UPLIFTING CUSTOMERS' MINDS AND BODIES

Mazda hopes to create moving experiences in driving and mobility for people’s everyday life through its human-centered philosophy. 

• Further maturing Mazda’s Kodo design language, which is grounded in a philosophy of bringing cars to life and raises car design to the level of art to enrich people’s emotional lives 
• Further pursuing a Jinba-ittai—or a sense of oneness between driver and vehicle—driving feel, which unlocks people’s potential and uplifts them mentally and physically
• Enhancing events and experiences for customers to build emotional connections with Mazda by providing a comfortable showroom space and through other means

To establish an emotional connection with customers, Mazda considers it necessary to take into account all touch points, not only the period during which customers are in possession of a Mazda vehicle but 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 services, and other relevant divisions should jointly pursue, based on which the Group companies in each country and region we serve implement specific measures appropriate for the respective local cultures and customs.

• 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 return to 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. 
• Continuously maintain the relationship. Always provide customers with excitement and stimulation so that customers can feel a stronger connection to Mazda as time proceeds.
• 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.).

In 2017, in light of the rapid changes taking place in the global automotive industry, Mazda announced “Sustainable Zoom-Zoom 2030.” This new 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. The Company aims to offer new forms of car ownership and automobile culture through its unique human-centered approach. To achieve this, the Company is engaged in various R&D projects. 

•  Further maturing Mazda’s Kodo design language, which is grounded in the philosophy of bringing cars to life and enriching people’s lives 
• Developing Skyactiv Technologies to further pursue a Jinba-ittai—or a sense of oneness between driver and vehicle—driving feel, which unlocks people’s potential and uplifts them mentally and physically

KODO: Soul of Motion Design Philosophy

The Pursuit of Jinba-ittai : Vehicle Dynamics Control Technologies

Mazda has been pushing ahead with the development of Skyactiv-Vehicle Dynamics, a series of vehicle dynamics control technologies. These technologies provide integrated control of the individual Skyactiv units used in the engine, transmission, chassis, and body to enhance the car’s driving feel in pursuit of a feeling of Jinba-ittai—a sense of oneness between driver and vehicle. G-Vectoring Control (GVC), a unique control technology, was developed with the goal of allowing more drivers to experience the joy of feeling Jinba-ittai regardless of their driving skill. GVC allows drivers to remain relaxed and feel peace of mind, while also allowing them to maneuver their vehicle however they please under a wide variety of driving conditions, ranging from low-speed everyday driving to winding roads and expressways and even when taking emergency action to avoid an accident. In 2020, the Company introduced electric G-Vectoring Control Plus (e-GVC Plus), designed to take advantage of its electrification technologies to enhance the consistency of vehicle response to control inputs in all directions and realize seamless transitions between forces along multiple vectors of acceleration (G forces). This technology contributes to even smoother vehicle motion.

Skyactiv-Vehicle Architecture is a technology with a focus on the human-centered design philosophy to leverage the human body’s inherent ability to balance itself. With this technology, Mazda is reviewing every component and function—seats; body; chassis; and noise, vibration, and harshness performance—approaching development and commercial implementation from the viewpoint of total vehicle optimization. This technology allows the driver to control the car more easily, delivering the ultimate Jinba-ittai driving feel.

Large Product Technologies and Value

With the addition of the Mazda3 to its line of next-generation products, Mazda began advancing development based on two platform architecture schemes, one for small products and the other for large products. For small products, we employ the Skyactiv-Multi-Solution Scalable Architecture, which entails vehicle structures enabling for flexible development and production of differing powertrain and electrification technologies. Through bundled product planning based on this architecture, we have continued to evolve our internal combustion engine technologies and expand our electrification technologies to deliver greater degrees of joy in driving.

For the CX-60 and subsequent large products, the Skyactiv-Multi-Solution Scalable Architecture has been used for the development of new technologies for straight-6-cylinder gasoline and diesel engines with a longitudinal power unit orientation to increase output and environmental performance. Moreover, our newly developed front-engine, rear-wheel-drive layout base platform, longitudinal-engine power unit, and more compact torque converter-less automatic transmission, which allows for a layout with the transmission and the power unit on either side of the motor, have made it possible to introduce electrification technologies for mild hybrid electric vehicles (MHEVs) and plug-in hybrid electric vehicles (PHEVs). 

Mazda has also redesigned its suspensions, evolved its all-wheel drive systems, and positioned the batteries for PHEVs under floors to lower the center of gravity of vehicles in order to provide nimble vehicle movement with all powertrain variations. By delivering enjoyable driving experiences for all aspects of everyday driving, we aim to help our customers feel the joy of Jinba-ittai driving.

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, 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. To effectively enhance its brand recognition among customers, the Company focuses on promoting an understanding of the Mazda brand’s common vision 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 Product Planning Conducted by Female Members 

To respond to the increasingly diverse needs of female drivers, a team composed of female members from various departments conducts planning and research on the vehicles which are convenient for them to use. 

■Customizing Business: 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 (as of the end of June 2022).

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

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. 

* Facility signs are used in showrooms to display the Mazda brand symbol and the showroom name. 

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.

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 aesthetic and provides opportunities for the customers to feel closer to the Mazda brand.

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. The Company is supporting motorsports that use vehicles created based on this philosophy or in which customers use their own vehicles. The Company also organizes Mazda Driving Academy events to help improve everyday driving skills. Through such means as increasing opportunities to experience the inherent joy of driving and to heighten one’s personal driving skills, The Company is contributing to the development of a safer automotive society.

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 empowering 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 (in Japanese only)
• 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

Mazda promotes activities in which everyone, from beginners to advanced drivers, can easily participate to experience the joy of driving and learn about safe driving techniques that are considerate of the environment. For example, at circuit events sponsored by Mazda, the Company holds lessons to teach advanced techniques useful in daily driving and organizes races in which everyone, from beginners to advanced drivers, can participate. These activities are designed to offer opportunities for customers and employees to communicate and to forge bonds with customers by conveying the joy of driving.

Mazda Driving Academy (Organizers: B-Sports Corporation and Fuji International Speedway Co., Ltd.)