Philip Sohn is a true-blue Mazda enthusiast, even
going so far as to propose to his fiancée at his
local Mazda dealership.
Mr. and Mrs. Rotorhead
P
hilip Sohn’s fascination with rotary engines began in college
when a friend took him on his first ride in a Mazda RX-7. What
started out as intrigue, however, quickly grew into passion.
“That first drive got me hooked, and I immediately wanted an
RX-7 of my own,” says Sohn, a 33-year-old lab manager at the Uni-
versity of Alabama at Birmingham.
Since then, this self-professed “rotorhead” has bought and sold
many rotary-powered cars—including two second-generation
RX-7s, four third-generation RX-7s, and even an RX-2. His all-time
favorite, though, is the third-generation RX-7, of which he still owns
two: a 1993 Montego Blue Touring Edition RX-7 and a 1993 black
RX-7 that he’s customizing for shows.
Despite his affinity for all things rotary, his most recent Mazda
purchase was a Mazda MX-5, which he bought last April at
Trussville Mazda, in Trussville, AL, with his then-girlfriend, Jennifer.
What’s more, it was while making this purchase that Sohn decided
to propose to Jennifer.
“After dating a year and a half, I already had the engagement
ring and was just waiting for the right time to give it to her,” says
Sohn. “While signing the paperwork on the MX-5, I asked the sales-
person, Barry Brown, to write ‘Will You Marry Me?’ on the wind-
shield. As we walked to the car with keys in hand, she saw the
windshield and started crying. We got married on October 6, 2006,
on our two-year anniversary.”
Photos by Carnaggio.com
In his free time, Sohn further cultivates his love of rotary-powered
cars. In 2004, he founded the Mazda Rotary Car Club of Alabama
(MRCCAL) with about 15 car owners. Today, this diverse but tight-
knit group has grown to more than 40 members from throughout
Alabama and neighboring states.
“Some are hard-core track racers who mainly concentrate on
boosting performance, while others, like me, enjoy customizing
the cars with unique modifications,” explains Sohn. “Third-gener-
ation RX-7s handle incredibly well—far better than any car I’ve
ever driven.”
Sohn is also the primary organizer of the annual Deal's Gap Ro-
tary Rally, which takes place on an 11-mile stretch of public road
that offers gorgeous scenery and 318 turns.
“I wanted to create an enthusiast event that was free for every-
one to attend, provide a free meal, give people a chance to share
their love of rotary engines, and drive on a really cool track,” said
Sohn. “I heard about Deal’s Gap from various MX-5 owners, but I
had never heard about the rotary enthusiasts going there—and yet,
RX-7s are the perfect car for it. It’s a great event.
“As an owner of third-generation RX-7s, I’m always trying some-
thing new or looking for a new modification,” he laughs. “It seems
to take on a life of its own. When I’m not working or hanging out
with my wife, my Mazdas really are my life.” ■
Philip and Jennifer Sohn are about as devoted to Mazda
as one can get, in that they own and drive Mazdas,
customize Mazdas, and organize and participate in local
and national enthusiast events.
 CONTENTS 2 First Lap

3
Mazda at the North American International Auto Show;
FUEL Feedback

Feature
7
EPA Gets Real About MPG; Mazda MX-5 Sets New
Production Record

4-5 Pit Row

New Mazda Service Uniform Program; Top 25 Dealers;
The Grand Masters of Mazda Service

6-7 Fast Track

Adrian Carrio—Mazda’s Ace in the Hole; Randy Hale Races
for a Cause; Mazda and Skip Barber Join Forces

8-9 Cover Story

Mazda’s Racing Ambitions—A Mazda Motorsports

8-9
Spotter’s Guide

10 Front Line
2007 MEPP Chairman’s Invitational Conference;
Top 25 Dealers—Sales; Top 25 Dealers—MEPP

11 Gear Glitz
Meet the Engineers Behind MAZDASPEED Performance
Accessories

12-14 On Your Mark

CX-9 Launch Marketing Campaign; Mazda Museum Online;
CX-9 Launch Web Site; Retail Revolution Kiosk Touchscreen
Monitors

15 Feature
The All-New 2008 Mazda Tribute

16 Final Stretch

12
Hancock Mazda’s Car Give-Away for Employees; Praise From
the Press in 2006

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.
Please address all correspondence to mazdafuel@mazdausa.com or 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.
© 2007 Mazda North American Operations
Correction
The Mazda North American Master Technician of the Year
Competition will be held April 14, 2007. The date was in-
correctly reported in the January/February 2007 Mazda FUEL.
 FIRSTLAP
Mazda Goes With “the Flow”
at 2007 Detroit Auto Show
Ryuga Concept and Tribute HEV make
their world debuts.

M
azda’s design ingenuity kept right on flowing this past January when the
Zoom-Zoom company unveiled the Ryuga design concept at the North
American International Auto Show (NAIAS) in Detroit. Pronounced ree-
yoo-ga, the car builds on Mazda’s concept of flow—a design direction
introduced at the Los Angeles Auto Show last November with the showing of
the Mazda Nagare concept.
Japanese for “gracious flow,” Ryuga ramps up the sophistication level by us-
ing rich fabrics, engineered fits, and hidden details. The concept also adds defi-
nition by incorporating a working interior, chassis, and propulsion details that were purposely absent from Nagare.
“The Ryuga concept is an exploratory design study that’s more realistic than Nagare and, therefore, more useful in gauging reactions from
those who see it,” explained Laurens van den Acker, Design Division General Manager for Mazda Motor Corporation.
And those reactions were overwhelmingly positive, with many a journalist and blogger calling Ryuga the best-looking concept at the
NAIAS and, in some cases, the best concept at all this year’s shows.
Offering another, although far more immediate and real, look into its future, Mazda also introduced in Detroit the 2008 Tribute HEV (Hy-
brid Electric Vehicle). Heavily revised, the Tribute HEV will be the first advanced-technology vehicle dedicated to clean air that Mazda will
sell to the public, when it becomes available later in the year.
In fact, the Tribute HEV is one of the least-polluting vehicles on the road, yet still delivers the performance required by SUV owners. With
a combined power output of its gasoline engine and electric motor of 155 hp, the Tribute HEV provides plenty of power yet meets strict
Super Ultra Low Emissions Vehicle (SULEVII) and Advanced Technology Partial Zero Emissions Vehicle (AT-PZEV) standards in California—the
strictest emission regulations a gasoline-fueled vehicle can meet. It is set to go on sale in mid-2007 as a 2008 model-year vehicle.
In addition to the Ryuga concept and Tribute HEV, Mazda took full advantage of the broad spotlight that shines on the Detroit Auto Show with
an expansive exhibit that included the all-new CX-9 Crossover SUV, the CX-7 Crossover SUV, and the balance of the 2007 product lineup. ■

