Mazda Motor Corporation (マツダ株式会社,MatsudaKabushiki gaisha) is a Japanesemultinationalautomotive manufacturer headquartered inFuchū,Hiroshima, Japan.[5] The company was founded on January 30, 1920, as Toyo Cork Kogyo Co., Ltd., a cork-making factory, byJujiro Matsuda.[6][7] The company then acquired Abemaki Tree Cork Company.[8] It changed its name to Toyo Kogyo Co., Ltd. in 1927 and started producing vehicles in 1931.[9]
Mazda is known for its innovative technologies, such as theWankel engine, theSkyActiv platform, and the Kodo Design language. It also has a long history of motorsport involvement, winning the24 Hours of Le Mans in 1991 with the rotary-poweredMazda 787B.[10] In the past and present, Mazda has been engaged in alliances with other automakers. From 1974 until the late 2000s,Ford was a major shareholder of Mazda. Other partnerships includeToyota,Nissan,Isuzu,Suzuki andKia. In 2023, it produced 1.1 million vehicles globally.[11]
The name Mazda was derived fromAhura Mazda, the god of harmony, intelligence and wisdom inZoroastrianism, as well as from the surname of the founder,Matsuda.[12]
History
Creation
The first registered corporate logo, which appeared on three-wheel trucks in 1936
The first stylized branding. The three mountains (representing Hiroshima) also form theLatin alphabet letter M, which is duplicated three times for "Mazda Motor Manufacturer". The long side extensions represent wings for agility and speed.
Mazda began as the Toyo Cork Kogyo Co., Ltd, as acork-making factory founded inHiroshima, Japan, January 30, 1920.[6] Toyo Cork Kogyo renamed itself to Toyo Kogyo Co., Ltd. in 1927. In the late 1920s the company had to be saved from bankruptcy by Hiroshima Saving Bank and other business leaders in Hiroshima.[13]
In 1931, Toyo Kogyo moved from manufacturing machine tools to vehicles with the introduction of theMazda-Goauto rickshaw. The nameMazda came into existence with the production of the company's first three-wheeled trucks. Other candidates for a model name includedSumera-Go,Tenshi-Go, and more.[14]
Officially, the company states:
Mazda comes fromAhura Mazda, the god of harmony, intelligence and wisdom from theearliest civilization in West Asia. Key members of Toyo Kogyo interpreted Mazda as a symbol of the beginning of the East and the West civilization, but also a symbol of the automotive civilization and culture."[15]
The company's website further notes that the name also derives from the name of the company's founder,Jujiro Matsuda.[16] The alternative proposed names mean "god" (Sumera) and "angel" (Tenshi); both indicate Matsuda's strong interest in human faith.[17]
The Mazda lettering was used in combination with the corporate emblem ofMitsubishi Motors, which was responsible for sales, to produce the Toyo Kogyo three-wheeled truck registered trademark.[18]
Toyo Kogyo produced weapons for the Japanese military throughout the Second World War, most notably the series 30 through 35Type 99 rifle. The company formally adopted the Mazda name in 1984, though every automobile sold from the beginning bore that name. TheMazda R360 was introduced in 1960, followed by theMazda Carol in 1962 and were sold at a specific retail dealership that sold passenger cars called "Mazda Auto Store" whereas commercial products were sold at "Mazda Store". As Mazda continued to offer passenger cars like theSavanna,Familia,Luce,Cosmo andCapella, they were added to the "Mazda Auto Store" network only.[19]
Wankel engine adoption
Mazda Cosmo SportSymbol and corporate mark as seen on most Mazda cars from theMazda R360 until 1975
Beginning in the 1960s, Mazda was inspired by theNSU Ro 80 and decided to put a major engineering effort into development of theWankel rotary engine as a way of differentiating itself from other Japanese auto companies. The company formed a business relationship with German companyNSU and began with the limited-productionCosmo Sport of 1967, and continuing to the present day with thePro Mazda Championship, Mazda has become the sole manufacturer of Wankel-type engines for the automotive market, mainly by way of attrition. (NSU andCitroën both gave up on the design during the 1970s, and prototype Corvette efforts byGeneral Motors never made it to production.)
This effort to bring attention to itself apparently helped, as Mazda rapidly began to export its vehicles. Bothpiston-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 heavierV6 orV8 engines to produce the same power. TheR100 and the RX series (RX-2,RX-3, andRX-4) led the company's export efforts.
