of Summer page 8

129 Years The Value-Packed CX-9 Mazda's Rotary Engine MNAO Employees
of Service Excellence Page 12 Turns 40 Hit the Track
Page 7 Page 4 Page 15
 Baby
on
Board

Photos by Buffy Massey Photography

Falen Joseph (right) and her mother
Jana Mallery (left) are all smiles now
that the memorable delivery of Isaiah
Joseph (center) is behind them.

MAZDA6 delivers a very special bundle of joy.

I
t wasn’t exactly a dream delivery for any first-time “When I ran back to the car to pull it around, I heard
mother, but for Falen Joseph and her mother, a baby crying,” she said. “I paused and said, ‘Falen,
MAZDA6 owner Jana Mallery, the events in the wee what is that?’ but she was just laying back like nothing
hours of July 25, 2006, were certainly memorable. was wrong. She said she caught the baby’s head during
It all started at 2:20 a.m. when Falen alerted her delivery and placed him on the floor of the car.
mom that her water had broken—signaling her baby “I was in shock,” she said. “I didn’t know whether to
was on its way. While Jana was talk to her, soothe the baby, or hop
trying to calm her daughter’s in the car. I drove back to where I
nerves, she was also loading her had started from, pulled up to the
MAZDA6 and preparing for the emergency room and told the
30-minute drive from her home in nurse that I no longer needed a
St. Martinville, LA, to Women’s wheelchair—the baby had already
and Children’s Hospital in been delivered. The nurse ran back
Lafayette. into the hospital, called an emer-
“When we were on our way, I gency code, and doctors and nurs-
told her just to breathe, that we es immediately flooded out of that
would make it to the hospital in hospital to help.”
time, and please not to have the The baby boy, who was born
baby in the car,” said Jana, a Child perfectly healthy at 2:55 a.m.,
Welfare Service Assistant for the weighed in at seven pounds and
State of Louisiana. was named Isaiah Israel Joseph.
Later, as she pulled onto the But to Jana, he may always be
road to the hospital, she noticed known by his nickname: “Speedy.”
Falen was very uncomfortable and Ironically, Jana was in a similar
had laid a towel down on the floor. situation just one week later, when
Not a good sign. she had to drive her mom’s preg-
“I asked if the baby was coming, nant niece to the emergency room
and she said ‘no,’ but she was for her baby’s delivery. Fortunately
breathing hard,” recalled Jana. “I Isaiah Israel Joseph, now one year old, has in this case, they made it in plenty
told her to hang on, that we were rightfully earned the nickname “Speedy.” of time, and the baby girl was
only two minutes away.” born in the hospital as planned.
After pulling into the hospital “As Mazda Sales Consultants,
emergency drive-up and not seeing anyone, Jana quick- we always highlight the performance and versatility of
ly pulled the car around to the side of the hospital and Mazda cars,” remarked Desiree Hebert, Sales Consul-
ran through the double-doors. Luckily, she found a tant for Lafayette Mazda where Jana Mallery bought
nurse, but the nurse directed her back to the main en- her baby-mobile. “However, this experience gives these
trance where she had just come from. concepts entirely new meaning.” ■
 8-9

CONTENTS
2 First Lap
CSULB Student PR Plans for Mazda; FUEL Feedback

3 Pit Row
14 4-6
Top 25 Dealers – Parts and Service;
Mazda’s New Dealer Profitability Group

Fast Track
40 Years of Rotary Power; MX-5 Cup Right on Track;
MAZDA6 Races Ahead; Mazda Makes the Karting Connection

7 Spotlight
The Frema Mazda Family Adds Up to 129 Years of Service
Excellence

8-9 Grille to Grille

Toys of Summer: The Mazda MX-5

10 Front Line

11
Mazda Core Product Spring Training Events;
Top 25 Dealers – Sales; Top 25 Dealers – MEPP

11 Feature
MAZDA5 on the Money

12-13 Feature
The Mazda CX-9 Value Story

14 Gear Glitz
John Hine Mazda Speaks to the Benefits of the Mazda
Accessories Learning Program

15-16 Final Stretch

Employee Weekend at Mazda Raceway Laguna Seca;
2007-2008 MNAO Dealer Meeting Dates;
Mazda’s Conservation in Action Contest;
Mazda Shopping Assistant Program

15
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
 FIRSTLAP

Driving Awareness
University students develop a
mock Mazda public relations plan.

“F
ollow Your Zoom-Zoom: An Integrated
Approach to Discovering the Emotion of
Motion” is a multifaceted public relations
(PR) plan designed to generate awareness about
Mazda’s exciting design direction. While the plan itself
is comprehensive, innovative, and detailed, it has one
tiny quirk—the PR firm that pitched it to Mazda, In Cal State Long Beach Professor Dr. Mathew Cabot (in car) with the In Gear Communica-
Gear Communications, is a fictional company tions team (from left) Dylana Foy, Kristi Gohn, Rachel Golding, Federico Aronna, and
composed of five California State University Long Jennifer Ketchersid.
Beach students.
These students, along with 20 others, took part in a class-wide project assigned this past spring semester by Dr. Mathew Cabot, profes-
sor of the university’s Journalism 471 – Management and Campaigns course, in which students learn to develop a comprehensive PR plan.
To help the students, Mazda agreed to be their “client.” As such, MNAO representatives, including Franz von Holzhausen, Mazda Design
Director, spent up to three hours with the class, briefing them on Mazda’s history, brand positioning, design strategy, and communications
challenge.
Once armed with basic information and materials, five teams of students—or PR firms—set to work on their plans in hopes of winning
the class competition. When it came time to pitch the final plans, a team of Mazda PR professionals (Jeremy Barnes, Danica Laub, and Tim
Gilman of Mazda PR partner Hill & Knowlton) sat in judgment, ultimately awarding first place to the In Gear Communications team.
“The students did an excellent job,” said Laub. “Their ideas were creative, and they really seemed to grasp the messaging challenge.”
While Dr. Cabot's project was devised solely to educate and prepare his students for work in the PR field, it’s easy to see why Mazda got
involved. After all, what could be better for Mazda than having 25 intelligent and influential students live and breathe the Mazda brand for
three solid months? Now that’s brand immersion! ■

FUELFEEDBACK

G
iven the summer selling season, showroom
traffic at Mazda dealerships should be running
high. To help you make the most of these
increased business opportunities, we’re offering up in
this issue a closer look at the competitive advantages
of three specific models in the 2007 Mazda lineup:
the MX-5, the MAZDA5, and the CX-9. As the
ultimate summer car, the MX-5 continues to outshine
even the newest competitors, while the MAZDA5 is
proving to be the perfect go-to vehicle for young
families on the go. The CX-9 expands upon its long
list of features and benefits with a super-strong value
story. All the details are in the pages ahead.
While you’re fattening up on product knowledge,
don’t forget to feed your racing spirit. There’s plenty
going on in the Mazda motorsports world, including
the 40th anniversary celebration of the Mazda rotary
engine. But before you move on, join us in congratu-
lating Lafayette Mazda Sales Consultant (and Mazda
FUEL reader) Desiree Hebert. Her winning story sug-
gestion (inside front cover) about the customer
whose daughter gave birth to her first baby in the
front seat of the customer’s MAZDA6 earned her a
$100 American Express Gift Checque. Frema Motors
Sales Consultant Jeff Sullivan is our other winner for
tipping us off to all the long-term employees at his
dealership. Well done!
Now, get to it, and be sure to let us know what you
think of this issue using the enclosed reply card.
Every employee receives a copy of this magazine
every month. We are thankful we have plenty left
over to show our customers.
Carmen Villareal
Internet Sales Manager
Almaden Mazda, San Jose, CA
I have never read the magazine before. I found it
interesting and very informative about Mazda and its
products.
Jessyka Mullen
Receptionist
Randy Blount Planet Mazda, Ferguson, MO
Great magazine; can’t wait until you guys add
more content.
Chad Wilson
Sales Consultant
Cypress Coast Mazda, Seaside, CA
We want to hear from you, too. Send us your com-
ments and suggestions on the enclosed reply card. ■