FUELFEEDBACK

W
ith so many loyal Mazda owners on the road
today, it’s only natural to assume there are a
number of dealership employees who also
share an enthusiasm for all things Mazda. Well, logic
wins out, as you’ll see in this issue, where we
introduce you to five more Mazda service
professionals who each have served the Mazda brand
for 25-plus years. We heard from these five
gentlemen after featuring 30-year-plus Service
Technician Bill Waters in our November/December
2006 issue. Thanks for writing in, guys. Your loyal
service and positive attitudes definitely deserve the
spotlight.
Deadlines prevented us from being able to follow
up with two other self-proclaimed Mazda service
“old timers.” However, we are happy to
acknowledge Fred Thiessen (28 years), a Master
Technician with Northtowne Mazda in Gladstone,
MO, and H.G. Casey, Jr. (31 years), a Master Tech
with Moffitt Mazda in Bossier City, LA.
Unfortunately, we didn’t receive the reply cards
from these two gentlemen until it was too late in
the game.
In other good news, the world of motorsports is
just now kicking off another exciting season. To get
into the spirit and in the know, check out the handy
Motorsports Spotter’s Guide in this issue. And, be
sure to let us know how you like it and all our other
offerings. You can use the enclosed reply card to send
us your comments and story ideas.
Great issue (November/December 2006)! I love the
marketing ideas for Mazda’s new “Wild Child”
MAZDASPEED3. I give all my potential customers an
issue of this magazine for very informative information
on our Mazda vehicles and future vehicles. Hot Import
Nights is a dead ringer for the right viewing of the
MAZDASPEED3…the right crowd and potential cus-
tomers nationwide. Keep up the good work, and I’m
looking forward to the next issue featuring the CX-9.
Marvin B. Clark
Sales Consultant
Kiefer’s Eugene Mazda, Eugene, OR
This is my first issue (September/October 2006),
and I really like it. I am not an employee, but once was
for 13 years. I got this issue from my dealer today
while getting my Mazda serviced.
Carl (J.R.) Meynardie
Customer
Low Country Mazda, Mt. Pleasant, SC
We want to hear from you, too. Send us your com-
ments and suggestions on the enclosed reply card. ■

2 | MAZDA FUEL | MARCH/APRIL 2007

 EPA Gets Real About MPG
2008 Tribute is first
Mazda to carry new
mileage calculation.

B
eginning with 2008 model-year
vehicles, the information on new
vehicle mileage labels will change.
That’s because the Environmental Protection
Agency (EPA) is phasing in new—and more
realistic—testing procedures for determining
estimated fuel economy figures for all cars
and light trucks sold in the United States.
Unlike its previous testing methods, the
new EPA mileage testing procedures take
into account factors such as high speeds,
road grades, changing weather conditions,
air conditioning/heating system use, and
even tire pressure and fuel quality. The first
Mazda vehicle to be rated under the new
testing procedures is the 2008 Tribute, which started production model year will help avoid confusion.
in early January. Regardless of whether you’re discussing 2007 or 2008
Even if the vehicle specifications have not changed from 2007 vehicles, customers will appreciate knowing how their driving
to 2008, the new calculations will result in estimated city fuel habits can affect fuel mileage. For example, simple practices,
economy figures that are 8 to 15 percent lower than for an iden- such as reducing their acceleration rate and cruising speed, lim-
tical 2007 vehicle. Meanwhile, EPA-estimated highway fuel econ- iting their use of air conditioning, removing excess weight (car-
omy figures move 5 to 15 percent lower. For some consumers, go) from the vehicle, and performing routine maintenance, can
these new mileage estimates might create a new kind of sticker result in significant fuel savings.
shock. Therefore, it’s important to let customers know that these Finally, effective September 1, 2007, all window labels are re-
new figures result from the EPA’s efforts to estimate fuel mileage quired to feature a new graphic design with more prominent
closer to what consumers actually achieve in real-world condi- fuel mileage numbers, a new annual fuel cost figure (based on
tions—and not that 2008 Mazda vehicles are less fuel-efficient 15,000 miles per year at $2.80 per gallon), and a simple graph-
than their predecessors. ic that shows how this vehicle compares to others in its class.
Whenever comparing Mazda vehicles to the competition, it’s Along with updated graphics and more prominent language, the
best to pair 2007 Mazda vehicles with 2007 competitive vehi- new labels also direct customers to the EPA’s fuel-mileage Web
cles—and 2008 Mazda models with their respective 2008 com- site, www.fueleconomy.gov. The next time you’re at a computer,
petitors. Keeping the comparisons confined within a specific spend a few minutes to familiarize yourself with this site. ■

Mazda MX-5 Sets New Production Record

T
otal production of Mazda’s MX-5 roadster
reached 800,000 units in late January, a
milestone achieved 17 years and nine months
after production began in April 1989.
The MX-5 was certified as the world’s top selling
lightweight, open-top, two-seat sports car by Guinness
World Records when production reached 531,890
units in May 2000. Now that cumulative production
has topped 800,000 units, Mazda is reapplying with the
Guinness organization to have the record updated. ■

MARCH/APRIL 2007 | MAZDA FUEL | 3

 PITROW TOP 25
RANKING DEALERS
PARTS SALES (YTD THROUGH JANUARY 2007)
RANK DEALER NAME CITY STATE

Dressed 1
2
3
4
ROGER BEASLEY MAZDA CENTRAL
JIM ELLIS MAZDA OF MARIETTA
ROSENTHAL MAZDA - ARLINGTON
MARTY SUSSMAN MAZDA
AUSTIN
MARIETTA
ARLINGTON
WILLOW GROVE
TX
GA
VA
PA

for 5
6
7
8
CORY FAIRBANKS MAZDA
TRUSSVILLE MAZDA
GALPIN MAZDA
FREEMAN MAZDA
LONGWOOD
TRUSSVILLE
VAN NUYS
IRVING
FL
AL
CA
TX

Success
9 RON TONKIN MAZDA PORTLAND OR
10 NUCAR MAZDA NEW CASTLE DE
11 JIM ELLIS MAZDA OF CHAMBLEE ATLANTA GA
12 OAK TREE MAZDA SAN JOSE CA
MNAO boosts brand 13
14
GUNTHER MAZDA
BERGE MAZDA
FT. LAUDERDALE
GILBERT
FL
AZ
image with new 15 LEHMAN MAZDA MIAMI GARDENS FL
16 OCEAN MAZDA MIAMI FL
service uniforms. 17 MENLO MAZDA REDWOOD CITY CA
18 WHITTEN BROS. MAZDA RICHMOND VA

