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Connecting Car and Drivers as One
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Participant
Workbook

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2019 Mazda3 pre-production models shown.
Available early 2019.
STREET DRIVE RULES OF THE ROAD
  • Priority #1 is SAFETY—everyone's safety!
  • All instructions MUST be followed
  • All occupants must wear seat belts at all times
  • Drivers must always follow the posted speed limits
  • Drivers must never be distracted by mobile phone use
  • Any accidents or violations (even toll roads) must be reported
    • In the event of an accident, call the safety number on in car sheet immediately
    • Do not leave the scene of an accident
    • Drivers are responsible for any accidents, tickets, or tolls
  • All driver changes and the return to the dealer must occur on time
  • No authorization to take the vehicle any place other than the test drive route
    • No customer visits, coffee stops, or other unauthorized stops
JINBA ITTAI IDEAL SEATING POSITION

    BACKREST ANGLE

  1. Adjust backrest forward until you feel slightly cramped in the abdomen.
  2. Recline just enough to be comfortable.
  3. LEG ADJUSTMENT

  4. Rest your foot on the brake pedal and slide forward until there is a stress in your shin.
  5. Slide back until ankle stress is relieved.
  6. Check that you can pivot between gas and brake without your ankle or shin feeling stressed.
  7. SEAT HEIGHT ADJUSTMENT

  8. Raise seat until driver can see about a quarter of the way down the hood and 10–15 feet out in front.
  9. Recheck pedal positions as seat may have moved forward when moving up.
  10. STEERING WHEEL TILT/TELESCOPE ADJUSTMENT

  11. With shoulders against the seatback, put arms straight out. Adjust steering wheel distance until steering wheel is at the wrist.
  12. Raise the wheel up until you can see the gauges.
  13. Once seating and steering wheel positions are correct, adjust rear and side mirrors.
ALL-NEW 2019 MAZDA3 HATCHBACK


2019 Mazda3 pre-production models shown.
Available early 2019.

While riding as a passenger, use the notes function to record what you think about the following:
  • Smooth acceleration
  • Confident lane changes and passing
  • Stability when cornering, with no back-and-forth movement of the steering wheel
  • Seat comfort
  • Cabin noise/ease of conversation between front and rear passengers at cruising speed
  • Storage and USB connections
ALL-NEW 2019 MAZDA3 SEDAN


2019 Mazda3 pre-production models shown.
Available early 2019.

While riding as a passenger, use the notes function to record what you think about the following:
  • Smooth acceleration
  • Confident lane changes and passing
  • Stability when cornering, with no back-and-forth movement of the steering wheel
  • Seat comfort
  • Cabin noise/ease of conversation between front and rear passengers at cruising speed
  • Storage and USB connections
POINTS TO SHARE

Consider how comfortable and relaxed you and your passengers are.

  • Mazda engineers obsess over every aspect of chassis and suspensions to reduce road, tire and wind noises that interfere with driving enjoyment.

It has very smooth and responsive acceleration.

  • The SKYACTIV powertrain’s direct and precise throttle response offers smoother, more responsive acceleration when you need it. Mazda’s six-speed automatic transmission responds more quickly and precisely than transmissions with either more gears or no gears.

There is very little correction needed when cornering and even with straight-line driving.

  • G-Vectoring Control Plus brings the movements of the vehicle more in line with the driver’s intentions, reducing the need for minor steering corrections. This leads to more confident handling and a more comfortable, less fatiguing ride for driver and passengers-Even on straight-line driving.
MAZDA: WHO WE ARE

Our mission is to never stop making cars that are profoundly enjoyable to drive.

From the beginning, Mazda has expressed a passion for building vehicles that deliver a unique experience that brings out feelings of joy and the pleasure of driving.

As a result, we have created fans who love our cars. The energy from these fans inspires us to create products that awaken the senses and make you feel alive.

We deeply believe in the power of human capability, of both the creators and drivers of our vehicles.

Deep and extensive research into how humans move and feel informs our common process: human-centric engineering, which allows us to achieve the ultimate connection between car and driver.

