Mazda Motor Corp. is sticking with its zoom-zoom marketing slogan as it tweaks its global brand-building campaign.
For the first time, Mazda is offering a Japanese translation of the zoom-zoom tag line, the phrase “motto noritaku naru.” Mazda has added Japanese lyrics to the campaign’s theme song.
The changes in Japan accompany the launch of the redesigned Premacy minivan. The small minivan will be known as the Mazda5 when it debuts in Europe this summer and late this year in the US.
Stephen Odell, Mazda’s senior managing executive officer in charge of marketing, sales and customer service, says the automaker will not translate zoom-zoom into European languages for those markets.
When the campaign began in Europe, French marketing executives “told us originally it had to be vroom-vroom, but zoom-zoom worked well,” Odell says.
Mazda CEO Hisakazu Imaki concedes: “Zoom-zoom is a little difficult to understand in Japanese.” But he insists the campaign has not greatly changed, “just evolved.”
Odell agrees that the latest changes do not suggest less support within Mazda for the tag line.
“I would ask, ‘What happens to zoom-zoom next?’ if it were just a communication thing,” he says. “But zoom-zoom is absolutely ingrained in Mazda’s designers, engineers, everybody.”
Odell says Mazda designers ask: “Does it look zoom-zoom?” Engi-neers who test vehicle ride and handling ask: “Does it feel zoom-zoom?”
Mazda aims to sell 100,000 of the small minivans, under the Mazda5 or Premacy names, around the world each year.
That sales goal includes 40,000 vehicles in Europe, 35,000 in Japan and 20,000 in the US.