA 100.0
1T CARSON CITY MAZDA CARSON CITY NV 100.0
1T CHARLIE OBAUGH MAZDA STAUNTON VA 100.0
1T DEERY MAZDA WEST BURLING IA 100.0
1T BRUCE WALTERS MAZDA PIKEVILLE KY 100.0
1T SOUTHLAND MAZDA NATCHEZ MS 100.0
1T MILLER HILL MAZDA DULUTH MN 100.0
1T ROYAL MAZDA BLOOMINGTON IN 100.0
11T FIVE STAR MAZDA MACON GA 99.6
11T SCOT MAZDA BENNINGTON VT 99.6
13 QUALITY MAZDA TUSCALOOSA AL 99.5
14 CHAMPION MAZDA WINDSOR CO 99.5
15 BOB HALL’S MAZDA YAKIMA WA 99.4
16 WANTAGH MAZDA WANTAGH NY 99.0
17 NAPLETON’S MAZDA BOURBONNAIS IL 98.7
18 MURRAY MAZDA GRESHAM OR 98.6
19T STUART POWELL MAZDA DANVILLE KY 98.5
19T TWIN CITY MAZDA ALCOA TN 98.5
21 SUNBELT MAZDA MERIDIAN MS 98.4
22T VARNEY MAZDA BANGOR ME 98.2
22T CHAMPION MAZDA BROCKTON MA 98.2
24T SANDY SANSING MAZDA PENSACOLA FL 98.1
24T WHIDBEY ISLAND MAZDA OAK HARBOR WA 98.1
T = Tie
Results based on financial statement data submitted to MNAO as of October 13, 2008.
R
alph Waldo Emerson was quoted as saying, “Life is a suc- Core Product Training Roadshow
The 2009 Mazda Core Product Roadshow is a comprehensive
cession of lessons, which must be lived to be understood.”
The Mazda equivalent to Waldo’s quote is that life is a training program designed to help increase vehicle and service
succession of lessons, which must be driven to be understood. sales, and build owner loyalty with the MAZDA3, MAZDA6,
Mazda communicates this “succession of lessons” through con- Mazda CX-7 and Mazda CX-9. The Roadshow is in full-swing
tinuous product training on the core vehicles, and to ensure deal- this fall with professional facilitators conducting two half-day
ership employees are challenged in an engaging training format, sessions in 250 dealerships and five major cities. The four-hour,
Mazda is always providing something new throughout the year. static training sessions ensure dealership employees can identify
key vehicles characteristics, present key competitive advantages,
MAZDA6 Training Roadshow deliver a vehicle-specific Mazda Test Drive Experience, and con-
The Mazda Retail Training department transported the 2009 duct a perfect delivery using the Mazda Smart Start Guide.
MAZDA6 Roadshow to dealers this summer, and it was a huge The MAZDA6 and Core Product Roadshows are two perfect
success.  Professional facilitators conducted two half-day sessions examples of Mazda’s ongoing training offerings. And if you liked
in 385 dealerships and four major cities. The four-hour, interac- what you saw at those training sessions, get yourself geared up for
tive, in-dealership sessions allowed consultants to be trained in the 2010 MAZDA3 training coming your way in early 2009.  ■
the dealership, focusing on new MAZDA6 features, technology,
volume targets, competitive information and the new Perfect De-
livery Process. The sessions also included a one-of-a-kind Mazda
Test Drive Experience with customized dealership routes. Other
dealerships participated in one of four in-market training ses-
sions conducted at hotel venues. The three-hour, facilitator-led,
static sessions covered training on the MAZDA6, as well as video
training on the Mazda Test Drive Experience and Perfect Delivery
Process.
The MAZDA6 Roadshow reached 6,140 consultants through
in-dealership training and an additional 300 consultants through
in-market training, bringing the total number of dealership em-
ployees trained to 6,440 – 29 percent more than the original goal
of 5,000 participants.  This level of attendance ensures dealership
employees are prepared to sell and service the all-new MAZDA6.
September/October 2008 | MAZDA FUEL | 7
 Fasttrack Fasttrack

