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Toyota, Mazda get an Alabama welcome for $1.6 billion plant

MONTGOMERY, Ala. — Toyota and Mazda confirmed Wednesday they will build a $1.6 billion joint venture assembly plant in Alabama that will employ up to 4,000 workers, a boost for President Donald Trump who wants automakers to expand U.S. production. Toyota President Akio Toyoda and Mazda President and Chief Executive Officer Masamichi Kogai joined Alabama Gov. Kay Ivey in Montgomery at an event to confirm the decision. "Welcome to sweet home Alabama," Ivey said to the two executives, after saying that the anticipated 4,000 workers at the plant to be built in Huntsville would earn an average of $50,000 a year. The plant will produce 300,000 vehicles a year and should open on a 2,500-acre former cotton field in 2021, about 14 miles from Toyota's engine plant in Huntsville. Toyota plans to build Corolla cars at the plant, while Mazda will build crossover SUVs. "Together, I am confident we will create yet another 'Built in America' success story," Toyoda said. Alabama will provide tax incentives. Officials said the state tax incentives were worth $370 million, but they did not disclose how much the local incentives were worth. Huntsville Mayor Tommy Battle said the plant will "provide jobs for decades to come for Huntsville and Alabama. It vaults Alabama to the top as an industry leader in producing the next generation of cars that will power our nation." Among U.S. states, Alabama is already the fifth largest producer of cars and light trucks. The state has more than 150 major auto suppliers and 57,000 automotive manufacturing jobs. Two decades ago, Alabama spent an estimated $250 million to woo Daimler AG's Mercedes-Benz to put an auto plant in Tuscaloosa, sparking the birth of auto production in the state. In September, Daimler said it would invest $1 billion to expand its Alabama Mercedes-Benz plant to start building electric sport-utility vehicles there from about 2020. Alabama is also home to assembly plants operated by Honda and Hyundai. A Kia assembly plant operates near the Alabama border in Georgia. Mazda and Toyota said they still need approvals and authorization by antitrust agencies for the new joint venture. They announced a capital alliance in August and plans to jointly develop technology for electric vehicles. Trump tweeted in March he wanted "new plants to be built here for cars sold here." Many automakers have announced expansions of facilities or new jobs but no other new U.S. auto plants have been announced. U.S.

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.

Japanese students turning Mazda CX-5 into Dakar Rally-ready off-roader

Students at Japan's Nihon Automobile College (NATS) are transforming a first-generation Mazda CX-5 into a full-blown off-roader that looks ready to compete in the Dakar Rally. Named CX-Runner, the one-of-a-kind model will make its debut at the Tokyo Auto Salon opening its doors in January 2020. The Tokyo Auto Salon is the Japanese equivalent of the annual SEMA show, so anything goes under the bright lights. NATS students began the CX-Runner project with a used 2012 CX-5 and seemingly set out to leave as few original parts as possible. While the project isn't finished yet, a sketch released by the school suggests the crossover will receive wheel arch extensions, an external roll cage, a beefier suspension, and a shorter front bumper that increases the approach angle.  Photos published on the school's official Facebook page show the project is moving along nicely. The body extensions are made with a composite material that looks like Kevlar, and fitting the rear wheel arches required sealing the back doors, which is fine; the CX-Runner will be a two-seater. We don't know if students are planning to make changes to the CX-5's powertrain yet, but a thick skid plate will protect whatever is under the hood from expensive impacts with obstacles encountered off-road. nats-mazda-cx-runner-project-1 View 3 Photos The Tokyo Auto Salon will open its doors on January 10, so the students have time to finish the custom-made body kit, install the suspension, paint the CX-Runner, and fit the roll cage. They're not just doing this for fun, though. NATS began offering a customizing class in 1998, and building a tuner car is one of the requirements aspiring builders need to fulfill in order to graduate. With that in mind, it's no surprise that NATS will again have a big presence during the 2020 edition of the Tokyo Auto Salon. In addition to the CX-5 off-roader, its students are building six custom cars including a Nissan 370Z roadster wearing front and rear fascias sourced from a GT-R, a Toyota 2000GT-inspired convertible based on the Suzuki Cappuccino kei car from the 1990s, and a four-door, five-seater Toyota 86 built on Camry bones but powered by the coupe's flat-four engine. Relate Video: