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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.

LA Design Challenge invokes biology for 2025 concepts [w/poll]

Participants in the annual LA Design Challenge always manage to come up with edgy, wacky designs for future vehicles, but with a theme of "Biomimicry and Mobility: 2025" this year's crop of cars might be the quirkiest we've ever seen. As usual, automotive designers from around the world participated in this year's competition, and all the designs will all be unveiled next week during the LA Auto Show with a winner being announced on November 21.
Chinese automakers made a strong showing with Qoros, SAIC Motor, JAC Motors (the company responsible for the Ford F-150 clone) and Changfeng all bringing interesting takes on the biology, human intelligence and sustainability theme. One of the more innovative ideas among these automakers is the Qoros Silk Road System allows autonomous vehicles to drive in packs similar to how ants travel. Speaking of ants, the SAIC Motor Mobiliant (shown above) gets its design from the shape of an ant's body, and, like the insect, it can climb building acting as a personal elevator as well. The JAC Motors design also merges vehicle and building design, while the Changfeng LaBrea inspired by the design of muscle fibers.
Other entrants include Subaru and US-based design teams for BMW, Toyota and Mazda. BMW's duo of concepts mimic plant and animal life. The LA Subways concept acts as a submersible, single-person vehicle to take advantage of the LA river, with a shape similar to an Ocean Sunfish. The Sustainable Efficient Exploratory Device (SEED) imitates the shape of a seed pod, and uses propulsion methods inspired by a shark, dragonfly and a water bug. Mazda's Auto Adapt might be the most car-like concept of the bunch, while the Subaru Suba-Roo and the Calty-designed, Toyota e-grus are the most mind-blowingly awesome.

Mazda concept probably previews the next Mazda3 at the Tokyo show

This year's Tokyo Motor Show is shaping up to be an interesting one, with a Nismo Leaf, Mitsubishi e-Evolution concept, and a pair of interesting Toyota concepts already lined up. Now Mazda is joining with its own big reveal of two concepts. One is a design concept that will give us an idea of where the company is heading, and another is all but guaranteed to be our first look at the new Mazda3. There are a few reasons we say that one of these concepts has to be the next Mazda3. One is the fact that Mazda says it's a concept planned for production. The company also describes it as "a compact hatchback that fuses next-generation technology and design," and it uses the new Skyactiv-X spark-controlled compression ignition engine and "Skyactiv-Vehicle Architecture." Plus, just looking at the teasers, the design is a clear evolution of the current Mazda3 hatchback. It looks as though the hood and roofline curve a bit more, and some of the sharp creases of the current car have been smoothed out. The other concept Mazda is bringing to the Tokyo Motor Show seems to be just that, a concept. Mazda says it's just a design concept meant to exhibit how other Mazdas will look. Apparently it's a continuation of the company's current "Kodo" design language. Based on the teaser image, the car appears to be a sedan and consists mainly of clean, elegant curves, with hardly a crease anywhere except the edge of the trunk. The elegant lines are reminiscent of the RX-Vision concept, just with a couple extra doors and a different color. Mazda will have a couple of other new vehicles on display in Tokyo as well. The company will show the Japan-only CX-8 three-row crossover and a special-edition Roadster (Miata) Red Top edition. We presume it's a Miata with a red soft top. Stay tuned for more details from the full reveal. Related Video: