Mazda implements structural reforms to revitalize domestic business

Mazda is implementing a structural reform plan to revitalize its domestic business in Japan. Following a period of declining customer retention since 2018, the company has shifted its strategy from purely pursuing sales volume to a brand value management approach that prioritizes customer experience.

A key component of this plan involves reorganizing its sales network, specifically targeting urban areas. Mazda has been renovating dealerships to create new-generation spaces that serve as brand experience hubs rather than just sales and service points. This focus on urban areas has already resulted in a 0.2 percentage point increase in registered vehicle market share in the Tokyo metropolitan area.

While the new CX-5 model has seen strong sales performance since its release, it also highlights strategic shifts within the company. Notably, the new CX-5 lineup excludes the diesel engine option that previously supported the model's success, moving instead toward mild hybrid technology and improved digital integration through Google systems.