[Mark Fields]

Minasan, konnichiwa.

I am delighted to be with you today at this historic Budokan. From the Beatles to Stevie Wonder; from legendary judo warriors to Pavoratti - the Budokan has hosted them all. So, when we went looking for a special place for today's program, we thought the Budokan would be perfect to pay tribute to our new Tribute, and to introduce you to the behind-the-scenes story on our new SUV, which we believe to be a real champion. In the city, or in the country.


Mazda has been undertaking various initiatives to deepen our brand DNA, which is a guiding principle in our product development. The essence of this deepened DNA is a clear representation of Mazda's design themes are 'Contrast in Harmony' and 'Dynamic DNA' as fundamental, core characters of Mazda products. We define this 'Dynamic DNA' as excellent maneuverability and driving pleasure to give the feeling of a 'oneness between car and driver'.

The all-new Tribute, a new SUV for the new millennium, fully embodies Mazda's 'Dynamic DNA'. Tribute has excellent maneuverability and delivers driving pleasure to give the feeling of "oneness between car and driver." It has exceptional handling and driving performance -- in the city and in the country. It is "the Driving Entertainment SUV." With the most active and sophisticated traits for the coming century, Tribute provides unprecedented driving pleasure.

Tribute is the first global vehicle developed jointly with Ford Motor Company and uses architecture common with its Ford SUV counterpart.

Developing and executing this program involved the integration of whole processes from the global alliance of two companies - from planning and engineering to purchasing and manufacturing. Tribute represents the best efforts and dedication of everyone involved. I am proud of the outcome. This accomplishment has only been possible with our 30-year business relationship with Ford.


A very critical point both companies were clearly aware of throughout the development process, was how we distinctly represent and maintain respective brand identities. The key word was 'Brand DNA', or 'product philosophy'. We successfully embodied each brand DNA using common architecture while distinctly expressing the identities of Mazda and Ford products.

We began production of left-hand-drive models of the Mazda Tribute in June at Ford's Kansas City (Missouri) Assembly Plant in the USA, and right-hand-drive models at our Hofu plant here in Japan on October 17. We achieved economies of scale by making the most of both companies' facilities and resources.

Mazda Tribute goes on sale in Japan at Mazda and Mazda Anfini dealerships on Thursday, November 30. We plan to sell 1,500 units monthly. It is very affordable, at less than 1.8 million yen for the 2-liter front-wheel-front-engine version.


The left-hand-drive Tribute has already established itself as a sales success in North America. In September, the first full sales month, total sales exceeded 6,000 units. In fact, the only complaint that I'm hearing from Mazda dealers in the United States and Canada is that they can't get enough of them!


Now, Mr. Takiguchi will give further product details. Mr. Takiguchi?

[Tadahiko Takiguchi]

My name is Tadahiko Takiguchi. I am responsible for the Tribute development team.

The Tribute is an SUV, which stands for "Sports Utility Vehicle." In the market, the light SUV shows the strongest growth. The Tribute fits into the light SUV segment, priced around 2 million yen.

Tribute's main customer targets are "active life customers." They are active on weekdays and on weekends, with the light SUV being an expression of their energetic lifestyles.

To develop the Tribute we set three objectives:

The first was to fully embody Mazda's product DNA. This includes a distinctive design, excellent maneuverability and driving pleasure give the feeling of a "oneness between car and driver".

The second objective was to create a SUV with global appeal since this vehicle will be sold in more than 100 countries. To reflect this global concept, the name Tribute will be used for this vehicle in every market throughout the world.

And our third objective was to provide customers with a new value not found in conventional light SUVs.

Combining these three objectives, we have defined the product features and aims of the Tribute: distinctive design, oneness between car and driver like the feel of a sports car, excellent packaging that revolutionizes the conventional concept of a light SUV, and driving performance that provides safety in various outdoor settings.

Tribute's design is clean-cut, sophisticated, and dynamic, while embodying "contrast in harmony," which is Mazda's design DNA.

To achieve the second feature, a oneness between car and driver that provides on-road pleasure, we decided to use, for a light SUV for the first time, a 3.0-liter V-6 DOHC engine with linear response. This engine has been certified as achieving more than a 50% reduction in the FY2000 emission standard level. A standard 2.0 liter, I4 DOHC engine is for practical, normal use.

The Tribute is equipped with a newly developed multi-link suspension system. The body, which is the basis of safe driving, employs an advanced form of Mazda's unique triple-H structure to achieve a high degree of rigidity that matches that of a European sports sedan.

