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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 recalls 1.37 million older vehicles for ignition switch short [UPDATE]

UPDATE: Mazda has confirmed to Autoblog that NHTSA's figures and list of effected models are accurate. Mazda is recalling 1,368,500 older vehicles in the US that date as far back as the late '80s because a potential short circuit in the ignition switch could cause a fire. According to the National Highway Traffic Safety Administration, the models include: 1990-1995 323 1993-1998 626 1993-1995 929 1989-1998 MPV 1993-1997 MX-6 1992-1993 MX-3 1990-1998 Protege Mazda reports that over time the grease around the switch's contact points can carbonize and become conductive, which can eventually lead to a short circuit. In some cases this results in smoke, but it could also lead to a fire. According to company spokesperson Tamara Mlynarczyk to Autoblog, there're no accidents, injuries, or fires in the US. Once the vehicle is running, the potential fault also doesn't affect drivability. Documents from NHTSA (as a PDF), indicate there was a fire in one of these vehicles in Japan in 2002 that could have been linked to this issue. The recall should begin in December. In its announcement of the issue below, Mazda reports 1.2 million vehicles affected and includes the 1990-1996 323/Protege. Autoblog has reached out to the company to understand the discrepancy. Related Video: RECALL Subject : Ignition Switch may Overheat Report Receipt Date: OCT 19, 2015 NHTSA Campaign Number: 15V674000 Component(s): ELECTRICAL SYSTEM Potential Number of Units Affected: 1,368,500 All Products Associated with this Recall Vehicle Make Model Model Year(s) MAZDA 323 1990-1995 MAZDA 626 1993-1998 MAZDA 929 1993-1995 MAZDA MPV 1989-1998 MAZDA MX-6 1993-1997 MAZDA MX3 1992-1993 MAZDA PROTEGE 1990-1998 Details Manufacturer: Mazda North American Operations SUMMARY: Mazda North American Operations (Mazda) is recalling certain model year 1989-1998 MPV, 1990-1995 323, 1990-1998 Protege, 1992-1993 MX-3, 1993-1995 929, 1993-1997 MX-6, and 1993-1998 626 vehicles. In the affected vehicles, grease applied to the contact points inside the ignition switch may become conductive and overheat. CONSEQUENCE: If the ignition switch overheats there would be an increased risk of a fire. REMEDY: Mazda will notify owners, and dealers will replace the ignition switch, free of charge. The recall is expected to begin December 15, 2015. Owners may contact Mazda Customer Experience Center at 1-800-222-5500, option#6. Mazda's number for this recall is 8715J.

Modded budget Mazda Miata takes on new Porsche Boxster in more challenges

Earlier this month, our friends across the pond at Auto Express released the first in a two-video series that would see them try and build up a second-generation Mazda MX-5 Miata that could best a standard Porsche Boxster around the track. While that first video detailed the mods to the MX-5 - a supercharger, some suspension upgrades and a new set of super-sticky rubber being chief among them - and set baseline lap times for the stock car, today, we have the results of the 5,000-pound ($8,200) upgrade job.
Of course, we aren't going to spoil those for you. You'll need to watch the full video, which recaps the upgrades before digging into a comparison of both straight-line-speed differences between the 2.7-liter Porsche Boxster and blown Miata, as well as their behavior and lap times on the track.
Take a look and let us know what you think in Comments.