EFFORTS FOR UPLIFTING CUSTOMERS' MINDS AND BODIES

In light of the rapid changes taking place in the global automotive industry, Mazda announced "Sustainable Zoom-Zoom 2030" in 2017. This vision for technology development takes a longer-term perspective and sets out how the Company will use the joy of driving, the fundamental appeal of the automobile, to help resolve issues facing people, the earth, and society. Going forward, the Company hopes to create moving experiences in driving and mobility for people's everyday life through its human-centered philosophy.

Kodo: Soul of Motion Design Philosophy

Mazda's Kodo: Soul of Motion design philosophy is founded on the principle that cars are more than just lumps of metal, they are living, breathing things. The relationship between driver and car is akin to the emotional connection a rider has with their horse. At Mazda, designs that emphasize this connection are labeled Kodo design. Kodo design goes deeper than conventional design, and focuses on a "less is more" aesthetic that cherishes space and eliminates all unnecessary elements to create simplicity of form. The challenge then is to bring the vehicle to life via carefully honed reflections on the body surface.

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Design

To uplift experiences, emotionally and physically, Mazda evolves and enhances the joy of driving based on human-centered values to provide customers with inspiration, energy, and confidence.

Mazda aspires to create vehicles that merge with people and nature to provide emotional stimulation and comfortable driving experiences.

Technologies Supporting Value

• Skyactiv Technology (Vehicle/Control)
  Skyactiv delivers a straightforward driving feel that allows the driver to feel the car as if it were a part of their body, thereby providing comfortable driving experiences so that all occupants can enjoy the joy of driving with less fatigue and car sickness.
• Skyactiv Technology (Powertrain)
  With Skyactiv, the power source of the car responds perfectly to the driver's controls, making the driver feel like they have become better at driving, to support the joy of driving while featuring excellence environmental performance.

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Moving

Mazda seeks to develop cars that reduce the physical and mental stress of driving to contribute to less fatigue and car sickness and make driving itself a health-boosting experience.

Technologies Supporting Value

• Basic Safety Technologies
  Providing everyday safety, our basic safety technologies enable the driver to enjoy and concentrate on driving to reduce fatigue and support their desire to drive farther.
• Preventative Safety Technologies
  Mazda vehicles reduce the risk of an accident and fatigue during long-distance driving with preventative safety technologies such as Adaptive Cruise Control that helps drivers follow the preceding vehicle and Lane Keeping Assist that keeps cars moving in line with the road.

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Energizing

Mazda wants everyone who drives its vehicles to feel confidence in their driving, no matter what the conditions, knowing they are protected by its safety technologies and features.

Technologies Supporting Value

• Driver Condition Monitoring
  Driver condition monitoring technologies monitor the driver at all times and under all circumstances to provide peace of mind not only to the driver but also to their family and those around them.
• Collision Safety Technologies
  Mazda has achieved a high level of safety performance that minimizes damage from accidents and has earned high evaluations from third-party organizations.

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Confidence

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Realization of an Automotive Society that Offers Safety and Peace of Mind

To create an emotional connection with customers, Mazda considers it necessary to take into account all touch points, including the period during which customers are in possession of a Mazda vehicle and also the periods before they purchase the vehicle and after they have ceased to own the vehicle. Based on this belief, the Company has determined three approaches that sales, marketing, customer service, and other relevant divisions should jointly pursue.

Three Approaches Toward Creating an Emotional Connection with Customers

• We should view customers from a lifelong perspective. In childhood, people ride in their family vehicle, and after growing up, they enjoy owning their own vehicle. Then at an advanced age, they once again find themselves riding in someone else's vehicle. It is important to have customers continue to feel close to Mazda and Mazda vehicles over all these years.
• We should continuously maintain relationships with customers. Steps should be taken to always provide customers with excitement and stimulation so that they can feel a stronger connection to Mazda the more time passes.
• We should place particular emphasis on Mazda's uniqueness (e.g., strong attachment to Hiroshima, where the Mazda Head Office is located; enthusiasm for offering the joy of driving; etc.).

Mazda has been establishing frameworks for delivering products and services to customers in the most appropriate way, taking into consideration the cultures and trends of each country and region it services. At its R&D centers in Japan, North America, Europe, and China, the Company 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.

Customization Business (Japan)

• 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 of specially equipped vehicles, adapting the Bongo Van and Titan Truck for use as refrigerator trucks, freezer trucks, lift gate trucks, and other commercial vehicles.
• Vehicles for People with Disabilities
  In 1995, Mazda became the first Japanese automobile manufacturer to launch a vehicle for people with disabilities. This vehicle was developed with top priority placed on ease of use and comfort for both care givers and receivers.

Self-empowerment Driving Vehicles were developed to empower people to travel and act independently to help them enjoy richer, more fulfilling lives. In developing these vehicles, Mazda interviewed individuals with lower-limb disabilities about their difficulties and focused its attention on addressing areas pertaining to driving, entering the vehicle, and wheelchair loading.