Postcards from Portland

Mazda Saves Grand Prix of Portland after Champ Car Demise

W
hile the last minute pre-season unification of open wheel racing in America was good news long-term, it created significant
scheduling challenges this year for the Mazda-supported series: Cooper Tires Atlantic, Star Mazda, Skip Barber and Playboy
MX-5 Cup. Mazda stepped up to work with the organizers of the Grand Prix of Portland, held at beautiful Portland International
Raceway, to make it a Star Mazda / MX-5 Cup doubleheader with a wide variety of youth-oriented activities throughout the weekend.
In addition to the professional races, the weekend featured a pair of Sports Car Club of America (SCCA) Spec Miata club races, nighttime
drag racing for street legal cars, motocross, a time attack and a car show cruise-in. Thus, in addition to the spectator audience, there were
hundreds of active participants who enjoyed the Mazda-themed weekend.  ■

A group of Mazda racers stopped by the Oregon Humane Society to promote shelter
animal adoptions. Animals were named in honor of our drivers, our authors and
Playboy Playmates. There was also a kitten named Zoom-Zoom and a dog named
Cosmo, both of whom have since found loving homes.

In the Playboy MX-5 Cup race, Brad Rampelberg carried a “Racing for
Patti” sticker in honor of Patti Wilhelm, who was profiled in the
July/August issue of FUEL. Brad, the 2007 SCCA Spec Miata club racing
champion, carried Patti to his first ever professional race win.

A fan highlight of the weekend was the autograph session with the Mazda racers and
Playboy Playmates.

Fast Guys, Rich Guys, and Idiots was
first published in 1986 and was hailed
by Brock Yates as one of the five best
books ever written on racing. For more
information on the book, visit
www.sammoses.com.
The Art of Racing in the Rain has spent
much of the summer on The New York
Times best seller list. It is a wonderful
story about a young racer chasing his
dream. For more information on the
book, visit www.goenzo.com.

Mazda promoted a race within a race - a battle of two authors. Former

Sports Illustrated Motorsports Editor Sam Moses, author of Fast Guys,
Rich Guys, and Idiots, raced against Garth Stein, author of the Art of
Racing in the Rain.
The weekend featured a Star Mazda doubleheader. The Saturday race was
won by Tom Gladdis with the Sunday feature won by John Edwards.

8 | MAZDA FUEL | September/October 2008 September/October 2008 | MAZDA FUEL | 9

 e-Motion

MyMazda.com Goes Interactive

M
azda’s customer Web site has an exciting new look and con-
tent that makes ownership easier, and more fun. Available by
registering at MyMazda.com, Mazda’s Web site for owners is
designed to help customers better enjoy their vehicle, stay connected
with their dealership, raise satisfaction and remain loyal to Mazda.
“The site is anticipated to raise the Customer Service Index (CSI)
and, in fact, the whole goal is to make the Mazda ownership ex-
perience more satisfying,” explains Mary Maerzke, virtual experience
manager for Mazda. “This in turn will drive customers back to their
dealership.” Mary says the site averages 4,000 new registrants per
month and is up to several hundred thousand customers total.
Highlights include:
“My Vehicle” Homepage
Mazda owners may register up to five new or used vehicles on their
own personalized homepage. When a customer buys a new Mazda,
they will receive a welcome kit with their own personal URL that en-
courages them to register on MyMazda.
Interactive Owners Manuals
Beginning with the 2009 MAZDA6, new online Interactive Owners
Manuals will help customers with nearly every aspect of vehicle use.
Plans for adding Mazda’s other core 2009 vehicles are under way for
later this year.
Dealer Service Coupons
Customers will find their dealerships current service coupons –
along with an ongoing series of other invitations – in the Offers &
Promotions area of the site.
Maintenance Schedule
Owners can keep track of scheduled maintenance, including when
the next service is due and what it includes.
Financing Your Mazda
Existing Mazda American Credit (MAC) lease customers will value a
special video explaining the MAC lease end-of-term process, includ-
ing the vehicle inspection process.
Coming in Early 2009 – Vehicle Service History
On customer registration, the Mazda owner Web site will automati-
cally track and display vehicle maintenance and light repair history
(such as oil and filter changes) performed at Mazda dealers.  ■

GearGlitz
Guidance by Light and Navigation
2009 MAZDA6 Accessories Complement Vehicle with Style and Function

