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Mazda's first profit in five years in sight due to weak yen

Automotive News reports Mazda is set to turn a profit for the first time in five years. The automaker is more dependent on exports from Japan than other automakers based in that country, and as a result, it has long suffered at the hands of a strong yen. But the currency has declined in value by some 16 percent over the past six months and Mazda's shares have tripled in value to their highest level since 2008. Contrast this situation to a year ago when Mazda printed 1.22 billion new shares to raise cash. The move was equivalent to 70 percent of the company's then-outstanding stock, and values tumbled to record lows as a result.
Now that the yen has fallen to a value of around 96 per dollar, Mazda operations in the US are more profitable and the company now projects it will earn around $279 million for the next fiscal year. Automotive News says a one yen change against the dollar can have a 9.1 percent impact on Mazda operating profit compared to 4.7 percent at Subaru parent Fuji Heavy Industries or 3.1 percent at Toyota. Those automakers better insulate themselves from currency fluctuations with overseas manufacturing facilities.

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.

Most reliable cars in America

For many people, the absolute worst thing they could experience with a car is for it to break or have a problem. The good news is there are cars that will ease the anxiety of their owners with infrequent trips to the shop. According to Consumer Reports, using data from its annual survey of subscribers, the following ten vehicles are the most reliable in the country, and are ordered from most to least reliable. Any of these vehicles should be a solid choice if the most important consideration in your car-buying decision is predicted reliability. That said, they aren't all vehicles that Autoblog's editors would recommend as fun to drive. We've provided links to our own driving impressions on these vehicles where possible. Also, if you care more about overall brand reliability than individual nameplates, check out the list of most reliable car brands. 10. Mazda CX-9 This three-row Mazda straddles the line where luxury begins and ends. It’s also pretty fun to drive for a family hauler. The fact that itÂ’s reliable to boot makes this an easy SUV to recommend. 9. Subaru Crosstrek Few vehicles define a segment quite like the Subaru Crosstrek. ItÂ’s a good buy, with class-leading ground clearance, tall seating position and good visibility, a surprisingly spacious cargo area, and multiple driving modes geared toward inclement weather and dirt roads. According to CR, it also sees fewer trips to the shop. 8. Toyota Highlander It wouldnÂ’t be a reliability list without at least one Toyota on it, and indeed the Highlander isnÂ’t the sole Toyota here. We especially like the Hybrid for its excellent fuel economy, but CR didnÂ’t break out its reliability list by powertrain. 7. Honda Insight The Honda Insight is a handsome, comfortable and affordable hybrid sedan. ItÂ’s also quite safe, and, according to CRÂ’s data, reliable. 6. Mazda MX-5 Miata Any Autoblog editor will happily profess their love for this Mazda MX-5 Miata. ItÂ’s an incredibly engaging roadster — at least when equipped with a manual transmission — that behaves a lot like the classic British and Italian roadsters of yesteryear. Thankfully, it doesnÂ’t share its European forebearsÂ’ penchant for breaking. 5. Cadillac XT5 One of the newer nameplates on this list, the Cadillac XT5 is also a hot seller for the American luxury brand. ItÂ’s also CadillacÂ’s most reliable vehicle. 4. Toyota Prius The Prius has been the face of Toyota efficiency for years now.