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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-Toyota partnership has us dreaming of a rotary hybrid

As you may have seen, Mazda and Toyota are going to be working a little more closely with each other. In their announcement, the two companies said they'd be building an American assembly plant together, and working on electric vehicle technology. But one of the companies' goals got our mental gears turning: It's listed as "Expand complementary products," and it's left very open-ended. The companies say they "will further explore the possibilities of other complementary products on a global level." These are in addition to Mazda providing the Mazda2 to Toyota as the Yaris iA, and Toyota providing Mazda a commercial van to sell in Japan. So what could these future complementary products be? We have a couple of ideas, one that's ludicrous but awesome (and, sadly, probably won't ever happen), and the other grounded in reality. Let's start with the fun one. What's the one thing Mazda fan has been wanting for years? A rotary sports car, of course! And while Mazda has repeatedly said that it has a small band of engineers plugging away at the spinning triangle problem, the odds of Mazda putting it into production have been slim. The inherent thirst of the rotary would make it tough to introduce when fuel economy regulations have been tightening. Plus, Mazda is a small company that needs to stretch every dollar, and having a one-off engine not based on anything else would be expensive. How could Mazda get around these obstacles? This is where the partnership with Toyota comes in, in our long-shot fantasy. Aside from having deep pockets, Toyota has a wealth of knowledge in the realm of hybrids. Thus, why not a rotary hybrid? Electrifying their oddball motor would fix two issues. One is obviously the fuel economy, since the gas engine wouldn't have to run all the time. The other is in providing torque. Rotaries infamously have little torque, especially down low, so adding an electric motor would allow this hypothetical rotary sports car to have a grunty low end, while still providing the Everest-high redline rotary fans like. The idea would be sweetened with the solid-state batteries that Toyota is developing, which could provide lots of electricity without weighing a ton. The rotary-electric mashup notion isn't totally alien to Mazda, either, since the company created an electric Mazda2 with a rotary engine for a range extender — albeit for different reasons. The company even filed a patent for the rotary range extender recently.

Mazda Miata speedster and spyder concepts set for SEMA

Mazda will show speedster and spyder concepts based on the 2016 MX-5 Miata next week at SEMA in Las Vegas. The speedster is at the top of the teaser, and the spyder is the bottom half. The speedster goes with an extreme lightweight design. It has only a small wind deflector in place of the windshield and a blue ether topcoat. The spyder is a vintage roadster rendered into a modern form with a handcrafted leather interior and mercury silver paint job. Both are lighter than the production version and will be sure to get the hearts of Mazda fanatics and roadster enthusiasts alike racing at the possibilities. We doubt either will actually see production, like so many Miata-based concepts of the recent past. But that won't stop us from dreaming all the same. MAZDA TO SHOWCASE LIGHTWEIGHT PERFORMANCE AT SEMA WITH TWO MX-5 MIATA CONCEPTS - MX-5 Spyder and Speedster Concepts Bring Vintage Cues into Modern Designs - IRVINE, Calif., Oct. 29, 2015 -- The Mazda MX-5 Miata has been an exercise in honing the concept of a lightweight sports car for more than 26 years, created solely for driving exhilaration. But for the 2015 SEMA Show at the Las Vegas Convention Center, Mazda designers wanted to see what they could do if that idea was taken to the extreme. What they created were two vastly different takes on the fourth-generation MX-5: The 2016 MX-5 Spyder Concept and 2016 MX-5 Speedster Concept. MX-5 Spyder captures the character of a vintage roadster and translates it into a modern-day design, including bespoke leather interior details that were painstakingly crafted, and featuring a new Mercury Silver concept paint color. MX-5 Speedster is a study in the extremes of lightweight, purpose-built performance, paying homage to minimalist roadsters of the 1950s. The Blue Ether-painted MX-5 Speedster is uncompromised in its approach to wind-in-the-hair driving, going so far as to eschew a traditional windshield for a lighter deflector. Both cars are significantly lighter than the 2,332-lbs. MX-5 roadster that customers can purchase at dealers and come with a host of conceptual and aftermarket pieces and fabrication from partners including Racing Beat, Haartz Corporation, ASC – American Sunroof Corporation, Makin Industries/RAYS Wheels, KW Suspensions, Delta Seat, H&R Springs, Lusch, AC&A Manufacturing, Franks Fab Shop, Long Road Racing and SIM Specialty Interior Manufacturing.