2 | MAZDA FUEL | JULY/AUGUST 2007

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

Photo by Ron Perry

1 JIM ELLIS MAZDA OF MARIETTA MARIETTA GA
2 ROGER BEASLEY MAZDA CENTRAL AUSTIN TX
3 ROSENTHAL MAZDA - ARLINGTON ARLINGTON VA
4 FREEMAN MAZDA IRVING TX
5 MARTY SUSSMAN MAZDA WILLOW GROVE PA
6 TRUSSVILLE MAZDA TRUSSVILLE AL
7 CORY FAIRBANKS MAZDA LONGWOOD FL
8 GALPIN MAZDA VAN NUYS CA
9 NUCAR MAZDA NEW CASTLE DE
10 RON TONKIN MAZDA PORTLAND OR
11 GUNTHER MAZDA FT. LAUDERDALE FL
12 WAYNE MAZDA WAYNE NJ
13 OCEAN MAZDA MIAMI FL
14 JIM ELLIS MAZDA OF CHAMBLEE ATLANTA GA
15 BERGE MAZDA GILBERT AZ
16 WANTAGH MAZDA WANTAGH NY
17 LEHMAN MAZDA MIAMI GARDENS FL
18 MORRIES MAZDA MINNETONKA MN
19 OAK TREE MAZDA SAN JOSE CA
20 FAULKNER MAZDA PHILADELPHIA PA The new MNAO Business Management and Dealer Profitability Group includes
21 BROWNING MAZDA CERRITOS CA (from left) Alan Schapel, Mark Gabelsberg, John Sellers, and Doug Boswell.
22 NELSON MAZDA TULSA OK
23 JOHN HINE MAZDA SAN DIEGO CA
24 MAZDA SOUTH AUSTIN TX
25 DELRAY MAZDA DELRAY BEACH FL

LABOR SALES (YTD THROUGH MAY 2007)

RANK DEALER NAME CITY STATE
Fueling Dealer Profits
1 ROSENTHAL MAZDA - ARLINGTON ARLINGTON VA
2 WALSER BURNSVILLE MAZDA BURNSVILLE MN New Mazda department focuses
3 ROGER BEASLEY MAZDA CENTRAL AUSTIN TX on dealer profitability.
4 JIM ELLIS MAZDA OF MARIETTA MARIETTA GA

W
5 JOHN HINE MAZDA SAN DIEGO CA hen it comes to running a successful dealership, the bottom line for
6 GUNTHER MAZDA FT. LAUDERDALE FL automotive retailers is quite simply the bottom line. After all, attaining
7 GALPIN MAZDA VAN NUYS CA consistent and high levels of profitability are critical to ensuring long-term
8 MORRIES MAZDA MINNETONKA MN
9 BROWN'S FAIRFAX MAZDA FAIRFAX VA
success.
10 ROSENTHAL MAZDA VIENNA VA That’s why, in a bold move made on April 1, Mazda North American Operations
11 OAK TREE MAZDA SAN JOSE CA (MNAO) created a new department—the Business Management and Dealer Prof-
12 DELRAY MAZDA DELRAY BEACH FL itability group.
13 UNIVERSITY MAZDA SEATTLE WA
“The overall objective of this department is to create a high-level focus on im-
14 LOU FUSZ MAZDA ST. LOUIS MO
15 JEFF HAAS MAZDA HOUSTON TX proving dealer profitability, primarily at Mazda-exclusive dealers,” explains Alan
16 MAZDA SOUTH AUSTIN TX Schapel, director of the department. “In many car companies, dealer profitability
17 MAZDA GALLERY NORWOOD MA doesn’t always receive the high-level, daily focus it deserves. By creating a depart-
18 FAULKNER MAZDA PHILADELPHIA PA ment that raises the level of internal visibility and focuses on dealer profitability,
19 JIM ELLIS MAZDA OF CHAMBLEE ATLANTA GA
20 ALMADEN MAZDA SAN JOSE CA
Mazda is telling dealers that we take the matter seriously and that we are dedi-
21 WAYNE MAZDA WAYNE NJ cating resources to help improve the situation.”
22 CORY FAIRBANKS MAZDA LONGWOOD FL To that end, MNAO pulled together a department of four experienced managers
23 MCCULLOUGH METRO MAZDA MARLOW HEIGHTS MD from other areas of the company. In addition to Schapel, who tracks dealer per-
24 NORTH PENN MAZDA COLMAR PA
formance via ongoing financial statements, the department consists of Mark
25 KINGS MAZDA CINCINNATI OH
Gabelsberg, who oversees the dealer business management process, evaluates
CARE SERVICE INDEX (ROLLING 3 MONTHS THROUGH MAY 2007) metrics, analyzes trends, and recommends solutions; Doug Boswell, who manages
RANK DEALER NAME CITY ST. SCORE the fixed operations component and focuses on service/parts profitability; and
1T COTHERN-VARNADORE MAZDA BAXLEY GA 100.00 John Sellers, who oversees the profitability of dealers’ used car operations and
1T NELSON MAZDA MARTINSVILLE VA 100.00 manages the Mazda Certified Pre-owned Vehicle program and Mazda Extended
1T ROWE MAZDA AUBURN ME 100.00
Protection Plan.
1T ALLIANCE MAZDA ROCKY MOUNT NC 100.00
1T FRED MUELLER MAZDA SCHOFIELD WI 100.00 “The four of us work together as a team—to be a resource for the regions as
1T ALEXANDER MAZDA ALBERTVILLE AL 100.00 we determine specific strategies and tactics for dealers,” explains Schapel. “Right
2 FLOOD MAZDA WAKEFIELD RI 99.50 now, we’re having discussions with a large number of dealers throughout the
3 COGSWELL MAZDA RUSSELLVILLE AR 98.60 country and gathering a lot of input that will help us plan new strategies for mea-
4 CROWN MAZDA HOLLAND MI 98.40
5 MORONG FALMOUTH MAZDA FALMOUTH ME 98.30
suring, tracking, and building on current profitability. We really need to achieve at
6 ROB SIGHT MAZDA KANSAS CITY MO 98.10 least 1.3 percent profit margins to sustain dealer profitability, and we haven’t been
7 JAMES MEARS MAZDA LUBBOCK TX 97.60 at that level consistently for two or three years. We’re working to change that.”
8T CARSON CITY MAZDA CARSON CITY NV 97.00 Acknowledging that good products and good marketing ultimately drive dealer
8T MIKE PILE MAZDA TYLER TX 97.00
profitability, Schapel says there are other things Mazda can do to help improve
9 CHAMPION MAZDA OWENSBORO KY 96.90
10 SID DILLON MAZDA FREMONT NE 96.80 dealer profits. “We can evaluate how we do business with dealers and which pro-
11 SAM LEMAN MAZDA BLOOMINGTON IL 96.70 grams impact profitability in a positive or negative way. We’re not going to just let
12 ATZENHOFFER MAZDA VICTORIA TX 96.60 dealer profits happen on their own; our department is going to apply resources to
13 EDDIE ACCARDI MAZDA POMPANO BEACH FL 96.40 accelerate the process,” he concludes. ■
14 RAY GROSS MAZDA FRANKLIN LA 96.30
15T DAPHNE MAZDA DAPHNE AL 96.10
15T WHEELER MAZDA YUBA CITY CA 96.10
15T SUTHERLIN MAZDA BUFORD GA 96.10
16T BORGMAN MAZDA GRANDVILLE MI 95.90
16T FERNDALE MAZDA FERNDALE MI 95.90
JULY/AUGUST 2007 | MAZDA FUEL | 3
T = Tie
Results based on financial statement data submitted to MNAO as of July 10, 2007
 FASTTRACK

40 Years of Rotary Power

Last spring, Mazda celebrated the 40th anniversary of its first rotary-powered
vehicle, the 1967 Cosmo Sport. Here’s how its inspiration lives on today.

