Tokyo Motor Show: The Key Word is ''Zoom-Zoom'' Experiencing Emotion in Motion

TOKYO--Nov. 3, 2001--It was a calm, beautiful day, and a large number of people visited Makuhari Messe and enjoyed the Motor Show.

It was approximately 100,000, almost at the highest record for a week day. October new car sales posted their two consecutive month's decline, off 7.0% in volume terms from October last year, and that makes the motor show all the more important for each of the booths. Exhibitors are particularly active to attract visitors for their popular compact versions and soon-to-be-launched models.

    The key word is "Zoom-Zoom"
    Experiencing Emotion in Motion

The Mazda booth is located in the back of the West Hall as part of a joint exhibit with the Ford group. Near the entrance you can hear the voices of children singing ``Zoom-Zoom'' to a lively rhythm. The melody repeats over and over, and it does not take long to learn if you stop to listen a couple of times. Actually, ``Zoom-Zoom'' is Mazda's brand message.

``Zoom-Zoom''? The word is, of course, the way English-speaking children imitate the sound of a car. In Japanese, we think cars sound more like ``Boo-Boo.'' Mazda President Mark Fields says, ``We want to be a group of people that has not forgotten the exhilaration of movement'' that everyone experiences as a child. This has led to a new keyword at Mazda for its concept cars ``exciting and exhilarating driving experience.'' Mazda has 5 reference exhibits. They are not so much future cars as they are new models scheduled for commercial launch in the near future. The highlight is the brilliant red ``Atenza'' and bright yellow ``RX-8'' on the main stage. The ``Atenza'' takes over for the ``Capella,'' and is scheduled to be launched next year. The newly developed engine and platform will be used in major Ford Motor models as well, positioning the ``Atenza'' the key player in the group's global strategy for the medium class. The ``RX-8'' is a new type of sports car with the next generation of rotary engine onboard. Mazda as made significant improvements in fuel economy while also achieving a maximum output of 250 PS. The model is scheduled for launch in early 2003, a date to many of the rotary fans in the crowd made sure to confirm.

the Return of the American Dream Car

The exhibit on the front pedestal is the ``Focus RS WRC.'' The fact that people are squeezing in to try to see it shows that Ford's participation in motor sports has increased its brand recognition in Japan. The ``Thunderbird'' is a reference exhibit that intentionally recreates an early 1954 Thunderbird. The compact, graceful body lines are readily accepted by young people who have (we suppose) no knowledge of those times. But what visitors are really interested in is the ``Mustang Bullit GT.'' As you go by the exhibit, pay attention to the fathers wistfully telling their children about the late 60's movie hit of that name.