Mazda in Prespective
Mazda has set brand strategy as one of its central business growth strategies. It has aligned its effort around building and leveraging the Mazda brand as a powerful and distinctive automobile brand in the marketplace, to create an emotional connection with the custmer. Qualities that make our brand special and unique in the eyes of the customer were identified as the Brand DNA - just like the DNA in the human body. The Brand DNA dictates that our brand personality is Stylish, Insightful, and Spirited. The brand personality is complemented by key product attributes that are "Distinctive Design", "Exceptional Functionality", Responsive Handling and Performance. Those key attributes help our designers and engineers to deliver Mazda's distinctive quality and feel in every Mazda. In addition, there are many brand marketing initiatives taking place, such as delivering a consistent message in all of our communications for our brand to be consistent and truly distinctive. Our message been delivered through the two new products launched this year so far - the Premacy and the new MPV. We have introduced a new global tagline "Kokoro wo ugokasu shin hassou" or "New ideas that stir the emotions" in all communications.
The Tokyo Motor Show summarizes and highlights brand-marketing activities that are currently under way at Mazda. The Mazda stand for this year's show has been specially planned and designed to provide a vivid picture of our brand to viditors from all around the world. "Kokoro wo ugokasu shin hassou", our new tagline in Japanese, underlies every property used and displayed in the stand. Enter the Mazda stand, and the first thing that comes to your eyes is the bridge in the center, our landmark. On both sides of the bridge you will see concept models - on the main stage and two sub stages. The whole stand is surronded by what we call "graphic wall" where you get to see who our target customer is. The overall stand is coordinated with three colors - white, blue and yellow as an accent, and the design incorporates contrasting visual cues such as round shapes and clean, straight lines to express beauty, elegance and movement. Those visual signals are in line with Mazda's design theme, "Contrast in Harmony".
While our stand has been designed to articulate what the Mazda brand is all about, we have stage programs to communicate distinctiveness of each concept model. The stage programs uses sound, lighting, audio, stage performance, product demonstrations and visual materials for a highly emotional presentation.
At the center of attention are our latest concept models, and the state-of-the-art technologies. Our concept models are embodiment of the brand strategy, and represent our future in the new millennium. Also on the display are our production models - the all-new Capella Wagon and Sedan that were recently launched in Japan, plus our top-selling MPV, Premacy and the Demio. Our latest achievements in safety and environmental technologies and the ITS are showcased as well. In short, everything you witness and experience in the Mazda stand maintains the Brand DNA, and delivers our message - "Kokoro wo ugokasu shin hassou".
At the 33rd Tokyo Motor Show, Mazda makes a single promise to all visitors. We aspire to deliver products that offer new discoveries and excitement throughout the ownership experience, and develop technologies that make a solid contribution to our future society. Welcome to the Mazda stand, and be prepared to "get in, be moged".