S
ome accessories, like floor mats, are simple and ideal upgrades.
Others are segment driven – suspension kits for sports cars, roof
racks for SUVs, etc. The design of the 2009 MAZDA6 includes
Make Hands-free Calls – With more and more states requiring
hands-free cell phone operation, nüvi 760 integrates Bluetooth®
wireless technology with a built-in microphone and speaker for hands-
What’s New for 2009
attention to many subtle details including interior “welcome lighting.”
To enhance the lighting, customers can now add Illuminated Door Sill
free calling.
Avoid Traffic Tie-ups – Steer clear of traffic with nüvi 760’s integrat- The Best Mazda Lineup Ever
Trim Plates. The Illuminated Door Sill Trim Plates are a new 2009 item ed FM TMC traffic receiver (subscription required). Receive alerts about

and are sure to please consumers each and every time they open
their car door.
The new MAZDA6 has a wide variety of accessories, including front
and rear splash guards, a rear wing spoiler, compass auto-dimming
mirror with HomeLink®, and fog lights. One new item that will work
in every Mazda is the portable navigation device.
While some drivers prefer the convenience and big screen perfor-
mance of a built-in navigation system, others prefer a portable unit.
Previously those customers may have purchased a generic system at
an electronics or discount store. Now, a Mazda-specific portable unit is
available. Mazda has teamed up with Garmin on the nüvi 760, which
features outstanding performance at a competitive price.
Ready to Go – The nüvi 760 comes preloaded with City Navigator®
NT street maps and millions of points of interest (POIs), such as hotels,
restaurants, fuel stations, ATMs and more.
traffic delays and road construction that lie ahead on your route.
Additional Features – Navigation is just the beginning. The nüvi
760 includes many “must have” entertainment and travel tools, in-
cluding MP3 player, audio book player (subscription to Audible.com
required), JPEG picture viewer, currency converters and more.
Warranty Reminder – Genuine Mazda accessories installed at the
time of vehicle purchase are covered for the full 36 months or 36,000
miles warranty. Accessories installed after vehicle purchase carry a 12
month or 12,000 mile warranty.  ■
A
t the recent North American Dealer Meeting, MNAO
President and CEO Jim O’Sullivan noted that the 2009
model year lineup will be Mazda’s best ever. Anchored
by the all-new, completely redesigned, MAZDA6, Mazda has its
most comprehensive portfolio of vehicles yet. Even those vehicles
having a “quiet” year have been enhanced and improved. Here is
a quick overview of what’s new for 2009.
MAZDA6 Sports Sedan
The 2009 MAZDA6 is all-new and built specifically for the North
American market. Lessons learned from the first MAZDA6 and
Mazda’s newer successful vehicles — especially the CX-7 and
award-winning CX-9 — encouraged a clean-sheet approach to
building the best mid-size sports sedan the U.S. market has ever
experienced. All efforts have been focused on a single four-door
4.5-inch longer wheelbase (109.8 inches) with wider front and rear
track. Overall length increased 6.1 inches and width by 2.3 inches.
Trunk volume also has increased by nearly 10 percent. This larger
package not only increases every significant interior measurement,
it moves the MAZDA6 from the bottom to the top of the mid-size
class as defined by SAE and EPA volume measurements.
The new powertrains rise to the task of moving the new
MAZDA6 with authority. The MAZDA6 i’s new 2.5-liter, four-
cylinder engine has 170 horsepower, while the new MAZDA6’s
3.7-liter, V-6 produces a rousing 272 horsepower. Along with
output gains ranging from nine to 28 percent, fuel economy also
rises.
Highlights of the 2009 MAZDA6 include:
■■ Exterior and interior design that is bold and exquisite

Plan Ahead – The nüvi 760 includes advanced navigational fea- sedan bodystyle offered in two basic series: the MAZDA6 i, pow- ■■ New six-speed manual gear box is standard in the MAZDA6 i

tures to take the worry out of traveling. With route planning you ered by a 2.5-liter, four-cylinder engine and the MAZDA6 s, pow- ■■ Touring and Grand Touring models feature advanced keyless

can save 10 routes, specify points and preview simulated turns on ered by a 3.7-liter V-6. The lineup also includes a comprehensive entry that automatically unlocks the doors upon approach
the 760’s wide screen. In addition, nüvi 760 automatically sorts mul- choice of equipment levels, interior colors and distinct interior and enables push-button starting
tiple destinations to provide an efficient route to streamline errands, trims. ■■ Available Blind Spot Monitoring System, rain sensing wipers

deliveries or sales calls. Compared to the original MAZDA6, the new edition rides on a and Bluetooth® audio & phone

10 | MAZDA FUEL | September/October 2008 September/October 2008 | MAZDA FUEL | 11