I
f you’ve been selling Mazda cars for even a short while, you are Successfully completing the grueling Marathon de la Route ral-
probably aware that the company’s core vehicles are the ly in 1968 surely bolstered the young rotary engine’s future with
MAZDA3, MAZDA6, CX-7 and the new CX-9. Like every other Mazda, and soon other model variations followed, quite notably
Mazda model, they offer a fun-to-drive nature that reflects the including the R100 (the first Mazda rotary-engine vehicle officially
company’s Zoom-Zoom spirit. imported into the United States), followed by the 1970 RX-2, the
But ironically, it is the most specialized vehicle in Mazda’s current 1971 RX-3, the wild 1974 rotary pickup, 1974 RX-4, and the 1975
lineup, the RX-8, that is most connected to the heart of Mazda’s Cosmo. Then came Mazda’s breakout rotary-powered sport
brand. After all, the RX-8 and its rotary engine–powered prede- cars—three generations of RX-7 followed by the current RX-8.
cessors paved the way to Mazda’s brand success. And what a trip Besides solving innumerable emissions and durability challenges
it’s been. over the years, Mazda’s rotary engine (“RE” for short) claimed nu-
May 30, 2007, marked the 40th anniversary of the production merous International Motor Sports Association (IMSA) races and
of the first Mazda rotary-engine vehicle, the 1967 Cosmo Sport. championships, and finally grabbed the brass ring in sports-car
Featuring the revolutionary two-rotor 10A rotary engine, just 343 racing by winning the overall 1991 24 Hours of Le Mans with the
units were built that year, but they truly started the Mazda legend now-famous 787B four-rotor prototype.
that continues to this day in the RENESIS-powered RX-8. In celebration of this special heritage, all Mazda-supported race-
Amazingly, Mazda has produced more than 1.96 million rotary- cars will carry a special commemorative decal for the rest of the
engine vehicles to date. But none of them would have been pos- 2007 season. And when this year’s racing draws to a close, the cel-
sible without the futuristic thinking of a young German engineer, ebration will continue on September 21-23 at the 10th annual
Dr. Felix Wankel. While just a teenager in 1919, he envisioned a ro- SevenStock at Mazda North American Operations in Irvine, CA,
tary engine and then committed his life’s work to make it a reality. the world’s largest rotary-engine event. ■
After many years, in concert with the Ger-
man car and motorcycle company NSU, he
finally succeeded when the first NSU rotary
engine, generally known as the “Wankel,”
was produced in 1959. Soon afterwards
another visionary, Mazda president Tsuneji
Matsuda, gambled his company’s future by
applying for the license to produce the en-
gines. He prevailed over nearly 100 other
corporate suitors, and Mazda soon estab-
lished an in-house brain trust of 47 engi-
neers to develop and improve upon the
NSU design. After overcoming many engi-
neering challenges, the first 110-horse-
power Cosmo Sport was finally produced.

Commemorating the rotary engine's 40th

anniversary, Mazda CEO Hisakazu Imaki
(left) presents Yuji Suzuki, Chairman
of the Cosmo Sport Owner's Club of Japan,
a picture of the Mazda 110S.

4 | MAZDA FUEL | JULY/AUGUST 2007

 FASTTRACK
MX-5 Cup Right on Track
With increasing field sizes, some hot new
drivers, and television coverage on SPEED,
this professional MX-5 racing series
has become one hot property.

T
he professional Mazda MX-5 Cup series is doing tremendously well in its
second season. Established last year as an entry-level pro series with the
third-generation MX-5 playing center stage, the very first MX-5 Cup race
was in May 2006 at Mazda Raceway Laguna Seca.
Now with eight events scheduled this year from Laguna Seca in California to
Trois-Rivieres in Quebec, Canada, there are plenty of opportunities to witness the
action. Most impressively, the Sports Car Club of America (SCCA) MX-5 Cup runs
in conjunction with Champ Car World Series and the American Le Mans Series,
two of the preeminent racing series in North America, while television coverage
on the SPEED channel further adds to the appeal.
According to Steve Sanders, manager of MAZDASPEED Motorsports Develop-
ment, the series is doing as well as planned. To have 25 to 30 car fields in the sec-
ond year is considered a great accomplishment.
This year, a new sponsor, Kumho, stepped in as the official tire supplier for the
series—a hugely important contribution—and the change to Sachs racing shocks,
with adjustable compression and rebound damping, makes the cars even quicker
with improved durability.
The biggest pleasure for Mazda has been the growth in field size. Sanders re-
ports that there were 25 cars on the grid in Houston, TX, and an impressive 27
cars at Road Atlanta in Georgia last April. Along with returning veterans, there is
a host of new young drivers, including two fast female racers: Donna Gilio and
Laura Olson. “The MX-5 Cup is now on target and where we expect it to be,”
Sanders says. “It’s a very healthy racing series and we are looking forward to an-
other competitive season of racing.”
To learn more about the series, go to www.mx5-cup.com. ■

The competition was fierce at "The Mitty," the second race

of the 2007 MX-5 Cup Series, held in April at Road Atlanta.

Chris Sarian, with SarWood Racing, navigates a turn at "The

Mitty"/HSR SCCA Pro Racing SIRIUS Satellite Radio Mazda
MX-5 Cup race at Road Atlanta in April.