D
id you know that within the 19 WANTAGH MAZDA WANTAGH NY
first three seconds of 20 NELSON MAZDA TULSA OK
meeting a new customer, 21 FAULKNER MAZDA PHILADELPHIA PA
22 MORRIES MAZDA MINNETONKA MN
your service team makes an 23 WAYNE MAZDA WAYNE NJ
indelible impression? What’s 24 JOHN HINE MAZDA SAN DIEGO CA
more, once that first impression is 25 BOUNTIFUL MAZDA BOUNTIFUL UT
made—good or bad—it’s often
irreversible. LABOR SALES (YTD THROUGH JANUARY 2007)
RANK DEALER NAME CITY STATE
Now, for the first time, Mazda
service professionals can make 1 GALPIN MAZDA VAN NUYS CA
2 JOHN HINE MAZDA SAN DIEGO CA
sure their first impressions are dis-
3 ROGER BEASLEY MAZDA CENTRAL AUSTIN TX
tinct and positive with brand-new, 4 MORRIES MAZDA MINNETONKA MN
Mazda-approved service uniforms. 5 JIM ELLIS MAZDA OF MARIETTA MARIETTA GA
Designed to convey 6 WALSER BURNSVILLE MAZDA BURNSVILLE MN
a professional image and set 7 BROWN'S FAIRFAX MAZDA FAIRFAX VA
8 ROSENTHAL MAZDA VIENNA VA
Mazda dealerships apart from the 9 ALMADEN MAZDA SAN JOSE CA
competition, Mazda’s new service 10 GUNTHER MAZDA FT. LAUDERDALE FL
uniforms are not mandatory, how- 11 DELRAY MAZDA DELRAY BEACH FL
ever they do represent the new 12 FAULKNER MAZDA PHILADELPHIA PA
13 LOU FUSZ MAZDA ST. LOUIS MO
Mazda's new service uniform program offers a “Mazda look” for dealerships that
14 MAZDA SOUTH AUSTIN TX
branded uniform look for Mazda Service Techni- choose to outfit their service team 15 OAK TREE MAZDA SAN JOSE CA
cians, Service Advisors, and Service Managers. with uniforms. 16 JIM ELLIS MAZDA OF CHAMBLEE ATLANTA GA
Manufactured by RedKap, the 17 JEFF HAAS MAZDA HOUSTON TX
new uniforms are based on design feedback from more than 100 Mazda Service Man- 18 HALL MAZDA VIRGINIA BEACH VA
19 MAZDA GALLERY NORWOOD MA
agers and Technicians throughout the United States. Several months ago, Mazda’s de- 20 CORY FAIRBANKS MAZDA LONGWOOD FL
sign team visited a number of different Mazda dealerships, showing their staffs com- 21 KINGS MAZDA CINCINNATI OH
puter drawings of more than a dozen different uniforms in the Mazda color palette. 22 UNIVERSITY MAZDA SEATTLE WA
That research evolved into the uniform selection Mazda offers today. 23 JOHN KOONS MAZDA MARLOW HEIGHTS MD
24 LEE JOHNSON MAZDA KIRKLAND WA
Today, Service Technicians can choose from new shirts, pants, coveralls, shop
25 NORTH PENN MAZDA COLMAR PA
coats, and jackets, while Service Advisors and Service Managers can select from
new pants, polo-style shirts, and button-down shirts—all of which feature em- CARE SERVICE INDEX (ROLLING 3 MONTHS THROUGH JANUARY 2007)
broidered Mazda and Zoom-Zoom logos. RANK DEALER NAME CITY ST. SCORE
“When a Mazda service team is wearing a unique uniform, customers can truly 1T CON PAULOS MAZDA TWIN FALLS ID 100.00
see a visual differentiator that separates them from other automotive service per- 1T SPRADLEY MAZDA CHEYENNE WY 100.00
1T O. C. WELCH MAZDA BRUNSWICK GA 100.00
sonnel—one that sets them apart in the minds of their customers,” explains
2 BILLY THRASH MAZDA ALBERTVILLE AL 99.50
Dorothy Diepstraten, MNAO Service Marketing Communications Manager. “It also 3 SUTHERLIN MAZDA BUFORD GA 98.30
boosts professionalism, both in the minds of customers as well as employees." 4 EDDIE ACCARDI MAZDA POMPANO BEACH FL 98.00
If you want to help your service team make a professional first impression, sim- 5T TOM WOOD MAZDA INDIANAPOLIS IN 97.10
ply request the new Mazda uniform from your local laundry rental company. If 5T WAGNER MAZDA FOSTORIA OH 97.10
6 RALPH THAYER MAZDA MONROE MI 97.00
you need individual assistance with your local laundry provider, contact Merne 7 IMAGINE MAZDA DALLAS TX 96.90
Kelley at (310) 502-9950. ■ 8T AVONDALE MAZDA AVONDALE AZ 96.80
8T LYNCHBURG MAZDA LYNCHBURG VA 96.80
15 MAZDAUSA.COM TOUCHSCREEN 23 9 SPOILED 9T EVERHART - O'LEARY MAZDA JANESVILLE WI 96.50
13 FUEL FEEDBACK SCRAMBLE 22 7 BURMEISTER 9T BENING MAZDA CAPE GIRARDE MO 96.50
11 FUEL ECONOMY MAESTROS 21
10T O'HARA MAZDA FAIRHAVEN MA 96.40
4 RYUGA
10 NAIAS REDKAP 20 1 WORLD CHALLENGE
8 SKIP BARBER QUEBEC 19 ACROSS 10T FRANK BOUCHER MAZDA RACINE RACINE WI 96.40
6 VIDEO TOUR NEWMAN 18 ANSWERS 10T WRAY MAZDA COLUMBIA SC 96.40
5 ATLANTICS ADRIAN CARRIO 17 CHALLENGE 10T HAMPTON MAZDA HAMPTON VA 96.40
3 TRUSSVILLE REFERRAL 16
CROSSWORD 11 RELIABLE MAZDA SPRINGFIELD MO 96.20
2 HYBRID UNIFORMS 14
DOWN FUEL 12 VICKSBURG MAZDA VICKSBURG MS 96.10
ONLINE 12
13T PRINCE MAZDA VALDOSTA GA 95.90
13T WEISLEDER MAZDA BRICK TOWN NJ 95.90
14T ED MORSE MAZDA PORT RICHEY FL 95.80
14T BOB SIGHT MAZDA KANSAS CITY MO 95.80
15 VINCENT MAZDA E. ROCHESTER NY 95.40
4 | MAZDA FUEL | MARCH/APRIL 2007

T = Tie
Results based on financial statement data submitted to MNAO as of February 15, 2007.
 PITROW

The Grand Masters of Mazda Service

T
he Mazda FUEL article about 30-year service veteran Bill Waters (November/December 2006) sparked a number of long-term
Mazda service professionals to write to us and share their stories. It seems Waters, a Master Service Technician with Cooley
Mazda in Rensselaer, NY, isn’t the only Tech in the United States with more than 25 years under the hood of Mazdas. Here
are some insights from five more service professionals who have served the Zoom-Zoom brand for a combined 150-plus years. ■

ROBERT SCHMITTER
Master Technician, Paolozzi Mazda, Marcy, NY
Start Date: October 1973

“I’ve been a Service Technician with Mazda for well over 33 years and have had the privilege of
working with three generations of the Paolozzi family at their fine Mazda dealership. Over the
years, I’ve pretty much seen it all—from the R-100s to the modern creations of today. One thing
I’ve really enjoyed is how Mazda keeps up with the times and continually makes their products
better and better. As far as the cars go, I believe Mazda is definitely ahead of the game.”

ANDY MEARS
Master Technician, Service Manager, Mears Mazda, Lubbock, TX
Start Date: January 1975

“My favorite car was the 1977 Mazda RX-3—they were just neat cars. They were fast as bullets,
and they were fun. Over the years, I’ve built them, I’ve raced them, and I even still have one in my
garage at home. In my 32 years with Mazda, I’ve done everything, and I like it all. I like the inno-
vative product. I like the people. And I think Mazda is just hitting its stride in the marketplace.”

JOHN HARKINS
Master Technician, Scott Mazda, Allentown, PA
Start Date: March 1975

“Thirty-two years ago, I was lucky to have started my career with a quality dealership like Allen-
town Mazda, and the quality service has only gotten better with our new owners, the Scott
organization. I have fond memories of working on RX-2s, RX-3s, and RX-4s, and of course, the ro-
tary pickups. I look forward to some new, innovative products from Mazda—hopefully including
some hybrids soon.”

ARTHUR (Art) DENTON

Master Technician, Orange Mazda, Albany, NY
Start Date: August 1975

“I kind of miss the old rotary Mazdas—the old RX-2s, RX-3s, RX-4s, and RX-5s. But Mazda has
some very good products now—like the CX-7—and I’m hoping in the years ahead, they’ll come
out with a full-size truck. Over my 32-year career, I’ve seen some positive changes in Mazda’s qual-
ity control. For example, in the early years, it was very hard to get parts—it would take months.
Now, it’s almost next-day delivery.”

FRANK FORD
Master Technician, Mears Mazda, Lubbock, TX
Start Date: September 1978

“My all-time favorite Mazda vehicle would have to be the 1993-94 Mazda RX-7. That was just an
awesome sports car. Looking back, my career has been a long, up-and-down journey—with its
share of good times and bad. But I enjoy working on a variety of cars—particularly the RX-8s—
and want to do my job as long as I can. I can’t really see myself ever retiring.”

MARCH/APRIL 2007 | MAZDA FUEL | 5

 FASTTRACK

Mazda’s
Ace in the Hole
The sky's the limit for 18-year-old, Adrian Carrio,
who has already won the Star Mazda Championship.

