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By 2015, Mazda will have renewed almost its entire powertrain lineup.
- Through steadily developing safe, lightweight, new generation platforms, aim to reduce the weight of new vehicles by 100 kilograms or more, from 2011.
- Unique Smart Idle Stop System to be introduced in 2009 with fast, quiet restart.
- Mazda to introduce a more advanced version of the unique Three Layer Wet Paint System in 2009.
- Mazda aims to have carbon neutral bioplastics ready for use in vehicles by 2013.

HIROSHIMA, Japan—Mazda Motor Corporation has announced that it is setting its sights on reducing the fuel consumption of Mazda vehicles sold globally by an average 30 percent by 2015. This determined commitment will entail a holistic approach which includes using lightweight technologies, the upgrade of almost all of Mazda’s gasoline engines, introducing a Smart Idle Stop System, a new gasoline rotary engine and new diesel engines worldwide. By 2015, Mazda will have renewed almost its entire powertrain lineup and, from 2011, through steadily developing safe, lightweight, new generation platforms aims to reduce the weight of its new vehicles by 100 kilograms or more.

Mazda is driven by its long-term vision to provide all its customers with first-rate environmental and safety features as well as driving pleasure. This means that Mazda owners are assured of driving cars that continue to provide the fun-to-drive feeling that will keep them coming back for more, while still having the peace of mind that their Mazda is environmentally-friendly and safe to drive.

But, this focus on the environment is not a new concept for Mazda. In the seven years from 2001 to 2008, the average fuel economy of Mazda vehicles sold in the Japanese market increased by approximately 30 percent. In 1991, the company embarked on a long-term project to develop vehicles powered by hydrogen technology, thereby participating in the search for sustainable transportation solutions, which still continues today.

Mazda saw its hydrogen powertrain efforts progress positively forward in June 2008 when the Mazda5 Hydrogen RE Hybrid received the green light from the Japanese government to begin testing on public roads. The Mazda5 Hydrogen RE Hybrid (known as the Premacy Hydrogen RE Hybrid in Japan) offers 40 percent more power and an extended hydrogen driving range of 200 kilometers. It will be available for commercial lease in Japan during the 2008 fiscal year. And, Mazda is already progressing well with the development of an all-new Hydrogen RE vehicle with dynamic performance equivalent to a 3.0-liter gasoline engine and a hydrogen range of 400 kilometers.

The next technological milestone for Mazda will be the introduction of the mass production version of its proprietary Smart Idle Stop System into one of its cars in 2009.

Mazda’s is the only idle stop system in the world that restarts the engine from idle by injecting fuel directly into the cylinder and igniting it to force the piston down, enabling a fast and quiet restart as well as an improvement in fuel economy by up to seven-to-eight percent. Demonstrating the extent of Mazda’s flexible R&D capability in developing alternative environmentally-friendly technologies, the system will initially appear in Japan and Europe; however, it will be rolled out worldwide.

Mazda’s future powertrain line-up has much to excite current and future Mazda customers. In 2009, an E85 fuel-compatible flex-fuel engine will be introduced into the Northern European and North American markets. From 2011 onwards, with new gasoline engines will incorporate next generation Direct Injection Spark Ignition and other systems to boost power by 15 to 20 percent and improve fuel economy by approximately 20 percent.

Beginning in 2011, Mazda plans to introduce new diesel engines worldwide that meet the strictest future exhaust gas regulations in each market. These engines will feature next generation direct injection technology, turbocharging systems and NOx reduction technology, which will enhance fuel economy by 20 percent and produce cleaner exhaust gases, while still providing a true Zoom-Zoom experience.

A fundamental part of Mazda’s heritage, the gasoline rotary engine, will be substantially upgraded in the early 2010s. Currently referred to as the 16X, the next rotary engine will offer substantially improved performance and economy through use of Direct Injection Spark Ignition and high-speed combustion technology, enfolded in new rotary dimensions.

Mazda’s environmental efforts are not only focused on its cars. The plants in which they are built have also received a lot of attention to ensure that they contribute to a sustainable future.

In FY2007, the volume of CO2 emissions from production activities in Japan was reduced by 15.4 percent compared to FY1990 levels. Expressed as CO2 emissions volume per unit of revenue, the reduction was 24 percent.

In 2005, Mazda was the first auto manufacturer to introduce a Three Layer Wet Paint System which reduces VOC emissions by 45 percent and CO2 emissions by 15 percent. Mazda now plans to introduce a more advanced version of this unique Paint System in 2009 as it finalizes the development of an innovative water-based paint technology that reduces VOC emissions by a further 57 percent without increasing CO2 emissions. Producing around 25 percent fewer CO2 emissions than common water-based paint, this new technology is intended to make Mazda’s paint shops the cleanest in the world.

Mazda is also making itself known in the area of carbon neutral bioplastics. Developed in collaboration with government, industry and academia, Mazda intends to expand the applications of this new source of eco-friendly material. Already, bioplastics are used in the new Mazda5 Hydrogen RE Hybrid and, in June 2008, Mazda commenced the Mazda Bioplastic Project to develop a bioplastic made from non-food-based cellulosic biomass. The project aims to have the bioplastic ready for use in vehicles by 2013.