We are impelled by our Challenger Spirit to overcome every obstacle and achieve what others say is impossible.

Our distinctive products are known by the following:

  • Japanese Mastery
  • Artful Design
  • Human Centricity
  • Ingenious Solutions
  • Effortless Joyful Driving
WHERE MAZDA IS HEADED

Every brand wants to grow in prestige, trust, and sales. But how to grow? Do you take small, safe steps for gradual change? Or jump up on a sheer rock face and pull yourself up high?

Mazda’s ultimate ideal is called Mazda Premium. In that state, Mazda products will be comparable to or exceed ones from premium automakers.

Our plan involves two big steps to move us from our current 6th generation lineup to the 7th generation and ultimately the 8th generation over time (the term “generation” refers to a group of products and model years that share similar design elements and technologies).

Those jumps required us to shift our thinking from being “just” a car company, to being an experience company.

Why? Because unique and memorable experiences are prized by the premium customers we want to attract.

THE ROADMAP TO MAZDA PREMIUM

So, how will Mazda achieve this grand plan? By the following:

  • Elevating the quality of our vehicles, now and in the future

  • Communicating our brand values and stories

  • Refining our customer focus to a specific mindset: the independent achiever

  • Establishing customer experience standards that give shoppers and owners the Ultimate Mazda Experience (UMX).

7th Gen: A NEW ERA OF MAZDA

Mazda’s jump from the 6th to the 7th generation is signaled by the All-New 2019 Mazda3.

The All-New Mazda3 is not an update; it is a bold statement about our future direction and how we will continue to progress as we move forward.


2019 Mazda3 pre-production models shown.
Available early 2019.


2019 Mazda3 pre-production models shown.
Available early 2019.

CUSTOMER JOURNEY

Another change from 6th generation to 7th generation products is Mazda’s focus on the entire customer journey with Mazda,

  • from research and consideration,

  • to purchase and delivery,

  • through ownership and repurchase.

THE BENEFIT TO YOUR DEALERSHIP

So, how will these changes affect you and your dealership?

  • As Mazda’s value becomes better known, we will increase the number of loyal Mazda owners (“Mazda Fans”) who are out there promoting us with their friends, family, and social networks.
    • We think of these active owners as fans of our brand, just like there are fans for sports teams.
  • Our marketing and referrals by Mazda fans will increase the number of good customers coming to your store for sales, service, and parts.
  • Customers who have experience with premium brands will respond positively to the value you present for Mazda vehicles and servicing them at your store.
  • All of this should help create more business in every department.
MAZDA CAN’T GET THERE WITHOUT YOU

Mazda needs your help to move toward Mazda Premium.

Mazda is supporting dealerships through the following:
  • Training events like this one
  • Online tools and resources
  • Setting customer experience standards as part of the "Ultimate Mazda Experience" (UMX) initiative
  • Suggesting ways to evolve the sales and service environment through the Retail Evolution program

Everyone can contribute to conversations about how to improve operations and experience at your dealership, whether you work with customer directly or support other associates who do.

VIDEO: SALES EXPERIENCE

Put on your headphones and tap play.

EXCEPTIONAL CUSTOMER EXPERIENCE: SALES
Discussion Questions
  • What expectations about the sales experience did you hear from the speakers in the video?
  • What are some of the things your dealership is doing right now to address those expectations?
  • What are some improvements that your dealership could make to the sales process in support of the Mazda Premium goal?
  • Think about your role. What effect do you have on the sales experience of customers at your store?
UMX Standards: Sales

For detailed information about UMX and customer experience standards for sales, refer to the UMX courses available on the Mazda Development Center.

Mazda has developed standards for the sales customer experience grouped into these categories:
  • Greeting
  • Needs confirmation
  • Vehicle presentation
  • Vehicle demonstration (test drive)
  • Service introduction
  • Vehicle price negotiation
  • F&I
  • Mazda immersion (vehicle delivery)
  • Sales follow-up

The sales process steps in bold are the areas of focus for the first year of the UMX initiative.
VIDEO: SERVICE EXPERIENCE

Put on your headphones and tap play.

EXCEPTIONAL CUSTOMER EXPERIENCE: SERVICE
Discussion Questions
  • What expectations about the service experience did you hear from the speakers in the video?
  • What are some of the things your dealership is doing right now to address those expectations?
  • What are some improvements that your dealership could make to the service process in support of the Mazda Premium goal?
  • Think about your role. What effect do you have on the service or ownership experience of customers at your store?
UMX Standards: Service

For detailed information about UMX and customer experience standards for service, refer to the UMX courses available on the Mazda Development Center.

Mazda has developed standards for the service customer experience grouped into these categories:
  • Service introduction
  • Appointment
  • Greeting
  • Service consultation
  • Waiting
  • Progress update
  • Quality of work
  • Redelivery

The service process steps in bold are the areas of focus for the first year of the UMX initiative.
MAZDA STORYTELLING

  • You can help make connections between the Mazda brand and products and potential or current customers.
  • One of the more natural ways to do that is to share a good story.
  • Why stories? Because the human mind loves a good story – more so than a laundry list of facts.
  • Facts alone are boring; stories make them interesting and memorable.
EFFECTIVE STORYTELLING

Use the following guidelines to create compelling stories:
  1. Tell stories that you like. Enthusiasm is contagious, so if you like a story, people will pick up on that.
  2. Start with a “hook” that invokes curiosity and encourages people to keep listening – a problem to solve, an interesting locale, a situation they may have experienced.
  3. Simplify. Every part should be essential. Include what matters to the point you're trying to make but remove unimportant details so that you stay focused.
  4. Speak to the emotions. Stories are about how you or another person felt. Figure out what emotion you want to communicate, and include a detail or two that speaks to the emotion.
  5. Maintain eye contact. Show you are paying attention. This projects confidence and truthfulness, both of which are appealing to others.
  6. Take the time to prepare. It’s what a professional does, because good stories take practice.
YOUR MAZDA STORY

  • Think about a situation where you are talking to a friend, family member, or customer who is curious about Mazda.
  • Choose a story that you think brings the Mazda brand to life.
  • Work with your assigned group to rehearse how you would tell the story, including the hook to help start the story and get the listener interested.
COMPETITIVE COMPARISONS

What features does the All-New 2019 Mazda3 have that the others do not and how can we best leverage those competitive wins by making them compelling to customers?

  • A competitive win that is NOT valued by a customer is just a feature.
  • A competitive win that IS valued by a customer is a selling point.

In today’s car market, many customers take full advantage of the many published resources available.

Shoppers use independent websites for model comparisons and reviews and use OEM sites for detailed model information and videos. When they do visit dealer sites, they’re typically looking for specific vehicle photos and information about local inventory.

Most car shoppers will know a lot about the Mazda—and about the other vehicles on their shopping list as well.

In the case of the All-New Mazda3, the challenge for you is to do the following:

  • Understand Mazda’s design philosophies, especially JINBA ITTAI: “horse and rider as one”
  • Be able to relate this design philosophy, “connecting car and driver as one,” to customers, especially those in the target Mazda3 demographic of independent achievers
  • Be familiar with and able to talk about Mazda3’s key features and how they relate to “connecting car and driver as one”
  • Be familiar with how these key features, among others, compare with the Mazda3 competition
ALL-NEW 2019 MAZDA3 COMPETITIVE SET

The comparisons to three vehicles currently considered to be direct market competitors of the All-New Mazda3 with the Premium package will demonstrate significant separation of the Mazda3 from segment competitors. These include the following:

  • 2019 Honda Civic Si sedan
  • 2019 Subaru Impreza 2.0i sedan Limited
  • 2019 Toyota Corolla hatchback XSE

PACKAGES

Mazda’s brand strategy is to become a premium brand. Therefore, Mazda has changed the structure of how the All-New Mazda3 is offered.

