Why Mazda Abandoned Zoom-Zoom to Embrace Driving Issues – Jalopnik

Although the ‘Zoom-Zoom’ slogan is no longer central to Mazda, it has not disappeared completely. For example, in 2024 he appeared in an Australian Mazda commercial, redesigned, but still ending with the winged emblem and a voice whispering the well-known words. The first time “Zoom-Zoom” took a back seat in marketing materials since its launch around 2002 was when the automaker opted for “Driving Matters” in 2015.

Officially, Mazda has defined the slogan ‘Driving Matters’ as something that represents its meticulous approach to building cars and the importance of its customers’ driving experiences. However, others have pointed to a small change from Mazda at the time that saw the automaker focus more on luxury. It was also during this period that the brand would begin integrating Mazda’s Skyactiv engine technology, which goes beyond marketing jargon with advanced technology. While “Zoom-Zoom” appeals to a broad audience, including those looking for performance thrills, some suggest that “Driving Matters” was aimed at a more discerning buyer looking for more luxury options.

While the new ad marked a shift at Mazda, the “Driving Matters” tagline did not have the staying power of the iconic “Zoom-Zoom,” which may remain associated with the automaker well into the future.

The timing of this new campaign was no coincidence, as the Japanese economy was struggling, forcing Mazda to make some tough decisions to move the company forward. A new CEO, more company shares for car manufacturer Ford and a new marketing plan ensured that ‘Zoom-Zoom’ took shape. While this was hardly the first crossroads for the more than century-old organization, you can see Mazda evolve from a humble cork maker to the company that killed the RX-7 in a one-minute video. Fortunately, “Zoom-Zoom” was successful. In a 2015 interview with AutoNieuwsRussell Wager, former vice president of Mazda’s U.S. marketing department, explained that when focus groups are asked to associate Mazda with something, “nine times out of 10 they say Zoom-Zoom.”