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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.

Living Life Large: Driving $2 million worth of cars in one week

Monterey Car Week has quickly become one of my favorite events of the year. There's something for everyone – classic car shows, modern concepts and new vehicle debuts, auctions, racing, and so much more. From a media perspective, there's also a chance to drive a ton of cars. Many automakers bring their latest wares out to Monterey for us to test during our limited free time, and it's a great opportunity to experience fantastic metal against a gorgeous backdrop. That's exactly what I did this year. Instead of flying into Monterey and being driven around, my journey started in Los Angeles and ended in Napa, and I managed to get behind the wheel of some $2 million worth of new cars. Some were old favorites, and many were new experiences. But looking back, this was one of the best weeks of driving I've had in years. Rather than try to come up with some common arc to tie these cars together, here are my notes on all the cars I tested in California earlier this month, presented in the order in which they were driven. 2016 Mazda CX-3 The CX-3 pictured here isn't the exact one I drove in California, but it's close. The only difference was color – my delivered-to-LAX tester wore Mazda's awesome new Ceramic hue (pictured below on the MX-5 Miata). I used the CX-3 to slum through crummy Los Angeles traffic for two hours on the way out to Santa Barbara, with a quick stop at In-N-Out Burger on the way for good measure. A lot nicer inside than I remember. Everyone praises Mazda for its excellence in engineering and design, but there's a lot to be said for the improvements in overall interior refinement. Quiet, comfortable, and well-equipped; the CX-3 made sitting on the 405 freeway a lot more pleasant. Not all that functional. I had a hard time fitting a week's worth of luggage for two people inside. The cargo area and rear passenger compartment were filled, with only enough room on top to see out the back window. A Honda HR-V would've swallowed all that luggage with plenty of room for more. So good to drive. Not surprising, since this wasn't my first time in the CX-3. I knew this CUV would be good on twisty roads, but on the highway it's really exceptional. Road and wind noise are minimal and the overall ride quality is a comfortable sort of sporty. This is definitely something I could drive every day – it's enjoyable during commuting and entertaining on more interesting roads.

Mazda G-Vectoring Control makes driving better without you knowing

Mazda has just spent eight years developing a new technology that will make its new cars a lot more fun to drive, even if you have absolutely no idea that it's working. And subtlety's the point, Mazda engineers told us at a press event at Mazda Raceway Laguna Seca. In fact, the effects of what they've dubbed G-Vectoring Control are so fine that the marketing and PR teams are at a loss for how to do their jobs with it. "The engineers have done their work," said Mazda Director of Communications Jeremy Barnes, "But how do we get the message across?" The basic premise is this: G-Vectoring activates only when the car's on-board computer reads simultaneous steering and throttle input. The data — including throttle position, steering angle, and, crucially, how quickly you're adjusting the steering angle — are then funneled through an algorithm to reduce engine torque, which transfers vehicle weight, adding more grip to the wheels that need it. The system will appear first on 2017 Mazda6 sedans arriving in showrooms later this year, followed by the 2017 Mazda3. Actually, "subtle" does not even begin to describe the effect. G-Vectoring Control can detect as much as one tenth of one degree of steering angle, and changes the cornering forces only 0.1 to 0.5 g as a result. "That's less than the human body can feel," explained Vehicle Development Engineer Dave Coleman. In practice, G-Vectoring reduces the steering angle at turn-in, as well as the rate at which one turns the wheel. To demonstrate, Director of R&D Kelvin Hiraishi rode shotgun with us in a specially equipped Mazda6 that allowed him to turn G-Vectoring on or off at the push of a button (production cars will always have it on). Hiraishi had us drive a number of courses, including Mazda Raceway Laguna Seca itself, while an engineer measured our steering inputs with a laptop Matrix'd into the car's electronic brain. I drove the same course several times with the same car in the same conditions, with cruise control locked and the system turned on or off. Lo and behold, with G-Vectoring activated, the engineer's output graph showed that my steering inputs were indeed reduced ever so slightly. There were two times that G-Vectoring was markedly noticeable. The first on a turn with a minor banking toward the outside, and the second was during cornering over an artificially wet section of the course — in other words, when the car was at the limits of adhesion.