JULY/AUGUST 2007 | MAZDA FUEL | 5

 FASTTRACK
MAZDA6
Races Ahead
Halfway through the racing
season, Mazda’s chances for
a SPEED World Challenge title
look better than ever.
Tri-Point's Jeff Altenburg, driving his No. 72 MAZDA6, has
been a major contributor to Mazda's lead in manufactur-
er points for the 2007 SPEED World Challenge season.
M T
azda’s nearly four-year involvement in the
exciting SPEED World Challenge is paying off
handsomely this year. After nearly winning
the title in 2006, Mazda came back with a vengeance
for 2007 and at press time was leading the Touring
Car points standings with race-prepared versions of
the MAZDA6. In fact, more teams have recognized
the MAZDA6 as the car to beat, and Mazdas now
account for up to a quarter of the World Challenge
Touring Car fields.
Three teams are carrying the World Challenge flag
for Mazda this year, beginning with Tri-Point Motor-
sports. The Southern California-based shop is closely
allied with Mazda and is once again fielding three
cars—one apiece for veterans Jeff Altenburg and
Randy Pobst, and another for World Challenge new-
comer Roberto Santos. Next is North Carolina’s Tindol
Motorsports, which is entering three MAZDA6 racers
for Charles Espenlaub, Charlie Putman, and new
teammate Michael Galati. These established teams
are joined by California-based Horton Motorsports,
which plans to enter a MAZDA6 for Justin Hall, with
a possible second entry before season’s end.
The manufacturers represented in Touring Car this
season are Mazda, Acura, Audi, VW, and BMW. The
MAZDA6 and Acura entries benefit from factory
support. All three MAZDA6 teams are also cooperat-
ing nicely, a fact that MAZDASPEED Motorsports De-
velopment Manager Steve Sanders finds gratifying.
“We are well on our way to achieving our goal of
winning a manufacturer's championship this year,"
he says. "We have seen improved handling and per-
formance, especially from the Tri-Point team this year,
which resulted from some off-season development
and suspension changes. It's very exciting to see how
well the drivers like the new suspension set-up. The
performance potential is just awesome." ■
6 | MAZDA FUEL | SEPTEMBER/OCTOBER
JULY/AUGUST 2007 2006
Mazda Makes
the Karting Connection
To better connect with young enthusiasts,
Mazda announces support for six major
kart-racing organizations.
hanks to the Formula Mazda, MX-5 Cup, Spec Miata, and Star
Mazda Championship series, there is a strong likelihood that every
young racer will connect with Mazda at some point as his or her
career develops. Especially now that Mazda has further expanded its
motorsports influence through a new sponsorship agreement with six
major kart-racing associations.
The reason? Kart racing is the preferred pathway for young drivers to
develop their racing skills, and connecting early with these racers—and
their families—will create an ongoing relationship with Mazda as they ma-
ture and grow. Just like in automobile sales, establishing a connection with
customers at the beginning of their driving years can make all the differ-
ence in determining what brands they prefer throughout their lifetimes.
Mazda’s multiyear commitment is reportedly the largest commitment
ever made to karting by a carmaker. The support will include funding for
prize money and operating costs for the different series, along with
special “business partner” pricing for kart racers who are members of
these organizations:
• Champ Car Rotax Kart Challenge (www.rmaxchallenge.com)
• Newcastle Motorsport Park (www.newcastleraceway.com)
• Rock Island Grand Prix (www.rockislandgrandprix.com)
• Snap-on Stars of Karting presented by IndyCar
(www.starsofkarting.com)
• Superkarts! USA (www.superkartsusa.com)
• World Karting Association (www.worldkarting.com)
“We are committed to developing the next generation of racers with a
ladder system that provides drivers with Mazda and Mazda-powered
open-and closed-wheel cars throughout their careers,” said Robert Davis,
Mazda Senior Vice President, Research, Development & Quality. “With this
karting initiative, we can now connect with an even larger and younger
base of enthusiasts.”
To take advantage of this new partnership, Mazda dealerships are en-
couraged to forge their own relationships with the different organizations
and racers in their area. By becoming the dealership of choice for the fam-
ilies of these ascending racers, you may be able to build an entire network
of racing-related customers. Now start your engines! ■

The Frema Mazda Family
Photos by Bell Photography
Frema Mazda's long-term employees include (from left) Emmett Outlaw,
John Harris, David McDonald, Caroyn Mozingo, and Frankie Korschun.
Five long-term employees add up to 129 years of service excellence.
W
ith only 40 employees on the payroll, Frema Mazda may be
a relatively small dealership, but what it lacks in size, it
makes up for in staff loyalty.
In fact, five staff members have been with the dealership for
more than 15 years each. And Parts Manager Emmett Outlaw
has been there since 1964, when the dealership (then called
Frema Motors) first opened its doors to the small community of
Goldsboro, NC.
“I was the dealership’s very first employee and had the privilege
of stocking the parts shelves for the very first time,” explains Out-
law. “Over the past 43 years, I’ve done a few different things for the
dealership, such as being Parts Manager and Business Manager. But
I’m back to parts now. No matter what I do, I always enjoy it,
because we’re like one big family.”
The Frema family also includes John Harris, General Sales Man-
ager, who joined the team in 1984.
“When I told my uncle I wanted to get into the car business, he
gave me some great advice that’s stuck with me all these years. He
said ‘Find a good, well-built product that you like; find a company
that will stand behind that product; then get there and stay,’” says
Harris. “Because I’ve done that, I’ve never had to duck from any-
body I’ve seen on the street or worried about hiding if a person
comes in with a problem. We’re just as aggressive at handling that
problem as we are if they are buying a car.”
SPOTLIGHT
He adds, “About 50 percent of our customers are repeat cus-
tomers. We literally have families with five and six generations that
have been buying from us, and we know most customers by
name.”
Other long-term employees include Mazda Master Technician
David McDonald, who joined the team in 1983; dealership co-own-
er Frankie Korschun, who arrived in 1987; and Business Manager
Caroyn Mozingo, who came on board in 1988.
Despite these employees’ varying lengths of service and job re-
sponsibilities, they all agree on one thing—Frema Mazda operates
as a true family.
“Anytime you have good employees, it’s a challenge to keep
them. Any of them could walk out the door tomorrow,” says
Korschun, who co-owns the dealership. “We just try to take care of
them, keep them happy, treat them with respect, realize what
they’re really worth, and not take them for granted.”
She adds, “All our employees are very important to us, and we do
whatever we can to help them. We try to be more than just their
employer, we try to be their friends. They all know they can come
to us for anything, and we’ll be right there to help them. After all,
they take care of us and make us successful, and we try to do the
same thing in return.” ■
JULY/AUGUST 2007 | MAZDA FUEL | 7
 GRILLETOGRILLE

Toys of Summer
W
ith long days, warm nights, and high gas prices all making an
If there is one perfect appearance this summer, the economical and fun-to-drive Mazda
MX-5 provides the perfect avenue for automotive fun. Now in its
summer vehicle in third generation, the MX-5 has been thrilling sports-car drivers since 1989
Mazda’s lineup, the MX-5 (as a 1990 model), and today its appeal is greater than ever. For instance,
did you know that even after 18 years the MX-5 is still winning awards? The
is it. Here’s why it rocks year is only half over, and the 2007 MX-5 has already won Car and Driver’s
prestigious “10Best” award; has been awarded the “Editors’ Most Wanted
—and how to sell it Convertible Under $25,000” by Edmunds.com; has been voted “Top Pick”
in the “Fun to Drive” category by a major consumer publication; and most
against the competition. recently, was awarded “Highest Ranked Compact Sport Car in Initial
Quality” in the June 2007 J.D. Power Initial Quality Study.
When you consider the terrific features built into the MX-5, it’s easy to
see why the enthusiasts at these publications are so taken with it. Let’s
take a look at some of the MX-5's most salable features and benefits.

Attractive Pricing – Starting at just $20,585 for a base 2007 MX-5 and
ranging to $26,520 for the MT Grand Touring with Power Retractable Hard
Top, the MX-5 remains highly affordable. When compared to other cars in
its segment, particularly the new Pontiac Solstice and Saturn Sky—with
base prices of $21,515 and $24,725, respectively, the Mazda looks even
better.

Great Fuel Economy – With its advanced 4-cylinder 2.0-liter en-

gine, the 2007 MX-5 offers EPA estimated fuel economy ratings of 25
mpg in the city and 30 mpg on the highway. That’s for vehicles
equipped with the five-speed manual transmission. The automatic ver-
sion is nearly as good, delivering an estimated 22 mpg in the city and
30 mpg on the highway.

Whether out for a Sunday afternoon drive or waging an on-track Easy-to-Use Soft Top – Folding back and stowing the MX-5’s built-
run, the Mazda MX-5 provides the perfect warm-weather, in soft top is quick and easy for one person; just unfasten the release on
top-down driving experience. the top, then fold the top rearward into its storage area. The entire
process takes just a few seconds, and raising the top is almost as easy.

8 | MAZDA FUEL | JULY/AUGUST 2007

 GRILLETOGRILLE

PONTIAC SOLSTICE SATURN SKY

More Luxurious. Ordering the Power Re-
tractable Hard Top gives MX-5 customers the
ultimate convertible luxury feature at a great
price. Only a manual convertible soft top is avail-
able on the Solstice and Sky. In addition, the
Grand Touring model comes standard with a
Bose® audio 7-speaker sound system.

