I like the new "Driving Matters" concept a lot. Executions could be sharper, but the idea that we build cars that are fun to drive is right on, and has long been what separates Mazda from its competitors.

 

Yep.

The question is whether it resonates with enough people.

I'm pretty confident that the majority of people who see the ads can't even make heads or tales of the idea that driving can be worthwhile in and of itself. Any ad campaign that has to convince people of a fundamentally new idea faces a steep uphill battle.

 

Agree,

I've always considered Mazdas to be the 'working man's BMW'; and they make much hay from their 'Ultimate Driving Machine' campaign.

Personally I think Mazda shoulda stuck with the Zoom Zoom campaign. But their internal marketing people disagreed with me.