Coordinates: 34°22′37″N 132°30′03″E / 34.3770577°N
132.5008222°E / 34.3770577; 132.5008222
Mazda Motor Corporation
Mazda's headquarters in Fuchū, Hiroshima
30 January 1920; 98 years ago (1920-01-30)
3-1 Shinchi, Fuchū, Aki, Hiroshima, Japan
(President and CEO)
1,202,489 units (2016)
¥3.4 trillion (FY 2016)
¥22.6 billion (FY 2016)
¥13.4 billion (FY 2016)
Japan Trustee Services Bank
Japan Trustee Services Bank (6.3%)
The Master Trust Bank of Japan (4.7%)
Sumitomo Mitsui Banking Corporation
Sumitomo Mitsui Banking Corporation (2.2%)
Number of employees
Mazda Motor Corporation (Japanese: マツダ株式会社, Hepburn:
Matsuda Kabushiki-gaisha), commonly referred to as simply Mazda, is a
Japanese multinational automaker based in Fuchū, Aki District,
Hiroshima Prefecture, Japan.
Mazda produced 1.5 million vehicles for global sales,
the majority of which (nearly 1 million) were produced in the
company's Japanese plants, with the remainder coming from a variety of
other plants worldwide. In 2015,
Mazda was the fifteenth biggest
automaker by production worldwide.
2.1 Partnership with
Ford Motor Company
2.2 Post-partnership with Ford
6 Environmental efforts
7.1 International competition
7.2 Spec series
10 See also
12 External links
Mazda came into existence with the production of the
Company's first three-wheeled trucks. Other candidates for a model
name included Sumera-Go, Tenshi-Go and more.
Officially, the company states that
The name was also associated with
Ahura Mazda (God of Light)[sic],
with the hope that it would brighten the image of these compact
The company website further notes that the name also derives from the
name of the company's founder, Jujiro Matsuda.
Mazda lettering was used in combination with the corporate emblem
of Mitsubishi, which was responsible for sales, to produce the Toyo
Kogyo three-wheeled truck registered trademark.
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Mazda began as the Toyo Cork Kogyo Co., Ltd, founded in Hiroshima,
Japan, 30 January 1920. Toyo Cork Kogyo renamed itself to Toyo Kogyo
Co., Ltd. in 1927. In the late 1920s the company had to be saved from
Hiroshima Saving Bank and other business leaders in
In 1931 Toyo Kogyo moved from manufacturing machine tools to vehicles
with the introduction of the Mazda-Go autorickshaw. Toyo Kogyo
produced weapons for the Japanese military throughout the Second World
War, most notably the series 30 through 35 Type 99 rifle. The company
formally adopted the
Mazda name in 1984, though every automobile sold
from the beginning bore that name. The
Mazda R360 was introduced in
1960, followed by the
Mazda Carol in 1962.
Mazda Cosmo Sport
Beginning in the 1960s,
Mazda was inspired by the NSU Ro 80, and
decided to put a major engineering effort into development of the
Wankel rotary engine as a way of differentiating itself from other
Japanese auto companies. The company formed a business relationship
with German company NSU, and began with the limited-production Cosmo
Sport of 1967 and continuing to the present day with the Pro Mazda
Mazda has become the sole manufacturer of Wankel-type
engines for the automotive market mainly by way of attrition (NSU and
Citroën both gave up on the design during the 1970s, and prototype
Corvette efforts by
General Motors never made it to production.)
This effort to bring attention to itself apparently helped, as Mazda
rapidly began to export its vehicles. Both piston-powered and
rotary-powered models made their way around the world. The rotary
models quickly became popular for their combination of good power and
light weight when compared to piston-engined competitors that required
heavier V6 or V8 engines to produce the same power. The R100 and the
RX series (RX-2, RX-3, and RX-4) led the company's export efforts.
