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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.

Mazda to use rotary engine as a range-extender with its first electric vehicle

There's more news from Mazda at the Tokyo Motor Show, where the brand made a big splash, including new developments in its never-ending rotary engine saga. First, Mazda execs confirmed that the Japanese automaker will bring back the rotary engine as a range-extender and battery juicer for its first electric vehicle in 2019. But secondly, the company won't have a rotary-powered successor to its RX-7 and RX-8 sportscars in time for the company's centennial anniversary in 2020. Autoblog previously confirmed that Mazda is planning to have an EV in 2019 that will be available in both pure electric and range-extending versions. Now, the Australian website Motoring reports that the global EV will feature a powertrain similar to the experimental Japan-only Mazda2 (Demio) EV, which used a single-rotor engine as a generator to power the battery pack and increase its driving range. The publication says Mazda plans to release a series of plug-in hybrids based on existing models around 2020, then a pure electric car co-developed with Toyota and Denso in 2021 as part of the EV Common Architecture Spirit Company joint venture. A Mazda spokesman tells Autoblog the company couldn't confirm any details about future products. Meanwhile, enthusiasts shouldn't wait for a rotary-based production version of Mazda's RX-Vision concept from 2015. Motoring cites two executives who explain that the company simply lacks the capital necessary to invest in developing the new model in time for its 2020 centennial. Mazda debuted its rotary engine 50 years ago in the Cosmo Sport in part as a way to stand out from its larger Japanese competitors. The engine, which uses a spinning three-tipped rotor in place of pistons, is smaller and lighter than conventional piston engines, with a greater power-to-weight ratio and quieter, smoother operation. But it delivers less fuel economy and higher emissions — two weaknesses that could be improved via a stop-start system Mazda has developed, based on a pair of U.S. patents. The company has also been hard at work developing its next-generation Skyactiv-X engine, which uses highly precise combustion ignition technology to deliver significant gains in fuel economy and power.Related Video:

Next-gen Mazda3 teased in new video, should debut next month

Despite being one of the oldest vehicles in its class, the third-gen Mazda3 is still a favorite here at Autoblog. It's handsome, comfortable and one of the best-driving compacts around. While we had hoped to see a new Mazdaspeed3 hot hatch before this model expired, it seems that's not the case. Today, Mazda released a short teaser video showing a very brief glimpse of what appears to be a new hatchback. A caption says there's more to come next month. That leads us to believe we'll see the next Mazda3 in late November at or around the 2018 Los Angeles Auto Show. We don't know much about the new model, though it does look like the hatchback will carry over. That's no surprise given the Chevy Cruze, Honda Civic, Toyota Corolla, and Hyundai Elantra all offer five-door variants. You can include the hatch-only Volkswagen Golf on that list, too. The sedan is a given considering how popular the body style is in America. Expect the design to draw a lot from the Mazda Kai concept we saw last fall. It's harder to say what Mazda might stuff under the new 3's hood. Skyactiv-X would be great, but the compression-ignition gasoline engine likely won't be ready in time for the Mazda3's debut. That's a shame, as the engine shows a lot of promise and would be a good and unique feature for Mazda. Until the EV infrastructure improves and the associated costs go down, more efficient internal-combustion engines will still have a place in the market. Check out further info on the Skyactiv-X technology here, and stay tuned later next month for more news from Mazda. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Mazda Hatchback Sedan