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 way up to the second floor of the booth includes a wide barrier-free slope. This getaway is where Mazda's distinctively designed "Secret Hideout" and 2 other concept cars are displayed. The space enjoys a quiet popularity as a respite from the hustle and bustle below.