Mazda started formal operations in Canada (MazdaCanada)
although Mazdas were seen in Canada as early as 1959. In 1970, Mazda
formally entered the American market (
Mazda North American Operations)
and was very successful there, going so far as to create the Mazda
Rotary Pickup (based on the conventional piston-powered B-Series
model) solely for North American buyers. To this day,
the only automaker to have produced a Wankel-powered pickup truck.
Additionally, it is also the only marque to have ever offered a
rotary-powered bus (the
Mazda Parkway, offered only in Japan) or
station wagon (within the RX-3 and RX-4 lines for certain markets).
After nine years of development,
Mazda finally launched its new model
in the U.S. in 1970.
Mazda's rotary success continued until the onset of the 1973 oil
crisis. As American buyers (as well as those in other nations) quickly
turned to vehicles with better fuel efficiency, the relatively thirsty
rotary-powered models began to fall out of favor. Combined with being
the least-efficient automaker in
Japan (in terms of productivity),
inability to adjust to excess inventory and over-reliance on the U.S.
market, the company suffered a huge loss in 1975. An already
heavily indebted Toyo Kogyo was on the verge of bankruptcy and was
only saved through the intervention of
Sumitomo keiretsu group, namely
Sumitomo Bank, and the companies subcontractors and
distributors. Fortunately, the company had not totally turned
its back on piston engines, as it continued to produce a variety of
four-cylinder models throughout the 1970s. The smaller Familia line in
particular became very important to Mazda's worldwide sales after
1973, as did the somewhat larger Capella series.
Mazda RX-7 (first generation)
Mazda refocused its efforts and made the rotary engine a choice for
the sporting motorist rather than a mainstream powerplant. Starting
with the lightweight RX-7 in 1978 and continuing with the modern RX-8,
Mazda has continued its dedication to this unique powerplant. This
switch in focus also resulted in the development of another
lightweight sports car, the piston-powered
Mazda MX-5 Miata (sold as
the Eunos and later
Mazda Roadster in Japan), inspired by the concept
'jinba ittai'. Introduced in 1989 to worldwide acclaim, the Roadster
has been widely credited with reviving the concept of the small sports
car after its decline in the late 1970s.
Ford Motor Company
From 1974 to 2015,
Mazda had a partnership with the
Company, which acquired a 24.5% stake in 1979, upped to a 33.4%
Mazda in May 1995. Under the administration of Alan
Ford gradually divested its stake in
Mazda from 2008 to 2015,
Ford holding 2.1% of
Mazda stock as of 2014 and severing most
production as well as development ties.
This partnership with
Ford began due to Mazda's financial difficulties
during the 1960s. Starting in 1979 by expanding their 7-percent
financial stake to 24.5%,
Ford expanded an existing partnership with
Mazda resulting in various joint projects. The cooperation had begun
in 1971 when the
Mazda B-Series spawned a
Ford Courier variant for
North America, a version which was later offered in other markets as
well. Mazda's Bongo and Titan cab-over trucks were sold with Ford
badging in mainly Asia and the Pacific region beginning in 1976.
These included large and small efforts in all areas of the automotive
landscape — most notably in the realm of pickup trucks and smaller
Mazda began supplying manual transaxles to
Ford in the spring of
1980. Mazda's Familia platform was used for
Ford models like the
Laser and Escort beginning in 1980, while the Capella architecture
found its way into Ford's Telstar sedan and Probe sports models.
During the 1980s, Ford-badged
Mazda products replaced much of their
own lineup, especially in the Asia-Pacific markets, with the Laser and
Telstar replacing the European-sourced Escort and Cortina.[citation
needed] In some cases, such as
New Zealand and South Africa, these
were assembled alongside their Mazda-badged equivalents, the
(Familia) and 626 (Capella).
Following the closure of its own assembly plant in New Zealand, Mazda
established a joint venture with
New Zealand known as Vehicle
New Zealand (VANZ), while in South Africa, Ford's local
subsidiary merged with Sigma Motor Corporation, which already
assembled Mazdas in the country, to form Samcor, although the sharing
of models proved unpopular with both
Mazda customers. In
other markets such as Australia, however, the 323 and 626 were always
fully imported, with only the Laser and Telstar assembled locally.
