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– Mazda Launches New MX-5 Miata Campaign, Aims to Raise More Than $100,000 for Local Fire Departments Across the Country

NEW YORK – With this week's international debut of the 2006 Mazda MX-5 Miata 3rd Generation Limited at the New York International Auto Show (NYIAS), Mazda today announced the launch of its 'Hot Streak' tour - a cross-country road trip, giving consumers their first glance at the new, red-hot roadster while simultaneously raising money for fire-safety education. Traveling from coast-to-coast, the all-new MX-5 Miata will take to the open road hoisted atop a fire truck, driving consumers to donate funds to their local fire department with the goal of raising more than $100,000 during the two-month campaign.

"Mazda applauds the heroism of firefighters across the nation and supports their ongoing dedication to the safety of all Americans," said Jim O'Sullivan, president and CEO of Mazda North American Operations. "We are excited to be able to raise awareness for the great work the fire safety education fund does each year, while simultaneously providing a sneak peek of the all-new MX-5 Miata, the hottest car in the country."

The fire truck with the MX-5 3rd Generation Limited riding high on top begins its cross-country trek on March 22 with a two-day 'Zoom-Zoom' through the New York City metropolitan area followed by a 10-day rest stop across the street from the Javits Center's Crystal Palace at the Mazda "Hot in the City" space where consumers can make fire safety donations.

To further ignite the effort, Mazda and the New York Fire Department (FDNY) are joining forces to throw Hot in the City - a "heated," star-studded, private bash on Thursday, March 24. Benefiting the FDNY Fire Safety Education Fund, the red-hot scene includes celebrities and New York City tastemakers rocking to performances by fan-favorites The Flaming Lips and The Pussycat Dolls.

"We are very excited about this unique opportunity to work with Mazda to create consumer awareness and generate additional funds for our ongoing efforts," said Lt. Joseph Torrillo, spokesperson for the FDNY's Fire Safety Education Fund. "With the new funds, we will be able to continue our efforts to ensure every family knows the basics of how to prevent fires at home and what to do in the unfortunate event one does ignite."

Once the Hot Streak tour departs Manhattan on April 4, consumers across the country will have the opportunity to support hometown campaign efforts by donating directly to their local fire department as the tour winds through dozens of cities across the country, making stops in Washington, D.C., Atlanta, Tampa, Houston, Dallas, Phoenix, Las Vegas, Los Angeles, Denver and Chicago.

The Mazda MX-5 Miata - the best-selling roadster of all time - has been completely redesigned for 2006 to be more capable, comfortable and useful. Bigger than previous generation MX-5 Miatas, the 2006 MX-5 has new style updates but still maintains all the fun-to-drive qualities of a lightweight, nimble, open-air roadster that has made the Miata a resounding success among consumers, media and motorsports enthusiasts worldwide since its debut in 1989. The all-new MX-5 is the epitome of Mazda's Zoom-Zoom philosophy - the emotion of motion - with its sporty DNA and driver-vehicle oneness.

The MX-5 3rd Generation Limited is sure to turn heads with its striking Velocity Red Mica exterior, matching red leather seats and unique silver trim. Only 3,500 3rd Generation Limited cars will be available globally - each distinguished by an identification plate on the transmission tunnel - ensuring they'll be in short supply and moving fast off of dealers' lots.