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Mazda Annual Report 2012
Zoom-Zoom
Since launching the first Mazda6 in 2002, Mazda has used the term Zoom-Zoom (emotional
sensation of movement experienced as a child) as a global message to clearly express the Mazda
brand DNA.
Sustainable Zoom-Zoom
Mazda announced its long-term vision for technological development in March 2007. Mazda
plans to improve the average fuel economy of all Mazda vehicles sold worldwide 30% by 2015,
compared with the 2008 levels.
Building Block Strategy
Mazda is pursuing a Building Block Strategy, which involves first prioritizing improvements in the
“base technologies” for a car’s basic performance, followed by the introduction in stages of electric
devices like regenerative braking systems and hybrid systems. Rather than to rely significantly on
a limited number of environmentally friendly vehicles, Mazda’s approach is to effectively reduce
overall CO2 emissions by providing all customers with driving pleasure and outstanding environ-
mental and safety performance.
SKYACTIV TECHNOLOGY
Mazda’s proprietary, next-generation technology, being developed in line with its Building Block
Strategy, is in a class of its own. SKYACTIV is our general term for revolutionary, next-generation
technologies that present new dimensions in driving pleasure and outstanding environmental
and safety performance.
KODO (Soul of Motion) Design Theme
KODO refers to the strength and beauty shown by living things at the instant between motion-
lessness and action, and is what Mazda seeks in its new design theme. The new Mazda CX-5 is
the first model to fully incorporate this concept.
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