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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.

Mazda Hazumi concept presages next Mazda2

Looks like Mazda's big Geneva Motor Show debut is actually something quite small. Teased here, the Hazumi concept "points the way to the future" for the brand's subcompact offering, the Mazda2. Details are slim as of this writing, but from what we can see in the image above, the Hazumi will use the same Kodo design language found on the Mazda3, Mazda6 and CX-5. We're big fans of this styling direction, so we fully expect the concept to be quite an attractive little number.
Hazumi means "bound" or "spring up" in Japanese, with Mazda saying this nomenclature is "particularly well-suited to a small car that appears to be bursting with energy." In other words, say goodbye to the friendly faced Mazda2 we've enjoyed since it launched in the United States in 2010. Instead, prepare for something decidedly more assertive, hopefully improving upon the already-great driving dynamics of the current subcompact. If we're honest, we can't wait.
Mazda will also use the Geneva show to debut its new small-displacement, 1.5-liter Skyactiv-D diesel engine. The automaker hasn't confirmed that this new fuel-efficient powerplant will be part of the Hazumi concept package, but considering the two are debuting alongside each other, it would seem to make sense. As for whether or not this engine could come stateside when the next Mazda2 launches, we're not holding our breath for that, especially considering the company's current woes with US-spec diesel engines.

Mazda engineers urging execs for more RWD models

According to Edmunds, Mazda engineers are pressuring the company to create more rear-wheel-drive models, in an effort to better differentiate itself from its rivals. This push is reportedly coming from middle and senior engineers within the company, and these folks at Mazda believe this rear-drive strategy would allow the automaker to produce more distinctive, fun to drive cars. Mazda discontinued the rear-drive (and rotary-engined) RX-8 a few years ago, leaving the MX-5 Miata as the company's only RWD offering.
As enthusiasts, we're fully on board with Mazda offering more rear-drive cars, but unsurprisingly, the company's top management isn't exactly keen on the idea - and with good reason. First and foremost, the cost associated with redesigning fresh architecture for new models would be very high, and considering the fact that Mazda hasn't exactly been raking in the dough lately, an expensive new venture like this doesn't make a whole lot of sense. What's more, Mazda's latest front-drive models - the Mazda3, Mazda6 and CX-5 - have been very well-received, and are helping the company gain sales momentum.
But that doesn't mean there aren't other options. Edmunds reminds us that Mazda is already partnering with Alfa Romeo on the next-generation Miata, and if this collaboration is successful, perhaps the relationship could bear additional fruit. After all, Alfa Romeo is said to be working on returning to its rear-wheel-drive roots, so Mazda's engineers might be able to make a case for more RWD goodness after all.