"Zoom-Zoom to the future" is Mazda's brand message advocating "fun driving for all cars." The company has a total of 24 vehicles on display, both reference and market models, including the newly launched, next-generation sports compact "Axela." The booth has a two-floor structure that is visually appealing with its large scale and dimensional presentation.
The first thing you hear when you enter the Mazda booth in the Center Hall is its well-known "Zoom-Zoom" song. "Zoom-zoom" is a children's phrase to describe the sound of a running car, though in Japanese this corresponds to "boo-boo." There is an information counter in the center of the booth, and the two stages in front and behind are displaying the "Axela." The "Axela" in front along the central aisle is blue; the one in back, red. This is a strategic car for Mazda, representing the fourth in a line of next-generation products and embodying all the strengths of the "Atenza," "Demio" and "RX-8." It has only recently been developed, and the staff was enthusiastic in presenting it.
The Ultimate in Sports Cars
On the center front stage, Mazda lines up its three concept cars: "WASHU," "IBUKI" and "KUSABI." With traces of traditional Japanese architecture in its interior, "Washu" represents a completely new genre of six-seaters. "Ibuki" is an openbody, lightweight sports car, billing itself as a near-future "Roadster" that takes "the oneness between car and driver" to the limit. "Kusabi" means "wedge" in Japanese. The car, named for its wedge-shaped cabin, is a 2+2 coupe-body sports car that will enrich and enhance the daily lifestyle. Mazda has capital ties with Ford Motor, and in September, 2003, Mr. Hisakazu Imaki was appointed as its first Japanese president in seven years. The company is known for demanding the ultimate in driving performance from its vehicles, and that obsession has paid off. Since the early '90s it has been producing more than 10,000 sports cars a year. The exhibits on the central stage encapsulate what Mazda is all about.
Hydrogen Rotary Engine in the Technology Corner
Mazda's technology corner further underscores the company's insistence on performance excellence. The centerpiece is the "Renesis Hydrogen Rotary Engine," a Mazda original that runs on both hydrogen and gasoline. The company also shows a hybrid system that combines the hydrogen rotary with an electric motor, and a turbocharger with electric motor assistance. All of these technologies attempt to bring greater environment-friendliness without reducing driving pleasure. |
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| Mazda's concept cars (left to right): "WASHU," "IBUKI" and "KUSABI." |
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| "AXELA" boasts world-class safety and environmental performance. |
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| The "RX-8 hydrogen RE" uses a "Renesis Hydrogen Rotary Engine." |
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| Technology exhibit emphasizes environment and performance. |
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