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Any aftermarket parts need ads for them to be recognized and purchased by the public.

In the case of Mazda, it is definitely making a good work in the aftermarket industry. Their cars and parts are further made better through the effectiveness of their seemingly never-ending advertising gimmick.

They make product campaigns that have persuaded the public a lot. They have come to define the performance elegance, the corporate philosophy, the very heart and soul of Mazda style, engineering and design – things which a good advertisement must convey. In effect, their customers interpret their products as never nor ugly or boring.

The company’s success in ads and sales are primarily because of their products such as the entry-level Mazda3, which was second to the Honda Civic in Canadian sales; the Mazda6, fashionable in whatever configuration, from wagon to hatchback to sedan; the MX-5 Miata that is always evolving and perennially; the RX-8 four-seater sports car rotary-powered and still one-of-a-kind in the industry; the ever stylish Mazda5, which is very practical for family use; the CX-7 and CX-9, which recently debuted and two of the best-looking crossovers in the market; and future products such as the Hakaze, the Nagare and the Ryuga concepts.

The whole “zoom, zoom” concept, according to Mazda is an accent on peculiar design, functionality and, especially, handling and driving performance. And for the company, the Mazda Speed division spells out that spirit.

Formed in 1983, Mazda Speed is the performance wing of the company. A Mazda Speed entry gave Mazda the first and only overall Le Mans victory by a Japanese automaker in 1999. The following year, the FIA changed the rules. It banned rotary engines. So in 1993, Mazda Speed started paying more attention to its aftermarket accessories. In 2002, they started to produce special edition performance versions of existing models in the market.

Mazda invited Canadian some automotive journalists just recently to the Dunnville Autodrome, which is a race facility in Ontario. This is to further explore the performance edge of the models and accessories of Mazda Speed with the premises “How does a Mazda Speed model perform in comparison to the original stock model?” and “what differences can you make by bolstering a Mazda Speed version even further with more go-fast add-ons and fixes from the Mazda Speed accessory list?”

The model Mazda6 comes with a 212 hp 3.0-litre V6, five -speed manual, and 18-inch alloy wheels. It has a starting price of $28,595, quite ok for its sporty attributes.

On the other hand, the MazadaSpeed6 has a 270 hp, turbo-powered 2.3-liter, 6-speed manual, AWD, Limited Slip, stability control, wider track, lowered ground clearance, bigger brakes, fatter stabilizer bars, Mazda Speed 18-inch alloy wheels. It has a starting price of $35,995.

A modified MazadaSpeed6 has performance accessories with forged aluminum wheels ($2,797), a 2.5-inch diameter powdered aluminum cold air intake ($416) and a sport spring kit ($383).

The Mazda Speed models may come with a complete package of performance improvement and the additional tweaks and applications can still make a notable difference in power, ride and handling.

Through the Mazda Speed accessories, the white marble Mazda MX-5 and other stock vehicles can now be improved to achieve higher level of performance. The additions of cold air intake, Mazda exhaust system that is sporty and a sport spring kit were improved by the cosmetic and airflow enhancements of a rear spoiler, front air dam, rear under skirt and side sill extensions.

All these added accessories plus an optional performance package that includes limited slip differential, directional stability control and sport suspension with Bilstein shock absorbers total to $34,195.

Indeed, aftermarket parts are useful to any type of car. They bring enhancements with assured improved performance, comfort, handling and driving experience.

About Mazda Motor Corporation

A Japanese automotive manufacturer, Mazda is based in Hiroshima, Japan. The company is expected to produce 1.25 million vehicles per year as of 2006. Its sales are evenly divided among Japan, Europe and North America.

Thirty three point four (33.4) percent of Mazda’s controlling interest is owned by Ford Motor Company.

As one of the premier addresses for stylish and refined Porsche tuning, GEMBALLA has earned itself a worldwide reputation over the course of time. Thanks to its outstanding expertise, proven in numerous conversions, each customer acquires a vehicle that represents the absolute pinnacle of what is achievable in terms of design and performance. One further such demonstration of its abilities is GEMBALLA’s "Avalanche 600 GT2 EVO".

