 |
|  |
Over the past 16 months we have introduced new vehicles that incorporate our brand essence. In addition to the Premacy, MPV and Titan models, the new Millenia and Roadster, launched in July 2000, feature distinctive design, exceptional functionality and responsive handling and performance. They also reflect three areas which we define as Design DNA, Package DNA and Dynamic DNA to make Mazda cars more distinctive.
“Dynamic DNA” defines the driving performance unique to Mazda cars. Through vehicle improvements in the engine, body, suspension, brakes and other functions, Mazda engineers are working to achieve a new level of driving pleasure, which gives the feel of oneness between car and driver.
Our brand positioning stating “New Ideas that Stir Your Emotions” puts us in the place of our customers to promote and reinforce their needs and desires in every aspect of our business.
|
|
As part of Mazda's efforts to determine particular customer needs, we have introduced a new marketing research technique through our new Research/Study Group in the Marketing Department. While previous methods were based on gender, age and family demographics, the new approach includes factors, such as personal values, preferences, lifestyle and attitudes. This helps us learn more about our customers.
We have begun implementing “Brand@Retail,” a plan to enhance the Mazda brand and customer experience at all Mazda dealerships to achieve “satisfaction guaranteed” throughout ownership. We are implementing a consistent retail brand strategy in personal communication, customer relationship management, interior/exterior presentation of showrooms and other services for dealers and sales people. In April 2000, we introduced signs featuring the new Mazda brand symbol at Mazda and Mazda Anfini dealers. We aim to make Mazda's “stylish, insightful and spirited” brand personality come alive through all five human senses at all Mazda dealerships. |
|
We are also using the Internet for closer communication with customers. For example, Mazda set up “Mazda Web Members”-a site for registered members that provides electronic information services, including services and maintenance notification. We will use this site to communicate with these members, study their needs and initiate new services.
Mazda aims to be a leading company in e-business. To expand our business into e-commerce, in January 2000, we launched a limited version vehicle, Web-tuned@DEMIO, through the Internet. Mazda was the first automaker to offer online trade-in estimates and credit approval. Through these efforts, we gained insight that will help with future e-business initiatives.
The Internet Marketing Department, created in March 2000, has initiated two Internet-based customer services-an online price estimate service and an extensive database that helps customers search for used vehicles. Eventually, customers will be able to buy all passenger models through the Internet.
“Mazda Telematics,” an advanced information service, provides customers with a myriad of information through a cellular phone and the Internet. “Mazda Telematics” members can access websites and send or receive e-mail messages. Mazda is evaluating this system as a communication channel to relay problems or emergencies and to incorporate future ITS infrastructures. |
|
 |
|
| To build the customer base for the future, Mazda initiated several measures to expand communication channels with customers. We enhanced the Mazda brand and customer experience at all Mazda dealerships. Mazda is also initiating several measures to communicate with customers through the Internet. |
|
 |
|
|
