Extending the Protegé Line
By the summer of 2001, the “Zoom-Zoom” message was integrated into all new Mazda advertising which
began carrying a sportier look. Advertising for the new Mazda Protegé positioned it as an agile, fun car to
drive, with a sports car heritage. New commercials were developed which began with a shot of the Mazda
Miata sports car, and asked the question “Where is it written that only a sports car can behave like a
sports car?’ in a not so subtle attempt to associate the Protegé with the sporty Miata. The commercial also
showed the new 2.0 liter engine Protegé keeping pace with the Miata on a curvy highway to demonstrate
its speed and handling. All other elements of the IMC program reflected this positioning.