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Mazda: Product Development

Mazda remains committed to R&D efforts to develop vehicles that satisfy the diverse needs of customers' worldwide. To pursue this, Mazda created a global R&D network with operations in

  • Japan (Hiroshima and Yokohama);

  • the United States (Irvine, California and Ann Arbor, Michigan); and

  • Germany (Oberursel).

"Our approach to product development had to be totally unconventional in order to perfectly embody the unique 'Mazda DNA'," said Mazda President Mark Fields ( nowadays North American CEO) . "We expect that our customers will immediately appreciate our distinctive next-generation vehicles. The branding of our new products distinguishes them from the ordinary. It appeals to our customers' sophistication and high expectations through exceptional quality and design."

In December 1996, Mazda launched Mazda Digital Innovation (MDI). MDI shortens overall development time in manufacturing, achieves cost efficiency, improves product quality, and provides us the flexibility to cope with rapid market and consumer demand changes.

Mazda is also furthering its commitment to R&D for environmental efforts in order to achieve greater harmony among cars, society, and nature. This commitment is apparent in the wide array of environmentally responsible technologies and activities in manufacturing, recycling, fuel economy, vehicle emissions, and alternative fuels.

 

Mazda's success with fuel-cell technology was demonstrated by Mazda Demio fuel-cell electric vehicle (FCEV) at "Eco-Japan 97." Using hydrogen as its fuel source, Mazda FCEV offers an alternative, cleaner power generation system. Mazda will advance exploration of fuel-cell technology through its closer relationship with Ford Motor Company as a participant in the fuel-cell alliance among Ford, Daimler-Benz AG and Ballard Power Systems.

 With respect to safety, Mazda strives to reflect the highest level of active and passive safety technology in our products. As a further step, MAzda developed its own concept Advanced Safety Vehicle (ASV) loaded with future technologies including a collision-avoidance system that detects the presence of pedestrians and vehicles in or approaching the vehicle precluding possible collisions.

 Source: Mazda

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