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Mazda doubles down with a pair of Threes

Looking to appeal to the compact tuner crowd, Mazda brought two different flavors of its 2014 Mazda3 to the SEMA Show in Las Vegas this week. The Club Sport 3 Concept hatchback (above) has more of a racing vibe to it, while the Vector 3 Concept sedan (right) looks to inject a little extra fashion into the all-new Mazda3.
Hotting up the 3, Mazda stuck with the stock 2.5-liter engine on the Club Sport 3 Concept but added a limited-slip differential and six-speed manual gearbox, the latter of which was lifted from the CX-5 crossover. Other upgrades include coil-over shocks, a performance exhaust, Brembo brakes and an aero body kit - the latter of which will be offered to buyers at a later date.
While the Vector 3 Concept does get some performance bits like two-piece Brembo brake rotors and grippier tires, the focus on this sedan is all about styling. Starting with a custom paint job and ghost stripes, the whole look is tied together with 19-inch, V-spoke Rays wheels.

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.

Mazda's next-gen SkyActiv engines will drop spark plugs in favor of high compression

Homogeneous charge compression ignition, or HCCI, is the black art of internal combustion engines that aims to produce diesel-like fuel efficiency for the cost of gasoline. Although some of its competitors have developed and subsequently given up on the tech, Mazda confirmed that the next-generation of SkyActiv engines will employ HCCI technology, improving fuel economy by 30 percent and at the same time reducing exhaust emissions. According to Nikkei, a new SkyActiv family of engines is set to debut under the hood of the next-gen Mazda3 sometime in 2018 before making its way into other vehicles. In simple terms, an engine that uses HCCI burns the air/fuel mix using pressure instead of with spark plugs, just like a diesel. At 14:1, Mazda's gasoline engines already have some of the highest compression ratios out there, but a move to HCCI means cranking up the compression to 18:1. While the tech sounds relatively straightforward, using HCCI means dealing with a number of side issues. It's one of those "on paper" ideas that compounds problems when put into practice. Heat, revs, and fuel must all be carefully managed as gasoline doesn't burn the same way as diesel. Mazda is mum on details, but the automaker seems confident that the issues have been sorted. If the new engines do indeed make it to market with HCCI, Mazda will have out-engineered GM, Daimler, and Hyundai, all of which have tried and failed to develop HCCI engines in a cost-effective package. With the market moving towards electrification, it's interesting to see Mazda still focusing so heavily on traditional internal combustion gasoline engines. It's an indication of where they see the market heading for the next few years. Although the automaker has been hesitant to move forward with hybrid and electric powertrains, Nikkei also reports that Mazda will begin mass production of EVs in 2019. Related Video: