On the evening of April 16th, on the night of Changan Mazda brand, Mazda (China) announced for the first time its transformation strategy and goal vision for the electrification era, as well as establishing a new cooperation model with Changan Automobile; Chang'an Mazda has released a new brand concept and five major service standards of "True Me, FEEL ALIVE", as well as an action plan to create product 3.0, user experience 3.0, and digital 3.0 in the new development stage.

　　After entering the second era of production and sales of 2 million vehicles, Changan Mazda has made "creating a high-value brand experience for users in the Chinese market" its strategic development core for 2023.

　　Accelerate the process of electrification and explore new cooperation models

　　In the Chinese automotive market dominated by electrification and intelligence, Mazda brand will accelerate its transformation and fully embrace electrification. In order to strengthen and enhance the product development capabilities of Changan Mazda and promote the advancement of the electrification industry, Mazda will surpass the cooperation framework of traditional joint ventures with Changan Automobile, establish a new cooperation model, and further promote the joint development of new energy vehicle models.

　　At present, Mazda and Changan Automobile have started dispatching development teams to Changan Mazda. Mazda's essence and advantages in design and driving, as well as Changan Automobile's advantages in electrification and intelligent technology, will be fully integrated into the cooperative development of new energy vehicles. Changan Mazda will usher in a new era of more localization and localization.

　　Executive Director of Mazda Automobile Co., Ltd./China Business Representative Chairman of Mazda (China) Enterprise Management Co., Ltd., Che Nakajima, stated, "The development speed of the Chinese automotive market in the fields of electrification and intelligence is leading the world. Mazda (China) The establishment of Enterprise Management Co., Ltd. can quickly formulate strategies and establish a system of judgment and execution based on close communication and exchange with Changan Automobile, laying a solid foundation for our future business growth. In the future, Mazda, Changan Automobile, and Changan Mazda will form a trinity, committed to improving the quality of Mazda brand products and services, in order to promote practical growth of business in the Chinese market.

　　[Executive Director of Mazda Automobile Co., Ltd./China Business Representative, Chairman of Mazda China Enterprise Management Co., Ltd., Che Nakajima]

　　Facing 2025, Mazda will build a new spectrum of electrified products through cooperation with Changan Automobile, based on the global trend of new energy and intelligence led by the Chinese automotive market. At this year's Shanghai Auto Show, the MAZDA CX-50 and HEV hybrid models will make their global debut at the Chang'an Mazda booth. Based on the demand of users in the Chinese market for electrified products, Changan Mazda will launch two locally developed and produced new energy models by the end of 2024 and 2025. The power system includes pure electric mode and plug-in hybrid mode, and the Mazda brand's goal vision in the field of electrification will be implemented in the field.

　　Starting Phase 3.0, Starting the Next 2 Million Vehicle Era

　　As of March 3, 2023, Chang'an Mazda's user base has officially exceeded the 2 million mark. In the next 2 million years, Chang'an Mazda will not only inherit the pleasure of driving and riding, but also comprehensively develop towards electrification and intelligence. Deng Zhitao, Executive Vice President of Changan Mazda Automobile Co., Ltd., stated that 2023 will be the first year for Changan Mazda to embark on the era of electrification, and also the year for all departments to strive towards achieving the next 2 million vehicles goal. Guided by "creating a high value experience for users", Changan Mazda will focus on moving towards the stages of product 3.0, user experience 3.0, and digitalization 3.0. In the existing automotive market, "creating a high value experience for users" is defined as "seeking quality" development and defining Mazda's craftsmanship connotation.

　　Deng Zhitao, Executive Vice President of Chang'an Mazda Automobile Co., Ltd

　　In 2023, in order to continue improving user service experience, Changan Mazda officially released five major service standards on this brand night.

　　In 2023, Changan Mazda will establish an enterprise data center that covers the entire product lifecycle and service chain, deeply grasping users' driving habits and demands, continuously improving users' satisfaction with the enterprise and brand, and achieving a closed-loop user experience.

　　This year, Changan Mazda will also establish a customer exclusive vehicle butler group in the "1+X" mode at the terminal: one user, who needs to match an exclusive butler service consisting of sales consultants, product managers, after-sales service consultants, emergency rescue personnel, customer care personnel, and even store managers, to provide users with a fast, thoughtful, and sincere service experience.

　　The new brand proposition of FEEL ALIVE has been implemented by me

　　In the current Chinese car market, young car consumers have become the main consumer force for the next decade, leading the evolution of car consumption concepts. Compared to tools, young people are more willing to see cars as companions in their lives, and they see cars as a part of their own lives. So, creating a car product that integrates body and mind and is full of vitality is not only Mazda's continuous exploration of "empathy with users", but also can meet the lifestyle attitude and needs of young consumers who are "more than cars".

　　On this brand night, Mazda Motors has officially released a new brand proposition - FEEL ALIVE!

　　Mazda's localization of its new global brand proposition in China is an insight into the demand of Chinese consumers for a satisfying experience. In addition to pursuing material needs, they also hope to obtain physical and mental satisfaction and pleasure. The arrival of my FEEL ALIVE brand advocacy also means that Changan Mazda has officially launched a new strategy of "user experience oriented" in the rapidly changing Chinese car market.

　　[President of Chang'an Mazda Automobile Co., Ltd., Takeshi Uzuoka]

　　Mr. Sugioka Jing, President of Chang'an Mazda Automobile Co., Ltd., said, "Mazda has an insight into the current needs of users, and it is no longer just about the 'car' itself. They hope to better reflect their longing for a better life. The new brand proposition of FEEL ALIVE, the true self, aims to inspire users to break through the limitations of current life and explore the true meaning of life based on the true self.

　　Changan Mazda is fully prepared to create a high-value experience for users in the Chinese market. On the upcoming April 18th Shanghai Auto Show, Changan Mazda will officially announce the pre-sale price and pre-sale policy of the MAZDA CX-50, and the MAZDA CX-50HEV hybrid will also make its global debut.