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SPEECHES

2003 Tokyo Motor Show: Mazda Press Briefing

[Hisakazu Imaki, President and CEO]

Good afternoon ladies and gentleman. My name is Hisakazu Imaki of Mazda Motor Corporation. Thank you for joining us today at Mazda's press conference.

In August of this year, I was fortunate enough to be named president of Mazda Motor Corporation, which was a particular honor for me after over 30 years at the company. As many of you know, a majority of my experience at Mazda was based in the manufacturing area. In fact, many of the media reporters called me as "Mr. Manufacturing." And I've been very proud of that, since Mazda's excellent manufacturing capability has long been one of our strongest and most valuable assets. Mazda will step forward to strengthen its product-led growth, which is a critical element to continue our success.

We announced the Millennium Plan in 2000. Based on this plan, we have been implementing mid- and long-term growth strategy ever since. We introduced much-anticipated new generation products -- the "Atenza/Mazda6," "Demio/Mazda2," "RX-8" and "Axela/Mazda3" in the past two years. Those new products have received high praise from both consumers and media, highly contributing to Mazda's growing presence among the global media. We are particularly proud of that fact.

Since the 2001 Tokyo Motor Show, Mazda has launched four new-generation products - four all-new vehicles that represent over two-third of our global volume. But we do not intend to slow down. Before the next Tokyo Motor Show, in 2005, we will launch even more new products. Our product-led growth will continue - and our focus on "Zoom-Zoom" products will not be distracted.

In order to attain further growth and healthy financial condition, we must focus on other initiatives than products. These include:

  

1.  

Achieving greater success in the North American market.

2.  

Strengthened our strategy and business plans in China.

3.  

Continuing more aggressive cost reductions.

Based on these challenges, we will take specific actions. We will further reinforce distribution network in a global scale.

  

1.  

In the North American market, which is critical market to Mazda, we plan to increase a percentage of Mazda exclusive dealers to 50 percent by 2007.

2. 

In the Chinese market - which is our fastest growing market, and where we will reach beyond sales of 70,000 units this year - we are planning to establish a dealer network composed by 200 outlets in two years time, more than double the amount today.

Our theme for this year's Tokyo Motor Show is "Zoom-Zoom to the future." And indeed, with our new generation products on display, the future is upon us. Today, we will present products that give you a hint for Mazda's future.

We are particularly satisfied with the "Axela/Mazda3," the fourth, just launched in Japan last week has already received a great feedback from customers. It also acclaimed a strong reputation in Europe, too, since its first unveil in Frankfurt last month. I am proud to announce that the "Axela/Mazda3" has just received Danish Car of The Year.

This product has a significant meaning to Mazda. We plan to sell "Axela/Mazda3" of 250,000 units in about 100 nations. We proudly believe that this car can deliver the new global standard in the compact car segment.

But the Tokyo Motor Show is all about concept cars - a vision of the future - and today we have three concept cars that the Mazda's design and engineering teams have developed in an ongoing effort to define our future.

First, the 6-seater touring concept car, "Mazda WASHU." All-over the "WASHU" is creative and innovative, exceeding conventional multi-purpose vehicles. Please witness the birth of a new category fusing fun-to-drive and superb functionality.

Next, this is the "Mazda KUSABI," our proposition of a daily sports compact car which we unveiled in Frankfurt show last month. We succeeded in simply yet dynamically combining the two customer needs - daily usability and driving pleasure.

The star of this show however is a concept that is critically important to our ongoing effort to expand our "Zoom-Zoom" product philosophy. This vehicle is very close to our hearts, as for many it symbolizes what Mazda is really all about - the thrill of driving a lightweight sports car. Please welcome our future, a two-seater convertible concept vehicle, "Mazda IBUKI"!

As you all know, Mazda developed the original "Roadster/MX-5" to deliver the joy of driving and fellowship of excitement throughout the world - and in fact the "Roadster" has become the best selling open-top two-seater of all time with the cumulative production volume of over 680,000 units, which is recognized by the Guinness Book of World Records. And we promise to keep delivering vehicles infused with this exhilaration to our customers.

"Mazda IBUKI" is a lightweight convertible that has re-explored the company basics with the latest Mazda technology while inheriting the simple, fun-to-drive nature of the original. The design is simple and approachable, and a clear hint that all future open cars will remain simple and lightweight, a pure driver's car. With exceptional maneuverability delivered through oneness between car and driver, "Mazda IBUKI" perfectly demonstrates "Zoom-Zoom to the future."

We named this concept using a Japanese word "Ibuki," which refers to "breathing new energy into" and "adding vigor. "As you can see from this, "Mazda IBUKI" fully expresses our energy.

And while Mazda continues to pursue "Zoom-Zoom" product and deliver on the promise of fun driving, we also continue to develop our own solutions to the biggest challenges in the global automotive industry today - the environmental.

Today, we already have two of the cleanest engines ever made by Mazda, the "MZR2.0 PZEV engine" and the "New MZR-CD Common-rail Diesel Engine," both of which debuted in Frankfurt. These engines meet the world's strictest environmental standards practiced in the US and Europe, and will be launched in the market, starting from the next year.

As we continue to introduce more U-LEV and PZEV engine, our work continues on a "Hydrogen Rotary Engine." Mazda is the only company who can develop this remarkable technology using the rotary engine. As you know, we began our bi-Fuel/Hydrogen RE vehicle research and development program in the 1990s, based upon our belief that a hydrogen would eventually become the next alternative fuel.

We believe that "Hydrogen RE" is a critical next step as we move to toward cost-effective, multipurpose, and socially acceptable alternative fuel vehicles. Further, as the unique nature of the rotary engine makes it ideal for hydrogen combustion, we feel that Mazda has an advantage as in developing this technology.

Our "Hydrogen Rotary RX-8" is a dual-fuel vehicle - able to run on either gasoline or hydrogen - and is the type of vehicle we think is important to support the proper hydrogen infrastructure.

"Hydrogen RE" is currently being researched by test driving the experiment vehicle "RX-8 Hydrogen RE" to aim to actualizing public use in the near future. In addition, a hydrogen rotary engine unit is also exhibited today. This engine unit is equipped with a hybrid motor and electric-assisted turbo charger.

It was a very brief presentation of Mazda's "Zoom-Zoom to the future", the tomorrow of "Zoom-Zoom."

It is our ultimate mission to continually deliver "Zoom-Zoom," that is "Stylish, Insightful, and Spirited" Mazda brand to the world. Its value is born by Mazda's original vehicles and technology. Mazda is determined to pursue its unparalleled endeavor. Please look forward to seeing even great evolution of Mazda's "Zoom-Zoom to the future".

Thank you for your kind attention.