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Mazda reveals new 'Game Changers' advertising campaign

Looking to highlight its unique and sporty mindset, Mazda is getting ready to launch its biggest advertising campaign since "Zoom-Zoom" became its tagline in 2000. The new campaign, entitled "Game Changers," will begin in May, and rather than focusing on its sporty past - like it did with Zoom-Zoom early on - the new ads will look at recent advancements made in building its future, including Skyactiv technologies and its new diesel race program, both of which involve its excellent new Mazda6 sedan.
As a part of the ads, Mazda will showcase game changers from the sporting world, including Dick Fosbury who changed how competitors perform the high jump and Laird Hamilton, who redefined how surfers attacked big waves. It doesn't sound like Zoom-Zoom is going away, but "Game Changers" will definitely feature heavily in the Japanese automaker's marketing moving forward. A few examples of the new ad campaign are posted in our gallery, and the press release is available below.

Half of Chinese car buyers won't shop Japanese over hard feelings

The hard feelings between China and Japan is no real secret. Besides modern-day disputes, the two countries have had a long-running enmity that dates back to well before the atrocities of World War II. All things considered, then, it shouldn't be a shock that half of Chinese car buyers wouldn't consider a Japanese car. This survey, conducted by Bernstein Research, found that 51 percent of 40,000 Chinese consumers wouldn't even consider a Japanese car – which, again, isn't really surprising, when you consider stories like this. According to Bernstein, the most troubling thing is the location of these sentiments – smaller, growing cities where the population is going to need sets of wheels. We imagine it wouldn't be as big of an issue in traffic-clogged Shanghai or Beijing, but these small cities are going to become a major focus for automakers. "Nationalistic feelings are an impediment. [Japanese] premium brands will struggle," analyst Max Warburton wrote in a research note, according to The Wall Street Journal. Things will improve for Japanese makes, although China will remain a challenge, with Warburton writing, "the one thing that comes out most clearly is that most Chinese really want a German car. While we expect Japanese brands to continue to recover market share this year, ultimately the market will belong to the Germans." There are a few other insights from the study. According to WSJ, Japanese brands are viewed better than Korean brands, and they're seen as more comfortable than the offerings from Germany or the US, despite the fact that everyone in China apparently wants a German car. This is a tough position for the Japanese makes to be in, as there's really not a lot they can do to win favor with Chinese buyers. It will be interesting to see how this plays out, particularly as the importance of the PRC continues to increase year after year. News Source: The Wall Street Journal - sub. req.Image Credit: Kazuhiro Nogi / AFP / Getty Images Honda Mazda Nissan Toyota Car Buying

Junkyard Gem: 1991 Ford Festiva with 317K miles

Most cars that make it to astoundingly high mileage figures tend to fall into one of two categories: engineering masterpieces that ended up being hard to kill (and got a lifetime of at least the most important maintenance items) or machines that inspired unquestioning love from owners willing to keep opening their wallets for decades to keep them on the road. Today's Junkyard Gem falls into neither of those groups; it's a penny-pinching Ford Festiva, one of the cheapest cars available in its time … and yet it cracked the magical 300,000-mile mark before getting discarded. So, a total of 317,207.3 miles over its nearly 30 years on the road. We just saw a discarded 1989 Honda Civic with a mere 308,895 miles on the clock, and this Festiva comes close to topping this 1993 Honda Civic DX. The highest-mileage junkyard car I've ever found (keep in mind that most cars before the middle 1980s had 5-digit odometers, and most cars this century have unreadable-in-the-boneyard electronic odometers) is this 1987 Mercedes-Benz 190E with an amazing 601,173 miles. This Mercedes-Benz 300D came close, with 535,971 miles. Detroit went to six-digit odometers late in the game, but this 1986 Olds Calais reached 363,033 miles, and this Ford Crown Victoria Police Interceptor reached the 412,013-mile figure thanks to a second career as a taxi. A Festiva surpassing the 300k mark, though, is not something I ever expected to see. These cars were sold as cheap, no-frills transportation, period. The MSRP on a base-level Festiva started at $6,620 in 1991, or about $12,610 in 2020 bucks. Not many cars could squeeze under that price at that time; the Subaru Justy could be purchased for $5,995, the Hyundai Excel 3-door hatch cost $6,275, and the Yugo GV (yes, it could still be obtained new as late as 1991) had a hilarious $4,435 price tag. Even the lowly Geo Metro, Pontiac LeMans, and Toyota Tercel EZ cost more than this Festiva. Still, this car came with snazzy pinstripes, now faded to near-invisibility by the Colorado sun. You can see the cover plate in the spot where the air-conditioning button would have gone, had the original buyer of this car been willing to squander precious dollars on such frivolity. Five-speed manual transmission, naturally. You could get an automatic in the Festiva, but anyone willing to spend that kind of money on extras would have been able to afford a much nicer Tercel EZ.