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Goodbye Zoom-Zoom, Driving Matters is Mazda's new slogan [w/video]

Timed with the launch of the 2016 MX-5 Miata, Mazda is now changing gears with its advertising strategy in the US by launching a whole new slogan. The Japanese brand's latest marketing motto takes a much more direct approach than Zoom-Zoom by simply saying Driving Matters. The two-word phrase is meant to make customers believe that a good time behind the wheel can improve their lives. Driving Matters is also supposed to say something about how Mazda engineers vehicles. "Whether it's for safety purposes or for maintaining our 'fun to drive' nature, it all comes down to the fact that driving matters to our customers and it matters to us." Russell Wager, vice president of marketing at Mazda North American Operations, said in the announcement of the new campaign. However, Zoom-Zoom isn't entirely dead, and the words still appear in small print in some of these spots. According to Wager in an interview with Automotive News, the old slogan isn't necessarily understandable to some focus groups. "I'll ask them to explain to me what 'Zoom Zoom' means, and I'll get 6 or 7 different answers. That's what Driving Matters is supposed to address. It's supposed to solidify what 'Zoom Zoom' means to people," he said. So far, the company has released several examples of the campaign to highlight the Miata and Mazda6. At the same time, Mazda is launching a new commercial (embedded below) called A Driver's Life that showcases many of its models but puts a big emphasis on the MX-5. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Mazda Launches All-New Advertising Campaign, "Driving Matters" - New Campaign Communicates How the Joy of Driving Can Enhance Your Life - IRVINE, Calif. (May 21, 2015) –The Oxford Dictionary defines "driving" as, "operating and controlling the direction and speed of a motor vehicle." Mazda believes that driving is more than a definition. Driving is an experience that can enhance your life. To better illustrate how every Mazda vehicle embodies why "Driving Matters," today Mazda North American Operations (MNAO) is rolling out a new advertising campaign. Driving Matters is an evolution of the Game Changers campaign. With Game Changers, Mazda succeeded in increasing consumer awareness of the functional attributes of our vehicles. Driving Matters will extend the message by creating an emotional connection to the brand.

2015 Mazda2 spotted in Japanese magazine

The styling changes at Mazda are proceeding at a fairly quick tempo. The CX-5 was unveiled, followed by a refreshed CX-9, the excellent Mazda6, and most recently a new Mazda3. This all happened over the course of less than two years, which in the auto industry is like a long week.
Now the Mazda2 is getting its revamp. Thanks to a magazine scan from Japan, we now have our first look at the new sub-compact, called the Demio, in its home market. Mazda's familial front end has been fitted, and it doesn't look quite as suited to the smaller car. Lacking the long-hood look of the Mazda3 and Mazda6, the new styling looks overly rounded, almost bulbous from our angle. It's still attractive, but the shape is kind of off-putting compared to the chiseled faces of the 2's big brothers. We'll concede that the folded magazine page may have something to do with it, however.
The next-generation 2 should adhere to Mazda's Skyactiv philosophy, which means we can expect a highly efficient four-cylinder engine, although it's impossible to say if Mazda will do away with its smallest offering's one-engine strategy. Considering the Mazda2 will be riding on a shortened version of the CX-5's platform, we'd expect some degree of mechanical parts sharing, regardless of how much the larger platform needs trimmed. Perhaps a detuned version of the 2.0-liter, Skyactiv four-cylinder could be under the 2's hood?

Mazda files patents for a sequential twin-turbo setup

Mazda has a history of interesting engine technologies, from yesterday's rotary engine to tomorrow's compression ignition engine, and new patents show it still may have some internal combustion tricks up its sleeve. The one on display in these patents isn't especially new in concept, though. A sequential twin-turbocharger setup is something Mazda itself used on the third-generation RX-7. But it's something we haven't seen much of lately. It looks like it could have some possible advantages over older sequential systems, and it has some potential advantages for enthusiasts. First a quick and dirty primer for what makes a sequential twin-turbo system distinct from other twin-turbo systems. In many twin-turbo engines, there are simply two turbos that work together as one bigger turbo. They're the same size, and they spool up at the same time. With a sequential setup, at low rpm, a smaller turbocharger is spooled up first at low-rpm for quicker throttle response, and as the rpm and exhaust pressure increases, a valve opens up that allows a larger turbocharger to also spool up and provide high-rpm boost. That's basically how the Mazda design shown above functions. A big flap blocks off the larger turbocharger exhaust inlet, channeling all the exhaust to the smaller turbo. When more exhaust is available at high rpm, it looks like that flap opens up to spool up the big turbo, too. What's interesting here is that the way the turbochargers are packaged takes up less space than past systems. It looks like both turbos are contained in one unit that shares the same exhaust outlet, meaning the exhaust manifold could be kept simple and compact. In fact, the piping for compressed intake air could also be shared, reducing the amount of piping, which would further decrease the amount of materials and possible failure points. There are a number advantages of making this system smaller. The potential applications of the system are much greater, since it could fit in smaller cars with smaller engine bays. Making the system smaller also means that there won't be as much weight, which is important from both fuel economy and performance standpoints. Finally, the smaller setup likely uses fewer materials, which could make the system cheaper and thus easier to offer on a wider range of vehicles, or at least more profitable for Mazda.