CX-9
Mazda’s CX-9 is one of the industry’s most award-winning
vehicles. The three-row, seven-passenger crossover SUV was
named the 2008 North American Truck of the Year and the Mo-
tor Trend Sport/Utility of the Year.
In addition to a long list of accolades, CX-9 has received the
top rating of five-stars in frontal and side impact crashes from the
National Highway Traffic Safety Administration (NHTSA) vehicle
safety tests and a top rating of Good from the Insurance Institute
for Highway Safety (IIHS) for front and side crash protection.
CX-9 deftly blends sporty driving spirit with sport utility ve-
hicle practicality. CX-9 is powered by a 273-hp, 3.7-liter, V-6 en-
gine and features standard Roll Stability Control and an available
advanced Blind Spot Monitoring (BSM) system. Also new to the
CX-9 is the Mazda accessory Dockable DVD Rear Seat Entertain-
ment System (DES) for Moonroof-equipped vehicles.
New or enhanced for 2009:
■■ Trip computer is standard on all models
■■ Bluetooth phone capability added to Sport model
■■ Sirius satellite radio added to Moonroof, BOSE® Audio
Package and Rear Seat Entertainment System Package
■■ Auto-dimming rearview mirror with Homelink® added to
Grand Touring model
■■ Heated seats and heated outside mirrors added to Sport
Power Seat Package
■■ Trailer tow preparation standard on AWD
CX-7
The five-passenger CX-7 crossover SUV has a decided soul of
a sports car. Produced entirely on Mazda-derived platform archi-
tecture, the CX-7 embodies sports car verve and SUV practical-
ity, resulting in a fun-to-drive SUV that represents everything a
Mazda should be.
Prominent front fenders, A-pillars rooted at the body’s lead-
ing edge, a sharply raked windshield and Mazda’s signature five-
pointed grille clearly register this new model as a Mazda. CX-7
is fitted with a turbocharged and intercooled 2.3-liter, four-cyl-
inder direct-injection gasoline engine similar to that fitted to the
MAZDASPEED3, but produces up to 244 hp in this application.
Mazda CX-7 delivers an estimated 23 mpg in combined driving
on regular unleaded fuel (for maximum performance, premium
fuel is recommended).
Inside, the CX-7 is sporty with a high degree of craftsman-
ship. Enhancing the driving experience is a three-dial instrument
cluster, a console supporting the shifter within close reach, three-
12 | MAZDA FUEL | September/October 2008
spoke steering wheel and firmly contoured front bucket seats, all
provided with a high-quality feel.
New or enhanced for 2009:
■■ Auto-dimming rearview mirror with Homelink® and finish-
ing improvements on Grand Touring model
■■ Side turn signals integrated into the exterior mirror hous-
ings on the Grand Touring Model
■■ Bluetooth hands-free and Sirius satellite radio added to the
Moonroof, BOSE® Audio Package and Technology pack-
ages
■■ Dual heated front seats with power driver seat now avail-
able on Sport Model
■■ MP3 capability
■■ Auxiliary audio input jack
■■ Leather-wrapped steering wheel and shift knob on Sport
model
■■ Dual illuminated vanity mirrors
MAZDA5
The MAZDA5 is a three-row, six-passenger multi-activity ve-
hicle infused with sports car inspiration that efficiently transports
people and equipment like a large SUV. Last year, MAZDA 5 was
revamped with a freshened exterior design, five-speed automat-
ic transmission, rear cool air vents, improved gas mileage, arm
rests, standard auxiliary audio input jack and new interior and
exterior colors. The 2009 MAZDA5 continues to offer customers
excellent value and fuel economy and an abundance of standard
features in Sport, Touring and Grand Touring versions.
The MAZDA5 is powered by an all-aluminum 2.3-liter, four-