In Japan, the Laser and Telstar were also sold alongside their
Mazda-badged brethren, but the Festiva was not sold as a
Mazda 121 on
the Japanese market.
In North America, the Probe was built in a new
Mazda company plant in
Flat Rock, Michigan
Flat Rock, Michigan along with the mainstream 626 sedan and a
Mazda MX-6 sports coupe.
Ford also lent
Mazda some of its
capacity when needed: the
Mazda 121 sold in Europe and South Africa
was, for a time, a variant of the
Ford Fiesta built in plants in
Europe and South Africa.
Mazda also made an effort in the past to sell
some of Ford's cars in Japan, mainly through its Autorama dealer
Mazda also helped
Ford develop the 1991 Explorer,
Mazda sold as the 2-door only
Mazda Navajo from 1991 through
1994. However, Mazda's version was unsuccessful, while the Ford
(available from the start as a 4-door or 2-door model) instantly
became the best selling sport-utility vehicle in the United States and
kept that title for over a decade.
Mazda has used Ford's Ranger pickup
as the basis for its North American–market B-Series trucks, starting
in 1994 and continuing through 2010, when
Mazda discontinued importing
its B-Series trucks to North America, due to costs associated with the
Following its long-held fascination with alternative engine
Mazda introduced the first
Miller cycle engine for
automotive use in the Millenia luxury sedan of 1995. Though the
Millenia (and its Miller-type V6 engine) were discontinued in 2002,
the company has recently introduced a much smaller Miller-cycle
four-cylinder engine for use in its Demio starting in 2008. As with
its leadership in Wankel technology,
Mazda remains (so far) the only
automaker to have used a Miller-cycle engine in the automotive realm.
Further financial difficulties at
Mazda during the 1990s (partly
caused by losses related to the 1997 Asian financial crisis) caused
Ford to increase its stake to a 33.4-percent controlling interest in
May 1996. In June 1996, Henry Wallace was appointed President, and he
set about restructuring
Mazda and setting it on a new strategic
direction. He laid out a new direction for the brand including the
design of the present
Mazda marque; he laid out a new product plan to
achieve synergies with Ford, and he launched Mazda's digital
innovation program to speed up the development of new products. At the
same time, he started taking control of overseas distributors,
rationalized dealerships and manufacturing facilities, and driving
much needed efficiencies and cost reductions in Mazda's operations.
Much of his early work put
Mazda back into profitability and laid the
foundations for future success. Wallace was succeeded by James Miller
in November 1997, followed in December 1999 by
Ford executive Mark
Fields, who has been credited with expanding Mazda's new product
lineup and leading the turnaround during the early 2000s. Ford's
increased influence during the 1990s allowed
Mazda to claim another
distinction in history, having maintained the first foreign-born head
of a Japanese car company, Henry Wallace.
Amid the world financial crisis in the fall of 2008, reports emerged
Ford was contemplating a sale of its stake in
Mazda as a way of
streamlining its asset base.
BusinessWeek explained the alliance
Mazda has been a very successful one, with Mazda
saving perhaps $90 million a year in development costs and Ford
"several times" that, and that a sale of its stake in
Mazda would be a
desperate measure. On November 18, 2008,
Ford announced that it
would sell a 20% stake in Mazda, reducing its stake to 13.4% thus
surrendering control of the company, which it held since 1996.
The following day,
Mazda announced that, as part of the deal, it was
buying back 6.8% of its shares from
Ford for about US$185 million
while the rest would be acquired by business partners of the
company. It was also reported that Hisakazu Imaki would be
stepping down as chief executive, to be replaced by Takashi
Yamanouchi. On November 18, 2010,
Ford reduced its stake further
to 3%, citing the reduction of ownership would allow greater
flexibility to pursue growth in emerging markets, and
Financial Group was believed to become its largest shareholder. Ford
Mazda remained strategic partners through joint ventures and
exchanges of technological information.
