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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 mulling furniture, designer goods in bid to command higher prices

Brands like Porsche and Ferrari make a mint every year by selling branded lifestyle goods like shoes, hats and even wilder items. Bugatti takes things to the extremes with things like its $84,000 belt buckle. These products not only make their respective companies some extra money, but they reaffirm their high-end design aspirations to wealthy buyers. However, the next firm possibly dipping its toe into this upscale pool is a bit more mass-market - Mazda.
That's right. The Japanese automaker best known among enthusiasts for its segment-defining Miata and rotary engines is considering its own line of luxury goods in the coming years called Mazda Design. The project is the brainchild of styling boss Ikuo Maeda, and according to Automotive News, he has backing from company CEO Masamichi Kogai. Although the green light isn't quite on yet, Maeda is already brainstorming. "Not only furniture, but I'd like to build a Mazda Design brand. That's my dream," he said to Automotive News.
The possible project is just one aspect of Mazda's move to become a near-premium brand. According to Automotive News, it wants to see higher transaction prices partially by offering more stylish design than its rivals. Launching a line of luxury goods is meant to communicate this new focus to customers.

Mazda will decide who gets the MX-5 RF Launch Edition, like it's Ferrari or something

When Mazda introduced the 2017 MX-5 Miata RF at the 2016 New York International Auto Show, the vehicle came as a surprise. Everyone was expecting a new Miata variant, but no one thought it would be a retractable fastback, especially one that looks this good. Mazda listened to all of the positive feedback and decided to offer the same vehicle from the auto show as a limited-edition model. But you can't just go down to the dealer and place an order, at least for now. It's called the MX-5 Miata RF Launch Edition, only 1,000 of them will be made, and they'll go only to Mazda's "valued customers." Instead of opening up orders to anyone, Mazda took a page out of Ferrari's book and is extending invitations to customers through email. The chosen few will have a specific amount of time to preorder the limited-edition model before the automaker gives everyone the opportunity to buy one, assuming there are any left. You might remember that Mazda did a similar thing with the first ND Miata roadsters – the 2016 MX-5 Launch Edition went to the first 1,000 customers that placed orders on www.longlivetheroadster.com. The Launch Edition is painted Machine Gray with a black roof panel and has Auburn Nappa leather on the inside – the same combination as the debut car. Future MX-5 RF models will be available with the same paint and leather, but will miss out on the black roof and special badges. Launch Edition buyers will also get a numbered Tourneau watch with the vehicle, and will only have just one choice to make – manual or automatic transmission. (We know which we'd choose.) Pricing for the RF Launch Edition has not been released, but we expect the regular RF to come in a little higher than the roadster's $25,750 base price. The MX-5 RF will go on sale early next year. Related Video: Featured Gallery 2017 Mazda MX-5 RF: New York 2016 View 13 Photos News Source: MazdaImage Credit: Live photos copyright 2016 Drew Phillips / AOL Mazda Convertible Performance mazda mx-5 rf