One of the missions for Mazda's marketing team is to give a concrete and strengthened Mazda brand image to customers around the world. In order to translate Mazda DNA in a focused and consistent manner, the brand message, "Kokoro Wo Ugokasu Shin Hassou" in Japan, or "Get in. Be moved." will be used in all marketing communications.

Our global brand strategy will be reflected in individual business practices, devised by each region to meet local customer needs in different markets. In other words, one aspect of our DNA can be amplified more than others depending on the market. In meeting overall objectives, we have developed an operational process to make our brand consistent in the eyes of every customer and thus enhance the Mazda brand and its presence.

To implement the above brand strategy, key measures within marketing and sales have been carried out. We have created an independent marketing department, which allows more focus and discipline, and restructured the marketing organization along a management approach in which brand managers are responsible for annual plans and the development of brand positioning for each model complementary to primary positioning of the Mazda brand.

In Japan, restructuring of the dealer organization targeting enhanced profitability and greater efficiency has in turn allowed dealers to focus on servicing our customers, thereby ensuring customer loyalty and satisfaction. Moreover, the Customer Service Division has been established by merging the Parts and Accessories group with the Service organization within our domestic sales operations. One organization will now be responsible for driving customer satisfaction initiatives as well as improvements in the ability of our dealers to operate efficient and customer-focused service facilities.

In other regions, establishment of local marketing organizations in North America and Europe have further enabled our concept, "Think globally. Act locally."

Building a consistent and distinctive brand around the world is a goal shared by all Mazda group employees. Inclusive of such efforts, we are beginning to execute many tactical marketing actions that are fully influenced by our brand management strategy. Different themes for different parts of the world will be executed, however, in clearly and consistently defining the brand in all markets a primary focus will be placed on Mazda brand DNA, as "Stylish," "Insightful" and "Spirited."

In order to sum up and communicate our specific identity, we have developed our brand message in Japanese-"Kokoro Wo Ugokasu Shin Hassou"-which translates into "New Ideas that Stir Your Emotions." This message embodies the spirit of our brand positioning and comprehensively reflects the Mazda brand DNA. In overseas markets, the equivalent, "Get in. Be moved." is used.

In all markets around the world, more focused, consistent and cost effective marketing activities are being attained, and as a result a clearer message is being com-municated to the customer. In Japan, our Worldwide Brand Positioning has provided a laser-like focus in all external communications as to what we want the brand to stand for in the market. With the launch of Premacy and MPV models, Mazda has succeeded in raising awareness and distinctiveness of the Mazda brand. We are actively working to carve out a market based on Mazda strengths, while at the same time eliminating market weaknesses. In Europe, our Worldwide Brand Positioning allows for a more Pan-European approach, enabling marketing staff members to work together with distributors, advertising agencies and affiliates in a more focused and consistent manner. In North America, this strategy also allows for more focus and consistency as well as heightening of awareness via a clear identification of DNA, which in turn has contributed to more efficient expenditures. Most importantly, concerted efforts also allow customers to have clear view of our brand and our products.

From a marketing and sales standpoint, and also as a core corporate strategy, we have a clear vision and pro-active approach on where we want to take the brand. Through our brand strategy, our goal is to be truly distinctive in the global market, increase customer satisfaction and leverage our brand value.