MAZDA

In this period of time, Mazda kept strengthening its global R&D structure, establishing a facility in Japan, Europe and the US, while introducing advanced mechanisms such as a full-time AWD and a speed-sensitive four-wheel steering system. However, the Plaza Accord in 1985 triggered a drastic appreciation of the yen, which severely hit Mazda, who had a high ratio of exports. At the time, Mazda’s sales in Japan depended heavily on the Familia and the company found themselves pushed into a tight spot as the competitive environment in the country intensified. With its back against the wall and limited options available, Mazda had little to no choice but to start fortifying its domestic sales initiatives to overcome the situation they were facing. At the time, it was the bubble economy in Japan, the automotive industry was thriving and, above all, the boom in the luxury car market was not expected to slow down. That’s when Mazda planned to make the bold move to expand its model lineup to one with a focus on mid-sized sedans powered by V-shaped 6-cylinder engines. Mazda accelerated efforts to develop luxurious vehicles, products with high added value, and innovative technologies. For its sales grounds, Mazda launched two new sales channels to establish a five-channel system in Japan, Eunos and Autozam, which focused on luxurious cars and micro-mini cars respectively. European import cars and Ford models made outside of Japan were added to Mazda’s model lineup. Mazda was determined to go on the offensive in order to achieve its annual goal of 800,000 units sold.