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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.

2016 Mazda2 gets EPA-rated 43 mpg highway

To paraphrase the famous quote from astronaut Neil Armstrong, that's one small step for man and one giant leap for the Mazda2. The Environmental Protection Agency (EPA) has weighed in on the new Mazda2 version, and says it gets a fuel-economy rating of 33 miles per gallon city and 43 mpg highway with a six-speed automatic transmission. Stick-shift gas-mileage figures are 31 city and 42 highway, which are still substantially better than the 29/35 rating from the most recent iteration of the model. That's about a 15-percent jump in fuel economy, people. More importantly, the Mazda2 beats out competitors such as the Hyundai Accent, Kia Rio Eco and even the Honda Fit in terms of fuel efficiency, which is pretty good company. The Mazda2 boasts a 1.5-liter four-cylinder engine. But it is the upgrade to six-speed transmissions in both manual and automatic versions that seem to be making the biggest difference in the ratings. Mazda started unveiling details about the next-generation Mazda2 last year, and last fall began production of the model at Mazda's new factory in Salamanca, Mexico. At that time, the Japanese automaker had already sold more than 2.4 million Mazda2 vehicles since the model's introduction in 1996. Related Video:

Ruminations in winter | 2016 Mazda MX-5 Miata long-term update

Winter is an odd time for our 2016 Mazda MX-5 Miata Club long-term tester. In the summer, the track beckons. Fall and spring bring top-down adventures at sunset. But our Miata is a little out of its enthusiast element when the weather is harsh and our moods grow as gray as a January day in Michigan. Sure, there's the occasional snowstorm, and equipped with winter tires the Miata can be a fun toy. But what about when it's just cold and dreary? We had a lot of time to reflect on our MX-5 these past few months, and we still managed to find enjoyment in the little things - even though admittedly this is not the time of year when the Miata shines. For starters, we taught associate video producer Amr Sayour how to drive a stick shift with the Miata. With its agreeable clutch and short throws, the six-speed manual was the perfect learning instrument for Sayour. His teacher, Adam Morath, actually had to show him how to stall. Arguably, learning to drive a manual isn't a little thing, but it was these run-of-the-mill events that showcased the Miata could be more than tolerable in winter. Associate Editor Joel Stocksdale used it for a 500-mile roundtrip to pick up a new pet and found it was a little tight for dog and driver. Though Stocksdale still enjoyed the sports-car feel, he came to the conclusion that "Miata is always the answer, but not always the best one." We also quickly realized the MX-5 isn't a great commuter car, nor did we expect it to be. It's low to the ground. It's loud. The small cabin has a greenhouse effect, and the windows fog easily. "If you have a Miata, it will creak and rattle in the winter. A lot. Nothing out of the ordinary here - this is a convertible with a lot of flexy parts - but something the casual shopper might not be aware of," Editor-in-Chief Mike Austin noted. Still, he found ways to have fun. "On the upside, winter tires = low-speed power oversteer." We had a lot of time to reflect on our MX-5 these past few months, and we still managed to find enjoyment in the little things. Speaking of those snowshoes, Stocksdale said they made our Mazda a "perfectly acceptable winter ride." Keeping the traction control on, he navigated his neighborhood roads in packed snow with little trouble. Like Austin advised, be aware of the ground clearance; Stocksdale got hung up in deep snow while attempting to scale his driveway.