cylinder MZR series engine, producing 153 hp and 148 lb-ft of
torque, which is shared with the popular MAZDA 5. A flowing
wedge-shaped body with solid proportions defines the exterior of
the MAZDA5 as unmistakably Mazda, while inside the cabin, the
MAZDA5 offers a flexible seating arrangement. The MAZDA5’s
large sliding doors and low floor allow for fluid ingress and
egress, and a one-touch walk-in mechanism offers easy access
to the third-row seats.
New or enhanced for 2009:
■■ New Liquid Silver exterior color to replace Sunlight Silver
(late availability)
■■ Sand interior color now available with Stormy Blue and Bril-
liant Black exterior colors
MAZDA 3 4-Door and 5-Door and MAZDASPEED3
The perfect sedan for an active lifestyle, the 2009 MAZDA 3
delivers a total driving experience far greater than its price tag
would have buyers believe. Offering European sophistication,
high performance and advanced technology, the MAZDA 3 is a
leader in the compact sedan segment and Mazda’s best-selling
vehicle.
MAZDA 3 5-Door is a sporty hatchback with design flair tar-
geted to appeal to a youthful mindset. Fitted with a 2.3-liter,
156-hp MZR engine – the same as found in MAZDA 3 4-Door s
and MAZDA5 – MAZDA 3 5-Door comes standard with a sport
package that includes stylish front and rear bumpers, side-skirts,
17-inch alloy wheels, front fog lamps and unique taillights.
New or enhanced for 2009:
■■ MAZDA 3 i Sport model receives standard SAC/SAB/ABS
■■ Remote trunk release function added to key fob of 4-Door
models equipped with keyless entry (i Touring Value and all
4-Door models)
RX-8
Launched in 2003, the Mazda RX-8 hit the global market with
a serious bang. The RX-8 has won 52 global awards since its
release, including 2003 Japanese Car of the Year, Australia’s
Wheels magazine’s Car of the Year for 2003, 2003 International
Engine of the Year, 2004 Singapore Car of the Year and the 2004
U.S. Best Sports Car and U.K. Car of the Year 2004. It was also
named on Car and Driver magazine’s Ten Best list for 2004, 2005
and 2006. All together, Mazda has sold nearly 158,000 RX-8s
worldwide.
For 2009, Mazda will further the evolution of the four-door,
four-seat sports coupe, giving RX-8 a refreshed exterior and in-
terior design, enhanced performance and a new R3 sport model
for the ultimate driving enthusiast.
Unchanged is the core of the RX-8 – a high-powered, light-
weight and perfectly balanced machine powered by the world-
renowned twin-rotor RENESIS rotary engine.
New or enhanced for 2009:
■■ Exterior refinements include restyled front and rear bum-
pers and front fascia, sporty, high-quality finish front and
rear headlights and larger exhaust pipes (90 mm)
■■ New five-spoke wheel design featuring a symbolic and
sporty design in the motif of a rotary engine with different
arrangements for each wheel size
■■ Improved body rigidity with structural reinforcements, the
rear suspension geometry has been reconfigured for better
handling performance and driveshaft rigidity is improved
■■ Final gear ratio changes on the manual transmission from
4.444 to 4.777 for improved performance
■■ New RX-8 R3 model adds a sport-tuned suspension with
Bilstein shock absorbers and front suspension crossmem-
bers filled with urethane foam for better ride comfort, rear
spoiler, side sills, fog lights, xenon HID headlights and front
bumper to give a sporty appearance along with 19-inch
forged aluminum-alloy wheels with high performance tires
■■ Inside, the R3 model features a 300-watt Bose® audio
September/October 2008 | MAZDA FUEL | 13
 frontline
Wilkins Mazda Zooms Toward the Top
A Mazda CPO Dealer Success Story

