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© History Oasis
1970s-Early 1980s
Mazda launched this confidence-driven slogan in order to promote its rotary engine technology. The campaign ran when the company almost went bankrupt in 1975. Despite financial turmoil, the slogan urged customers to examine vehicles closely, positioning Mazda as worth a detailed inspection against Toyota and Datsun competitors.
Late 1970s-Early 1980s
This truck-specific slogan was used to promote Mazda's B2000 Sundowner pickup at $5,895. The jingle became culturally memorable, earning mentions in the Washington Post. Mazda positioned the B2000 as America's lowest-priced truck with standard features that Toyota and Datsun omitted from their economy models.
Mid-1980s
Mazda rebuilt its brand identity during recovery from the 1970s financial crisis. The car slogan coincided with Ford acquiring a 24.5% stake in 1979 and Mazda developing the RX-7 sports car. This era marked Mazda's transition from survival mode to strategic partnership, emphasizing direct customer engagement over price competition.
1980s - UK only
Mazda crafted this campaign for British markets, capitalizing "MAZED" and "MAZda" to create a linguistic connection. The slogan demonstrated an early localized marketing strategy for the brand.
Late 1980s
Mazda established a corporate philosophy through this comprehensive slogan, emphasizing customer service excellence. The phrase "The Mazda Way" attempted to differentiate Japanese management techniques from the American way of doing things. This period saw Mazda implementing quality-focused practices that would influence industry standards.
1990-1995
Mazda promoted its Kansei engineering through this emotion-focused slogan. Kansei engineering prioritized emotional design aspects over pure functionality. It is one of the first campaigns featuring emotional branding in automotive marketing.
1996
Mazda used this brief slogan during a major corporate restructuring. Ford increased its shareholding to 33.4% and appointed the first non-Japanese CEO in company history. The slogan appeared amid plant closures and workforce reductions as Mazda streamlined operations under increased Ford influence and management control.
1997-2000
Mazda shifted toward experiential marketing with this dual-meaning slogan. "Moved" referenced both physical transportation and emotional impact, demonstrating a sophisticated advertising strategy. This era prepared the groundwork for a revolutionary brand DNA that would define future vehicle development and the upcoming Zoom-Zoom campaign transformation.
2000-Present
Mazda describes "emotion of motion" via its most popular slogan ever. Zoom-Zoom. Early campaigns featured young boy Micah Kanters whispering the tagline. The accompanying song by Jibril Serapis Bey was a traditional Capoeira cover from the 1993 movie "Only The Strong." This campaign became automotive marketing's most successful and long-lasting tagline.
2010
Mazda used its famous slogan, using the longer TV version "Zoom Zoom, Today, Tomorrow, Forever." This evolution reinforced brand continuity while promising sustained excitement across time. The campaign solidified Zoom-Zoom as Mazda's permanent brand identity.
2011
Mazda challenged competitors through this philosophical campaign using the existing Zoom-Zoom tagline. The punchline stated: "We believe if it's not worth driving, it's not worth building. We build Mazdas. What do you drive?"
2015-Present
Mazda launched this premium positioning slogan with the redesigned MX-5 release. The campaign solidified Zoom-Zoom's heritage while emphasizing driving experience over basic transportation. This era aligned with KODO design philosophy, featuring enhanced engine performance and rigid body construction.
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