The third feature is the packaging. With an overall length similar to the Familia sedan, the Tribute has an extremely spacious interior in the light SUV class. There is plenty of luggage space, with enough room for four large Samsonite suitcases. Removing the rear seat cushions and folding the seats back forward make the cargo area even bigger, creating a maximum storage length of close to 2 meters.

In cabin space, the Tribute has an interior length and width among the best in its class. The rear lift-gate is hinged at the top, and results in a large opening when raised. The rear includes a flip-up glass window as standard that makes loading and unloading small packages easy and convenient.

The fourth feature is the driving performance. The driving performance of the Tribute has been developed through repeated tests abroad on unpaved roads and deserts. The environment in Japan is not as harsh, but on muddy or snowy slopes, or in emergencies, the Tribute offers safety and security.

The four-wheel-drive system operates in front-wheel-drive mode during normal driving and switches smoothly and automatically to four-wheel-drive mode as soon as the front wheels show any slipping. If the vehicle ever starts to lose traction, pressing the electromagnetic locking mechanism button on the instrument panel immediately engages all-time four-wheel-drive operation, allowing powerful driving performance.

The 3.0-liter V-6 DOHC engine version of the Tribute comes only in four-wheel-drive. The product line also includes a 2.0-liter four-in-line DOHC version. It is available as four-wheel-drive or front-wheel-drive. In exterior design, we have versions with and without cladding panels.

The Tribute has another attraction: a reasonable price. The 2.0-liter, I4 engine version is available for less than 1.8 million yen, and the 3.0-liter V-6 engine version starts at just over 2.2 million yen.

Tribute is an English word meaning, "an item offered to express thanks." The name of the Mazda Tribute is a reflection of Mazda's desire to offer new value to our customers' active lives.

Next, I would like you to watch a product explanation video of the Tribute.

Thank you.

[Mark Fields]

Product Video

I hope you enjoyed the video. I'm sure you can see that the all-new Tribute has been created with the spirit of 'Kokoro wo Ugokasu, Shin Hassou: New Ideas that Stir your Emotions'. The Tribute provides excellent driving performance, unique functions and defined styling that clearly delivers Mazda's distinctive values.

Now, I'd like to tell you about our Tribute marketing initiatives. We, at Mazda, have already implemented a brand-new marketing program, which compliments perfectly this innovative vehicle. First, please take a look at this.

Teaser TV Commercial (Attention visual for "TRIBUTE link. activities" introduction part)

Some of you may already be familiar with this commercial. This is a teaser commercial that recently went to air prior to publicity today. This commercial is part of "TRIBUTE link." - a new marketing initiative. "TRIBUTE link.", which started on August 24, aims to deliver the value of Tribute to customers, and create strong connections with them through entertainment activities.

The "TRIBUTE link." collaboration was enriched on October 3 with the announcement of the "TRIBUTE link." movie. Entertainment such as movies, music and fashion have been linked together under the concept "Beat Your Soul", which reinforces "TRIBUTE link." activities.

I would now like to show you the essence of "TRIBUTE link."

  TRIBUTE link. overall activities introduction VTR

What do you think? As you can see, until the Tribute made its debut today, we have been collaborating with various artists and creators under the "Beat Your Soul" concept to create fashion items, soulful music for the "TRIBUTE link." label, and a movie, which will be released next spring.

Now, I would like to introduce my colleagues who have created values together through the TRIBUTE link. activities.

  Collaborators' comments VTR

(→ Project all collaborators' portraits on screen)

I'd like to thank all the collaborators for their enthusiastic comments. I'm thrilled that we could release the all-new Tribute today with the combined efforts of such great creators and artists.

(→ Screen : web screen image replaces portraits)

These collaboration activities have been introduced on the web site "tributelink.com" shown on the screen, not as a simple promotion activity, but as a integrated marketing strategy. We will connections we have with our target customers.

At Mazda, will continue to implement innovative marketing strategies, such as "TRIBUTE link."

The "TRIBUTE link." exhibition corner is behind you, on the left. On the right there is a display of original Tribute accessories. To capture the charm and maximize the functions of Tribute, we have developed these accessories with three categories in mind - style, leisure and comfort. I am sure you will find the displays very interesting.

Finally, I'd like to show you a TV commercial, which is scheduled to go on-air from the beginning of next month. This commercial, following the teaser commercial that I showed you before, presents Tribute's active driving performance, which deserves to be called the "driving entertainment SUV". Please take a look.

Launch TV Commercial

Please feel free to ask us anything about the Tribute, and about Mazda. We look forward to hearing your thoughts and opinions.

Thank you for your attention.