The basis of the Avalanche 600 GT EVO is the Porsche 997 turbo or the GT2. GEMBALLA even knows how to boost the already impressive set of performance figures of the production model. 600 bhp (442 kW) put the competition from Maranello and Sant'Agata-Bolognese in a tight spot. The six-cylinder boxer with a torque of 840 Nm – power-boosted by the GEMBALLA car parts power kit - stands out even more. Jet-like acceleration in every gear and at every speed being the outcome.

A sports intercooler ensures that this performance can be reliably accessed even in hot ambient temperatures. As an option, this task can also be performed by a racing sports intercooler. The power boost is acoustically announced by the sports exhaust system fitted by GEMBALLA, whose awesome sound thrills the vehicle occupants and listeners alike.

Upon request, this can also be achieved by means of a four-pipe system instead the two tailpipe versions. GEMBALLA's power boost allows the modified 997 to race at a top speed of 320 km/h, accomplishing the sprint from 0 to 100 km/h in just 3.5 seconds. The latter can – depending on the driver’s skill – be even further enhanced by fitting the sport shifter for vehicles with a manual gearshift, reduced gear lever travel, which is available in the "Sport" and "Race" versions.

If it looks like a racing car, it should also drive like one. The enhanced engine power alone goes a long way to achieving this. To boost the overall performance, GEMBALLA, however, relies on an additional, extensive enhancement of the suspension and brakes. The GEMBALLA "PROFESSIONAL CONCEPT" is used for the suspension.

This consists of a variable ride height coilover suspension, a strut bar, stabilizer kit and stiffened axle mounts. As an option, GEMBALLA is offering the "RACE CONCEPT", which additionally includes racing transverse links for the car parts front and rear axle. For vehicles without ceramic brakes, GEMBALLA offers a brake system with four red high-performance brake calipers and brake discs with the diameters 380 mm (front) and 350 mm (rear). For an additional charge, an even larger system is available with a brake disc combination 405/380 and brake calipers in the customer's requested color.

Porsche found a new ally in NAVIGON, one of the world's leading companies in navigation software. Earlier, NAVIGON delivered a special sneak peek of a sophisticated portable navigation device at the new P'9611 by Porsche Design Group.

P'9611 is the latest and most excellent luxury navigation product that directs selected Porsche vehicles. It is designed to avoid traffic jams and other navigation obstacles. According to the manufacturer, the package offers intuitive, full-featured NAVIGON experience in a super-sleek, timeless form factor. "We're thrilled to be a part of this product," said Andreas Hecht, NAVIGON's General Manager for the Americas. "It's a beautiful realization of design and innovation and represents the cutting-edge of navigation."

NAVIGON is the first company that offers subscription free traffic for the lifetime of its product. The product has a built-in Traffic Message Channel (TMC) functionality that provides alternative routes to the driver. The revolutionary lane assistant, on the other hand, delivers seamless navigation guidance through intricate junctures. When the territory includes multi-lane roads, NAVIGON software displays to the driver a path that he has to follow to maintain the projected route.

P'9611 also boasts of the new MobileNavigator (MN) Premium(TM) software under its hood. Said feature reinvigorates the navigation user experience by an essential list of smart, intuitive category-leading features that include superior text-to-speech capabilities, "street first" or "city first" destination entry, and predictive spelling support. Other features include actual sign text, speed warnings, and automatic increases in navigation message volume to compensate for driving noise.

Other key features of NAVIGON include a high-contrast 480 x 272 touch screen, 520 MHz Intel CPU, dual processor platform, high-sensitivity GPS receiver, hands-free Bluetooth communications kits, graphics accelerator chip, 64 MB of both RAM and ROM, high quality built-in speakers, and a windshield cradle that is among the most thoughtfully designed in the category. The sensational product is scheduled to go on sale this summer. It will be priced at $899.

