Click to enlarge.
Mazda Motor Corporation (MMC 7261.T) today announced its “Domestic Business Structural Reform Policy” to revive its failing operations in its home market. Domestic sales volume for the Japanese Fiscal Year ending 31 March 2025 was 152,000 units – just barely above its all-time low of 148,445 in 1974. Mazda has a ~4% market share in Japan.*
“The three pillars of the business structural reform are investment for growth to nurture brand, designate priority regions and thorough front-line support to improve in-store experience,” Mazda said in a release.
Mazda outlined four priority measures which it claimed will steadily promote the realization of these three pillars. The following are edited and condensed for clarity by AutoInformed.
Priority Measure 1 – Sales Network Reform
“In metropolitan areas where stable demand is expected, ten cities are selected as priority markets, including Tokyo and Osaka, where investments will be made intensively to develop new-generation stores to provide customers with brand experience. In addition, 300 stores will be designated as priority stores to enhance sales efficiency, with the aim of achieving an annual sales volume of 400 units per store by improving the brand experience.
Priority Measure 2 – Execute Marketing Investments Focusing on Mazda Brand
“Consistent brand communication and effective marketing measures will be implemented focusing on the Mazda brand’s Purpose and raison d’etre of enriching life-in-motion for those we serve. This will broaden the base of customers who appreciate Mazda’s value proposition and generate new demand that the company aims for. Mazda Trans Aoyama, which opened in February 2025 as a facility to experience the Mazda brand, is a place to meet not only fans but also new customers who identify with the brand.
Priority Measure 3 – Development Of Mechanism/System to Instill Brand Value in Stores
“In addition to formulating “Brand Standards” that define the “Mazda brand experience” to better satisfy customers, Mazda is building an education and support system and providing strong support for dealerships to ensure the Brand Standards to penetrate and take root in stores.
Priority Measures 4 – Establish A New Company to Improve Efficiency of Backyard Functions
“With the establishment of Mazda Business Partner Co., Ltd., the indirect operations (backyard functions) currently performed by dealership administrative divisions will be consolidated into the new company. This will create a structure that allows stores and dealership companies to focus on customer care and providing the brand experience,” Mazda said.
*AutoInformed on
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn.
He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe.
Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap.
AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks.
Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.
Mazda Restructures Its Waning Japanese Business
Click to enlarge.
Mazda Motor Corporation (MMC 7261.T) today announced its “Domestic Business Structural Reform Policy” to revive its failing operations in its home market. Domestic sales volume for the Japanese Fiscal Year ending 31 March 2025 was 152,000 units – just barely above its all-time low of 148,445 in 1974. Mazda has a ~4% market share in Japan.*
“The three pillars of the business structural reform are investment for growth to nurture brand, designate priority regions and thorough front-line support to improve in-store experience,” Mazda said in a release.
Mazda outlined four priority measures which it claimed will steadily promote the realization of these three pillars. The following are edited and condensed for clarity by AutoInformed.
Priority Measure 1 – Sales Network Reform
“In metropolitan areas where stable demand is expected, ten cities are selected as priority markets, including Tokyo and Osaka, where investments will be made intensively to develop new-generation stores to provide customers with brand experience. In addition, 300 stores will be designated as priority stores to enhance sales efficiency, with the aim of achieving an annual sales volume of 400 units per store by improving the brand experience.
Priority Measure 2 – Execute Marketing Investments Focusing on Mazda Brand
“Consistent brand communication and effective marketing measures will be implemented focusing on the Mazda brand’s Purpose and raison d’etre of enriching life-in-motion for those we serve. This will broaden the base of customers who appreciate Mazda’s value proposition and generate new demand that the company aims for. Mazda Trans Aoyama, which opened in February 2025 as a facility to experience the Mazda brand, is a place to meet not only fans but also new customers who identify with the brand.
Priority Measure 3 – Development Of Mechanism/System to Instill Brand Value in Stores
“In addition to formulating “Brand Standards” that define the “Mazda brand experience” to better satisfy customers, Mazda is building an education and support system and providing strong support for dealerships to ensure the Brand Standards to penetrate and take root in stores.
Priority Measures 4 – Establish A New Company to Improve Efficiency of Backyard Functions
“With the establishment of Mazda Business Partner Co., Ltd., the indirect operations (backyard functions) currently performed by dealership administrative divisions will be consolidated into the new company. This will create a structure that allows stores and dealership companies to focus on customer care and providing the brand experience,” Mazda said.
*AutoInformed on
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn. He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe. Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap. AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks. Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.