CREATING HUMAN CONNECTIONS

TSUNAGARIZUKURI

Creating brand experiences that build emotional connections

PASSION: BRAND EXPERIENCES CENTERED ON PERSONAL CONNECTIONS

People have always been a central focus of the principles exercised in Mazda’s Tsunagarizukuri initiatives, and these principles have guided the Company as it communicates its brand value and forges connections that make customers feel bonds with and attachment to the brand.

Through Omotenashi (serving from the heart), Mazda aims to help customers experience its brand value and to create inspiration and emotions centered on the joy of driving, which in turn will help form connections between people to enrich life-in-motion for those we serve.

FOSTERED STRENGTHS

Psychologically Close Communication in Functions Spanning from Development to Sales

Mazda’s Head Office and the frontline employees around the world who interact with customers on a daily basis engage in ongoing communication on a variety of topics until a consensus can be reached between all parties.

Psychologically Close Communication between Customers and Dealerships

Through person-to-person communication via Tsunagari Innovation, Mazda is promoting psychologically close connections with customers at various touchpoints to deliver value optimized for each touchpoint.

FUTURE INITIATIVES

Evolution and Enhancement of Psychologically Close Communication in Functions Spanning from Development to Sales

Mazda is applying the best practices implemented in the United States to other markets to foster a culture in which all employees at its Head Office, on the front lines of sales, and in all other areas of operations act with autonomy and based on a spirit of Omotenashi.

Evolution and Enhancement of Psychologically Close Communication with Wide-Ranging Customers

Mazda is seeking to foster greater empathy with regard to the Company through communication between customers and dealerships and communication directly with customers in our capacity as a manufacturer as well as communication with other manufacturers and stakeholders.

TOPIC

Creation of Connections with Communities

MAZDA TOWN FESTA 2024

Mazda Town Festa 2024 was held in June 2024 as a venue for exchanges with members of the community and as an expression of our feelings of appreciation toward the community. Carrying on the legacy of the Mazda Open Day events held from 2016 to 2019, but with a new name, this was the first such exchange event to be held in five years. Mazda sought to make this event an even more enjoyable to experience to be shared with community members. Based on the theme of unity among everyone in the community, this event featured food booths and stage performances organized by community members with everyone united to energize the event, which saw more than 10,000 visitors over its two-day period. Many of the visitors expressed their enjoyment with comments highlighting aspects such as how impressed they were with the hospitality and passion of Mazda employees, how participation by suppliers and companies other than Mazda enhanced the event, and how enthralled their children were with the event.