During 1968, 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 theMazda Rotary Pickup (based on the conventional piston-poweredB-Series model) solely for North American buyers. To this day, Mazda remains the only automaker to have produced a Wankel-powered pickup truck. Additionally, it is also the only brand to have ever offered a rotary-powered bus (the Mazda Parkway, offered only in Japan) or station wagon (within theRX-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.[20]
Mazda's rotary success continued until the onset of the1973 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.[21][22] An already heavily indebted Toyo Kogyo was on the verge of bankruptcy and was only saved through the intervention of Sumitomo keiretsu group, namelySumitomo Bank, and the company's subcontractors and distributors.[23][24] However, 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 smallerFamilia line in particular became very important to Mazda's worldwide sales after 1973, as did the somewhat largerCapella 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 lightweightRX-7 in 1978 and continuing with the modernRX-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-poweredMazda 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.
Partnership with Ford
From 1974 to 2015, Mazda had a partnership with theFord Motor Company, which acquired a 24.5% stake in 1979, upped to a 33.4% ownership of Mazda in May 1995.[25] Under the administration ofAlan Mulally, Ford gradually divested its stake in Mazda from 2008 to 2015, with Ford holding 2.1% of Mazda stock as of 2014[26] and severing most production as well as development ties.
This partnership with Ford began owing 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 theMazda B-Series spawned a Ford Courier variant for North America, a version which was later offered in other markets as well. Mazda'sBongo andTitan cab-over trucks were sold with Ford badging in mainly Asia and the Pacific region beginning in 1976.[27] These included large and small efforts in all areas of the automotive landscape, most notably in the realm of pickup trucks and smaller cars. Mazda began supplying manual transaxles to Ford in the spring of 1980.[27] Mazda'sFamilia platform was used for Ford models like theLaser andEscort beginning in 1980, while theCapella architecture found its way into Ford'sTelstar sedan andProbe sports models.
During the 1980s, Ford-badged Mazda products replaced much of their own European-sourced lineup, especially in the Asia-Pacific markets, with the Laser replacing theEscort[28] and the Telstar replacing theCortina.[29] In some cases, such asNew Zealand andSouth Africa, these were assembled alongside their Mazda-badged equivalents, the Mazda 323 (Familia) and 626 (Capella).
Following the closure of its own assembly plant in New Zealand, Mazda established a joint venture withFord New Zealand known as Vehicle Assemblers of New Zealand (VANZ), while in South Africa, Ford's local subsidiary merged withSigma Motor Corporation, which already assembled Mazdas in the country, to formSamcor, although the sharing of models proved unpopular with both Ford and Mazda customers.[30] In other markets such as Australia, however, the 323 and 626 were always fully imported, with only the Laser and Telstar assembled locally.[31] 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 inFlat Rock, Michigan, along with the mainstream 626 sedan and a companionMazda MX-6 sports coupe. Ford also lent Mazda some of its capacity when needed: theMazda 121 sold in Europe and South Africa was, for a time, a variant of theFord 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 group.
Mazda also helped Ford develop the 1991Explorer, which Mazda sold as the 2-door onlyMazda 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.[32] Mazda has used Ford'sRanger pickup as the basis for its North American–marketB-Series trucks, starting in 1994 and continuing through 2010, when Mazda discontinued the B-Series trucks to North America.[33]
Following its long-held fascination with alternative engine technology, Mazda introduced the firstMiller cycle engine for automotive use in theMillenia luxury sedan of 1995. Though the Millenia (and its Miller-type V6 engine) were discontinued in 2002, the company introduced a much smaller Miller-cycle four-cylinder engine for use in itsDemio in 2008.
In 1991, Mazda adopted a corporate symbol which was to represent a sun and a flame standing for heartfelt passion. This is commonly referred to in Mazda enthusiast circles as the "cylon" logo.[34]
Shortly after the release of the new symbol, the design was smoothed out to reduce its similarity toRenault's. This is sometimes referred to as the "eternal flame" logo. It also represented the design of therotary engine that Mazda was famous for.
The brand symbol, adopted in 1997, with the V-shape wings inside, standing for “growth” and “improvement” and Mazda logo in Mazda blue.[35]
A slightly modified version was introduced in 2015.
