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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.

2019 Mazda MX-5 Miata's more horsepower will cost less money

Mazda has already announced a power upgrade for the 2019 MX-5 Miata roadster after engineers tweaked the Skyactiv-G 2.0-liter inline-four for 17 percent more power and higher fuel efficiency than the outgoing 2018 model. Now we know the starting price for the soft-top version: $26,625, including destination charge, which is a $915 drop from the lowest-priced 2018 model. As is standard across the Miata lineup, output increases by 26 horsepower to 181 hp, with torque nudging up 3 pound-feet to 151 lb-ft at 4,000 rpm. Other new features also track with the changes previously announced for the 2019 Miata RF, including the telescoping steering wheel and standard rearview camera. But the soft-top version gets an available brown soft top for an extra $200 for the Grand Touring trim (a black soft top is standard), new package options at each trim level and optional traffic-sign recognition and smart city brake support, which offers automatic emergency braking at low speeds. Also new is that steering column, which is made of aluminum to save weight. Mazda will keep the six-speed manual as an option for all three trim levels, with an available six-speed automatic with paddle shifters and Sport driving mode. Standard features include LED head- and taillights, 16-inch wheels, Mazda Connect infotainment with a 7-inch touchscreen monitor, Bluetooth phone pairing and audio streaming, and keyless entry. Jump up to the Grand Touring trim starting at $31,675 and get 17-inch dark silver wheels, body-color interior trim, auto on/off headlights, auto-dimming driver's side mirror, rain-sensing windshield wipers, heated, leather-trimmed seats and a nine-speaker Bose Premium audio system, among other things. Mazda is also offering a $550 GT-S Package on the Grand Touring model with the six-speed manual, a front shock tower brace, limited-slip rear differential and Bilstein dampers. MX-5 Club models start at $30,485 and come standard with the GT-S Package goodies when equipped with the manual transmission. Automatic versions get standard heated cloth seats with contrasting red stitching, body-color interior trim, black 17-inch wheels, front air dam and rear lip spoilers.

Mazda rotary engine returning, in an autonomous Toyota delivery vehicle

With the return of the Toyota Supra, the Lotus Esprit and Mazda RX-7 probably share the trophy for hardcore sports cars we'd most like sequels for. The Esprit's too hopeless to consider. Mazda continues to speak in riddles about a new RX-7, but the company has confirmed that the RX-7's heart will return: The company's building a rotary-engined range-extender engine for an autonomous Toyota. At this year's Consumer Electronics Show, Toyota announced its e-Palette autonomous electric delivery vehicle. The e-Palette will come in bus, shuttle, and car versions to service the delivery needs of companies like Amazon, Pizza Hut, and Uber. They'll also be built in custom configurations such as mobile hotel rooms and emergency command centers. Toyota owns 5.25 percent of Mazda, the two automakers recently signed a deal to open a factory in Alabama, and Mazda's known for ace work with small engines. It's not surprising that Toyota chose Mazda for help with the e-Palette, but the rotary aspect is novel. Mazda U.S. president Masahiro Moro said, "This is a very suitable engine to run a generator because it's compact and lightweight, with no noise or vibration, and it has very good fuel economy." There have been rumors of this development previously, as far back as 2016, then again last October in reference to an electric architecture Mazda intended for release in 2019, but Toyota was never mentioned. As to pining for that RX-7 redux, Mazda's head of powertrain said the company's overcome the technical issues of a sports-car-sized rotary engine — the challenge is making a business case for such a sports car. We think the RX-VISION made the case three years ago, and it's already fitted with the Skyactiv-R rotary. Separately, a Toyota spokesman added that the two companies are looking into whether the rotary can be useful beyond the electric car. That's not much to go on when it comes to pining for another RX-7, but hope lives on a scanty diet. Related Video: