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Mazda engineer explains why there won't be a Mazdaspeed3

When Mazda put the new, beautiful Mazda3 on its stand at last year's L.A. Auto Show, it didn't take long before someone asked about a Mazdaspeed3. It took even less time for the Japanese automaker's new global boss, Akira Marumoto, to cite his company's small size and say, " [My] answer would be no." During first drives of the compact hatch last month, Road & Track asked Mazda development vehicle engineer Dave Coleman what Mazda would need in order to resurrect an MPS version. Coleman detailed a few reasons for the Mazdaspeed's continued hiatus, the prohibitive cost foremost. But another hitch is that the Mazdaspeed we'd get now isn't the Mazdaspeed enthusiasts would want. Coleman told the magazine, "If we had an engine on the shelf that would fit that properly, then we could talk." But the price to develop an engine and supporting hardware to do the car right isn't in the budget for an automaker of Mazda's size. Perhaps more important, though, present-day Mazda wouldn't — and couldn't — whip up another raw, rapid hatch. The competition, and consumers, have changed. "Even the Mazdaspeed 3, in its last iteration, came out as raw as it did due to the constraints," Coleman said, and today's market won't put up with that kind of buzzy, excitable uncouth anymore. The question is, even if Mazda had the money, do the buyers pining for a zoom-zoomier Mazda3 want the mature, composed hot hatch they'd be offered? Head over to Road & Track to read Coleman's take on the matter, and how he lays out the gap that would swallow any potential MPS as, "What you think you want is rawness. What you really want is responsiveness and directness." Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Mazda sells 10 millionth car in the US, does something special

When Lauren Carter of Glen Ellyn, IL was in the market for her first car, she went for a Mazda3. Not a bad choice, but not necessarily remarkable on the surface. After all, Mazda sold 123,361 of them here last year alone. What she didn't know was that the car she bought was the 10 millionth Mazda had sold in the US over the course of its 43-year history here, since selling its first rotary-powered R100 here in 1970.
Rather than let the occasion pass with nothing more than a press release (like the one below), Mazda gave Lauren a brand-new 2014 Mazda3 to replace the 2013 model she had bought. Which is a nice gesture, of course, but also enables Mazda to hold on to the landmark 10,000,000th car in its heritage collection.

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.