Power Retractable Hard Top – The latest feature for the MX-5
is the new Power Retractable Hard Top (PRHT). With the touch of a
button, its safe and secure folding hard top nests into its own
storage area—without compromising trunk space. Not only is the
retractable hard top the most affordable, but it is also the lightest in
weight and quickest to open and close in as little as 12 seconds.
Racing Energy – Motorsports are more popular than ever, and
the MX-5 is right in the thick of it. Besides being a perennial con-
tender in various SCCA classes, the MX-5 has its own amateur
racing series called Spec Miata, a new professional race series called
MX-5 Cup, and even its own pro-level race school, the MX-5 Cup
Racing School offered through Skip Barber.
More Convenient. The MX-5’s Premium Package 1 includes the
Mazda Advanced Keyless Entry System, which allows operating the
door locks and starting the engine without a traditional key. The
Solstice and Sky don’t offer this feature.
Safer. The MX-5 comes standard with side-impact air bags, which
are not available on the Pontiac Solstice or Saturn Sky. HID head-
lights, and run-flat tires are also optional on the MX-5, but not on
these competitors.
Get the full story on the 2007 Mazda MX-5, including its features,
benefits, and competitive advantages, in the 2007 Mazda Product
& Comparison Guide. ■

Taking on the Competition

Since its launch more than two decades ago, the MX-5 has be-
come the world’s most popular two-seat sports car. Recently, the
Pontiac Solstice and Saturn Sky—two General Motors vehicles devel-
oped on the same platform and sold through different divisions—
have entered the MX-5’s territory. But never fear—while they offer
some pretty nice eye candy, the MX-5 has what it takes to defend its
position as the class leader. Here are some specific advantages you
can use to position the MX-5 against and above the Solstice and Sky:

More Affordable. With a base price of $20,585, the MX-5 costs

nearly $1,000 less than the base Pontiac Solstice and over $4,000
less than the base Saturn Sky.

Lighter. Thanks to its curb weight of just 2,441 lbs., the base MX-5
is a remarkable 419 lbs. lighter than the Solstice and 492 lbs. lighter
than the Sky.

Roomier. With more legroom (43.1 in. vs. 42.7 in. for the Solstice
and Sky) and shoulder room (53.2 in. vs. 52.4 in. for the Solstice and
52.7 in. for Sky), the Mazda fits a wider range of drivers.

More Nimble. Thanks in part to its 3.4-inch shorter wheelbase, Mazda's award-winning roadster was made even better with the
the MX-5 offers quicker handling and more driving fun. Also, at recent addition of an easy-to-use Power Retractable Hard Top.
30.8 feet, its turning circle is more than four feet tighter than the
Solstice's and Sky’s!

Higher Performance. Any way you measure it, the MX-5 does
more with its 2.0-liter engine than the base Solstice and Sky do with
their 2.4-liter engines. The MX-5 outperforms them with more pow-
er per liter (83 hp/liter vs. 73.8 hp/liter) and less weight per horse-
power (14.7 lbs/hp vs. 16.2 lbs/hp for the Solstice and 16.6 lbs/hp
for the Sky).

More Advanced Transmission Choices. The MX-5 is available

with five- or six-speed manual gearboxes or a six-speed sport auto-
matic transmission. Only five-speed transmissions are available on
the Solstice and Sky.

JULY/AUGUST 2007 | MAZDA FUEL | 9

 FRONTLINE

TOP 25
RANKING DEALERS
SALES VOLUME (YTD THROUGH MAY 2007)
RANK DEALER NAME CITY STATE

1 WAYNE MAZDA WAYNE NJ

2 MAZDA SOUTH AUSTIN TX
3 ROGER BEASLEY MAZDA CENTRAL AUSTIN TX
4 CLASSIC MAZDA EAST ORLANDO FL
5 GALPIN MAZDA VAN NUYS CA
6 CORY FAIRBANKS MAZDA LONGWOOD FL
7 WALSER BURNSVILLE MAZDA BURNSVILLE MN
8 DELRAY MAZDA DELRAY BEACH FL
9 GUNTHER MAZDA FT. LAUDERDALE FL
10 MAZDA OF LODI LODI NJ
11 PALM BEACH MAZDA WEST PALM BEACH FL
12 PREMIER MAZDA GEORGETOWN TX

Spring Training Events 13

14
SUBURBAN MAZDA OF TROY
JIM ELLIS MAZDA OF MARIETTA
TROY
MARIETTA
MI
GA

Get to the Core of Mazda

15 NORCO MAZDA NORCO CA
16 INGRAM PARK MAZDA SAN ANTONIO TX
17 KINGS MAZDA CINCINNATI OH

Product Knowledge 18
19
BROWN'S FAIRFAX MAZDA
TUSTIN MAZDA
FAIRFAX
TUSTIN
VA
CA
20T MORRIES MAZDA MINNETONKA MN

T
his spring, Mazda hosted a one-of-a-kind dealer training event that took 20T BROWNING MAZDA CERRITOS CA
product knowledge to the core—delving deep into Mazda’s core lineup: the 21 MAZDA KNOXVILLE KNOXVILLE TN
MAZDA3, MAZDA6, Mazda CX-7, and all-new Mazda CX-9. 22 D DAHLE MAZDA OF MURRAY MURRAY UT
Nearly 5,000 Mazda sales and service professionals participated in one of two 23 EL DORADO MAZDA MCKINNEY TX
24 LEE JOHNSON MAZDA KIRKLAND WA
training opportunities—the Mazda Core Product Roadshow, an in-dealership
T = Tie
event, or the Mazda Core Product Tour, offered in strategic major market locations
throughout the United States. Called “Get to the Core with Mazda’s Four,” the Results based on financial statement data submitted to MNAO as of June 1, 2007.

trainings ran from April to June 2007 and reached 177 dealerships in 25 markets,
leaving a huge wake of product knowledge and enthusiasm.
During these interactive events, sales and service personnel were immersed in
Mazda’s core products and gained new skills to increase their effectiveness selling

TOP 25
Mazda’s core vehicles and to enhance sales and customer satisfaction.
The Roadshow and Tour were not only informative, but also convenient.
Roadshow training was delivered right to dealers’ doors, so their entire dealer-
ship staff could benefit without ever having to step foot off the property. Par- MEPP/MEC SALES
ticipants in the Tour attended convenient in-market sessions, where they re- SALES VOLUME (YTD THROUGH MAY 2007)
ceived the same great product and customer sales and satisfaction training side-
RANK DEALER NAME CITY STATE
by-side with their dealer peers.
“Through this training, participants were able to dig deep into the core prod- 1 NELSON MAZDA TULSA OK
ucts with engaging, multimedia learning that left them well informed, enthu- 2 WALSER BURNSVILLE MAZDA BURNSVILLE MN
3 BOMMARITO MAZDA SOUTH ST. LOUIS MO
siastic, and better prepared to sell and service Mazda’s core products,” said
4 BIDDULPH MAZDA PEORIA AZ
Lance Rabun, Manager, Sales Training. “Plus, the product knowledge also rein- 5 FRANK BOMMARITO MAZDA ELLISVILLE MO
forced some best practices that could help dealers increase overall customer 6 TUSTIN MAZDA TUSTIN CA
satisfaction.” 7 WAYNE MAZDA WAYNE NJ
For example, the training event drove home the following sales and service tips: 8 NORTH PARK MAZDA SAN ANTONIO TX
• Always offer a prompt and courteous greeting. 9 BERT OGDEN MISSION MAZDA MISSION TX
• Identify and confirm all customer concerns. 10 FAULKNER MAZDA PHILADELPHIA PA
• Establish and confirm expectations for time. 11 HILLARD AUTO PARK MAZDA FORT WORTH TX
• Reduce or add value to customer waiting time. 12 JOHN HINE MAZDA SAN DIEGO CA
• Prepare for a quick and easy vehicle pick-up. 13 LEE JOHNSON MAZDA KIRKLAND WA
14T BOMMARITO MAZDA SAINT PETERS MO
• Provide an active redelivery at vehicle pick-up.
14T NELSON MAZDA ANTIOCH TN
• Ensure a successful Sales-to-Service Department hand-off. 15 MORRIES MAZDA MINNETONKA MN
If your dealership participated in the Mazda Core Product Roadshow, keep 16T MAZDA OF CLEAR LAKE WEBSTER TX
putting your new product, sales, and customer satisfaction knowledge and skills 16T NORTH PENN MAZDA COLMAR PA
to work. For those dealership professionals who missed out on the Spring Core 17 LANCASTER MAZDA LANCASTER CA
Product Tour in-market events, the Tour is headed back in your direction again this 18 GALPIN MAZDA VAN NUYS CA
fall. Watch for more information and registration instructions to be available soon 19 TOWN NORTH MAZDA RICHARDSON TX
on www.MazdaState.com. ■ 20 MORANDE MAZDA MANCHESTER CT
21 WILKINS MAZDA VILLA PARK IL
22 EARNHARDT'S CHANDLER MAZDA CHANDLER AZ
23 BOUNTIFUL MAZDA BOUNTIFUL UT
10 | MAZDA FUEL | JULY/AUGUST 2007
T = Tie
Results based on data submitted to MNAO as of July 12, 2007.
MAZDA5 on the Money
Mazda hits a bull's eye with young families.