system with Centerpoint surround sound and AudioPilot®
T
erry McGrath has been in the retail automotive business for more than 30
years and selling Mazdas since 1985. He knows the business, and has called
upon that experience to propel the Wilkins Mazda Certified Pre-Owned pro-
gram toward the top of the sales charts in under a year. How does the Wilkins team
do it? Through management team meetings and working closely with Tom Wilkins,
Dealer Principal, to develop a comprehensive CPO strategy.
McGrath, general manager of Wilkins Mazda in Villa Park, Ill., explains that the
Internet is critical. “We know the average consumer spends five to seven hours doing
online research for used cars,” he says. “We make sure that we optimize the search
Tribute HEV engine strategy in such a way that they find us from our retail site directly or via au-
cpo Sales
Top 10
SALES VOLUME (YTD THROUGH september 2008)
Rank DEALER NAME CITY STATE
1 JIM ELLIS MAZDA OF MARIETTA MARIETTA GA
2 MED CENTER MAZDA PELHAM AL
3 PREMIER MAZDA GEORGETOWN TX
4 OAK LAWN MAZDA OAK LAWN IL

noise compensation technology, Bluetooth hands-free The Tribute Hybrid Electric Vehicle is a “full” hybrid, capable of totrader.com or cars.com.” 5 MAPLE SHADE MAZDA, TURNERSVILLE SICKLERVILLE NJ

phone system, front Recaro sport seats with leather side
bolsters, leather-wrapped parking brake and Mazda ad-
vanced keyless entry and start system
MX-5 Miata and Power Retractable Hard Top (PRHT)
Following its debut at the 2008 Paris Motor Show, additional
information on the U.S. specification 2009 MX-5 Miata and Pow-
er Retractable Hard Top will be made available soon.
Tribute
Completely redesigned both inside and out for 2008, the
Mazda Tribute makes a powerful statement with a bold, tough
exterior and an upscale, comfortable interior. Offering more tra-
ditional SUV styling than Mazda’s other SUVs, CX-7 and CX-9,
running on 100 percent electric power up to approximately 25
mph – maximizing in-city fuel economy and making it one of the
least-polluting vehicles sold.
Equipped with standard front-wheel-drive or optional elec-
tronic four-wheel-drive, Tribute HEV is available in two trim lev-
els, Touring or Grand Touring. Mirroring design cues shared by
its gasoline-powered sibling, Tribute HEV offers a bold, rugged
exterior set off by 16-inch alloy wheels and new front and rear
fascias, hood, liftgate, body-side molding, power side view mir-
rors, headlamps, taillamps and standard fog lights.
New or enhanced for 2009:
■■ New 2.5L 4-cylinder Atkinson cycle engine
■■ Power-assisted ventilated front disc/rear drum brakes
■■ Automatic on/off headlights
■■ Standard satellite radio
■■ Steering wheel audio controls
■■ Dynamic Stability Control, Roll Stability Control and
Traction Control System
B-Series
The B-Series remains Mazda’s rough and rugged compact pick-
up truck. For 2009, the B-Series truck is available in two models
– a regular cab equipped with a 2.3-liter I-4 (B2300) engine and a
4x4 Cab Plus equipped with a 4.0-liter V-6 (B4000) engine. Both
versions are available with either a five-speed manual or five-
speed automatic transmission. The 2009 B-Series Truck remains
largely unchanged.  ■
A portfolio of photos can be used to showcase
overall quality as well as specific features.
Prestigious Kiplinger’s Awards for Mazda
MAZDA3, CX-9 and Tribute Hybrid Top the Charts
in Design and Economy
When consumers reach Wilkins 6 WILKINS MAZDA VILLA PARK IL
Mazda’s inventory online, they 7 MAPLE SHADE MAZDA MAPLE SHADE NJ
8 CLASSIC MAZDA EAST ORLANDO FL
find clearly-written vehicle de-
9 KINGS MAZDA CINCINNATI OH
scriptions and professionally-shot
10 FAULKNER MAZDA PHILADELPHIA PA
photography. Great care is taken
to properly light each vehicle be- Results based on financial statement data supplied to MNAO
as of October 13, 2008.
fore a neutral back­ground to help
motivate buyers.
Wilkins Mazda wants to sell
25-35 Certified Pre-Owned cars a month so they have invested in a dynamic inventory.
“We usually have about 50 in stock, and we research the market to offer the best pric-
ing,” McGrath explains. “When the customer arrives, the car is as they saw it; and at
the price they saw it. We believe in the program, and the only pre-owned Mazdas we
sell are CPO cars. It’s what our customers want. The 150-point Mazda inspection is awe-
some, and we back it up with a free vehicle history report.”
Doug Boswell, CPO Manager of MNAO, remarked that, “The Wilkins story is a great
example of what a Mazda dealer can do with the resources we provide. The tools of the
CPO trade are pretty simple. The key point is in communicating the value of the CPO
vehicle to the customer.”
For more information on the Mazda CPO program, visit www.mazdausa.com.   ■

