2002 Mazda Protege5 Base Hatchback 4-door 2.0l on 2040-cars

Auto blog

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.

This California rally is vintage Japanese car heaven

What's so good about the future? This is what I was thinking when some folks at Mazda invited me and a handful of other journalists to join them on the second-annual Touge California. It's a rally for classic Japanese cars that covers a huge chunk of Southern California's twistier roads, where fans get to test their beloved machines. Oh, and it attracts swarms of admirers with cameras. "It is not a race. It is a vintage touring rally," said Ben Hsu, editor in chief of Japanese Nostalgic Car, and one of the coordinators of the event. "In Japan, touge most definitely refers to racing, whether timed, in touge battles, or drifting antics. Touge California was created to give drivers of Japanese classics a taste, as close as possible, of the types of roads their cars were forged on." Touge California was created to give drivers of Japanese classics a taste, as close as possible, of the types of roads their cars were forged on. We started the day on a mundane stop-and-go freeway drive from Mazda's Irvine headquarters to Escondido, me riding shotgun with my journalist co-driver in a 2016 Miata. But Mazda also brought along three heritage products on this trip – a 1985 RX-7 GSL-SE, a 1978 GLC three-door hatchback, and a 1975 REPU (rotary engined pickup) – serving as reminders of the company's history in the U.S. The group of Mazdas was joined in Escondido by many more Mazdas. And Toyotas, Hondas, Datsuns – so many 240Zs – and the odd Subaru and Mitsubishi. In total, 28 cars were at the start line. "We doubled the field this year, and made the route longer – 200 versus 120 miles," Hsu said. "We separated the cars into two run groups based on speed and a mix of makes and models." I spent the first part of the rally in the Mazda pickup to get a taste of rotary power. It was my first experience behind the wheel of a Wankel-powered vehicle, my first time driving a small Japanese truck from the '70s, and my God that thing has a lot of power. I had a few scares when I had to stand on the brakes, and I found the shift throw's immense length disconcerting – it felt like third gear engaged somewhere in front of the dashboard, with fourth somewhere in the bed. The truck was a great introduction to the rotary, however, and to '70s Japanese cars. Especially in Southern California, old Japanese cars aren't as novel to casual observers as they might be in other parts of the country.

2016 Mazda MX-5 Miata first in-car observations

We've had few days to digest the all-new 2016 Mazda MX-5 Miata since the roadster was first revealed on Wednesday evening when we offered you our first impressions. Since that time, we've gone back and looked at the car a number of times in person here in California, and we've even seen it briefly run under its own power (okay, it was more of a saunter). What we didn't get the chance to do at the reveal, however, was sit inside the car. We've since been able to remedy that, and while we haven't been allowed to drive the new roadster, we do have some initial in-car impressions to share with you.
First, the location and feel of the major controls is quite excellent. The three-spoke steering wheel is an MX-5 specific item - it's not shared with any other Mazda. That's vital, because others would likely be too big in diameter or have the wrong rim thickness. The wheel's redundant controls seem to be well laid out and the airbag boss is very small. The column tilts, but unfortunately and somewhat inexplicably, it still doesn't telescope.
Pedals are well-spaced, and the six-speed manual has the same short throws and positive engagement that we've come to know and love.