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 The cars here today are the next critical step. They are the first to rekindle the energy, the spirit and the competitiveness that once was our way of doing business. You will see through tangible evidence that we are rekindling the spark at Mazda.
And this is just the start. Over the next three years, Mazda will bring 16 new products to market in Japan, 11 in North America and 9 in Europe.
This is the most aggressive and focused product blitz our company has ever launched on the worldwide market. And to achieve it, we are changing the way we do business.
Today, our brand drives everything we do.
Our brand personality - expressed by the words stylish, insightful and spirited - ties us to our target customers.
Our brand guides our product development through key attributes that we aim to build into every vehicle; these are "distinctive design," "exceptional functionality" and "responsive handling and performance."
In creating these all-new cars that we are unveiling today, we have returned to our roots, focusing our brand. We have a rich heritage that includes some of the industry's most innovative and fun to drive cars. Just look at the Cosmo Sports with the first rotary engine, the RX-7 and the Roadster.
The inspiration from these cars is fuelling the direction we are taking today and we are incorporating their leading attributes into our new generation of products.
These new products will reposition us towards the upper-end of the market, to a different customer, in addition to our present customers, and a new worldwide brand identity.
 In fact, when people think of Mazda, we want them to think "Zoom-Zoom". Zoom-Zoom is our brand message. These two words capture a feeling, that we describe as "the childlike love of motion" This is the feeling we want to stand for the Mazda experience.
We have used Zoom-Zoom in advertising in North America, Australia and Europe, where it has had a significant impact. We will also introduce it in Japan to achieve a consistent global brand identity. |
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