B
the 2009 Tribute rounds out the Mazda family of unibody-based est in Class. The term has a great ring to it, and this year it’s
crossover SUVs, making it the perfect choice for buyers in search all about the MAZDA 3 and Mazda CX-9. In its March 2008
of traditional, go-anywhere rugged styling. issue, Kiplinger’s Personal Finance magazine awarded Mazda
a coveted pair of “Best in Class” honors that carry great weight and
New or enhanced for 2009: significance.
■■ New 2.5L iVTC 4-cylinder engine with 171 hp and 171 lb-ft The MAZDA 3 won Best in Class among under-$20,000 vehicles for
of torque its practical design; the CX-9 earned Best in Class honors in the large/
■■ Improved 3.0L V-6 engine with 240 hp and 223 lb-ft of mid-size category for crossovers thanks to its innovative styling and
torque standard third-row seating. The Tribute Hybrid also tied for top hon-
■■ New 6 speed automatic transmission ors as the Most Fuel Efficient vehicle in the Small Crossover Category.
■■ Three new exterior colors – White Suede, Brilliant Silver and Mazda is proud to present its recipients of the Kiplinger’s Awards:
Sport Blue MAZDA 3: Best in Class – Under $20,000 Category
■■ Satellite radio on Grand Touring It’s no secret that affordable and fuel efficient cars are hot commod-
■■ Steering wheel audio controls on Touring and Grand Tour- ities right now. So what tipped the scale in MAZDA 3’s favor against
ing competitors like the thrifty Honda Civic and Fit, Nissan Versa, Smart
■■ Redesigned front and rear seats fortwo, and Toyota Corolla and Yaris? Its fuel efficiency together with
■■ Electrochromatic rearview mirror (Grand Touring) its user-friendly design features. “In the under-$20,000 category, fuel
■■ One-touch open/close moonroof (Grand Touring) sippers rule,” Kiplinger’s wrote. “The MAZDA 3 gets our Best in Class
■■ Easy Fuel capless fueling system award. Its practical design has been winning fans – and sales.”
■■ Automatic on/off headlamps CX-9: Best in Class – Large/Mid-size Crossover Category
As customers shop in higher market crossovers, the easier it
becomes for them to get lost in the details of personalized climate
controls, wireless in-
terfaces, and naviga-
tion, audio and enter-
tainment systems. This
is why it is essential for
vehicles to first and
foremost attract cus-
tomers with unique
and invigorating ex-
terior styling and an Mazda executives proudly accept two Kiplinger “Best
interior that impresses in Class” awards at the MNAO headquarters in Irvine.
and inspires.
Kiplinger’s editors praised the CX-9 as “a sleek and stylish crossover
with third-row seating standard in all models.”
Tribute Hybrid: Most Fuel Efficient ­– Small Crossover Category
The competition for high fuel economy honors is fierce, so it is that
much more impressive that the Tribute Hybrid (along with its siblings,
the Ford Escape Hybrid and Mercury Mariner Hybrid) headed up Kip-
linger’s charts as Most Fuel Efficient in the Small Crossover Category.
Returning an estimated 32 mpg combined fuel economy, the Tribute
Hybrid 2WD beat out both the redesigned Saturn VUE Green Line
Hybrid and redesigned Toyota Highlander Hybrid for the win.  ■

14 | MAZDA FUEL | September/October 2008 September/October 2008 | MAZDA FUEL | 15

frontline finalstretch

Top 25
Ranking Dealers
Top 25
Ranking Dealers
Celebrating Mazda
SALES VOLUME (YTD THROUGH JUNE 2008) SALES VOLUME (YTD THROUGH September 2008)
Daytona Victories at
Rank DEALER NAME CITY STATE Rank DEALER NAME CITY STATE
the World’s Largest
1 WAYNE MAZDA WAYNE NJ 1 WAYNE MAZDA WAYNE NJ Rotary Celebration
2 DELRAY MAZDA DELRAY BEACH FL 2 DELRAY MAZDA DELRAY BEACH FL