F
irst introduced in late 2005 as a 2006 model, the 2007 MAZDA5 has established itself in
the marketplace as an appealing and value-oriented alternative to the sport utility vehicle
or minivan. In fact, in its 2007 Buying Guide evaluations, a leading consumer magazine
selected the MAZDA5 as its top pick among 22 wagons and hatchbacks.
When the MAZDA5 first came out, this multidimensional vehicle was targeted to young fam-
ilies with one or two children who desire an affordable vehicle with minivan-like functionality
and flexibility, sporty styling, and energetic performance. Surprise! Almost two years later, mar-
ket research confirms that’s exactly who is buying the MAZDA5. What’s more, the qualities
Mazda originally thought would appeal to MAZDA5 buyers are the very features they cite as
their top purchase reasons.
So, what exactly is it that gets Mom, Dad, and the kids so excited about the MAZDA5?
Take a look!

Functional Seating – When driving a carload of kids, MAZDA5’s three rows of seating and
six-passenger capacity are significant advantages over most vehicles in its size/class, which max
out at five seats. The MAZDA5 also offers a variety of seating configurations thanks to its fold-
flat 2nd- and 3rd-row seats and 50/50 split 3rd-row seat.

Standard Safety Equipment – In addition to its “Triple H” body construction, power-assisted

4-wheel disc brakes, and Anti-lock Braking System (ABS) with Electronic Brakeforce
Distribution (EBD) and Brake Assist, the MAZDA5 offers a comprehensive list of standard safe-
ty features that give drivers greater peace of mind. Topping that list are state-of-the-art passive
restraint systems, including advanced driver’s and passenger’s front air bags and side-impact air
bags, along with three full rows of side-impact air curtains.

Easy Ingress/Egress – Helping children get in and out of a traditional hinge-door vehicle in
today’s ultra-compact parking spaces and garages conjures up images of Harry Houdini. How-
ever, with its easy-to-operate and unobtrusive sliding rear doors, the MAZDA5 makes loading
and unloading children, groceries, or whatever a much easier task. It also eliminates the com-
mon worry among parents of their children dinging the doors of cars parked next to it. Aside
from young passengers, adults appreciate how easy it is to get in and out of the MAZDA5—
whether sitting in the front or back seats.

Fuel Economy – With gasoline prices reaching all-time highs, the MAZDA5 offers drivers all
the capacity and functionality of a mid-size SUV or minivan but with much better mileage.

Spirited Performance – True to its Zoom-Zoom heritage, the MAZDA5 is as fun to drive as
it is functional. Its 153-hp 2.3-liter engine, 5-speed manual or 4-speed Sport AT transmission,
and precision-tuned suspension system provide an exhilarating and dynamic behind-the-wheel
experience that rivals the best sport compact sedans.

Storage – Many of the toys that belong to today’s kids are sophisticated electronics. To keep
these gadgets and more traditional toys within easy reach but also out of view and thus more
secure, the MAZDA5 offers ample and convenient storage tucked under its 2nd-row seats.

Here’s something else to keep in mind about the MAZDA5: Its buyers typically cross-shop the
Honda Odyssey, Kia Rondo, Toyota Matrix, Toyota RAV4, and Honda CR-V, which confirms that
the MAZDA5 attracts buyers from several different vehicle segments, including compact cars,
mid-size cars, compact minivans, and small to mid-size SUVs.
Refresh yourself on the MAZDA5. Refer to the 2007 Mazda Product & Comparison Guide
for complete product information. Also, look for an overview of the 2008 MAZDA5 in the
next Mazda FUEL. ■
JULY/AUGUST 2007 | MAZDA FUEL | 11
 Value to the Ninth Degree

N
ot only does the 2007 Mazda CX-9 crossover SUV pack in the passengers—
seven, to be exact—it also packs on the value, featuring or offering an array
of high-end amenities and advanced technologies that one typically only
finds on today’s most sophisticated luxury vehicles.
Impressive on their own, these comfort and convenience features seem all the
more amazing when you consider that to comparably equip the CX-9’s main com-
petitors—2007 Toyota Highlander, 2007 Honda Pilot, and even the crossover en- The Mazda CX-9's value advantage comes down to lots
try from Honda’s luxury nameplate, the 2007 Acura MDX—would cost signifi- of standard content or available options that are priced
cantly more. And that’s if the competitor even offers each feature, which in many less than the competition.
cases, they don’t.
Since the CX-9 is targeted to young to mid-life married couples with children
(a group of buyers you can bet appreciates a big return on investment), Mazda’s
top-of-the-line SUV proves to be a value-packed choice. Here, we take a look at
each of these features, including how they work, their benefits to customers, and
who offers them. All together, you’ll see how they create a value story that
emphasizes just how much bang CX-9 buyers get for their bucks. Read on.

Roll Stability Control – Working in tandem with Mazda’s Traction Control

(TCS) and Dynamic Stability Control (DSC) technology, Roll Stability Control (RSC)
works to reduce the likelihood of a rollover event. The system uses two gyroscop-
ic sensors to detect when a driver corners too fast or swerves sharply to avoid an
obstacle and then applies pressure to the brake(s) on the wheel(s) on the outside
of the turn. This induces understeer and helps bring the inside wheels firmly to the
ground—thus helping to avoid a rollover.
While RSC is standard on all CX-9 models, neither the Highlander, Pilot, nor
MDX offer it.

Advanced Keyless Entry & Start System – Standard equipment on the CX-9
Grand Touring model and part of the Touring Assistance Package on the Touring
Model, no other CX-9 competitor offers this ultra-convenient feature, which
allows drivers to lock, unlock, and start their vehicle without a key.

Rearview Camera – It’s what every mother dreams of…eyes in the back of her
head. Or in this case, it’s even better—and safer—a built-in back-up camera that
gives drivers a live picture of the road behind them depicted on the navigation sys-
tem screen. While this feature is offered as a package option on the CX-9,
Pilot, Highlander, and MDX buyers are out of luck.

12 | MAZDA FUEL | JULY/AUGUST 2007

 Mazda CX-9’s advanced features
and technologies add up to one
value-packed crossover SUV.

