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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.

Weekly Recap: GM plans massive new paint shop at Chevy Corvette factory

General Motors is laying out some serious green to maintain the Chevy Corvette's expansive color palette. The automaker is breaking ground on a new paint shop this summer that's part of a $439-million investment to upgrade the 34-year-old Bowling Green, KY, factory that builds the Stingray. The massive new structure will total 450,000 square feet, nearly half the size of the current 1-million square-foot facility. Construction is expected to take two years and won't impact Corvette production. The upgrades include new robots that save paint and create a better finish, longer, more efficient ovens to bake in the finish, and LED lighting. There's also a dry scrubbing booth technology with a limestone handling system that eliminates waste. GM has invested $135 million in the factory in last four years for the changeover to build the C7 and to relocate its Performance Build Center to Bowling Green. The improvements continue to modernize the Kentucky factory, which has become a tourist attraction in its own right, as more than 56,000 enthusiasts visited it last year. The upgrades are part of a $5.4-billion investment GM confirmed in April that will remake its US footprint in the next three years. The Bowling Green expansion underscores GM's continued commitment to the Corvette, which sold nearly 38,000 copies around the world last year, an eight-year high. "With this major technology investment, we can continue to exceed the expectations of sports car buyers for years to come," North American manufacturing manager Arvin Jones said in a statement. OTHER NEWS & NOTES Takata recall hits 34 million vehicles The National Highway Traffic Safety Administration expanded the Takata airbag recall to an almost unthinkable 34 million vehicles on Tuesday. The recall is part of an agreement reached by the two sides where Takata admitted some of its airbag inflators have a defect, and the deal compels the company to comply with all future regulatory actions and investigations. Takata's airbag inflators were produced with "a propellant that can degrade over time" and lead to ruptures, NHTSA said. Six deaths have been attributed to the flaw worldwide. Investigations conducted by Takata, automakers, and others have not determined the exact cause of the inflator problem, but NHTSA said moisture appears to alter the propellant's chemical structure. It then ignites too rapidly, creates too much pressure that ruptures the inflator, and blasts shards of metal at passengers.

2019 Mazda CX-5 debuts with turbocharged engine and near-$40K price tag

We've seen a couple different leaks concerning the 2019 Mazda CX-5, but now Mazda finally has official word on what's coming our way. One exciting development is the addition of the 2.5-liter turbocharged four-cylinder engine on higher trim levels. It's great to see Mazda sharing that engine to other models after originally debuting in the larger CX-9. In the CX-5, it makes 250 horsepower and 310 pound-feet of torque on 93 octane. To get the boosted engine, you'll have to opt for one of the two new trim levels Mazda has added for 2019: Grand Touring Reserve or Signature. Of course, with higher trim levels and more powerful engines come higher prices. The Signature trim comes in at a whopping $37,885 including destination charges. For 2018, the highest trim level available was the Grand Touring, and that car costs $30,640. Mazda adds a bunch of new features for the expensive Signature trim, though. You'll get brown leather seats, real wood trim, a uniquely stitched leather steering wheel, 360-degree view camera, a frameless auto-dimming mirror, LED lighting throughout the interior and dark silver 19-inch wheels. These options are in addition to the new and still luxurious Grand Touring Reserve trim level. This trim has heated and cooled seats, a heated steering wheel and power folding mirrors as its highlights. For comparison, the Grand Touring Reserve with the turbocharged engine costs $35,865. Making the CX-5 more luxurious wasn't the only aim for 2019 — Mazda also gave it a new version of its G-Vectoring Control handling system. The updated G-Vectoring (now called G-Vectoring Control Plus) helps when the driver is unwinding the wheel by "adding a hit of braking to the outside front wheel," according to Mazda. This, in addition to some suspension refinements, are supposed to make for a smoother and better ride. Specifically, Mazda says it re-tuned the suspension to reduce friction and adjusted the steering geometry to achieve more natural feeling handling. Sweating over these small handling and feel things is why we typically end up liking the driving experience of Mazda vehicles. Mazda increased prices on the CX-5 across the board, too. The Sport trim is $1,600 more than before, with other trims following suit at similar increases. We'll see how the changes affect the sporty and now more expensive crossover when we get our hands on a 2019 model. For now, you can build them on Mazda's website, and Mazda says they'll be available sometime this fall.