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Mazda’s New Ad Campaign Shines

September 15, 2015 by Matt

Mazda MX-5 Miata Ad Advert Advertisement Desert Track 2016 ND

Via Autoblog, I have next to no hope that this will gain them any traction with the buying public (of whom a vast majority are simply interested in basic transportation appliances instead of a vehicle they would actually enjoy to drive), but Mazda’s new marketing campaign resonates with enthusiasts. Supplementing their long-running “Zoom-Zoom” tagline, the automaker recently rolled out a new slogan: “Driving Matters.” Greeted by a collective “YES!” from car buffs everywhere, the new campaign explicitly reminds us how closely Mazda’s car-building philosophy aligns with our priorities in choosing and enjoying our vehicles.

And yet, as much as I want to preach Mazda’s slogan from the rooftops and shout it to the unenlightened masses, I realize that it takes more than just a fun-to-drive car to derive pleasure from the act of driving. The right road is an equally essential ingredient, and therein might lie another obstacle in the Japanese automaker’s attempts to convert their enthusiast-first philosophy into sales success. Put another way, it would do me no good to insist that a friend is selling himself short from a driving perspective by buying a boring car when his daily commute consists solely of 45 minutes of bumper-to-bumper traffic. He may heed my advice and buy something dynamically enjoyable, but have nowhere to use it aside from forays onto winding back roads. And those excursions take a level of intentionality even harder to expect from someone whom I’ve already had to convince to buy something he wouldn’t have normally chosen.

The antidote to all this, of course, is to build compromise-free cars; in other words, cars that function equally well whether being used as commuting appliances or back-road burners. And as Mazda’s recent string of comparison-test wins indicates, they’re the current undisputed masters of that formula (6 straight outright victories in Car and Driver alone). Here’s hoping their new ad push can bring more buyers around to that fact.

Filed under: Car Culture, Mazda, Media, News

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