Rain-Sensing Windshield
Wipers – This is where smart
technology reaches a level of ge-
nius. Offered as standard equip-
ment on the CX-9 Grand Touring
model, rain-sensing windshield
wipers sense rain on the wind-
shield and automatically adjust the
wiper speed according to the
amount. You won’t find this high-
tech feature on any other CX-9
competitor.
Transporting seven passengers with the ultimate in comfort and convenience has
Remote Power Liftgate – If you never been more affordable.
drive a seven-passenger crossover
SUV, chances are you also haul a lot of stuff. The CX-9’s remote power liftgate (a package option on Touring and Grand
Touring models) allows drivers to open and close the vehicle’s liftgate by simply pushing a button on the remote key fob—
an especially convenient (and back-saving) feature when loading and unloading groceries, sporting equipment, and more.
The only other vehicle in CX-9’s competitive set to offer this feature as a package option is the already much more expen-
sive Acura MDX.

Bluetooth® Hands-Free Phone Operation – Featured on only the most well-equipped vehicles, the CX-9 offers as stan-
dard equipment on its Touring and Grand Touring models Bluetooth technology. This hands-free technology allows drivers
to use voice commands and steering wheel-mounted controls to make and receive phone calls—keeping their hands on the
wheel and eyes on the road. Bluetooth Hands-Free technology works with compatible cell phones that are placed anywhere
within the vehicle, and the system can be configured for up to seven different phones. Among the CX-9 competitors men-
tioned here, only the 2007 Acura MDX offers Bluetooth—and only as part of an expensive package.

Of course, there’s much more to the CX-9 beyond its value story. Get all the product and competitive information on the
2007 Mazda CX-9 in the 2007 Mazda Product & Comparison Guide. ■

JULY/AUGUST 2007 | MAZDA FUEL | 13

 GEARGLITZ
Icing on the Cake
Putting the Mazda Accessories Learning Program in
action are (from left) Eladio Adame, Sales Manager;
Rod Karpenske, Parts Manager; and Michael Hasten,
Sales Consultant.
John Hine Mazda’s successful approach to selling
Genuine Mazda Accessories includes fully accessorized
vehicles on the floor as shown by Michael Hasten.
Photos by Don Cole
Rod Karpenske shows some of the popular accessories
on display.
14 | MAZDA FUEL | JULY/AUGUST 2007
A San Diego dealership fine-tunes its accessories
sales process and learns just how sweet Genuine
Mazda Accessories make the deal—especially for
its customers.
B
ill Brumbaugh, Fixed Operations General Manager for John Hine Mazda in
San Diego, CA, pulls no punches when he describes his dealership’s accessory
sales of years past. “We were hitting and missing, with more missing than
hitting,” says Brumbaugh, who as General Manager and Vice President just
opened a new Retail Revolution Mazda dealership for John Hine in Temecula, CA.
But all that has changed over the last six months. Since embracing the Mazda
Accessories Learning Program and developing a top-to-bottom sales process, John
Hine Mazda has experienced a threefold monthly increase in its sales of Genuine
Mazda Accessories. In addition, the dealership’s Sales Consultants are making more
money, the dealership’s profit margins have increased, and customers are happier.
“Jim Kordenbrock from Ardent Learning (who developed the dealer training
program), shared all the elements of the program with me, including the missed
opportunities, and it really opened my eyes that just having an accessories
brochure is not good enough,” recalls Brumbaugh. “We realized that our cus-
tomers buy accessories, whether it’s from us or somewhere else. So it makes good
business sense to give them every opportunity to buy their accessories from us.”
With Kordenbrock’s help, Brumbaugh introduced the program’s concepts and
processes to the dealership’s Sales, Parts, and Service Managers, emphasizing the
business case for increased accessory sales and dealership profits. He says it was
an easy sell, and shortly thereafter, the team developed an accessory sales process
that is fully integrated with its new vehicle sales process.
For example, the dealership keeps a fully accessorized vehicle on its showroom
floor at all times, along with an extensive accessories wall. The display features
Genuine Mazda Accessories for three to four different Mazda models and their
corresponding prices. In addition, the walls of closing booths are decorated with
color photos of Mazda accessories, and when customers are in the booth to
finalize their deal on a particular model, the Sales Consultant prints out a one-page
accessories summary that lists every Genuine Mazda Accessory offered for that
model and its price.
“One hundred percent of our customers are presented an accessories summary,
and they all sign off to that fact at the bottom of the form,” explains Brumbaugh.
“And if a customer declines to purchase accessories at the time of sale, our Parts
Manager later sends that customer a letter that promotes the accessories available
for their vehicle one last time.”
And to ensure dealership focus, John Hine Mazda’s management decided to
offer Sales Consultants a cash incentive for every accessory sale.
With everything in place and working, the sales and profits are now rolling in
for John Hine Mazda. In fact, with careful tracking, Brumbaugh realized that
nearly every new vehicle buyer ends up purchasing an accessory.
However, something else happened that took the John Hine staff somewhat by
surprise. “We are seeing CSI scores go up for the Sales Consultants who sell
accessories,” says Brumbaugh. “When you think about it, that makes sense. Cus-
tomers love putting that custom touch on their new vehicle. Plus, the full warran-
ty is a huge seller. It’s pure fun—for the customer and the Sales Consultant.”
For more information about the Mazda Accessories Learning Program, contact
your dealership’s District Customer Service Manager (DCSM) and/or District Sales
Manager (DSM). ■
4 ACCESSORIES 15 PROFITS
IN GEAR 21 2 HARD TOP 12 IQS
MITTY 20 1 SACHS 11 CORKSCREW
LAFAYETTE 17 DOWN 9 BLUETOOTH
CONSERVATION 14 3 FREMA MAZDA
SPEEDY 13 KART RACING 24 ACROSS
TRI POINT
IMAKI
10
8
LONG BEACH 23 ANSWERS
FELIX WANKEL 22
SHOPPING ASSISTANT 7 JOURNALISM 19
CHALLENGE
ROBERTO SANTOS 6 FORTY 18
CROSSWORD
KUMHO 5 VALUE 16 FUEL
 FINALSTRETCH

Champions for a Day

Mazda hosts weekend at Mazda Raceway
Laguna Seca.

Above right, Bill Gordon, Group Manager, Consumer Insight & Marketing Communications,
MNAO takes a spin in a Skip Barber Racing School Mazda MX-5, while Paul Woolley, DCSM,
Western Region and his son, Greg, (above) put Dad's all-stock 2003 MAZDASPEED Protegé
to the test.

T
he need for speed runs deep within the walls of Mazda North American
Operations (MNAO). On any given weekend, Mazda employees descend
upon a variety of motorsports venues. Some drive cars. Some ride
motorcycles. Others get their racing kicks just watching. But all thrive on the thrill
of Zoom-Zoom.
To reward these loyal (and fanatical) motorsports enthusiasts, Mazda secured the
famed Mazda Raceway Laguna Seca last spring for a weekend of racing activities
exclusively for its employees, their family members, and friends. The two-day event Brian Sim, National Advertising Manager, MNAO leads
offered this special and limited group the rare opportunity to test out their person- the way through Turn 4 at Mazda Raceway, followed by
al cars, motorcycles, and driving skills on North America’s premier road-racing track. a track employee.
Two motorcycle groups and three car-racing groups traveled to the track in mid-
March, where they gained entry to a jam-packed day of racing and, if desired,
professional driving instruction, provided compliments of the National Auto Sport As-
sociation (NASA). Participants had access to a number of track amenities, including
individual garages and the paddock for storing trailers. The park’s Cruisin’ Café served
up breakfast goodies, along with sizzling barbeque tri-tip sandwiches for lunch.
Save the Dates
“It is always an absolute blast to go to Mazda Raceway,” says Ruben Archilla, 2007/2008 MNAO Dealer Meetings
MNAO’s Group Manager of Product Excellence Team/Product Evaluation, who is an
experienced motorcycle racer and has years of on-track experience in cars. Archilla
took his Ducati 916 to the track and tested his skills as a quick-change artist as he MARK YOUR CALENDARS NOW FOR THESE
moved back and forth from his motorcycle to RX-8s and MX-5 Cup cars through- UPCOMING MNAO DEALER MEETINGS:
out the two days.
Mazda Raceway is characterized by its constant series of turns (including the 2007 MNAO U.S. Regional Dealer Meetings
famous Corkscrew), the smooth track surface, and the picturesque setting among Date Region City
the rolling hills of Monterey, CA. “It’s hard to describe unless you experience it, but
at most other tracks, there is a sense of tension and anger when you are driving or
October 11-12 Western Region Los Angeles, CA
riding at the limit. But at Mazda Raceway, it really feels like a smooth, flowing emo- October 15-16 Gulf Region Dallas, TX
tion,” Archilla adds. October 16-17 Southeast Region Washington, D.C.
Offered several times over the last five years, Mazda Employee Day at Mazda October 17-18 Northeast Region Washington, D.C.
Raceway Laguna Seca thrills the experienced and novice alike. This year, MNAO
opened up even more spots to encourage first-timers to share in the passion. October 18-19 Midwest Region Chicago, IL
“Only Mazda could pull off an employee day like this,” concludes Brian Sim,
National Advertising Manager, MNAO. “Motorsports is so much a part of this com-
2008 MNAO North American National
pany. It’s what makes us different from other manufacturers, and it’s such a great Dealer Meeting
experience to get together with people to share and feed that passion.” ■ April 23-25, 2008 – Denver, CO

