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Mazda launches new ‘brand purpose’ in delayed mid-term plan

Mazda is said to have announced its mid-term plans last spring. However, the high-level roadmap for the company’s future was derailed due to many factors beyond the control of the Hiroshima company. The executives are currently revealing some of those plans ahead of their official announcement late next month.

Mazda wanted to go public with its strategy earlier this year, but according to an unnamed executive who spoke to Automotive News, the company has held back due to the unstable market. The volatility came from a variety of factors, including the shutdown in China because of the COVID-19 outbreak, the war in Ukraine, continued difficulties in the global supply chain, and the EV tax credits contained in the Act. The Inflation Reduction Act was being debated in the National Assembly at the time. .

Some of the above issues have particularly affected Mazda. Sales fell 21% from last September, ONE reported, in a market that fell only 13% overall. The good news is that output at factories is trending up. “Now we are filling up inventory and performance has increased,” the executive said ONE.

The article says Mazda will “boost” its EV goals a bit with the new plan. Currently, they are targeting 25% of cars sold by 2030 as EVs, with a dedicated battery-electric platform due out in 2025. Rotary engines as a range extender for a Dip into the mixture Versions of the MX-30 are also scheduled for the first quarter of 2023. authorized dealer are said to be “sceptical” about the short-term need for the battery electricity.

Beyond the numbers, Mazda wants to make human-centered engineering the core of their “brand purpose”. It builds on the current “jinba ittai” philosophy, which in Japanese means “horse and rider are one”. Mazda has designed their current generation of cars with a focus on how the human body best responds to movement at speed – minimizing sudden vibrating movements and adjusting the suspension to mimic shifting. natural movement, for example – but it is not yet marketed. It is “at the heart of everything we do”, says one executive ONE.

More information will be revealed when Mazda’s mid-term plans are announced in November.

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