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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 will introduce a groundbreaking new diesel engine in 2020

Mazda is preparing to introduce its first series-produced electric car, but it's not sending the diesel engine to the automotive graveyard. The company remains committed to turbodiesel technology, and it will take its efficiency to the next level when it introduces a new range of engines in 2020. "We are sticking to diesel engines. In 2020, we have a new approach to diesel engines. We will show you how clean and very efficient diesel engines can be," pledged Christian Schultze, the head of research and development for Mazda's European division, in an interview with British magazine Autocar. He declined to provide specific details about the breakthrough that made a cleaner, more efficient diesel engine possible. Asked about how the engine compared to SkyActiv-X, the carmaker's newest and most innovative gasoline-powered engine, he pointed out "there are not so many differences between [gasoline] and diesel." His announcement falls in line with Mazda's belief that it's crucially important to consider real-world emissions over the life cycle of a car, not just local emissions. The company has realistically stated the internal combustion engine -- whether it burns gasoline or diesel -- will "continue to be the base power for 85 percent of all cars up until 2035." It might join forces with a 48-volt electrical system, or it might be part of a plug-in hybrid drivetrain, but it will still be around in 15 years. To that end, it's important to keep improving the technology, and not to prematurely pen its obituary.  "We hope governments wake up and see that electrification is one way but there are others, too," Schultze concluded, adding that SkyActiv-X is a step in the right direction. Mazda will release more details about its next turbodiesel engine in the coming months, but it's too early to tell whether it will available in the United States, where demand for oil-burning cars has hit rock bottom. As of 2019, the only diesel-powered Mazda sold in America is an upmarket variant of the CX-5 (pictured). Auto News Mazda Diesel Vehicles

Junkyard Gem: 1989 Mazda MX-6 GT Turbo

The Mazda MX-6 is best-known in the United States as the sibling (or maybe first cousin) of the Ford Probe, which almost became the successor to the Fox Mustang. The MX-6 and Probe were well-engineered and very quick for the era, but never enjoyed great American-market sales success. Here's a rare first-generation MX-6 GT that I photographed last week in a Denver self-service yard. 145 turbocharged horsepower was pretty good for 1989, when a new Honda Prelude Si had 135 horses and the far more expensive BMW 325i ($24,650 for the 325i coupe versus $14,499 for the MX-6 GT Turbo) had 168. This one doesn't have the optional four-wheel steering, but it does have the three-way adjustable suspension. If you drove a turbocharged car in 1989, you needed a nine-band equalizer with analog sliders on the radio. It was the law. It's not rusty, but at 205,575 miles it's worn out. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. The Japanese-market version was known as the Capella C2, and it boasted some great TV commercials. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. "A better value in high-performance luxury sports coupes comes from our intense commitment to your total satisfaction." As always, the US-market TV ads are less interesting than their Japanese counterparts. Related Video: Featured Gallery Junked 1989 Mazda MX-6 GT Turbo View 21 Photos Image Credit: Murilee Martin / AOL Auto News Mazda Coupe Classics