NAVIGON, a leading name in the creation of navigation software solutions for some of the world's best-known brands in consumer electronics, was founded in Germany in 1991. Since then, the company has showcased several innovations that have boosted its outstanding standing worldwide. In fact, it is has invented the world's first mobile GPS navigation product. Now, it is focused on creating an award-winning MobileNavigator line of navigation software.

Porsche, upon the one hand, is concentrating on the promotion of its new vehicle lineup. Earlier, the automaker has officially taken the wraps off its new Cayenne that comes in 3 variants - the V6, Cayenne S and the turbo. The introduction of the vehicles is anchored on its aim to maintain the chain of success in performance SUV segment. All-new Cayenne is given upgraded auto catalog parts Porsche to make it more stylish, innovative and high performing. Now it looks more agile and aggressive in all angles.

Aside from the captivating body design, Cayenne also boasts its new engine power. From the 3.2 liters engine, it is now increased to 3.6 liters engine that is capable of producing 290hp and 283lb-ft of torque and delivers greater fuel economy than the previous engine. The V8 in the S model delivers 385hp and 369 lb-ft of torque while delivering a 15 percent increase in fuel economy. Further, Cayenne Turbo is now offering 500hp and an astounding 516 lb-ft of torque. The new Cayenne epitomizes improvement on an already impressive sport utility vehicle.

The Evolve, an enthusiast’s company owned by Don Nicholson, 35, injects Volvo philosophy to pave way for a distinct set of product lines. The company is now busy working on products for Volvo’s newest pride – the C30.

The Volvo C30, a three-door, four-seat hatchback powered by I4 and I5 engines, was officially unveiled at the 2006 Paris Motor Show. It is specially designed to cater to the demands of the young generation drivers. The edgy design of the vehicle that features the interesting frameless glass tailgate, confident stance and broad shoulders that eventually served as Volvo’s design hallmark made it a stunner.

"The new C30 is an ambitious new car for Volvo," said Fredrik Arp, President and CEO of Volvo Car Corporation. "It is a car that aims for a group of young singles, or couples, with intense urban lifestyles. These people prioritize excitement in design and driving characteristics, and this car should suit their varied tastes perfectly."

"The C30 has plenty of muscles in a sporty and compact package. Anyone who recalls the Volvo SCC (Safety Concept Car) or the classic P1800ES will recognize the exclusive and convenient rear tailgate. The distinctive tail lamps ensure that no one will be uncertain about which car they are following," added Steve Mattin who is Volvo Car's design director.

The hatchback also offers a bunch of legendary heritage from Volvo – its groundbreaking safety features. The Volvo C30 is equipped with the BLIS (standing for Blind Spot Information System), which aids the driver in identifying another vehicle in the blind spot. As a true Volvo, the hatchback is also equipped with the Intelligent Driver Information System (IDIS), WHIPS - Whiplash Protection System, and a Side Impact Protection System with side airbags and the Inflatable Curtain, IC. The Volvo C30 also features the patented front and rear structure to absorb and redistribute impact on the vehicle. In cases of accidents, the car also features seatbelts with unique pretensioners to safeguard occupants.

"The new Volvo C30 plays an important role in our push towards a volume of 600,000 cars a year. We are broadening our model program to make it possible for new, younger customers with an intense, urban lifestyle to choose a Volvo with the right appeal as early as possible," Arp noted.

These reasons and more made Nicholson’s pride as an enthusiast soar to a new level. This sense of pride is carried over to his company Evolve, which sells aftermarket high-performance parts through car dealerships. Evolve’s Volvo products include engine management software.

Nicholson bought a Volvo, known for its safety milestones, six years ago. However, he found out that there were no aftermarket performance parts available for Volvos. "This (his S60 sedan) was a neat and exciting product, but there was nothing out there (in the aftermarket)," Nicholson said. This gave him the idea to write a business plan and meet with some Volvo executives at its headquarters. Volvo executives agreed to let him showcase his ideas by producing a car intended for the 2003 Specialty Equipment Market Association Show.