W
ith a nickname like “Ace,” you just know this young
driver has to be fast. And he is. In the last three
seasons, Colorado teenager Adrian Carrio has moved
from karts to racing in the Daytona 24 Hours to winning the
2006 Star Mazda Championship with six poles and two wins.
Here’s an exclusive interview with this rising star.
Mazda FUEL: How did you get interested in racing?
Ace : My dad used to race karts when he was young and
thought maybe I would like it. I was eight years old when I
started, and it was my passion from then on.
Mazda FUEL: What kind of support system do you have?
Ace: It really takes a huge amount of support because racing
is hard to sell. Since I just turned 18, I still need a lot of support,
and fortunately, my father and family provide it.
Mazda FUEL: How do you fit schoolwork into your racing life?
Ace: There’s too much travel for me to attend a regular
school, so I have a private teacher. I still have a full year left in
high school, and after that, I want to go to college and major
in business and marketing.
Mazda FUEL: What involvement have you had with Mazda
along the way?
Ace: Of course, driving in the Star Mazda Championship
the last two years. But I am also going to try working with
my local dealership to promote the MAZDASPEED3,
MAZDASPEED6, and RX-8.
Mazda FUEL: What do you like most about racing with the
RENESIS rotary engine?
Ace: It has a wide range of power, whereas most racecars
have a short power band. It revs up really fast and is a lot of
fun to drive, but is also reliable.
Mazda FUEL: You won an RX-8 last year and gave it to your
younger brother?
Ace: I was awarded the RX-8 with the Star Mazda Cham-
pionship. I was really thankful for the championship, but my
brother is 16 and really wanted the car. I gave it to him for his
Christmas present!
Mazda FUEL: Fast forward 10 years. Where do you want to
be in your career?
Ace: I would say in five years, I will be in Champ Cars, but I
want to do Atlantics first. I think you get a broader range of
knowledge if you do series in two-year stints. It’s crucial to have
a program where the first year is learning, and the second year
you put the hammer down and win the championship. ■

After winning the 2006 Star Mazda

Championship in his #14 Pro Formula
Mazda (right), Adrian Carrio (above
left) has his sights set on the Atlantic
Championship (above right) for 2007.

6 | MAZDA FUEL | SEPTEMBER/OCTOBER

MARCH/APRIL 2007 2006
 FASTTRACK
Racing for a Cause
When SCCA Pro racer Randy Hale
wanted to do something for kids, he
chose the ones who need it most.

W
hile every driver in this year’s SCCA Mazda MX-5
Photo by Randy Hale

Cup will be racing to win, one team is racing for

something even more important: kids. For the fifth
consecutive season, Hale Motorsports of Old Saybrook, CT, is

Mazda
doing its best to bring exposure and financial support to The
Hole in the Wall Gang Camp, a nonprofit organization for
children with serious illnesses. Started in 1988 by actor and
racer Paul Newman, the camp hosts nine week-long sessions per summer for more than 1,100 needy kids—
all at no charge to their families.
Randy Hale first connected with The Hole in the Wall Gang Camp in 2003 through his interest in getting kids
Wisdom…
into racing—and to make the sport more fun for his team. The initial contact eventually blossomed, and now
Hale Motorsports brings its racecars to the camp nine times per summer for a spectacular show-and-tell, and “Winning isn’t
more than 100 kids have attended races at nearby Lime Rock Park.
Best of all, the MX-5s that Hale Motorsports campaigns in the MX-5 Cup are outfitted exclusively in Hole everything.
in the Wall Gang Camp livery, giving everyone associated with the camp a sense of purpose and pride. “Aside
from providing an enjoyable growth experience for the kids, the cars raise awareness for the camp and its It’s a Mazda
need for funding,” Hale says. “Each child’s week-long stay costs $2,200, and the camp has an annual bud-
get of $4.5 million.” thing.”
Although Hale’s MX-5 ran only five of the eight MX-5 Cup races last year, for 2007 he has targeted every
race. And with two other MX-5s now in the Hale Motorsports stable, odds are there will be more than one
Hole in the Wall Gang Camp MX-5 fighting for the checkers. For more information on the camp, go to
www.holeinthewallgang.org. ■

Mazda and Skip Barber

Join Forces
An exciting new multiyear agreement
makes Mazda the official vehicle at
Skip Barber driving and racing schools.

W
ith more cars and engines in road racing than any other
brand in America, Mazda is already well known to
motorsports enthusiasts. But the Zoom-Zoom company
now gets even more exposure thanks to a new strategic
partnership with the prestigious Skip Barber Driving Schools and
Racing Schools. The long-term agreement makes Mazda the
official vehicle at the organization’s five driving school locations in
Connecticut, Florida, and Wisconsin, and at Mazda Raceway
Laguna Seca in California—and at its 20 racing school locations
across the country. Skip Barber Driving Schools now offer the
MAZDA3, MX-5, and RX-8, while the Racing Schools use a new
fleet of tube-frame formula cars powered by the robust two-liter
MZR engine from the MX-5.
The official names of the two schools are now the Skip Barber
Driving School Powered by Mazda and the Skip Barber Racing
School Powered by Mazda. In addition, the Skip Barber Race
Series Powered by Mazda allows qualified drivers to compete in
the same series that has graduated stars like Jeff Gordon and
Michael Andretti. Along with Mazda’s existing support of differ-
ent amateur and professional racing series, the partnership means
the company is even better positioned to connect with drivers on
their way up the ladder in motorsports.
The Mazda/Skip Barber partnership presents long-term benefits
for the Mazda brand. Skip Barber Driving and Racing Schools
graduate some 12,000 drivers a year from coast to coast. And the
focused and positive exposure to Mazda products that each
student receives will create lasting and positive opinions of the
Mazda brand. In a very real sense, every Skip Barber graduate im-
mediately becomes an “ambassador” for Mazda products.
It’s not hard to imagine ways to use this relationship with your
own customers. Some examples might be to include a Driving
School or Racing School voucher when purchasing one or more
new Mazdas at MSRP, prospecting with Skip Barber graduates who
live in your area, or becoming an even better Mazda product expert
by enrolling in a Skip Barber Driving or Racing School yourself.
To learn more about the Skip Barber organization and
schools, go to www.skipbarber.com. ■

MARCH/APRIL 2007 | MAZDA FUEL | 7

 FASTTRACK

Grand Am GT – Florida-based SpeedSource is

Mazda’s
campaigning a few specially built tube-frame RX-8
racers in the Grand American Rolex Series GT cat-
egory against BMW, Porsche, and others. The
handmade racecars are powered by a potent
three-rotor (R20B) RENESIS rotary engine.

Racing
Ambitions
Does the sound of racing engines and
shrieking tires light your fire?
Then you’re going to love the 2007
Mazda racing season.

T
his racing season will be an incredible one for Mazda fans
because, for 2007, Mazda is throwing more weight, applying
more horsepower, and investing more money than ever to build
visibility in professional motorsports. From road racing to drag racing,
rallying, and even drifting, the Zoom-Zoom company is definitely on the
charge. The reason? To connect with Mazda fans in a wide range of
racing series in a meaningful and consistent way. Here’s a useful
“spotters’ guide” for Mazda’s motorsports ambitions. ■
SCCA World Challenge – After finishing second
in the 2006 Driver and Manufacturer points battles,
Mazda is returning to the SCCA World Challenge
Touring Car division with a vengeance. Race-pre-
pared MAZDA6 sedans from Tri-Point Motorsports
and Tindol Motorsports will take on Acura, Audi,
and BMW.

ALMS P2 – BK Motorsports races a sensational low-slung pro-

totype in the prestigious American Le Mans Series P2 class. Big
news for ‘07 is the adoption of a Lola chassis and a 2-liter tur-
bocharged piston racing engine, featuring direct fuel injection
from the MAZDASPEED6 and MAZDASPEED3.

