Approach to Developing Products
Mazda develops products that embody the attributes of its brand slogan “Zoom-Zoom”. In line with the principles of “Sustainable Zoom-Zoom”, the Company is developing SKYACTIV TECHNOLOGY, which provides all customers who purchase Mazda vehicles with driving pleasure as well as outstanding environmental and safety performance. SKYACTIV TECHNOLOGY was introduced to the market starting in 2011. Product development is carried out in cooperation with the sales and after-sales service areas indicated below.
- ■ To reflect customer’s input about products, obtained in the sales area, in subsequent product development
- ■ To improve quality by swiftly dealing with problems with the help of after-sales service area and sharing information with product development
Responding to the Diverse Customer Needs
Mazda has been establishing a system to deliver products and services to customers in the most appropriate way taking into consideration the cultures and trends of each country and region. At its R&D centers in Japan, North America, Europe and China, Mazda gathers information about markets and customers around the globe. Through local testing, Mazda develops products and provides services to suit its customers’ wide-ranging needs.
To effectively enhance its brand awareness, Mazda focuses on promoting an understanding of the Mazda brand’s common visions and the Company’s spirit of product development and manufacturing, rather than on awareness of individual models.
Examples to Meet Specific Customer Needs
＜Research and Planning Conducted from a Female Perspective＞
To respond to the increasingly diverse needs of female drivers, a team composed of female members from various departments conducts research on the vehicles which are convenient for themselves to use from the female viewpoint.
＜Customizing Business (in Japan)＞
Believing that the development of vehicles serving people with specific needs is essential to a more open and accessible automotive society, Mazda produces a wide range of vehicle types, as described below.
Vehicles for people with special needs
In 1995, Mazda became the first Japanese automaker to launch a vehicle for people with special needs. It was developed with top priority placed on “ease of use and comfort for both care givers and receivers.” The Company has expanded the lineup to five types.
Lineup for vehicles for people with special needs (as of March 31, 2016)
Mazda offers Axela (Mazda3 overseas) instructional vehicles equipped with various unique features. As the first car that trainees drive in their life, it can help them to feel driving pleasure and to acquire correct driving techniques.
|Commercial and specially equipped vehicles||
Mazda offers a wide commercial vehicle lineup to respond to various business needs. To satisfy highly specialized needs, the Company has developed the TESMA line, adapting the Bongo Van and Titan Truck for use as dry van trucks, refrigerator and freezer trucks, etc.
Co-Creation of Product Training by Maker and Distributor/Dealership Staff
Mazda offers training for sales staff to enable them to provide customers with correct and detailed information on the attractive features of Mazda vehicles. As part of the initiatives to enhance brand value, the training is aimed at globally communicating the ideas and efforts employed in research & development and manufacturing, as well as their background stories in addition to basic information on functions and equipment.
Product Information, Display, and Advertising
For product information and display, Mazda not only complies strictly with each law and regulation of each country and region, but also places strong emphasis on safety, human rights, environmental issues, and ethical standards, giving careful attention to information display and expression appropriate for a company that manufactures and sells automobiles. Moreover, Mazda conducts studies on advertising on a periodic basis so as to check whether information provided to customers is correct and understandable.
Video and animated computer graphics are used to provide customers with easily understandable explanations of products’ features and functions.
Development/Launch of Value-Added Accessories
Mazda develops and provides special accessory parts that satisfy the diverse needs of customers. Mazda also provides items adress environmental issues to make customers’ life more comfortable, considering the requests from society.
While ensuring compliance with regulations of each country, the Company promotes voluntary switching of maintenance and other accessories to those containing environmentally conscious elements.
- ■ High-performance air conditioning filter capable of filtering PM 2.5
- ■ Low-VOC (volatile organic compound) paint “Caliper Paint”