Can a name be too well known? In a world where marketing gurus spend sleepless nights trying to figure out how to make household names of products, Mazda is swimming against the tide. The auto maker is preparing to launch the all-new '06 MX-5, the first new-from-the-ground-up version since 1989 of the popular roadster known as the Miata in North America. This reincarnation of a cult car is slightly bigger, not much heavier and engineered to be peppier and more dynamic on the road. The ...

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