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Mar29

Adventures in Advertising: Mazda Wants You to Feel Alive

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Mazda Kai Concept

Mazda just lately dropped a really temporary teaser video suggesting a reveal of some type in the course of the New York auto present. Solely the smallest of glimpses got of a Mazda-esque headlight and grille edging, leaving hypothesis operating from a CX-9 crossover refresh to an all-wheel-drive 6 sedan.

Properly, marvel no extra, as Mazda has simply proven a brand new RX-9 coupe with twin rotary engines, a rear-drive 929 sedan, and an importation of the Bongo Friendee.

No, wait, grasp on. What I meant to say was Mazda spent almost half-hour speaking a few new advertising marketing campaign and about how its clients aren’t clients — they’re followers. Sigh.

At the least the tantalizing Mazda KAI Idea, a vehicle which this writer has dubbed “Son of Brera,” was in the background in the course of the TED Speak press convention.

2019-CX-3 Mazda

To be truthful, the corporate did point out updates made to the CX-three crossover. For 2019, the little ute will get interior updates, mainly in the type of an digital parking brake that frees up room and permits for a big improve in space for storing. The brand new centre console and armrests shuffle across the placement of the CX-three’s cupholders and bins.

The 2019 Mazda CX-three additionally will get new entrance chairs, redesigned to be wider and constructed with a excessive-density, vibration-absorbing urethane foam. The CX-three has all the time felt a bit of small inside, so maybe this modification will alleviate a few of that notion. Rear seat passengers achieve a centre armrest with constructed-in cupholders, too. Heady stuff right here, people.

2019-CX-3 Mazda

A lot of the occasion was spent yammering about Mazda’s new tagline of “Feel Alive,” to be launched in conjunction with a brand new advertising program set to seem this coming Monday. Mazda North America chief advertising officer Dino Bernacchi held courtroom on this matter for a lot of minutes, explaining how the corporate refers to its clients as “followers” and that it’s forging some kind of tie-up with Amazon. Damned if I do know these particulars, as my eyes had lengthy glazed over by that time.

On Twitter, our former newsbot, Aaron Cole, had this to say concerning the new tagline:

Good remark, Mr. Cole. Primarily, the entire press convention might’ve been boiled down to “we’re updating the About part of our web site.” I absolutely anticipated to be pitched a time-share condo in Florida on the finish of the presentation.

Nods got all through to the upcoming Skyactiv-X powertrain, know-how that’s stated to mix the free-revving traits of a gasoline engine with the fuel effectivity, torque, and quick preliminary response of a diesel unit. No timeline was given for its arrival, however the truth that the corporate continues to speak about it’s a good harbinger that it’ll ultimately seem.

As for present powerplants, the Skyactiv-G unit discovered in the 2019 CX-three now makes 148 horsepower and 148 lb-ft of torque thanks to a retuning that’s stated to additionally enhance fuel effectivity and scale back inner friction. Delicate tweaks by means of thicker door panels and headliner, plus the endless quest to tighten up door seams, ought to scale back cabin din by a few decibels.

Mazda is a superb firm that arguably hawks a few of the best machines in the segments in which it competes. Its promise of “a BIG reveal in the BIG apple” fell a bit brief on the product nevertheless it doesn’t take away from the truth that Mazda automobiles stay sharp lookers which might be massively entertaining to drive.

Simply go lighter on the advertising hyperbole and heavier on product on the subsequent New York present, please.

[Images: Mazda]

– Adventures in Advertising: Mazda Wants You to Feel Alive –

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