8 | MAZDA FUEL | MARCH/APRIL 2007

 FASTTRACK

SCCA MX-5 Cup – Fans will definitely
enjoy the MX-5’s second season in a pro-
fessional series. Featuring large fields,
televised coverage, and a hefty purse, this
MX-5-specific series runs in front of major
ALMS, Champ Car, and Grand Am audi-
ences.
Star Mazda Championship – Starting its fourth
year of white-hot competition, the Star Mazda
Championship uses carbon-fiber Pro Formula Mazda
racecars and RENESIS rotary engines to yield pro-
fessional-grade racing at a reasonable cost. A step
up from karts and Formula Mazda, the Star Mazda
Championship has already helped boost drivers like
Marco Andretti and Graham Rahal into their careers.
Rally America – Longtime SCCA Ral-
ly driver Eric Burmeister has re-bodied his
MAZDA3 into MAZDASPEED3 guise for
an assault on the 2007 Rally America
championship. Look for his spectacular
sideways slides in events from Oregon to
Pennsylvania.

UrbanRacer.com

Atlantic Championship – Serving as a NHRA – Bergenholtz Racing continues pushing

“feeder class” for top-flight open-wheel
Champ Car series, in 2007 the Atlantic
Championship series uses Mazda power
for the first time—a Cosworth-built inline
four based on the MZR engine found in
the MAZDA6 and MAZDA3.
Mazda power to the forefront of drag racing with
a Pro FWD MAZDA6, as well as a MAZDA3 for the
All Motor class. At press time, Dee Karagiannis was
also building a new MAZDASPEED3 for the Sport
Compact class.

MARCH/APRIL 2007 | MAZDA FUEL | 9

 FRONTLINE TOP 25
RANKING DEALERS

Shop ‘Til You…Drop SALES VOLUME (YTD THROUGH JANUARY 2007)

RANK DEALER NAME CITY STATE

2007 MEPP dealer incentive heads for Quebec City. 1 CLASSIC MAZDA EAST ORLANDO FL
2 WAYNE MAZDA WAYNE NJ
3 ROGER BEASLEY MAZDA CENTRAL AUSTIN TX
4 MAZDA SOUTH AUSTIN TX
5 CORY FAIRBANKS MAZDA LONGWOOD FL
6 GUNTHER MAZDA FT. LAUDERDALE FL
7 GALPIN MAZDA VAN NUYS CA
8 NORCO MAZDA NORCO CA
9 SUBURBAN MAZDA OF TROY TROY MI
10 PREMIER MAZDA GEORGETOWN TX
11 BROWNING MAZDA CERRITOS CA
12 TUSTIN MAZDA TUSTIN CA
13 PALM BEACH MAZDA WEST PALM BEACH FL
14 LEHMAN MAZDA MIAMI GARDENS FL
15T JIM ELLIS MAZDA OF MARIETTA MARIETTA GA
15T MAZDA OF LODI LODI NJ

T
his year, dealers who focus on selling Mazda Extended Protection Plans
16 BROWN'S FAIRFAX MAZDA FAIRFAX VA
(MEPP) have a great incentive to keep up the good work. That’s because the
17 WESTCOTT MAZDA NATIONAL CITY CA
2007 MEPP Chairman’s Invitational Conference—called “Shop ‘Til You …
18 SUBURBAN MAZDA OF FARMINGTON FARMINGTON HILLSMI
Drop”—features a travel destination that may just be the best one yet. This
19 CRYSTAL MAZDA GREENBROOK NJ
exciting program will host 50 top-performing dealers and their guests on a
20T SURF CITY MAZDA HUNTINGTON BEACH CA
magnificent journey to Quebec City, the capital of the Canadian province of
20T LONG BEACH MAZDA LONG BEACH CA
Quebec, from November 27, 2007, to December 1, 2007.
21 INGRAM PARK MAZDA SAN ANTONIO TX
During the trip, attendees will enjoy luxury accommodations, exclusive shopping
22T DELRAY MAZDA DELRAY BEACH FL
rewards, signature events, participation in the MEPP Dealer 50 and Best Practice
22T PUENTE HILLS MAZDA CITY OF INDUSTRY CA
Meetings, and the alluring charm of one of the most romantic cities in North
T = Tie
America.
Results based on financial statement data submitted to MNAO
There is no cost to participate in the 2007 MEPP Chairman’s Invitational Con- as of February 5, 2007.
ference. To register, however, Dealer Principals must log on to the Web site at
www.rewardshq.com/meppdealer (user id: mepp - password: travel) to complete
the online registration—a process that takes less than five minutes.
Once registered, every Mazda MEPP and Mazda EasyCare vehicle service con-
tract sold during the qualifying period gets your dealership closer to the goal. This
incentive program runs through June 30, 2007, and will issue invitations to win-
ners in August. So, there’s still time to close more contracts and qualify in one of
TOP 25
MEPP/MEC SALES
the three incentive categories: Top Sales Volume, Highest Sales Growth, or a ran-
dom drawing for qualifying dealers. SALES VOLUME (YTD THROUGH JANUARY 2007)
For registration, program rules, and additional information, please visit RANK DEALER NAME CITY STATE
www.rewardshq.com/meppdealer (user id: mepp - password: travel). Good luck! ■ 1 TUSTIN MAZDA TUSTIN CA
2 WAYNE MAZDA WAYNE NJ
3 MORANDE MAZDA MANCHESTER CT
4 BOMMARITO MAZDA SOUTH ST. LOUIS MO
5 WALSER BURNSVILLE MAZDA BURNSVILLE MN
6 BERT OGDEN MISSION MAZDA MISSION TX
7 BIDDULPH MAZDA PEORIA AZ
8T NELSON MAZDA TULSA OK
8T JOHN HINE MAZDA SAN DIEGO CA
9 FRANK BOMMARITO MAZDA ELLISVILLE MO
10T FAULKNER MAZDA PHILADELPHIA PA
10T NORTH PENN MAZDA COLMAR PA
11 AVONDALE MAZDA AVONDALE AZ
12T NORTH PARK MAZDA SAN ANTONIO TX
12T BOUNTIFUL MAZDA BOUNTIFUL UT
13 GO MAZDA 104TH WESTMINSTER CO
14T ROGER BEASLEY MAZDA CENTRAL AUSTIN TX
14T WILKINS MAZDA VILLA PARK IL
14T AUTO WEST MAZDA ROSEVILLE CA
15 MALLOY MAZDA WOODBRIDGE VA
16 HILLARD AUTO PARK MAZDA FORT WORTH TX
17 DAPHNE MAZDA DAPHNE AL
18T JOHN KENNEDY MAZDA CONSHOHOCKEN PA
18T GALPIN MAZDA VAN NUYS CA
19 MAZDA OF CLEAR LAKE WEBSTER TX
T = Tie
10 | MAZDA FUEL | MARCH/APRIL 2007
Results based on data submitted to MNAO as of February 15, 2007.
 GEARGLITZ
MAZDASPEED
MAESTROS
Performance enthusiasts owe a debt of thanks
to a pair of racers who design numerous
MAZDASPEED Performance Accessories.

A
lthough it only hit the streets recently, the new 2007 MAZDASPEED3 has
already made a name for itself, with a fantastic blend of power and
handling—at a very affordable price. But Mazda isn’t content to leave it at
that. MNAO Accessory Operations has developed a wide range of components
that further sharpen the car’s driving character while beautifully personalizing it.
But did you know many MAZDASPEED Performance Accessory parts are designed,
engineered, and tested by two Flat Rock, MI engineers, Jonathan Butts and Keith
Hannah? Let’s meet them now.

Racer at Heart
With a mechanical engineering degree and years of rally, au-
tocross, and ice-racing experience, Jonathan Butts knows a thing Top: MAZDASPEED
or two about making vehicles grip the pavement. The former Chassis Engineer,
Ford brake engineer and prototype chassis engineer was hired on Jonathan Butts
to develop MAZDASPEED components three years ago and has describes the vehicle
so far created dozens of them. “My specialization is chassis position of one of his
parts—everything from sport springs to coil-over suspension to coil-over suspension
wheels, brakes, and sway bars for the street,” he explains. struts.
Usually Jonathan starts a project by obtaining the specifications
for a production component, then redesigning the piece to fur- Middle: Keith Hannah,
ther sharpen performance. “I start in the ‘virtual world’ on a com- MAZDASPEED Power-
puter and come up with a design,” he explains. “After I get a ve- train Engineer, knows
hicle to work with, I will test actual parts for handling and ride, his way around an
and optimize the overall vehicle balance.” engine compartment,
During that development process, MAZDASPEED will enter into as he preps a car for a
an agreement with a supplier to manufacture the component, and cold-air intake system.
production begins once all the design, testing, and approval
processes are complete. It typically takes a year from start to finish. Bottom: Jonathan and
And how do Jonathan’s designs work? “With the performance Keith proudly display
accessory kit, the (MAZDASPEED3) will outrun just about any- some of the results
thing except a sheriff’s radio,” noted Mazdasport Magazine. of their performance
efforts.
Power Hungry
By his own admission, Keith Hannah is an enthusiast about
power. No wonder—the NHRA and IHRA drag racer has been
down the strip in nine seconds at 140 mph in a Super Gas car
and is in the completion stage of building a new car from a kit.
Hannah likewise holds a mechanical engineering degree and worked for Ford and
GM for 20 years before joining MNAO Accessory Operations.
In designing MAZDASPEED engine accessories, Hannah’s goal is always to im-
prove power without affecting emissions, durability, or warranty standards. Along
the way, he tries to add aesthetic beauty and useful engineering. A recent exam-
ple is the cold-air intake he designed for the MAZDASPEED3. “Whereas just about
every other aftermarket system uses an oiled filter, our system uses a dry filter that
keeps people from over-oiling and damaging the mass airflow sensor,” he ex-
plains. “Plus its filtering capability is superior to a normal pleated filter.”
Having built a racecar from the ground up, Hannah makes sure every
MAZDASPEED accessory comes with the correct hardware and installs easily. “For
instance, the cat-back exhaust system utilizes existing mounting points and installs
in just a few hours,” he says.
How are Hannah’s MAZDASPEED3 parts being received? Modified Magazine
wrote, “The deep metal snarl coming out the tailpipe put an immediate smile on
my face.”
Mission accomplished! ■
Photos by jeffreysphoto.com

MARCH/APRIL 2007 | MAZDA FUEL | 11

 ONYOURMARK
The CX-9 Launch
To promote the CX-9's safety
features, the above online ban-
ner ad appeared on MSN.com
and MSNBC.com in February
and March.
Several popular automotive
Web sites featured this CX-9
flash creative, including Ed-
munds, KBB, and Auto Trader.
Mazda is building awareness about the all-new CX-9 with four new TV
commercials, two of which include "Scramble" (left) and "Spoiled" (right).
12 | MAZDA FUEL | MARCH/APRIL 2007
Mazda supports its biggest crossover
SUV with a full-size marketing campaign
that puts “Family First. Fun Always.”
M
azda’s all-new seven-passenger crossover
SUV—the CX-9—is on the receiving end of
a full-scale launch marketing campaign that
kicked off in February and runs throughout 2007
and into 2008. Designed to meet the higher
expectations of the CX-9 buyer, this
multichannel campaign integrates
traditional advertising with non-
traditional advertising strategies
to share Mazda’s unique selling
proposition for the CX-9—
“Seven Passengers…the Zoom-
Zoom Way™”—and underscore
what the CX-9 buyer is all about—
“Family First. Fun Always.”
Here’s the scoop on Mazda’s CX-9
launch activities and timing:
Television – Four new 30-second TV commercials
began airing in mid-February, with more emphasis on
network and cable TV. Two of the spots—“Scramble”
and “Spoiled”—focus on building imagery and creat-
ing an emotional consumer connection to the CX-9.
The other two—“7 Passengers” and
“Then There’s”—focus on competi-
tive comparisons against the Honda
Pilot and Toyota Highlander. These
last two ads also advertise a compet-
itive lease. All spots are airing on se-
lect weekly series, news and travel
channels, and season finales. Look
for these commercials during high-
rated programming, such as “Grey’s
Anatomy,” “24,” and “Desperate
Housewives.”
Print – A combination of multiple-page inserts and
traditional print ads devoted to the CX-9 will begin
appearing in the April 2007 issues of various national
magazines. The highest concentration of ads will run
May through July in select publications that target the
CX-9 buyer, such as Smart Money, Cookie, Travel and
Leisure Family, and InStyle.
Online Advertising and Search Engine Marketing –
For a couple of months now, Mazda has been build-
ing awareness of the CX-9 with online automotive
advertising and sponsorship of various automotive
homepages. The online buys expanded in February to
sites that appeal to CX-9 target buyers’ interest in
family entertainment and travel, such as the compre-
hensive campaign launched on MSN.com and its sub-
sites. Mazda also purchased keyword buys for addi-
tional exposure on popular search engines.
MazdaUSA.com – Starting in January, Mazda
launched a full suite of online shopping tools sup-
porting the CX-9. See “Log On to the CX-9 Launch”
on page 14 for all the details.
Customer Relationship Management – A great
source of new-model buyers is current Mazda own-
ers, so Mazda is working its customer channels to
build awareness of and interest in the CX-9. More
than one million Mazda owners are receiving direct
mail and e-mail communications about the new
crossover SUV, including a special test-drive offer and
incentive designed to get customers into their dealer-
ships to see the CX-9. Mazda also inserts special
messages into statements and notices generated by
Mazda American Credit.
Alternative Marketing – Look for Mazda’s sev-
en-passenger crossover SUV to be featured in brand-
ed experiences and promotions, which are currently
in development. ■

A Night
(or Day)
at the Museum
Mazda’s new online museum is open
24/7 to anyone with a computer and
Internet access.
J
ust because you don’t have the time or money to travel to
Japan doesn’t mean you can’t experience the rich history
and extensive archives on display at the Mazda Museum in
Hiroshima. Sure, the Mazda Museum is located a full continent,
one big ocean, and a very long plane ride away. But now you
can see and read about what makes Mazda Mazda by logging
on to the new online Mazda Museum.
Located at www.MazdaMuseum.com, this new Web site
went live last November and showcases the achievements that
make Mazda a leader in the automotive industry. “Basically, it
tells the story of who we are as a company,” said Michael
Tsang, of MNAO Interactive Marketing.
Visitors to www.MazdaUSA.com may also access the Mazda
Museum by selecting "Inside Mazda" from the home page and
then clicking on "Mazda Museum."
The online museum, which is organized into four main sec-
tions—History of Mazda, The Collection, Special Exhibitions,
and Learn More—leans heavily toward the hardware, paying
exciting visual tribute to Mazda designs and technology, in-
cluding everything from the company’s heralded classics to its
innovative concept cars. The History of Mazda section, in par-
ticular, is designed around a timeline format that spans from
1920 to today and marries bold photography with minimal
copy to underscore the company’s Zoom-Zoom nature. Plans
ONYOURMARK
are to regularly update the site—especially the Special Exhibi-
tions section—as Mazda continues to introduce new products
and concepts.
This exciting new Web feature was planned and created by
the Mazda North American Operations Interactive Marketing
team in Irvine, CA, in partnership with Sarkissian Mason (Web
design agency) and Proxicom (Web technical agency). The
team worked extensively with Mazda Corporate in Japan to
collect historical information and photography for the site.
“After making a complete list of Mazda’s production cars,
we picked the most significant models and worked with
Mazda Corporate in Hiroshima to locate original photography
of these cars,” said Tsang. “In several cases, we were fortunate
to work with very talented photographers who captured the
true essence of Mazda design.”
Throughout the development process, the online Mazda
Museum’s creators held fast to their vision of making the site a
template that could be easily adapted to any one of Mazda’s
global markets. So far, Mazda Japan has already requested all
of the site’s images, and Mazda Europe is considering how to
utilize this exciting new medium as part of its online offering.
In the meantime, www.MazdaMuseum.com seems to be
performing to expectations, even without the benefit of any
formal marketing that drives people to the site.
“We’ve been getting good traffic, and the engagement lev-
el is high,” says Tsang. “The average visitor is spending a sig-
nificant amount of time on the site looking at pictures and
watching videos.”
That’s a visit that delivers a pure Zoom-Zoom experience. ■
MARCH/APRIL 2007 | MAZDA FUEL | 13
 ONYOURMARK

