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Masamichi Kogai
Representative Director, President and CEO
To Shareholders and Investors
Q What are your aspirations as Mazda’s new president?
First, I recognize that we still have work to do under the Structural Reform Plan, announced in
February 2012, which we are pursuing as a comprehensive Group-wide effort. As the new presi-
dent, I see my first priority being the steady implementation of the Structural Reform Plan.
In addition, I believe it is important to provide products that meet the expectations of
customers, and to implement policies today that will lead to the next generation of vehicles,
so that Mazda becomes the one and only brand that our customers aspire to own.
Q Please summarize the progress made under the Structural
Reform Plan, including successes achieved during the
first y e a r.
The overall operating environment we faced during the March 2013 fiscal year gave an
increasing sense of stagnation. Against this backdrop, we strove to improve our earnings
structure by implementing the main initiatives of the Structural Reform Plan, and at the
same time introducing in major markets around the world vehicles equipped with our new
SKYACTIV TECHNOLOGY, which significantly increases vehicle performance and efficiency.
In terms of sales, following the success of the Mazda CX-5 around the world, we launched
a new Mazda6 (Japanese name: Mazda Atenza) as our second SKYACTIV-equipped vehicle
and orders surpassed our expectations. The CX-5 was highly praised, including being named
the 2012-2013 Car of the Year Japan, and global sales of 200,000 units far exceeded our
initial forecast. Equipped with the SKYACTIV-D clean diesel engine, it has received particu-
larly high marks, and created a new market in Japan accounting for approximately 80% of
the model mix. Given the growing global demand for the CX-5, we have increased our annual
production capacity for the vehicle to 240,000 units.
I would like to express my gratitude to our shareholders and
other investors, and all of the Mazda Group’s stakeholders,
including customers, suppliers, and local communities, for
your continued support and understanding.
We are making steady progress and have achieved signifi-
cant results this year under the Structural Reform Plan that
we announced in February 2012. Going forward, we will accel-
erate our activities toward the achievement of our Medium-
and Long-Term Outlook.
“ We achieved
profitability at all levels
on the contribution
from SKYACTIV-
equipped vehicles. ”
Mazda Annual Report 2013
6