On September 30, 2015, when Ford's shares had sunk to a little over 2%
due to stock dilution,
Ford sold its remaining shares in Mazda.
Post-partnership with Ford
Mazda raised more than 150 billion yen (US$1.9 billion) in a
record share sale to replenish capital, as it suffered its biggest
annual loss in 11 years. Part of the proceeds were used to build an
auto plant in Mexico. The Mexican plant was built jointly by the
In May 2015, the company signed an agreement with
Toyota to form a
"long-term partnership", that would, among others, see
Toyota with fuel-efficient
SkyActiv gasoline and diesel engine
technology, in exchange for hydrogen fuel cell systems.
Mazda dealership in Saitama, Japan
Mazda Motors square symbol based on
Sumitomo family crest, and is an
affiliated company of the
Mazda tried using a number of different marques in the Japanese (and
occasionally Australian) markets in the 1990s, including Autozam,
Eunos, and ɛ̃fini. This effort was phased out before the decade was
over. The motivation was brought on by market competition from other
Japanese automakers efforts in offering vehicles at multiple Japanese
dealership networks offered by Toyota, Nissan, and Honda. Mazda's
implementation of brand diversification reflected a Japanese
engineering philosophy, called Kansei engineering, which was used as
an advertising slogan in North America. This selective marketing
experiment was ended in the mid-1990s due to economic conditions,
largely attributed to the collapse of the Japanese asset price bubble
This diversification stressed the product development groups at Mazda
past its limits. Instead of having a half-dozen variations on any
given platform, developers were asked to work on dozens of different
models and consumers were confused as well by the explosion of similar
new models. One of the oddest sub-marques was M2, used on three rare
variants of the Eunos Roadster (the M2-1001, M2-1002 and M2-1028) and
one of the
Autozam AZ-1 (M2-1015). M2 even had its own avant-garde
company headquarters, but was shut down after a very short period of
Today, the former marques no longer exist in
Japan as sales channels.
The Carol was sold at the
Autozam store (which specialized in small
cars), but it now sold with the
Mazda marque, not as the
as it once was.
In early 1992
Mazda planned to release a luxury marque, Amati, to
challenge Acura, Infiniti, and
Lexus in North America, which was to
begin selling in late 1993. The initial Amati range would have
included the Amati 500 (which became the Eunos 800 in
Mazda Millenia in the U.S., and
Xedos 9 in Europe), a
rebadged version of the
Mazda Cosmo and the
Amati 1000 (a rear-wheel
drive W12 successor to the
Mazda Luce). The Amati marque was
eventually scrapped before any cars hit the market. It is perhaps just
a curiosity, but "Amati" happens to be an anagram of "Miata"
In Europe, the
Xedos name was also associated with the
the two models were in production from 1992 until 1997. The
was marketed under the
Mazda marque, and used the
Mazda badge from the
The first registered corporate logo, which appeared on three-wheel
trucks in 1936.
The first stylized branding. The three mountains (representing
Hiroshima) also form the
Latin alphabet letter M, which is duplicated
three times for "
Mazda Motor Manufacturer". The long side extensions
represent wings for agility and speed.
Symbol and corporate mark as seen on most
Mazda cars from the Mazda
R360 until 1975.
Between 1975 and 1991,
Mazda did not have an official symbol, only a
stylized version of its name; the previous blue "m" symbol was still
used in some dealerships up until the 1980s, but later on a plain blue
square next to the
Mazda name was often used on dealer signs and
Mazda adopted a corporate symbol which was to represent a sun
and a flame standing for heartfelt passion. This is commonly referred
Mazda enthusiast circles as the "cylon" logo.
Shortly after the release of the new symbol, the design was smoothed
out to reduce its similarity to Renault's. This is sometimes referred
to as the "eternal flame" logo. It also represented the design of the
rotary engine that
Mazda was famous for.