Mazda Motor Corporation today received permission from Japan’s Ministry of Land Infrastructure and Transport (MLIT) to test the Mazda Premacy Hydrogen RE Hybrid minivan on public roads. Mazda’s newest hydrogen rotary engine vehicle features a hybrid system that increases the vehicle’s power by 40 percent and doubles the hydrogen fuel range to 200 kilometers. Mazda aims to complete the road trials and start commercial leasing in Japan during fiscal year 2008. The Mazda Premacy Hydrogen RE Hybrid is the world’s first hydrogen hybrid car with a dual-fuel system that enables the car to run on either hydrogen or gasoline.

Separately, Mazda has also announced that it will display and demonstrate its hydrogen rotary vehicles at the G8 Hokkaido Toyako Summit in July 2008. The Premacy Hydrogen RE Hybrid will debut alongside the previously released RX-8 Hydrogen RE at the summit’s Environmental Showcase*1.

Mazda Premacy Hydrogen RE Hybrid

Akihiro Kashiwagi, Mazda’s program manager in charge of hydrogen RE development, said, “We are committed to improving the performance of our hydrogen rotary engine vehicles to help promote a more eco-friendly place for the automobile in society. Getting permission from the transportation authorities in Japan to begin public road testing the Premacy Hydrogen RE Hybrid in time for the Hokkaido Toyako Summit is extremely significant, because the eyes of the world will be focused on Japan’s environmental technologies. Going forward, we will continue to advance our development program and strive to start commercial leasing during this fiscal year.”

The Premacy Hydrogen RE Hybrid incorporates the acclaimed dual-fuel system*2 from the RX-8 Hydrogen RE, which became the world’s first commercially available hydrogen rotary engine vehicle in 2006. The Premacy Hydrogen RE Hybrid also features a hybrid system that combines an electric motor with Mazda’s hydrogen rotary engine to realize significantly enhanced performance. Mazda’s other environmental technologies showcased on the vehicle include “Mazda Biotechmaterials.” Used for some of the vehicle’s interior plastic parts and seat covers, these plant-derived materials contribute to reduced CO2 emissions.

Under its Sustainable Zoom-Zoom environmental plan, Mazda is dedicated to pursuing harmony between driving pleasure and environmental and safety features, while working toward an advanced Zoom-Zoom future by developing vehicles that “look inviting to drive, are fun to drive, and make you want to drive again.”

*1 The Environmental Showcase is an exhibition and demonstration of Japan’s latest environmental and energy-saving technologies that will be held at the International Media Center for journalists covering the Hokkaido Toyako Summit.
*2 The dual-fuel system allows the driver to select either hydrogen or gasoline fuel with the push of a button.

Mazda’s new global Zoom-Zoom communication style visually expresses the company’s evolution at a glance -
HIROSHIMA, Japan—Mazda Motor Corporation today announced the launch of its new global brand visual identity which will be rolled out progressively around the world. Following a successful pilot in Australia, the first major region to introduce this new visual identity direction will be Japan, commencing on June 20, 2008, when Mazda updates its Japan websites with distinctive new features. This will be followed by its full adoption in advertising, commencing on July 8 with the launch of the new mid-size Mazda Biante high-roof minivan in Japan.

The new global visual identity was created to evoke strong emotional connections between Mazda and its customers across all touchpoints, and convey the brand’s unique personality and distinctive profile. Mazda’s brand symbol and the brand essence will not change. The new visual identity is intended to express the new direction the Mazda brand is taking, its evolution and the innovation that lies at its core. This fresh new way of articulating the Mazda brand will be integrated into every facet of Mazda’s future brand communications.

The new global brand visual identity uses distinctive visual cues to express Mazda’s brand personality. These include the use of dynamic angles to convey a sense of movement; a new Mazda typeface to complement the other elements of the new visual identity; and a new ‘dynamic wing’ graphic which contains the Mazda brand symbol and captures Mazda’s confident, bold spirit. In addition, launching the new visual identity will ensure clarity and consistency in all Mazda communications across the globe.

“The launch of Mazda’s new global visual identity will enable us to communicate Mazda’s core brand values and attributes more clearly and with greater energy than ever before,” says Dan Morris, Mazda’s senior executive officer in charge of marketing and overseas sales. “We want to connect more powerfully with our customers around the world in a consistent manner with this newly refined element of the Zoom-Zoom brand.”

Mazda introduced its existing corporate identity (CI) in 1975 and developed its corporate mark as an easy-to-read standard for use in its global communications. The brand symbol was created in 1997 as one element of Mazda’s efforts to strengthen its brand image. Since the launch of the original Mazda6 in 2002, Mazda’s Zoom-Zoom brand message has gained currency all over the world.

Looking to the future, Mazda will continue to pursue harmony between driving pleasure and environmental and safety features, and delight its customers with exciting vehicles that ‘look inviting to drive, are fun to drive, and make you want to drive them again.’ With the introduction of its new global visual identity, the Hiroshima-based company will aim for continued improvements in its brand value.