‘Zoom Zooming’ its Way in the Local Auto Scene

Mazda marked its official entry to the local automotive industry last February 11 as the brand’s launch was announced in a news conference at a Makati hotel. The Japanese auto maker builds — or has built — some of the planet’s most exciting vehicles. In its 82-year history, scintillating Mazda products include the RX-series cars, most notably the RX-7, the world’s most successful rotary-engined sports car; the Miata, which reinvented the British roadster; and most recently the RX-8, another funky, rotary-powered sports car that counts practicality among its virtues, thanks to its innovative rear doors that’s integrated into the car’s swooping lines. In terms of sheer automotive beauty, Mazda has the 1968 Cosmo to rival the E-Types and MGAs and 356s of the world. And, well, who can doubt this car company’s sense of humor too? Not when it sells products with names like the Bongo Friendee, Bongo Brawny and the Scrum Wagon.

With such an interesting lineup of products from both the past and present, little wonder then that Mazda officials tout that its arrival in the country gives Filipinos a fresh alternative in car ownership choices.

The entry of Mazda is supported by its alliance with Ford Group Philippines, as Ford Motor Co., FGP’s parent company, partly owns Mazda Motor Corp. of Japan. Mazda is the fifth largest auto company in Japan.

FGP president Henry Co is optimistic Mazda’s launch offers a new perspective in the automotive sector. Citing Mazda’s "excellent reputation earned through years of service and constant development that never failed to satisfy its market", Co said the company is excited to provide consumers the thrill of Mazda ownership.

Actually, FGP has been providing consumers this supposed thrill for some time now, though not to local consumers. Long before Mazda’s launch, FGP has been building Mazda vehicles for the Indonesian and Thai markets that, according to Co, complies with global excellence standards. Co said that it is only fitting then that they "should provide these outstanding vehicles to the local market in the same manner that Ford distributes the Mazda badge with great success all over the Southeast Asian region and Taiwan".

"We have the strength of established Ford global excellence processes, and the same underlying value of going far greater than the extra mile for our customer," Co added.

Co also said Mazda is "pleased at the opportunity to provide new business for Philippine suppliers in terms of dealership infrastructure projects, more local parts purchases and employment opportunities within the Mazda manufacturing and dealership organizations".

For his part, Mazda Managing Director Dave Macasadia explained the company’s marketing thrust as captured in its Zoom Zoom campaign. Some Ford and Mazda vehicles like the Escape and Tribute share common architectures and will eventually be sold alongside one another, so differentiating one brand from the other is thus essential.

"Mazda believes in keeping it light and cool, which is extremely evident in its insightful designs that can solely be owned by Mazda. It encourages you to have fun," Macasadia said in his speech.

Speaking of a "Mazda Lifestyle", Macasadia enjoins people to "live life with enthusiasm, spirit and speed". He said this Mazda Lifestyle is best captured in the company’s Zoom Zoom campaign. "Feel life," Macasadia enthused.

With the possible launch of exciting products like the Mazda3, Mazda6, Tribute and the RX-8 in the near future, Mazda is Zoom Zooming indeed.