A redesigned winged "M" to symbolize
Mazda with stretched
Jujiro Matsuda (1921–1951)
Tsuneji Matsuda (1952–1970)
Kouhei Matsuda (1970–1977)
Yoshiki Yamasaki (1977–1984)
Kenichi Yamamoto (1984–1987)
Masanori Furuta (1987–1991)
Yoshihiro Wada (1991–1996)
Henry Wallace (1996–1997, appointed by
Ford Motor Company, first
non-Japanese CEO of a Japanese automaker)
James E. Miller (1997–1999)
Mark Fields (1999–2002)
Lewis Booth (2002–2003)
Hisakazu Imaki (2003–2008)
Takashi Yamanouchi (2008–2013)
Masamichi Kogai (2013–current)
North America is Mazda's biggest market. Mazda's market share in
U.S. fell to a 10-year low in 2016 at 1.7 percent Mazda's brand
loyalty was 39 percent in 2016, below the industry average of 53
Mazda has conducted research in hydrogen-powered vehicles for several
Mazda has developed a hybrid version of its Premacy compact
minivan using a version of its signature rotary engine that can run on
hydrogen or gasoline. Despite plans to release it in 2008, as
of 2010 the vehicle is in limited trials.
Mazda announced a supply agreement for the hybrid
technology used in Toyota's Prius model.
Mazda is finding a host of alternative uses for a variety of materials
and substances – ranging from plastic to milk – in its vehicles,
as it aims to become more environmentally-friendly.
some of these innovations – bioplastic internal consoles and
bio-fabric seats – in its
Mazda5 model at
EcoInnovasia 2008, at the
Queen Sirikit National Convention Center
Queen Sirikit National Convention Center in Bangkok. Up to 30% of the
interior parts in the
Mazda5 are made of non-biomaterial components,
e.g. Poti (gobar of cows).
SkyActiv technology is an umbrella name for a range of technologies
used in certain new
Mazda vehicles. These vehicles include the
Mazda2/Demio, Mazda6/Atenza, CX-5 and 2014
Mazda 3. Together these
technologies increase fuel economy to a level similar to a hybrid
drivetrain. Engine output is increased and emission levels are
reduced. These technologies include high compression ratio gasoline
engines (13.0 to 1), reduced compression diesel engines (14.0 to 1)
with new 2-stage turbocharger design, highly efficient automatic
transmissions, lighter weight manual transmissions, lightweight body
designs and electric power steering. It is also possible to combine
these technologies with a hybrid drivetrain for even greater fuel
See also: Mazdaspeed
In the racing world,
Mazda has had substantial success with both its
signature Wankel-engine cars (in two-rotor, three-rotor, and
four-rotor forms) as well as its piston-engine models.
and engines compete in a wide variety of disciplines and series around
the world. More Mazdas are raced every week than any other car
brand (a large part of this statement speaks to the
success of the MX-5/Miata and its widespread embrace by grassroots
motorsports). As of 2014,
Mazda remains the only Japanese automaker to
24 Hours of Le Mans
24 Hours of Le Mans overall.
Mazda's competition debut was on October 20, 1968 when two
Sport 110S coupes entered the 84 hour
Marathon de la Route
ultra-endurance race at the Nürburgring, one finishing in fourth
place and the other breaking an axle after 81 hours. The next
Mazda Familia R100 M10A coupes. After winning the
Singapore Grand Prix
Singapore Grand Prix in April 1969 and coming in fifth and sixth in
Spa 24 Hours
Spa 24 Hours (beaten only by Porsche 911s), on October 19, 1969,
Mazda again entered the 84 hour
Nürburgring race with four Familias.
Only one of these finished, taking fifth place.
The first racing victory by a Wankel-engined car in the United States
was in 1973, when
Pat Bedard won an IMSA RS race at
Lime Rock Park
Lime Rock Park in
In 1976, Ray Walle, owner of Z&W Mazda, drove a Cosmo (
from the dealership in Princeton, New Jersey, to Daytona, won the
Touring Class Under 2.5 Liters at the 24 Hours of Daytona, and drove
the car back to New Jersey. The Cosmo placed 18th overall in a field
of 72. The only modifications were racing brake pads, exhaust, and
After substantial successes by the
Mazda RX-2 and
Mazda RX-3, the
Mazda RX-7 has won more IMSA races in its class than any other model
of automobile, with its hundredth victory on September 2, 1990.
Following that, the RX-7 won its class in the IMSA 24 Hours of Daytona
race ten years in a row, starting in 1982. The RX-7 won the IMSA Grand
Touring Under Two Liter (GTU) championship each year from 1980 through
Mazda 787B, winner of the 1991
24 Hours of Le Mans
24 Hours of Le Mans race
In 1991, a four-rotor
Mazda 787B (2622 cc actual, rated by FIA
formula at 4708 cc) won the
24 Hours of Le Mans
24 Hours of Le Mans auto race outright.
The 787B's triumph remains unparalleled, as it remains the only
non-piston-engined car ever to win at Le Mans, and
Mazda is still the
only Japanese marque to have won overall at Le Mans – and only after
Nissan had closed down its
World Sportscar Championship
World Sportscar Championship programme and
Toyota had opted to take a sabbatical for most of 1991 in order to
develop its 3.5-litre TS010. This led to a ban on rotary engines in
the Le Mans race starting in 1992, which has since been rescinded.
After the 1991 race, the winning engine was publicly dismantled for
internal examination, which demonstrated that despite 24 hours of
extremely hard use it had accumulated very little wear.
The Le Mans win in 1991 followed a decade of class wins from other
Mazda prototypes, including the 757 and 767. The Sigma MC74 powered by
Mazda 12A engine was the first engine and team from outside Western
Europe or the United States to finish the entire 24 hours of the Le
Mans race, in 1974.
Mazda is also the most reliable finisher at Le
Mans (with the exception of Honda, which has entered only three cars
in only one year), with 67% of entries finishing.
Mazda will return to
prototype racing in 2005 with the introduction of the Courage C65 LMP2
car at the
American Le Mans Series
American Le Mans Series race at Road Atlanta. This
prototype racer uses the Renesis Wankel from the RX-8.
Mazdas have also enjoyed substantial success in World Land Speed
SCCA competition, drag racing, pro rally competition (the
Familia appeared in the WRC several times during the late '80s and
early '90s), the
One Lap of America race (winning SUV & truck in a
MazdaSpeed5), and other venues. Wankel engines have been banned for
some time from international
Formula One racing, as
well as from United States midget racing, after Gene Angelillo won the
North East Midget Racing Association championship in 1985 with a car
powered by a 13B engine, and again in 1986 in a car powered by a 12A
The Cooper Tires
Atlantic Championship powered by
Mazda is a North
American open wheel racing series. It is the top level of the
MAZDASPEED ladder, a driver development program which rewards season
winners of one level with automatic rides at the next level. Since
Atlantic Championship has been run exclusively with Swift
016.a chassis powered by Mazda-
Cosworth MZR 2300 cc (2.3L) DOHC
inline-4 engines producing 300 bhp (224 kW). The cars are
capable of speeds in excess of 175 mph (282 km/h).
Formula Mazda Racing
Formula Mazda Racing features open wheel race cars with
adaptable to both oval tracks and road courses, on several levels of
competition. Since 1991, the professionally organized Star Mazda
Series has been the most popular format for sponsors, spectators, and
upward bound drivers. It is the second-highest level on the
aforementioned MAZDASPEED driver development ladder. Engines for the
Mazda series are all built by one engine builder, certified to
produce the prescribed power, and sealed to discourage tampering. They
are in a relatively mild state of racing tune, so that they are
extremely reliable and can go years between motor rebuilds.
Spec Miata has become one of the most popular and most affordable road
racing classes in North America. The
Spec Miata (SM) class is intended
to provide the opportunity to compete in low cost, production-based
cars with limited modifications, suitable for racing competition. The
rules are intentionally designed to be more open than the Showroom
Stock class but more restricted than the Improved Touring class.