Eventually, Nicholson decided to launch Evolve in Monrovia, California. About three years after its launch, Evolve already has a full line of aftermarket products to enhance the appeal and performance of late model products. Evolve parts are sold through the parts department of Volvo dealerships. The product lines include reprogrammed engine management software that turns up the power of Volvo engines, a sport exhaust system, air management components to improve airflow into the engine, special turbocharger down pipes, and even complete high-performance turbo charging systems.

Nicholson’s company also produces aerodynamic body kits, wheels, brake components, lowering springs, coil-over suspension kits, anti-sway bars and special seats, shifters, pedals and even custom steering wheels.

The company’s best customers include the owners of the Volvo S60R. “They typically spend about $3,100 on aftermarket equipment,” said Nicholson. A full aero body kit runs around $2,300. A set of lowering springs is $389; an exhaust system is $950; and a full leather interior - seats and door panels - is $2,990 when installed.

Now, Volvo enthusiasts can explore their desires and be secured that they could turn to reality. The choices are not only limited to Volvo air filters, steps, tail lights because they could go beyond.

Volvo Cars has finally unveiled its scorching new soft-roader at this year’s Geneva Motor Show. The information and images of the new vehicle was released a day before its intended launching.

The new Volvo XC70 is made bolder, sporty and more capable for adventure. The pool of Volvo engineers significantly improved the levels of road capability and refinement to pave way for a more endearing vehicle in the XC70. The vehicle offers unmatched levels of athleticism, versatility and safety and these features are distinctively Volvos.

The all-new Volvo XC70 is powered by a naturally aspirated 3.2-litre straight six-cylinder petrol engine and a 2.4-litre five-cylinder D5 turbo diesel engine. The turbo diesel delivers a full technical capabilities boosted by four valves per cylinder technology, features double overhead camshafts, advanced multi-point injection system, maintenance-free particle filter, electronically controlled turbocharger, and enhanced engine management system.

The new Volvo XC70 uses a number of Volvo C70 parts to deliver flexible and agile driving experience. The vehicle’s underpinning employs advanced new chassis architecture to combine exceptional driver control, comfy ride and secured handling. “With an active chassis, the car’s driving properties improve in all situations,” said Volvo Cars XC70 Project Director, Tomas Ahlborg. “It becomes both safer and more entertaining to drive.”

The vehicle is fitted with the company’s dynamic stability and traction control (DSTC) and this improves its cornering stability. At the same time, this diminishes the risk of skidding through the use of dynamic sensors to limit torque and apply calculated braking.

To enhance the off-road capability of the vehicle, Volvo integrates the speed-dependent power steering option. It is also fitted with a clever power parking brake (PPB) that automatically disengages when the accelerator is pressed so the vehicle pulls away.

The all-new XC70 also features dynamic styling emphasized by catchy sporty design, raked windscreen, tailgate angles, Volvo C30-inspired taillights and blacked-out side pillars mated to the usual off-road body kit. The charisma is boosted by refined lines and contours to give it a more elegant look.

“The dark-coloured plastic panels at the bottom are less obvious than on the current model. But as with exclusive outdoor clothing, the protection is placed exactly where it needs to be to withstand the rough stuff,” said Volvo Cars Design Director, Steve Mattin.

The Volvo XC70 is equipped with a first class digital signal processing (DSP) audio system with Dolby Pro Logic II Surround. The latter has adjustable sound pattern and Premium Sound option that offers loudspeakers from Dynaudio. The vehicle also flaunts the integrated RSE system for rear passengers, the latest generation of RTI navigation system, MP3 player compatibility and optional subwoofers.

Prices of the all new Volvo XC70 will be announced early this June. The vehicle is scheduled to arrive at showrooms this September and the first customer deliveries are set on October. The current XC70 version remains on sale until the autumn.