Mazda 2012 Annual Report Download - page 16

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Special Feature
Using SKYACTIV, we will advance product strength, the brand, and design, while
building a cost structure that can respond to a strong yen environment. This will
also drive our business innovation.
Business Innovation through
SKYACTIV TECHNOLOGY
1
Percentage of SKYACTIV-equipped vehicles (targets)
Planned launches
80%
Demio launch (Japan)
September:
Axela (Mazda3) launch
(Japan, North America,
Australia)
February:
New CX-5 global launch
Second half of 2012:
New Mazda6 with
i-ELOOP regenerative
braking system global
launch start
• Planning to introduce eight models over
five years (including CX-5 and new Mazda6)
• Fiscal year March 2014: Sales of SKYACTIV-
equipped hybrid vehicle
Year ended
March 31, 2012
Year ended
March 31, 2013
Year ended
March 31, 2014
Year ended
March 31, 2015
Year ended
March 31, 2016
30%
Test drive experience
• Global promotion of manufacturer-sponsored test-drive events in
major markets
• First-hand SKYACTIV experience for customers around the world
Advertising and sales
promotion
• Use of digital and social media to convey information and
promote growth
Inside-out strategy • Making distributors and dealers “influencers” by instilling
confidence through test drives and seminars
Pricing strategy
• Selling without discounting to reduce difference between
displayed price and purchase price
• Maintain high residual value
Grade, features
strategy
• Simple grade structure
• Strategic inclusion of differentiated features for each brand
5 Main Points of Sales Method Innovation
SKYACTIV Sales Strategy
With the global launch of the new Mazda CX-5 from
February 2012 as an opening round, we plan to
globally release eight new models fully equipped
with SKYACTIV technology over the next five years.
On the heels of strong sales of the new CX-5
following its launch, we will release a new Mazda6
(Japanese name: Mazda Atenza) during the second
half of 2012. We also plan to introduce a SKYACTIVE-
equipped hybrid in the fiscal year March 2014.
We estimate that the number of SKYACTIV-
equipped vehicles as a percentage of total sales
volume will be 30% for the fiscal year March 2013,
and we plan to increase this to 80% by the fiscal
year March 2016, the final year under our Medium-
and Long-Term Outlook.
Utilize High Brand Value for Sales without Discounting
Our new Sales Method Innovation marketing strategy
begins with SKYACTIV-equipped products. The response
to SKYACTIV technology has been overwhelming,
from dealerships and the media as well as from
customers. Utilizing this high brand value, we are
improving earnings for dealers as well as for Mazda
by selling cars without discounting.
Further Enhance Brand Value
SKYACTIV technology delivers both a Zoom-Zoom
drive and superior environmental features and has
been well-received in major markets since its
launch, having already received 29 awards around
the world (as of June 2012).
Japan
16 awards, including
• Japan Automotive Hall of Fame’s Car
Technology of the Year
• RJC Technology of the Year
North
America
7 awards, including
• Ward’s 10 Best Engines for 2012
Europe
6 awards, including
• Fleet World Honours 2011 — the
Innovation Award
Tot a l 29 awards (as of June 2012)
14 Mazda Annual Report 2012