Further financial difficulties at Mazda during the 1990s caused Ford to increase its stake to a 33.4-percentcontrolling interest in May 1996.[36] 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 executiveMark 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.[37][38]
In Thailand, Mazda and Ford jointly established a manufacturing plant calledAutoAlliance Thailand. The facility broke ground in 1995 and started production in 1998.[39]
Divestment by Ford
Amid the world financial crisis in the fall of 2008, reports emerged that Ford was contemplating a sale of its stake in Mazda as a way ofstreamlining itsasset base.[40]BusinessWeek explained the alliance between Ford and 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.[41] 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.[42][43] 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.[44] It was also reported that Hisakazu Imaki would be stepping down as chief executive, to be replaced byTakashi Yamanouchi.[45]
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, andSumitomo Mitsui Financial Group was believed to become its largest shareholder. Ford and Mazda remained strategic partners through joint ventures and exchanges of technological information.[46][47]
On September 30, 2015, when Ford's shares had sunk to a little over 2% due tostock dilution, Ford sold its remaining shares in Mazda.[48]
Post-Ford efforts
In 2011, 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 a manufacturing plant inSalamanca,Mexico.[49] The Mexican plant was built jointly by the company andSumitomo Corporation.[50]
Mazda CX-5, the company's first model developed using the Skyactiv concept and branding
In 2011, Mazda also announced theSkyactiv, a branding for several technologies developed by Mazda such as engines, transmissions, and chassis. The concept of Skyactiv features a revised suspension geometry, improved automatic and manual transmission, and various improvements to Mazda's existing engines to increasefuel efficiency and engine output.[51][52] Mazda introduced its first model to feature the "Kodo"design language, theMazda CX-5, in October 2011 at theTokyo Motor Show.[53] The CX-5 subsequently became the company's best-selling model from 2014 onwards, and consistently outselling other Mazda products.[54] By March 2022, cumulative sales of the CX-5 reached around 3.5 million units.[55]
In May 2015, the company signed an agreement withToyota to form a "long-term partnership", that would, among others, see Mazda supply Toyota with fuel-efficient Skyactiv gasoline and diesel engine technology in exchange for hydrogen fuel cell systems.[57] In August 2017, Mazda entered a "business and capital alliance" with Toyota. Toyota bought 31,928,500 new shares worth 50 billion yen from Mazda, giving the company a 5.05% ownership in Mazda. In return, Mazda acquired an equivalent value of Toyota shares, giving Mazda a 0.25% ownership in Toyota.[58][59]
In 2016, Mazda announced that it intends to end the production ofminivan/MPV models, including theMazda Premacy (Mazda5),Mazda MPV (Mazda8), andMazda Biante, due to the increase of popularity of SUV models. Production of the MPV/Mazda 8 ended in 2016, while the Premacy/Mazda5 and Biante followed in early 2018.[60]
In July 2016, Mazda entered into an agreement with Isuzu for the supply of pickup trucks. Mazda would move away from its previous alliance with Ford in the pickup truck segment.[61] The third-generationMazda BT-50 pickup truck, based on theIsuzu D-Max and produced by Isuzu Motor Thailand, was unveiled in Australia in June 2020.[62]
In January 2018, Toyota and Mazda announced a joint venture plant calledMazda Toyota Manufacturing USA that will produce vehicles in Huntsville, Alabama, US, starting in 2021.[63] Construction of the facility started in November 2018.[64] The plant began operations in September 2021, building theToyota Corolla Cross.[65] Production of theMazda CX-50 started in the plant in January 2022.[66]
Mazda's first mass-produced electric car, theMX-30
Mazda began producing its first mass-production electric car, theMazda MX-30 EV, in May 2020, after its debut in October 2019 at theTokyo Motor Show.[67]
In November 2020, Mazda revealed a series ofinline-six engines with 48-volt mild hybrid, plug-in hybrid, petrol, diesel and Skyactiv-X applications. The company confirmed that these engines would be paired their upcoming 'Large' architecture, which would be alongitudinalrear-wheel drive platform.[68][69] The engines and the platform debuted with theMazda CX-60 in March 2022, which forms the Large Product Group that were joined by theCX-90, CX-70 andCX-80.[70]
In April 2024, Mazda introduced theMazda EZ-6, an electric sedan jointly developed with Chinese manufacturerChangan Automobile.[71] In October 2024, Mazda and Changan announced a 10 billion yuan (US$1.4 billion) investment to jointly develop and produce electric vehicles in China by 2027.[72] In April 2025, Mazda shipped its first batch of the EZ-6 EV, marketed globally as the Mazda 6e, from China for export to Europe.[73]
Mazda tried using a number of differentbrands in the Japanese (and occasionally Australian) markets in the 1990s, includingAutozam,Eunos, andɛ̃fini. The motivation was brought on by market competition from other Japanese automakers efforts in offering vehicles at multiple Japanese dealership networks offered byToyota,Nissan, andHonda. Mazda's implementation of brand diversification reflected a Japanese engineering philosophy, calledKansei engineering, which was used as an advertising slogan in North America.
