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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.

Mazda returns to rotary with RX-Vision Concept, crowd goes wild

Rotary! Forget everything for a second. Ignore the sleek styling, formed-by-wind sheetmetal, outrageously rear-drive proportions, and general ridiculousness of the sideview mirrors. And please be so kind as to ignore the poorly lit photos here – Mazda has a thing for drama. Concentrate instead on one fantastic phrase from the concept car press release: "next-generation Skyactiv-R rotary engine." The crowd here in Tokyo was downright frothing to get a look at the new concept car – hoping to catch a glimpse of the first evolutionary stage for a RX-9 sports car. The critical factor in that effort is of course the rotary engine. Mazda says that, while production of the powerplant is "on hold," the company has "never stopped research and development towards the rotary engine." The fact that the company has named the new engine gives us great hope that it exists in reality, and will be available for sale at some future date. The devil is in the details though, and there are precious few available at the Mazda stand. Other than a brief history lesson about Mazda's racing heritage, and fuzzy-vision talk about the future, we only have expectations to feed on. Oh, there's also a tiny press release, below. Related Video: HIROSHIMA, Japan—Mazda Motor Corporation unveiled the rotary-powered Mazda RX-VISION sports car concept at the Tokyo Motor Show*1 today. The rotary engine is a symbol of the company's "never-stop-challenging" spirit. RX-VISION represents a vision of the future that Mazda hopes to one day make into reality; a front-engine, rear-wheel drive sports car with exquisite, KODO design-based proportions only Mazda could envision, and powered by the next-generation SKYACTIV-R rotary engine. Rotary engines feature a unique construction, generating power through the rotational motion of a triangular rotor. Overcoming numerous technical difficulties, Mazda succeeded in commercializing the rotary engine, fitting it in the Cosmo Sport (known as Mazda 110S overseas) in 1967. As the only automaker to mass-produce the rotary engine, Mazda continued efforts to improve power output, fuel economy and durability, and in 1991 took overall victory at 24 Hours of Le Mans with a rotary engine-powered race car. Over the years, the rotary engine has come to symbolize Mazda's creativity and tireless endeavor in the face of difficult challenges. While mass production is currently on hold, Mazda has never stopped research and development efforts towards the rotary engine.

Mazda recalls 109k Tribute models for rust issue

The Mazda Tribute is being hit with a similar recall as its platform-mate the Ford Escape underwent a few weeks ago. Mazda is recalling 109,000 Tributes from model years 2001 to 2004. On the trucks, the subframe can rust from road salt, potentially causing the lower control arm to detach. If this happens, a loss of steering control could occur.
Mazda is adding a reinforcement crossbrace for added strength on the affected models. The recall covers Tributes currently registered in or originally sold in 20 northern states and Washington, DC, where road salt is used.
The reinforcement braces aren't available yet to do the repair. Mazda will send a letter in May to owners of affected vehicles that will inform them of the problem, and a second letter telling them when the parts will be ready. Scroll down to read the full recall press release.