JULY/AUGUST 2007 | MAZDA FUEL | 15

 FINALSTRETCH

Mazda Sponsors Conservation in Action Contest

M
azda recognizes the power of a good idea, and if there was ever a time when good
Student activist ideas about conserving our environmental resources are needed, it’s now. That’s why
to win a 2008 the company continues to join forces with the Student Conservation Association
MAZDA3. (SCA) to promote good ideas and solutions to the nation’s environmental challenges.
Mazda’s support of the SCA began 10 years ago when the two organizations partnered
to create the “Save Our American Resources” (SOAR) program. As part of the program,
Mazda places SCA interns at national parks, forests, or monuments in each of the 50 states,
where they help to preserve our natural resources.
This year, Mazda helps SCA celebrate its 50th anniversary by sponsoring the first-ever
SCA/Mazda Conservation in Action Contest. Through this contest, Mazda and SCA are look-
ing for the next big idea in conservation by encouraging 15- to 25-year-old students to sub-
mit their innovative solutions to environmental problems. The submission can be a Power-
Point presentation, song, film, or video—as long as it’s an action-oriented, practical solution
to an environmental challenge.
Submit your entry in the multimedia SCA/Mazda Conservation in Action Contest for the
chance to win $15,000, if part of the 15-19 age group, and $10,000 plus a brand-new 2008
MAZDA3, if part of the 20-25 age group. Six additional regional winners will each receive
$2,000, bringing the cash prize total to more than $35,000. All winners will also be award-
ed an all-expenses-paid trip to SCA's EarthVision Summit in April 2008 in Washington, D.C.,
where the two national winners will be announced.
The contest, which launched in July, will announce its winners in April 2008. MNAO Pres-
ident and CEO Jim O’Sullivan serves on the Honorary Committee for the 50th anniversary
celebration, and Jay Amestoy, MNAO’s Vice President of Public and Government Affairs, will
be one of the contest judges.
By promoting this contest in your local area, you’ll be reinforcing Mazda’s conservation ef-
forts and helping to engage the intelligence, passion, and leadership of America’s young
people to restore and protect our physical world.
For more contest details, deadlines, and registration forms, visit www.thesca.org/contest
or www.MazdaUSA.com. ■

The Personal Touch…Online

Industry-first Mazda Shopping Assistant program
simplifies the car-buying process.

T
hanks to a new feature on MazdaUSA.com, Internet-savvy
car buyers can now get one step closer to sliding into the
driver’s seat of a new Mazda vehicle—from the convenience
of their home or office.
The Mazda Shopping Assistant (MSA) program is the first in the
industry to provide potential car buyers who shop on Mazda’s
consumer Web site with an actual quote—from the customer’s
choice of dealer—of the vehicle they’ve chosen, as opposed to
other manufacturers’ programs that simply offer the manufactur-
er’s suggested retail price (MSRP).
Through links on the MazdaUSA.com Web site, MSA connects
consumers with Mazda Personal Shoppers who can answer spe-
cific product questions and provide personalized shopping experi-
ences through live Web-chat sessions. With the help of these in-
house Mazda employees, buyers can configure a vehicle, select a
dealership, search vehicle inventory, acquire an actual dealer
quote, schedule a sales appointment, and get information about
financing for the Mazda vehicle of their dreams. Once a price is
agreed upon between the customer and the dealer, the Personal
Shopper arranges an appointment time at the dealership for final
paperwork to be signed and the vehicle to be delivered.
“We want to make the vehicle purchase process as easy and
comfortable as possible for our customers,” said Mike Ray, Direc-
tor, Customer Satisfaction and Loyalty, MNAO. “On average, a
typical car buyer spends four hours at most dealerships buying a
new car. In a day and age when every hour counts in our busy
schedules, we believe the new MSA program is the perfect tool
to help Mazda customers spend less time shopping and more
time driving.”
Mazda’s National Dealer Council met the MSA program with
great enthusiasm. They see it becoming another rich source of
sales among Mazda’s Internet-savvy and youthful demographic—
a likely outcome considering MSA agents engaged in more than
100 Web chats per day in just the first two days of the program.
If your dealership would like more information about MSA, or
to inquire about enrolling, contact your Mazda regional office. ■

16 | MAZDA FUEL | JULY/AUGUST 2007

 MAZDAMANIA
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 14.
Photo by roadsideamerica.com

ACROSS DOWN

Lean on Me 3 Adds up to 129 years

9 Wireless wonder
11 Turn #8 at Mazda Raceway Laguna Seca
1 Makes racing shocks for MX-5 Cup Series
2 MX-5's solid advantage over the competition
4 What's been fueling John Hine Mazda's recent

S
ure, you could travel to Italy and visit the original 12 MX-5 topped this in June 2007 sales improvements
Leaning Tower of Pisa. Or, you could save the 15 Focus of new MNAO group 5 MX-5 cup series' new tire sponsor
overseas airfare and appreciate an impressive 16 The CX-9 offers tremendous _____ 6 New MAZDA6 driver in Speed World Challenge
18 Anniversary of Mazda's rotary engine racing
replica that’s right here in the States. But be prepared
19 Winning student PR team studies__________ 7 Mazda's new online program
for some compromises. 22 Father of the rotary 8 Mazda CEO
The American version is roughly half the size—94 23 Cal State ____ _____ 10 Winning MAZDA6 SPEED World Challenge team
feet tall versus the original’s 177 feet—and leans 24 The first rung in Mazda's ladder to professional 13 MAZDA6 baby's nickname
about 7’4” off plumb (versus the Leaning Tower of racing 14 Focus of new Mazda-sponsored contest
Pisa’s 15-foot tilt). But as far as offbeat attractions go, 17 City where MAZDA6 baby was born
the impression is still worth the drive. 20 Second race of the 2007 MX-5 Cup Series
21 Name of winning student PR team
This replica was built in 1934 (600 years after its
inspiration), and for many years stood in front of the
Tower YMCA. It once served as a utility tower to store
water, but now just welcomes budget-conscious
visitors who want to appreciate the marvel without
draining their savings.
PSHAW MOTORS

If you’d like to visit this world attraction, where

would you go? ■

A. Niles, IL
B. Ashfield, MA
C. Bristol, TN
D. Brookville, OH

See below for the answer.

Answer: A. Niles, IL
 ACTIVE LIFESTYLE ACCESSORIES
Front Under Guard Rear Under Guard Door Sill Trim Plate

Aero Package
Front Wind Split
Rear Spoiler