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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.

2018 Mazda MX-5 Miata and MX-5 Miata RF pricing announced

At Chicago, Mazda has announced official 2018 pricing for the MX-5 Miata, both soft-top and RF. The trick-roofed RF version, or Retractable Fastback, has a coupe-like power hardtop that opens up into a targa. It's only natural that there are MX-5 models on display at the Chicago Auto Show, as 29 years earlier the original Miata was unveiled there. All ND generation cars sold in the U.S. have the 155-horsepower Skyactiv-G engine with a choice of six-speed manual or six-speed automatic. While the canvas-topped 2018 MX-5 starts from $25,295 as a manual Sport, the RF bypasses the Sport spec and starts directly from the Club, which for the RF means a $31,910 starting price, or $355 more than for 2017; the soft-top 2018 Club costs $29,555 in comparison, or a measly $120 hike. The manual Club has a limited slip differential, a front strut brace and Bilstein suspension. Similarly to the soft-top car, the RF also gets a Brembo/BBS brake/wheel/appearance package that hikes the price to $35,680 — and that is only available with manual transmission. That package costs $32,925 for the soft-top, which has also a $700 Recaro sport seating option for the aforementioned Brembo/BBS package, but that is unavailable for the RF. Grand Touring comes with automatic climate control, heated leather seats and adaptive lighting, at a price of $30,195 for the soft top and $32,750 for the RF. Add new-for-2018 Nappa leather for the Grand Touring for $300. At launch in the 2017 model year, the RF Grand Touring was priced $3,000 dearer than a comparable soft-top version, but that difference has now shrunk by $500. Related Video: Featured Gallery 2018 Mazda MX-5 RF: Chicago 2018 View 11 Photos Image Credit: Copyright 2018 Drew Phillips / Autoblog.com Auto News Chicago Auto Show Mazda Convertible Coupe Performance 2018 Chicago Auto Show

Mazda Hazumi Concept shows up ahead of Geneva

Last week, Mazda officially teased its Geneva-bound Hazumi concept, showing little more than an aggressive headlamp design. But now, thanks to the magic of the Internet, another rendering of the Hazumi has appeared on the web, and, well, it's totes adorbs.
In Mazda's original release from last week, we were told that the name "Hazumi" means "spring up" or "bound" in Japanese, and is "particularly well-suited to a small car that appears to be bursting with energy." And now that we're getting a nearly full glimpse of the thing, we absolutely have to agree. The company's Kodo design language offers aggressive style in a cute little shape, and the usual raft of concept car-spec treatments (no mirrors, huge wheels, etc.) make it look even more comical and delightful.
Indeed, the Hazumi is understood to preview the next Mazda2 subcompact, and if this concept car points the way forward for Mazda's tiniest hatch, consider us totally geeked. Mazda is also set to debut its new 1.5-liter Skyactiv-D diesel engine at the Geneva Motor Show next week, and while the company hasn't confirmed if that powerplant will make its way into the next Mazda2, it sure makes sense, at least overseas. Stay tuned.