Spec RX7 is also a popular club racing class primarily due to the
availability of first generation RX7 cars and the low startup
Mazda's headquarters in Fuchū, Hiroshima
Mazda is a major sponsor to several professional sports teams,
Hiroshima (J. League): Originally known as Toyo Kogyo Soccer
Club and founded in 1938, it was owned directly by
Mazda until 1992
Mazda reduced its share to professionalize the club for the new
Hiroshima Toyo Carp (Nippon Professional Baseball): The "Toyo" part of
the team's name is in honor of Mazda's part-ownership of the team
since 1968 (when
Mazda was still known as Toyo Kogyo). The Matsuda
family, descended from the founder of Mazda, holds the majority share
in team ownership.
North Melbourne Football Club
North Melbourne Football Club (Australian Football League)
ACF Fiorentina (Italian football league – Serie A)
Nakhon Ratchasima (Thai football league – Thai League)
The company also sponsors various marathon and relay race events in
Japan, such as the
Hiroshima International Peace
Marathon and the
Hiroshima Prefectural Ekiden Race, along with numerous other sporting
and charity endeavors in
Hiroshima and Hofu.
Mazda was also the
league sponsor for the now-defunct Australian Rugby Championship.
Mazda also maintains sponsorship of the Laguna Seca racing course in
California, going so far as to use it for its own automotive testing
purposes as well as the numerous racing events (including several
Mazda-specific series) that it hosts – as well as for the 2003
launch of the
Mazda also sponsors the Western New York Flash, a professional women's
soccer team that plays in the WPA and has some of the best players in
the world, including world player of the year.
Mazda's past advertising slogans included: "The more you look, the
more you like" (1970s to early 1980s); "Experience Mazda" (mid-1980s);
"An intense commitment to your total satisfaction, that's The Mazda
Way" (late 1980s); "It Just Feels Right" along with advertising
describing Mazda's use of
Kansei engineering (1990–1995); "Passion
for the road" (1996); "Get in. Be moved." (1997–2000). Another
marketing slogan was "Sakes Alive!", for its truck line.
Mazda has used the phrase "Zoom-Zoom" to describe what it
calls the "emotion of motion" that it claims is inherent in its
cars. Extremely successful and long-lasting (when compared to
other automotive marketing taglines), the Zoom-Zoom campaign has now
spread around the world from its initial use in North America.
The Zoom-Zoom campaign has been accompanied by the "Zoom-Zoom-Zoom"
song in many television and radio advertisements. The original
version, performed by Jibril Serapis Bey (used in commercials in
Japan and South Africa), was recorded long before it became
the official song for
Mazda as part of a soundtrack to the movie Only
The Strong (released in 1993). The Serapis Bey version is a cover of a
traditional Capoeira song, called "Capoeira Mata Um". In 2010, its
current slogan is "Zoom Zoom Forever". The longer slogan (Used in TV
ads) is "Zoom Zoom, Today, Tomorrow, Forever".
Early ads in the Zoom-Zoom campaign also featured a young boy (Micah
Kanters) whispering the "Zoom-Zoom" tagline.
Mazda has still used the Zoom-Zoom tagline in another
campaign called "What Do You Drive?". The punchline for this is "At
Mazda, we believe because if it's not worth driving, it's not worth
building. We build Mazdas. What do you drive?".
Mazda had launched a new campaign under a new tagline,
"Driving Matters", coinciding with the release of the redesigned
MX-5. This campaign was meant to solidify Mazda's "Zoom Zoom"
slogan. A 60-second long advertisement titled "A Driver's Life",
coincided with the new tagline on the following week.
Japanese Car portal
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Retrieved June 21, 2011.
^ "MAZDA:Share Data – Stock and Bond Information". mazda.com.
Retrieved December 27, 2013.
^ a b "What's Zoom Zoom ?
Mazda Spirit". MAZDA. Retrieved
September 29, 2010.
^ "Offices Archived October 7, 2009, at the Wayback Machine.." Mazda.
Retrieved on October 29, 2009.
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