One of the most niche sub-brands wasM2, 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 operation.
In early 1992, Mazda planned to release a luxury brand,Amati, to challengeAcura,Infiniti, andLexus 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 Japan and Australia,Mazda Millenia in the U.S., and Mazda Xedos 9 in Europe), a rebadged version of theMazda Cosmo and theAmati 1000 (a rear-wheel drive V12 competitor to theLexus LS400[74]). The Amati brand was eventually scrapped before any cars hit the market.
In Europe, theXedos name was also associated with the MazdaXedos 6, the two models were in production from 1992 until 1997. The Xedos line was marketed under the Mazda brand, and used the Mazda badge from the corresponding years.
This diversification stressed the product development groups at Mazda past its limits. Instead of having a half-dozen variations on any givenplatform, developers were asked to work on dozens of different models at the same time. Consumers were confused as well by the explosion of similar new models. This selective marketing experiment was ended in the mid-1990s due to economic conditions, largely attributed to the collapse of theJapanese asset price bubble in 1991.
As of January 2022[update], the United States is Mazda's biggest market, followed by China and Japan.[75] Mazda's market share in the U.S. fell to a 10-year low of 1.7 percent in 2016.[76] Mazda's brand loyalty was 39 percent in 2016, below the industry average of 53 percent.[77] On October 24, 2022, Mazda decided to get rid of assets in Russia, with the company transferring a stake in a joint venture in Vladivostok toSollers JSC for 1 euro.[78]
Environmental efforts
Mazda has conducted research in hydrogen-powered vehicles for several decades. Mazda has developed ahybrid version of itsPremacy compact minivan using a version of its signature rotary engine that can run on hydrogen or gasoline named theMazda Premacy Hydrogen RE Hybrid. Despite plans to release it in 2008,[79][80] as of 2010 the vehicle is in limited trials.[81]
In 2010,Toyota and Mazda announced a supply agreement for the hybrid technology used in Toyota'sPrius model.[82]
Bio-car
Mazda is finding uses for biomaterials in its vehicles, including both plastics and fabrics made from corn starch, as it aims to become more environmentally-friendly. Mazda introduced some of these innovations (bioplastic internal consoles and bio-fabric seats) in itsMazda5 model atEcoInnovasia 2008, at theQueen Sirikit National Convention Center inBangkok. Up to 30% of the interior parts in the Mazda5 are made of biomaterial components.[83]
SkyActiv technology
SkyActiv technology is an umbrella name for a range of technologies used in certain new Mazda vehicles. These vehicles include theMazda2/Demio,Mazda3/Axela,Mazda6/Atenza, andCX-5. 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-stageturbocharger design, highly efficient automatic transmissions, lighter weight manual transmissions, lightweight body designs andelectric power steering. It is also possible to combine these technologies with a hybrid drivetrain for even greater fuel economy.
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. Mazda vehicles and engines compete in a wide variety of disciplines and series around the world. In 1991, Mazda became the first Japanese automaker to win the24 Hours of Le Mans overall.
International competition
Mazda's competition debut was on October 20, 1968, when twoMazda Cosmo Sport 110S coupes entered the 84-hourMarathon de la Route ultra-endurance race at theNürburgring, one finishing in fourth place and the other breaking an axle after 81 hours.[84] The next year, Mazda racedMazda Familia R100 M10A coupes. After winning theSingapore Grand Prix in April 1969 and coming in fifth and sixth in theSpa 24 Hours (beaten only byPorsche 911s), on October 19, 1969, Mazda again entered the 84 hour Nürburgring race with four Familias. Only one of these finished, taking fifth place.
In 1976, Ray Walle, owner of Z&W Mazda, drove a Cosmo (Mazda RX-5) from the dealership in Princeton, New Jersey, to Daytona, won the Touring Class Under 2.5 Liters at the24 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 safety equipment.[85]
After substantial successes by theMazda RX-2 andMazda RX-3, theMazda RX-7 has won moreIMSA 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 IMSA24 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 1987, inclusive.
