Mazda Wants You to “Feel Alive” with its new brand slogan

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One of our favorite midsize sedans is getting a cool upgrade, we learned at Mazda’s press conference at ythe 2018 New York auto show. After talking briefly about the subtly refreshed 2019 CX-3 subcompact crossover and unveiling a new “brand truth” called “Feel Alive,” Mazda announced that the 2018 Mazda6 will get Apple CarPlay and Android Auto.

That’s right, the aging but still attractive and entertaining Mazda6 adds the popular Apple CarPlay and Android Auto features for the 2018 model year on the Touring trim or higher, starting this summer. Those already driving a 2018 Mazda6 Touring or higher will eventually be able to take in their cars to dealerships for a retrofit. Expect other Mazdas to follow the 2018 Mazda6’s lead, possibly including the 2019 CX-5 and 2019 CX-9.

Speaking in front of the sexy (but impractical) Kai concept making its North American debut in New York, Mazda chief marketing officer Dino Bernacchi said that although Mazda products met owners’ expectations, the brand itself didn’t connect with them. To that end, Mazda is rebranding itself under the “Feel Alive” moniker and claims to have started the first automotive social hub on Amazon, where fans can learn about new products and upcoming Mazda experiences.

If that last effort can actually sustain itself after the initial effort from the automaker, it could be a good way to increase Mazda’s connection to its fans. On a more basic level, though, we’re just happy the Mazda6 is getting Apple CarPlay and Android Auto.

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