The MX-30 Self-empowerment Driving Vehicle, which was launched in 2022, is a vehicle with hand controls that was developed with the goal of helping more people live true to themselves, so that anyone can go where they want, when they want. In other words, so everyone can enjoy exciting lives in which they act and move as they wish. One example of how it does this is the driving system with hand controls featuring an accelerator ring. This system allows easy switching between hand-operated and pedal-operated driving, providing an opportunity for people with disabilities to operate the vehicle themselves or take turns with their friends or family members. A Transfer Board that helps a wheelchair user transfer between their wheelchair and the driver's seat is also available. Through the Mazda website, the Company offers online consultations with our specialists, who will listen to the customer's individual requirements and propose a configuration specifically tailored to the their needs. In December 2022, the MX-30 Self-empowerment Driving Vehicle received the Minister of the Economy, Trade and Industry Award at the 57th Promotion of Machine Industry Awards,* which is organized by the Japan Society for the Promotion of Machine Industry. Furthermore, Mazda responded to calls for a wider range of Self-empowerment Driving Vehicle models with the launch of the CX-30 Self-empowerment Driving Vehicle in April 2025.

* This awards event recognizes achievements deemed to have made a remarkable contribution to the progress or development of technologies for the machine industry, whether through outstanding research and development related to the industry or through the practical application of such research and development. Of the presented awards, the Minister of the Economy, Trade and Industry Award is the highest award.

Mazda promotes initiatives to provide customers with opportunities to engage with the Mazda brand and strengthen bonds with Mazda throughout their car ownership.

New Concept in Sales Outlets—New-Generation Showrooms

Since FY March 2015, Mazda has been developing New-Generation Showrooms, stores based on a new concept for sales outlets, both in Japan and overseas to allow customers to experience the attractiveness of Mazda and its vehicles. Under the supervision of Mazda's Design Division, the showrooms' interiors and exteriors are designed using the colors of black, white, and silver, with black-based facility signs,* and, as accents, wood is used to create comfortable spaces with atmospheres exuding warmth, dignity, and quality. The Company is also developing New-Generation Showrooms overseas based on the tastes of the respective markets in collaboration with local sales-related Group companies.

MAZDA TRANS AOYAMA

MAZDA TRANS AOYAMA is a brand-experience space opened on February 6, 2025, to function as a hub of cultural innovation. "TRANS" in its name connotes "change or transcendence," signifying Mazda's wish that this space will inspire people to take a positive outlook. MAZDA TRANS AOYAMA will serve as a space where not only current customers and enthusiasts but also individuals who have yet to develop a connection with Mazda can tap into a range of information and experience the Mazda brand in the hope that they discover something new and feel inspired.

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MAZDA TRANS AOYAMA Opens in Minami-Aoyama

Club Mazda

Club Mazda is a free membership website for which Mazda owners as well as those with an interest in Mazda can register. By registering, members can access various application services. Membership also allows them to receive a wide range of content, such as information on how to better enjoy their vehicle and places to go.

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Club Mazda (Only in Japanese)

Official Mazda Merchandise

The Mazda Collection, a series of official Mazda merchandise created to commemorate the Company's 100th anniversary, was planned and developed under the supervision of Mazda's Design Division with the aim of bringing the essence of Mazda's world into various aspects of everyday life. Going forward, Mazda will continue to create merchandise that reflects the Company's ingenuity and creativity and that can be acquired on a variety of occasions based on its commitment to value its ties with customers.

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The Mazda Collection (Only in Japanese)

Mazda is diligently exploring how cars can best draw out people's inherent abilities and sensibilities. Through deep research on people, we entrench a human-centered design philosophy into all areas of automobile development. The Company thereby seeks to alleviate stress and anxieties to allow people to drive with comfort and deliver their maximum performance to support more comfortable and enjoyable mobility for drivers and passengers alike. As Mazda continues its efforts to create exciting driving experiences, it will also cherish opportunities for communication with customers, such as those that allow employees to directly communicate the appeal of the joy of driving.

Club Mazda Spirit Racing

Club Mazda Spirit Racing is a venue for connections between people who want an easy way to enjoy motorsports, people who enjoy manipulating tools and speed-based sports of all genres, and people who look up to and encourage such individuals. Based on the slogan of "Rising to the challenge together," we are creating opportunities together with such communities. In 2023, Mazda launched two goal-oriented programs that provide opportunities for people to move beyond their endeavors in virtual spaces to tackle challenges in the physical world. These programs are aimed at helping drivers chase their dreams and expanding the very scope of motorsports to spur the development of motorsports culture.

• Road from Virtual to Physical Racing Program for helping aspiring racers transition from esports to races in physical spaces
• Road to Super Endurance Racing Program for helping aspiring racers participating in Party Race and other defined-specification races to train for participation in super endurance races