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Pursuing management that focuses on
brand value
Mazda’s operating environment has undergone major
changes since the global financial crisis, including a yen
at historically strong levels and economic instability in
major markets. The Structural Reform Plan that we are
currently pursuing is intended to bring about a transfor-
mation to a structure that can respond to environmental
changes and generate sustainable, stable profits, and
steady results are emerging. Monotsukuri Innovation,
which facilitates innovative technology development, and
the resulting success of SKYACTIV-equipped models, are
also contributing to a recovery in business results.
The entire Company is currently working together in
the pursuit of Mazda Brand Value Management to become
a brand that maximizes customer satisfaction by providing
attractive products and services unique to Mazda, which
deliver
driving pleasure
. If we create products with uniquely
Mazda value, like models equipped with SKYACTIV
TECHNOLOGY, customers will respond. By having custom-
ers experience and understand the value of our products,
we will achieve right-price sales, and this will maintain and
increase our products’ residual value. I believe that this
management focus on brand value will further increase
Mazda’s corporate value. We will of course continue to
emphasize the maintenance and enhancement of product
quality, while at the same time we will continue to deliver
value that exceeds customers’ expectations at all contact
points—products, sales and service, communication, and
people—throughout the entire car ownership period, with
the aim of being the brand that is trusted and continually
chosen by customers.
As automobile manufacturers, we consider it important
to contribute to a sustainable society with the products we
provide, and through technological innovation. The entire
Mazda Group is making every effort to meet our responsi-
bility toward a constantly changing society, and to be a
company that is trusted by shareholders, investors, and all
stakeholders.
I ask for the continued support of our shareholders
and investors going forward.
Representative Director,
President and CEO
Masamichi Kogai
Profit growth image
August 2014
2008 2012 2013 2016
2014 2015
Operating income (billions of yen)
Operating income margin (%)
(Years ended
March 31)
Global sales
volume
(1,000 units)
US$/Yen
€/Yen
1,363 1,247 1,235 1,331
¥230.0 billion
7.0% or more
4.7
2.4
6.8
162.1
(1.9)
(38.7)
53.9
182.1
1,420 1,520
1 14
162
79
109
83
107
100
134
100
135
100
135
7.2
210.0
Mix of SKYACTIV models 85%
or more
(Forecast) (Forecast)
30%
50%
70%
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
07
Mazda Annual Report 2014
CONTENTS
Message from Management
Introduction
Brand Value Management
Review of Operations
Foundations Underpinning
Sustainable Growth
Financial Section