Log On
to the CX-9 Launch
New site features vehicle video tour.

L
ittle by little over the last 10 months, Mazda has been adding more
and more information about the all-new CX-9 to its consumer Web
site, MazdaUSA.com. What started out as a teaser that offered just a
hint of what’s to come eventually developed into a comprehensive resource
that details the features, benefits, and specifications for Mazda’s new
seven-passenger crossover SUV.
In January, however, the CX-9 site took on an entirely new presence. Ac-
cessed via the MazdaUSA.com home page, the CX-9 launch site was de-
signed to communicate the exciting nature of the vehicle’s launch. It also
introduces a compelling new feature—an interactive video tour of the ve-
hicle—that eventually will be offered for several other Mazda models.
The CX-9 interactive tour is made up of 12 to 15 video vignettes, each devoted to the vehicle’s key selling points, such as its class-lead-
ing versatility, spacious vehicle entry and exit points, and Bluetooth® advanced technology. Each video vignette is interactive, which allows
site users to direct the flow of information during each 20- to 30-second segment. The videos can be viewed all together, which takes about
four minutes, or as single vignettes.
The CX-9 launch site also incorporates the CX-9 launch marketing concept, "Seven Passengers...the Zoom-Zoom Way,” and carries through
the campaign’s storyline, which centers on a modern-day family and the way the CX-9 accommodates their diverse lifestyle and activities.
“The CX-9 launch site is one element in a highly integrated launch campaign that is designed to intrigue and inform CX-9 target buyers,
and eventually drive them into their local Mazda dealership for a test drive,” explains Michael Tsang, of MNAO’s Interactive Marketing group.
The CX-9 launch site is given a unique look and feel from the standard look and elements of Mazda’s current models—a look that is de-
signed to convey a sense of excitement surrounding this new product.
Be sure to check out the new CX-9 online at www.MazdaUSA.com. ■

Data on Demand
In-dealership kiosks now feature
touchscreen monitors.

O
ver the past
year, 69 Mazda
dealerships
across the country
have been reaping
the rewards of Retail
Revolution information
kiosks, which give
customers access to
online data right at
their Mazda dealerships. With this technology,
customers can quickly research Mazda products,
create and print product comparisons, do virtual
“builds” of Mazda vehicles, and check dealer
inventory for specific vehicles.
As of last November, performing these tasks is now
faster and easier than ever before thanks to updated
software and new touchscreen monitors. Today, all
new Retail Revolution dealerships will have touch-
screen monitors installed, and existing Retail Revolu-
tion dealerships are now using upgraded software
that enhances online navigation.
“Touchscreen monitors are very intuitive, making it
very easy for customers to simply point to
what they want on the screen,” explains
Todd Ketterer, Systems Manager of IT Retail
Development. “They help unclutter the kiosk
platform by eliminating the need for a key-
board and mouse and may also be less in-
timidating for people who have little or no
computing experience.”
Those dealerships with traditional kiosks
benefit as well, with upgraded software that
is faster, more reliable, and loaded with data
on all the latest Mazda models. The re-
designed software is now touchscreen
friendly—offering larger buttons and more
streamlined navigation—so that even dealerships us- New touchscreen
ing traditional kiosks can boost the convenience to monitors make
their customers. navigating the Mazda
For more information about Retail Revolution sales process easier
kiosks or upgrading your current Retail Revolution and faster than ever.
kiosk to a touchscreen monitor, contact the
Mazda Systems Help Center at (800) 421-6507 be-
tween 5 a.m. and 5 p.m. (Pacific Time), Monday
through Friday. ■

14 | MAZDA FUEL | MARCH/APRIL 2007

The Tribute Returns
After a brief hiatus, the Mazda Tribute is back
—and better than ever.
T
here’s nothing like the traditional SUV. Rugged,
athletic, versatile, and ready to go pretty much
wherever and whenever. While Mazda offers an
extensive product lineup that meets the needs of just
about every car buyer today, Mazda dealerships have
operated for a few months without the company’s
traditional SUV—the Mazda Tribute—as production
was briefly suspended in 2006.
However, as of February, the gap is gone. Yes, the
Tribute is back in Mazda’s mix, offering shoppers the
agility, versatility, and safety they need in an SUV, plus
something they want but few SUVs deliver… value.
Priced at a starting MSRP of $18,850, the 2008
Tribute is $1,265 less than the outgoing 2006 model.
Redesigned for real life, the 2008 Tribute joins the
CX-7 and CX-9 to round out Mazda’s SUV lineup.
This rugged and reliable SUV is offered in two mod-
els: the i model—a 2.3-liter DOHC 16-valve 4-cylinder
engine; and the s model—a 3.0-liter DOHC 24-valve
6-cylinder engine. Each model comes in three trim
levels—Sport, Touring, and Grand Touring. Here’s
how the rest of what’s new and improved for the
2008 Tribute shakes down.
Looking Good
From top to bottom, inside, and out, the 2008
Mazda Tribute has been strikingly redesigned. In ad-
dition to its bold new exterior styling, which includes
new front and rear fascias, rear styling refinements,
and a raised beltline, its most notable new exterior
features include:
• 16-in alloy wheels with P235/70R16 T-rated
all-season tires
• Fog lights as standard equipment
• Five new eye-catching exterior color choices,
including Tungsten Gray, Monterey Gray, Kiwi
Green, Blue Spark, and Light Sage
The Inside Scoop
The 2008 Tribute’s versatile interior provides a num-
ber of stylish new refinements that enhance the vehi-
cle’s creature comforts and ergonomics. Starting with
its sound system, Sport and Touring trim levels offer
as standard equipment an AM/FM/CD audio system
that includes 4 speakers, a digital clock, and an auxil-
iary audio jack, while the Grand Touring trim level up-
grades to a 6-disc CD changer with 7-speaker premi-
um sound system. Other interior notables include:
• 6-way power driver’s seat with adjustable height
and lumbar support (Touring and Grand Touring)
• New integrated center stack with
disassociated display
With a starting MSRP that is
$1,265 less than the 2006 model,
value is a big part of the 2008
Tribute's story.
• Enhanced interior ambience, with instrument
gauges, message display, center stack controls,
transmission positions, and steering
wheel/door switches illuminated by Ice Blue lighting
• New ergonomic enhancements, including
improved locations for the Tribute’s steering
wheel, shifter, wiper and headlamp controls
• Improved air conditioning performance and air flow
• Innovative storage features, including improved
cup holder design and a new center console that
features removable bins and accommodates laptop
storage
• New interior leather and cloth fabric and color com-
binations. For example, the Tribute Sport and Tour-
ing models offer a choice of Camel/Dark Chocolate
interior with Dark Chocolate cloth seats, or Char-
coal/Beige interior with two-tone cloth seats. The
Tribute Grand Touring offers Camel/Dark Chocolate
interior with Dark Chocolate leather seats, or Char-
coal/Beige interior with Charcoal leather seats.
Tuned-Up Performance
An all-purpose workhorse that’s also fun to drive,
the 2008 Tribute features a number of performance
boosters, including:
• New 10-in drum rear brakes for greater stopping
power
• Improved vehicle sensitivity with Electric Power
Steering (EPS)
The addition of an acoustic windshield, thicker side
glass, inset doors, and flat-blade wipers—improvements
that reduce wind noise, vibration, and harshness.
Safety Seals the Deal
Designed to accommodate active lifestyles, as well
as multi-passenger and family use, the 2008 comes
equipped with the latest in Mazda’s safety technolo-
gy and features, including front side-impact air bags
and side air curtains (front and rear) with rollover pro-
tection; Dynamic Stability Control (DSC); Roll Stability
Control (RSC); Traction Control System (TCS); and The 2008 Mazda Tribute sports a
Tire-Pressure Monitoring System (TPMS). number of interior enhancements,
Remember, these are just the highlights of the including instrument control and
2008 Mazda Tribute. For complete product informa- ergonomic improvements.
tion, including target audience, vehicle positioning,
and competitive comparisons, see the 2008 Mazda
Tribute section developed for the Mazda Product &
Comparison Guide. ■
MARCH/APRIL 2007 | MAZDA FUEL | 15
 FINALSTRETCH

