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There are some marketing gimmicks that fizzle out almost as soon as they launch. But others hit the nail on the head and resonate for decades. Mazda is a brand that found its voice with a historic marketing campaign. “Zoom-Zoom” began as a series of commercials two decades ago and lives on in the Mazda ethos today. You might remember those ads well, thanks to the catchy “zoom, zoom, zoom” jingle.

So, what does “Zoom-Zoom” really mean, and how can it still inspire consumers to consider Mazda vehicles?

The Mazda brand, defined

A silver Mazda prototype at the Paris Auto Show on display in September 2006
A silver Mazda prototype at the Paris Auto Show on display in September 2006 (Photo by Pool BENAINOUS/DE MAGLAIVE/Gamma-Rapho via Getty Images

Some brands change their image or mission over time, but Mazda has remained consistent. It’s an automaker defined by sporty, fun, and performance-driven vehicles. The Japanese brand launched its first vehicle in 1931 with a tricycle truck, the Mazda-go. By the 1950s, the company was cranking out four-wheel trucks and officially launched its first passenger vehicle, the R360 Coupe. The automaker broke into the U.S. market in 1970 with the R100 coupe, and by 1978, the RX-7 had already earned a reputation for peak performance in the sports car segment.

Ford Motor Company claimed 25 percent ownership of Mazda in 1979. And 10 years later, the MX-5 Miata debuted at the Chicago Auto Show, reports. It earned the 2000 Guinness World Records title of “best-selling two-seat convertible.” To really appreciate the history of the Mazda lineup, you can explore the some 120 vehicles in the Mazda Classic Automobile Museum Fey in Germany. According to Mazda, this museum is home to an iconic collection of stunning historical models.

The introduction of the ‘Zoom-Zoom’ tagline

You might remember the commercials. Peppy Mazda vehicles zip along winding mountain roads when a young lad pops his head into the frame and whispers, “Zoom-zoom.” Those commercials launched in October 2000, but the message of the campaign continues.

“Zoom-Zoom” represents a “love of motion” and the innocent perception of fun as a child, Autobytel reports. There is an excitement and joy of youth built into every Mazda experience. While those original commercials no longer air, “Zoom-Zoom” lives on as the name of the automaker’s magazine, sharing stories from owners and promoting “Zoom-Zoom” moments submitted by consumers. 

The latest Mazda models that carry on the ‘Zoom-Zoom’ tradition

“Zoom-Zoom” traditions may represent the stylish and dynamic performance of the early RX-7 and Miata models. But today’s Mazda vehicles embody the same spirit. The 2021 CX-30, CX-9, and CX-5 all demonstrate the fun-to-drive traits of their predecessors. And the 2021 Mazda3, Mazda6, and MX-5 Miata all demonstrate the brand’s ability to still create top-performing and experience-driven cars.

Every model today is built with the driver experience in mind, keeping with the feeling of childlike enthusiasm from behind the wheel. The automaker calls it the “unmistakable bond between car and driver.” And it speaks to the expertly crafted components, intuitive features, and inspiring handling. The CX-5 earns reviews that say it’s like the Miata but with all-wheel drive. And Mazda USA shared its recent Consumer Reports win as one of the “Best Car Brands for 2021.”

The “Zoom-Zoom” tradition began as an ad campaign. But it has transcended a brand slogan. Mazda defines itself as an automaker of sporty and fun vehicles and has created a community of car fans around it.


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