In 1991, a four-rotorMazda 787B (2622 cc actual, rated byFIA formula at 4708 cc) won the24 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 the first Japanese brand to have won overall at Le Mans. 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 the757 and767. The Sigma MC74 powered by a 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 ofHonda, which has entered only three cars in only one year), with 67% of entries finishing. Mazda returned to prototype racing in 2005 with the introduction of theCourage C65 LMP2 car at theAmerican Le Mans Series race atRoad Atlanta. This prototype racer uses the Renesis Wankel from the RX-8.
TheCooper Tires Atlantic Championship powered by Mazda is a North Americanopen 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 2006, the Atlantic Championship has been run exclusively withSwift 016.a chassis powered by Mazda-Cosworth MZR 2300 cc (2.3L)DOHCinline-4 engines producing 300 bhp (224 kW). The cars are capable of speeds in excess of 175 mph (282 km/h).[86]
Formula Mazda features open wheel race cars with Mazda engines, adaptable to both oval tracks and road courses, on several levels of competition. Since 1991, the professionally organizedPro Mazda Championship 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 Star 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 RX-7 is also a popular club racing class primarily due to the availability of first-generation RX-7 cars and the low startup cost.[citation needed]
Sponsorships
Mazda is a major sponsor to several professional sports teams, including:
Hometown teams:
Sanfrecce Hiroshima (J. League): Originally known as Toyo Kogyo Soccer Club and founded in 1938, it was owned directly by Mazda until 1992 when Mazda reduced its share to professionalize the club for the new J. League.
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.
Mazda maintained sponsorship of theLaguna Seca racing course in California from 2001 until February 2018,[88] 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 used to host, as well as for the 2003 launch of theMazda RX-8.[89] Since April 2018, the venue's primary corporate sponsor isWeatherTech.
Mazda also sponsors theWestern New York Flash, a professional women's soccer team that plays in theWPA and has some of the best players in the world, including world player of the year.[90]
Mazda's past advertising slogans included: "The more you look, the more you like" (1970s to early 1980s); "Experience Mazda" (mid-1980s); "You'll be aMAZed at a MAZda" (UK, 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 ofKansei engineering (1990–1995); "Passion for the road" (1996); "Get in. Be moved." (1997–2000). Another marketing slogan was "Sakes Alive!", for its truck line.
Since 2000, Mazda has used the phrase "Zoom-Zoom" to describe what it calls the "emotion of motion" that it claims is inherent in its cars.[92] 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.[93]
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 Europe, Japan and South Africa), was recorded long before it became the official song for Mazda as part of a soundtrack to the movieOnly The Strong (released in 1993). The Serapis Bey version is a cover of a traditionalCapoeira 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.[94]
Since 2011, Mazda has still used the Zoom-Zoom tagline in another campaign called "What Do You Drive?". The punchline for this is "We believe if it's not worth driving, it's not worth building. We build Mazdas. What do you drive?"[95]
In 2015, Mazda had launched a new campaign under a new tagline, "Driving Matters", coinciding with the release of the redesigned MX-5.[96] 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.
^"マツダ、2015年12月および1〜12月の生産･販売状況について（速報）" [Mazda, December 2015 and January–December production and sales status (flash report)].マツダ ニュースリリース (Press release) (in Japanese). January 27, 2016. RetrievedApril 24, 2021.
^"マツダ、2016年12月および1～12月の生産・販売状況について（速報）" [Mazda, December 2016 and January–December production and sales status (flash report)].マツダ ニュースリリース (Press release) (in Japanese). January 30, 2017. RetrievedApril 24, 2021.
^"マツダ、2017年12月および1～12月の生産･販売状況について（速報）" [Mazda, December 2017 and January–December production and sales status (flash report)].マツダ ニュースリリース (Press release) (in Japanese). January 30, 2018. RetrievedApril 24, 2021.
^"マツダ、2019年12月および1～12月の生産･販売状況について（速報）" [Mazda, December 2019 and January–December production and sales status (flash report)].マツダ ニュースリリース (Press release) (in Japanese). January 30, 2020. RetrievedApril 24, 2021.
^"マツダ、2020年12月および1～12月の生産･販売状況について（速報）" [Mazda, December 2020 and January–December production and sales status (flash report)].マツダ ニュースリリース (Press release) (in Japanese). January 28, 2021. RetrievedApril 24, 2021.
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