When Toyo Kogyo expanded into the passenger vehicle market, the company developed its “pyramid vision” product strategy, an expanded, strategic lineup with light vehicles comprising the base and luxury sedans at the top. A range of commercial vehicles, from light trucks to mid-sized trucks, were developed. They mainly used aluminum alloy inline four-cylinder engines, while also beginning to employ rotary engines, called “the dream engine,” through technology alliances with NSU and Wankel in Germany.
Through a technology alliance with Perkins in England, diesel engines were also developed. In just 10 years, Toyo Kogyo had grown from a three-wheeled truck manufacturer to a general automobile manufacturer with a diverse lineup of vehicles and engines.

Public demand for cars that were safe, had low emissions, and saved resources quickly increased in the 1970s. Toyo Kogyo made it through the second oil crisis and took advantage of global demand for small, light cars to quickly develop its overseas business. In 1979, Toyo Kogyo entered a capital alliance with Ford, expanding the supply of completed vehicles and transmission parts for the American automaker. In order to respond to increased production volume, a new plant was constructed in Hofu, Yamaguchi Prefecture. At the same time, the company introduced “corporate identity,” then a novel concept in Japan, standardizing the company’s visuals by determining a logo and company color. In 1984, the company name and brand name were aligned to “Mazda Motor Corporation.”

SAVANNA RX-7 (1978)

FAMILIA wins Car of the Year Japan (1980)

• Links
• 100 Years Through Past Models
• 100 Years Timeline (1960-1973)
• 100 Years Timeline (1974-1978)
• 100 Years Timeline (1979-1984)

In the second half of the 1980s, Mazda strengthened its research and development in order to succeed in an increasingly competitive market. It established a domestic technology research center, as well as R&D centers in Europe and the U.S. Additionally, a U.S. production site, which had been a pending issue, was established in 1987, and domestic sales were also strengthened. In anticipation of market expansion, an ambitious annual sales volume of 800,000 units was set, and sales channels were expanded from three to five. Mazda proactively invested in new products, including imported vehicles. In the following years, the collapse of Japan’s bubble economy forced Mazda to revise its expansion strategy, but this era of the company’s history is still marked by many unique, attractive vehicles.

In 1997, Mazda introduced its current logo, and the next year it defined its worldwide brand positioning (WWBP). The brand strategy became rooted in the company’s business. Product development aimed to produce cars that conveyed the joy of driving, and Mazda determined the special characteristics of its brand to be distinctive design, exceptional functionality, responsive handling and performance. A new generation of Mazda vehicles embodying these features went on sale: Mazda6 (Atenza), Mazda2 (Demio), RX-8, and Mazda3 (Axela). Additionally, the brand message “Zoom Zoom” (the love of motion experienced as a child) was developed to strengthen Mazda’s global brand. Mazda aimed to offer an exhilarating driving experience.

Starting with the Mazda6 (Atenza), the new generation of products embodying the Mazda brand is released (2002).

New-generation rotary engine Renesis is developed and equipped in the RX-8 (2003).

• Links
• 100 Years Through Past Models
• 100 Years Timeline (1985-1992)
• 100 Years Timeline (1993-2000)
• 100 Years Timeline (2001-2008)