Praise from
the Press in 2006
Mazda’s exciting and growing lineup
continues to impress industry
opinion leaders.

Photo by epsteinphoto.com
T
here’s no question about it…2006 was an exciting year
for the Mazda brand, with the introduction of the all-
new CX-7, the MX-5 Power Retractable Hard Top, the
MAZDASPEED3, and most recently, the CX-9. When
combined with the other great entries in the Mazda lineup,
it’s easy to see why, in so many instances, the North American
automotive and consumer media bestowed their 2006
Hancock Mazda's Gary Kennedy (center), seen here with dealership own- awards and praise on Mazda cars and SUVs. Take a look:
ers Steve Reyes (left) and Neal Hancock, is thrilled to have won the deal-
ership's first-ever employee car drawing. MAZDASPEED3
“2007 Canadian Car of the Year”—Automobile
What a Way to Say Journalists Association of Canada, November 2006
“10Best”—Car and Driver, December 2006

“Thanks!” MAZDA3
“Best Cars of 2006”—Money, February 2006
“Best Family Cars of 2006”
Hancock Mazda owners give away —Parents Magazine and AAA, March 2006
a MAZDA3 to an employee to show “Teen Recommended”—Cars.com, April 2006
their appreciation and encourage
“Consumers Most Wanted”—Edmunds.com, May 2006
customer referrals.
“Best Cars for College Kids”
—CNNMoney.com, August 2006

F
orget your typical holiday bonus. Last December, the owners of
Hancock Mazda in Mesquite, TX, offered up a brand-new “All-Star”—Automobile Magazine, December 2006
MAZDA3 in a drawing dreamed up to thank employees for
their sales referrals. When the time came for the drawing during the CX-7
company’s annual holiday lunch, Hancock Sales Consultant Gary
“Best Value”—Machine Design, November 2006
Kennedy’s name was selected as the lucky winner. Kennedy was
one of 41 entries, all of who qualified for the drawing by referring “Best Buy”—Consumers Digest, December 2006
a relative, friend, or acquaintance to the dealership during 2006. For
every customer who purchased a car, the referring employee’s name MAZDA6
was entered into the drawing. In fact, five employees had at least “Best Family Cars of 2006”—Parents Magazine and AAA,
five referrals over the contest period. March 2006
The idea to give away a MAZDA3 came to Hancock owners Neal “Best Sport Sedan Sobre Ruedas 2006”—Sobre Ruedas
Hancock and Steve Reyes at the dealership’s 2005 holiday luncheon. Magazine, September 2006
“We’ve given away cars to straight-A students, teachers of the
year, etc. We even have a policy where we pay $100 to customers “Best Buy”—Consumers Digest, December 2006
who refer others to our dealership. But our employees bring us lots “Editors’ Most Wanted”—Edmunds.com, December 2006
of business, so it seemed like a good idea to let our employees know
how much we value their referrals,” said Reyes, Hancock Mazda’s MX-5 Miata
General Manager. “It’s a way for us to say ‘thank you.’” “20 to Remember”—Automobile Magazine, April 2006
“I’m absolutely tickled about it,” said Kennedy of his prize, which
he ended upgrading to a MAZDASPEED3 after paying the cost dif- “Ten Best Road Trip Vehicles”—Kelley Blue Book, May 2006
ference. “I’ve told all my friends and family, because I’ve never won “Best Convertible for the Bucks”—ForbesAutos.com,
anything before. This kind of thing just doesn’t happen to me!” May 2006
Hancock’s car giveaway was so well received that Neal Hancock “10Best”—Car and Driver, December 2006
and Steve Reyes have already made plans to hold another drawing
“Editors’ Most Wanted”—Edmunds.com, December 2006
at the dealership’s 2007 holiday lunch. This time, employees can go
for a CX-7 if they double the number of referral entries to more than
CX-9
80, or even a CX-9, if they exceed 100 entries.
“We’re definitely going to do it again,” confirmed Reyes. “It “Editors’ Most Wanted”—Edmunds.com, December 2006
motivated people, and who knows, it may even help decrease
turnover.” ■

16 | MAZDA FUEL | MARCH/APRIL 2007

 MAZDAMANIA

PSHAW MOTORS

FUEL CROSSWORD CHALLENGE

SCENICROUTE
Have you got the energy to take the FUEL Crossword Challenge?
Fill up on Mazda FUEL for clues, then go for it! Answers are on page 4.

ACROSS
1 Focus of Tri-Point and Tindol teams
4 Mazda's latest and greatest concept
7 Mazda's top Rally driver
9 CX-9 spot #2
12 Where the Mazda Museum is open 24/7
14 New look of Mazda Service professionals
16 The key to entering Hancock Mazda's
MAZDA3 giveaway
17 Mazda's "Ace" racer
18 Founder of the Hole in the Wall Gang Camp
19 MEPP Chairman's Invitational destination
20 Maker of Mazda's Service "blues"
21 The master engineers behind MAZDASPEED
Performance Accessories
22 CX-9 30-second TV spot
23 Attribute of new Retail Revolution kiosk monitors
Photo by roadsideamerica.com
That’s a Lotta Bull
A
lbert, the World’s Largest Bull, has been
guarding the peaceful streets of one
Midwestern town since 1964. Weigh-
ing a whopping 45 tons, standing 30 feet tall,
and spanning 15 feet from horn to horn,
Albert even has a mighty steel skeleton that
was salvaged from abandoned state windmills.
Designed as a replica of the perfect Hereford
bull, Albert even talks—with the push of a but-
DOWN ton—cautioning visitors to drive carefully. This
2 Future Tribute mega-monument is living large in which city
3 Philip Sohn's Mazda dealership and state? ■
5 Ace Carrio's next challenge
6 How to take the new CX-9 for a spin online
A. Carbon Hill, Ohio
8 Mazda's new racing school partner
10 Ryuga's debut venue B. Amity, Indiana
11 EPA + MPG = C. Andover, Kansas
13 A page 2 "regular" D. Audubon, Iowa
15 Mazda's home on the Web
See below for the answer.
Answer: D. Audubon, Iowa
There are over 35 exciting
ACCESSORIES available for
the new MAZDA CX-9.