I
3 MAZDA SOUTH AUSTIN-S TX 3 GALPIN MAZDA VAN NUYS CA t’s the largest rotary-engine celebration
4 GALPIN MAZDA VAN NUYS CA 4 MAZDA SOUTH AUSTIN-S TX in the world and together, the So Cal RX
5 ROGER BEASLEY MAZDA CENTRAL AUSTIN TX 5 ROGER BEASLEY MAZDA CENTRAL AUSTIN TX Club and Mazda North American Opera-
6 MORRIES MAZDA MINNETONKA MN 6 MORRIES MAZDA MINNETONKA MN
tions teamed up to bring SevenStock XI to
7 CORY FAIRBANKS MAZDA LONGWOOD FL 7 INGRAM PARK MAZDA SAN ANTINIO-W TX
8 WALSER BURNSVILLE MAZDA BURNSVILLE MN 8 CORY FAIRBANKS MAZDA LONGWOOD FL
Irvine, Calif., on Saturday, September 27,
9 INGRAM PARK MAZDA SAN ANTINIO-W TX 9 WALSER BURNSVILLE MAZDA BURNSVILLE MN
2008 – an event that proved to be the big-
10 MAZDA OF WESLEY CHAPEL WESLEY CHAPEL FL 10 BROWNING MAZDA CERRITOS CA gest and best yet.
11 BROWNING MAZDA CERRITOS CA 11 NORTH PARK MAZDA SAN ANTONIO-N TX Having won 22 Daytona 24-hour races
12 MAZDA OF LODI LODI NJ 12 MAZDA OF WESLEY CHAPEL WESLEY CHAPEL FL over the last 29 years, Mazda invited rotary
13 NORTH PARK MAZDA SAN ANTONIO-N TX 13 MAZDA OF LODI LODI NJ and racing enthusiasts alike to share in these
14 OPEN ROAD MAZDA EDISON NJ 14 OPEN ROAD MAZDA EDISON NJ victories by taking part in the many festivi-
15 KINGS MAZDA CINCINNATI-E OH 15 KINGS MAZDA CINCINNATI-E OH ties of SevenStock XI, appropriately themed
16 PALM BEACH MAZDA W PALM BEACH-S FL 16 CLASSIC MAZDA EAST ORLANDO-N FL “Celebrating Mazda Daytona Victories” for
17 MAXON MAZDA UNION NJ 17 MAXON MAZDA UNION NJ
2008. While wide-eyed auto racing fans ar-
18 CLASSIC MAZDA EAST ORLANDO-N FL 18 WANTAGH MAZDA WANTAGH NY
19 GUNTHER MAZDA FT LAUDERDALE FL 19 JIM ELLIS MAZDA OF MARIETTA MARIETTA GA
rived eager to meet one of Mazda’s 1979
20 PARETTI MAZDA METAIRIE LA 20 PALM BEACH MAZDA W PALM BEACH-S FL
or 2008 champion Daytona drivers, others
21 JIM ELLIS MAZDA OF MARIETTA MARIETTA GA 21 TUSTIN MAZDA TUSTIN CA in attendance reveled at the opportunity to
22 MAZDA OF ESCONDIDO ESCONDIDO CA 22 MAZDA KNOXVILLE KNOXVILLE TN proudly display their own Mazdas alongside
23 TUSTIN MAZDA TUSTIN CA 23 GUNTHER MAZDA FT LAUDERDALE FL fellow “Rotorheads.”
24 WANTAGH MAZDA WANTAGH NY 24 PREMIER MAZDA GEORGETOWN TX “Our dedicated employees at MNAO and
25 MAZDA KNOXVILLE KNOXVILLE TN 25 MAZDA OF ESCONDIDO ESCONDIDO CA RX Club of Southern California go all out
Results based on financial statement data supplied to MNAO as of July, 2008. Results based on financial statement data supplied to MNAO as of October, 2008. to create the best weekend event for our
Due to an error in the previous issue of FUEL, the names of our Top Dealers in
terms of Sales Volume as of June 2008 were omitted. Our apologies to those deal- loyal Mazda customers and advocates,”
ers who consequently did not receive proper recognition for their outstanding sales
achievement as indicated above.
affirms Kelvin Hiraishi, director of research
and development for MNAO.
Held at MNAO headquarters, Seven-
StockXI included a “Build it and Race it”
sponsored by Tamiya America and MNAO.
This event gave kids ages 5 through 10 the
opportunity to build, race and take home
a special-edition Mazda Mini-4WD car. In
addition, Mazda, OC Circuit and PTI col-
laborated to bring the Furai Concept Car to
1/10th scale radio-controlled racing in the
SevenStockXI Mazda Cup 2008 RC Race.
In pure Zoom-Zoom fashion, SevenStock
XI kicked off with a karting night fundraiser
at K1 Speed Indoor Race Track in Irvine on
Friday, September 26. All proceeds of this
jump-start to the weekend were donated to
the Juvenile Diabetes Research Foundation.
On Sunday, Tri-Point Engineering, Mazda’s
factory-supported SPEED World Challenge
race team, hosted an open house and of-
fered racing enthusiasts an inside look at
many of the hottest high-performance street
cars out there and provide the perfect close
to the successful rotary weekend.
For more information on this annual event
please visit www.sevenstock.org.  ■
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2009 MAzdA ACCESsORIES