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SPECIAL FEATURE
Aiming to Remain the Brand That Is
Continually Chosen by Customers
Leveraging our SKYACTIV-equipped models, we are building a brand that is continually chosen by
customers and maximizing customer satisfaction by providing the products and services unique to
Mazda, through which our customers experience
driving pleasure
. Taking a long-term perspective, we
are aiming to maintain a robust customer base and a stable earnings structure.
In this special feature, we present the three initiatives that form our main Brand Value Management
measures: enhancing lineup of SKYACTIV products; realizing both right-price sales and volume
growth; and reinforcing product / brand advertisement.
Toward Becoming a Brand That Is Continually Chosen
The essence of Brand Value Management is to become a brand that
continues to be chosen and that enjoys a special bond with its customers
through Mazda’s unique value provision.
To convert Mazda’s unique value provision of
driving pleasure
and
outstanding environmental and safety performance
into more tangible
forms, we developed SKYACTIV-equipped models that represent a
fusion of the KODO design theme that embodies the dynamic beauty of
life with SKYACTIV technologies. These technologies are centered
around two internal combustion engines that have been honed to the
ultimate level: the SKYACTIV-G new-generation, highly efficient, direct-
injection gasoline engine and the SKYACTIV-D new-generation clean
diesel engine.
We aimed to seize the opportunity presented by the SKYACTIV-
equipped models to become the brand chosen for many years to come—
by customers who were coming into contact with the allure of Mazda
cars for the first time through the SKYACTIV-equipped models and by
customers who were already driving Mazda cars. This marked the full-
scale start of Brand Value Management initiatives.
Mazda Brand Value
Maximize customer satisfaction by providing Mazda
unique products / services with
driving pleasure
(driving performance / design / environment & safety / customer care)
• Enhance lineup of SKYACTIV products
• Realize both right-price sales and volume growth
• Reinforce product / brand advertisement
• Continue investment for future growth
• Realize stable profit structure
• Steadily improve returns to shareholders
Mazda Brand Value Management
Mazda Annual Report 2014 10
CONTENTSCONTENTS
Introduction
Message from Management
Brand Value Management
Review of Operations
Foundations Underpinning
Sustainable Growth
Financial Section