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Mazda reveals new 'Game Changers' advertising campaign

Looking to highlight its unique and sporty mindset, Mazda is getting ready to launch its biggest advertising campaign since "Zoom-Zoom" became its tagline in 2000. The new campaign, entitled "Game Changers," will begin in May, and rather than focusing on its sporty past - like it did with Zoom-Zoom early on - the new ads will look at recent advancements made in building its future, including Skyactiv technologies and its new diesel race program, both of which involve its excellent new Mazda6 sedan.
As a part of the ads, Mazda will showcase game changers from the sporting world, including Dick Fosbury who changed how competitors perform the high jump and Laird Hamilton, who redefined how surfers attacked big waves. It doesn't sound like Zoom-Zoom is going away, but "Game Changers" will definitely feature heavily in the Japanese automaker's marketing moving forward. A few examples of the new ad campaign are posted in our gallery, and the press release is available below.

2023 Japan Mobility Show Editors' Picks

No, it's no longer called the Tokyo Motor Show, but the Japan Mobility Show is still in Tokyo and it still has to do with motors. In fact, with the rise of EVs, it's more of a motor show than ever before. And there were an astounding number of motors (and engines) to see, or at least concepts that hypothetically have them. Truly, we haven't seen a turnout this amazing since before the pandemic.  As such, the 2023 Japan Mobility Show featured plenty of machines that could, and did, snag points from our editors. And yet, even with the massive field, one car, unequivocally, stole our hearts. Read on to see our favorites.   Toyota Land Cruiser Se concept View 4 Photos 5. (Tie) Toyota Land Cruiser Se  While this concept is not quite the off-roader that the Land Cruiser is known to be, a street-focused electric SUV seems like a fine fit for the Toyota portfolio. It's hard to imagine we won't see an electric Land Cruiser come to production one day, filling out that as-yet underrepresented three-row EV segment. Give us an even more rugged version, and we'll be happy — Senior Editor, Green, John Beltz Snyder   Subaru Sport Mobility Concept View 7 Photos 5. (Tie) Subaru Sport Mobility I'm still waiting for a fun, electric sport coupe, and as much as I enjoy the likes of the rear-drive BRZ, I could have some serious fun in something like this all-wheel-drive Subaru Sport Mobility year round. I could fill that hole in my heart left by my '04 WRX. — Senior Editor, Green, John Beltz Snyder   Toyota EPU concept View 4 Photos 4. Toyota EPU You know what I like? Useful, funky little vehicles. The Ford Maverick and Hyundai Santa Cruz fit that bill well, and it seems a lot of other people like them, too, based on demand. You know what I also like? EVs. You know what combines those two things? The Toyota EPU. Assuming it was priced fairly reasonably (well below $40,000 is what I'm thinking), I would seriously be looking at getting one. I also seriously hope that Toyota's seriously looking at launching this, because it seems like a seriously great package. Seriously. — News Editor Joel Stocksdale   Mitsubishi D:X Concept View 8 Photos 3. Mitsubishi D:X Concept We sure do wish Mitsubishi sold the Delica here in the United States. We've long been fans of the van, which initially was sold in rear-wheel-drive form but adopted four-wheel drive in the early 1980s, and judging by the numbers we see imported to the States, we're not the only ones.

2019 Subaru Ascent vs. 2018 Mazda CX-9: Driving two class leaders side-by-side

As the de facto replacement for the family sedan, we expect a lot out of modern crossovers. They need to excel at family-hauling duties while delivering reasonable performance and fuel economy. They have to offer all-wheel drive and the latest safety technology. They ought to be ruggedly handsome, and they can't be so prohibitively expensive that the families they are targeting can't afford them. It's a tall order, and some automakers have hit closer to the proverbial bullseye than others. By some stroke of luck, we managed to snag a 2018 Mazda CX-9 Grand Touring as our chariot to take the four-hour drive from Seattle to McMinnville, Ore., where we got our first drive of the 2019 Subaru Ascent. As one of our favorite vehicles in this class, the CX-9 would serve as a good comparison to the Ascent. And, on paper, the similarities are abundant: Both come from automakers with a clear, go-your-own-way approach to vehicle engineering, are powered by turbocharged four-cylinder engines, and offer three rows of seating in a relatively compact package. Put simply, we expect the Ascent and CX-9 to be cross-shopped by a lot of new-car buyers looking for a new family car. What we found is that the CX-9 is the better choice for the buyer who values a sporty driving experience above all else, while the Ascent is probably better for families looking for a healthier dose of practicality. Either option will ably serve the suburban American family they are targeting, but the ways they go about that life of servitude are quite different. It's worth noting that pretty much every automaker in America is selling a vehicle in this class, which means there are a heck of a lot of vehicles from which to choose. For a few other options, check out this spec-sheet comparison here, and for anything else, be sure to visit the handy Autoblog compare tool. With that out of the way, let's break it down a bit more granularly. Styling: View 36 Photos Looks-wise, we prefer the Mazda. A crossover is going to be generally box-shaped, but that doesn't mean it has to be boring. The CX-9's bodywork flows gracefully from nose to tail, with just the right amount of flashiness in the form of headlights that take the form of cat-like eyes, a five-point grille surrounded in chrome, and gently arcing bodyside lines. It all works to form what we think is the most attractive midsize crossover overall. We don't hate the Subaru Ascent's looks, but it's definitely more boring than the CX-9.