Because the All-New Mazda3 is so fundamentally different from its predecessor, rather than risking possible confusion and situations where features on a 2018 trim don’t match up with what might be offered on a 2019 with the same trim label, Mazda has opted to do the following:

  • Create a base 2019 and offer three different packages for the sedan (Select, Preferred, and Premium), and two for the hatchback (Preferred and Premium), each building on the lesser package.
  • While this sounds like four possible trim levels, it is actually much more simplified because there are not additional option packages to pile on top.
  • The result is Mazda has broken one of the bonds of the old as it moves into the future.
MAZDA COMPARE CENTER WEBSITE

The Mazda Compare Center website is a great resource to help you discover the competitive wins against our competitors. The Mazda Compare Center is not about comparing vehicles spec by spec. Instead, the Compare Center goes deeper by highlighting improvements related to design and comfort.

COMPETITOR: HONDA CIVIC Si SEDAN

The Honda Civic Si sedan, while significantly more performance oriented than the All-New 2019 Mazda3, doesn’t have the human-centric engineering to compete with the All-New Mazda3.

There also isn’t option for an automatic transmission in this Honda.

The list of competitive wins is long and impressive. Mazda’s commitment to designing and building a vehicle that works with drivers to make driving more joyful is clear.

2019 Mazda3: Premium Package 2019 Honda Civic Si Sedan
FRONT
Automatic transmission Not available
G-Vectoring Control Plus Not available
AWD Available Not available
Advanced Smart City Brake Support (SCBS) Not available
Smart Brake Support (SBS) Not available
Lane Keep Assist System (LKAS) Not available
High Beam Control (HBC) Not available
REAR
Rear cross traffic alert Not available
Wind noise seal Not available
Temporary spare tire Tire repair kit
COCKPIT
Active Driving Display Not available
Paddle shifters Not available
Human-Machine Interface (HMI) Not available
Driver Attention Alert (DAA) Not available
Mazda Radar Cruise Control (MRCC, full speed) Not available
INTERIOR
Human-centric seats Not available
Whiplash-reducing front-seat headrests Not available
Knee airbags Not available
Driver power seat position memory Not available
Bose® premium sound system: 12 speakers 10 speakers
2019 Mazda3 pre-production models shown. Available early 2019.
COMPETITOR: SUBARU IMPREZA 2.0I SEDAN LIMITED

For the Impreza, while underpowered compared to the All-New 2019 Mazda3, it competes pretty well on driver-assist technologies, but a number of these features that are standard on the All-New Mazda3 Premium are optional on the Impreza. Remember, with the Mazda3 Premium, customers get everything there is to offer.

2019 Mazda3: Premium Package 2019 Subaru Impreza 2.0i Sedan Limited
FRONT
G-Vectoring Control Plus Not available
Advanced Smart City Brake Support (SCBS) Not available
Smart Brake Support (SBS) Not available
Moonroof Optional
HP 186 @ 6000 HP 152 @ 6000
REAR
Rear cross traffic alert Optional
Blind spot monitor Optional
COCKPIT
Active Driving Display Not available
Human-Machine Interface (HMI) Not available
Driver Attention Alert (DAA) Not available
INTERIOR
Human-centric seats Not available
Driver power seat position memory Not available
Heated front seats With All-Weather package
Bose® premium sound system: 12 speakers 6 standard speakers. harman/kardon with 8 speakers available
2019 Mazda3 pre-production models shown. Available early 2019.
COMPETITOR: TOYOTA COROLLA HATCHBACK XSE

While the newly offered Toyota Corolla hatchback XSE sports a significant upgrade in technology to the Corolla sedan, it still falls short of what is available on the All-New 2019 Mazda3 with the Premium package.

Most glaring perhaps is the absence of available AWD.

2019 Mazda3 Hatchback: Premium Package 2019 Toyota Corolla Hatchback XSE
FRONT
HP 186 @ 6000 HP 168 @ 6600
G-Vectoring Control Plus Not available
AWD Available Not available
Advanced Smart City Brake Support (SCBS) Not available
Smart Brake Support (SBS) Not available
Moonroof Not available
REAR
Rear cross traffic alert Not available
Rear cross traffic brake (RCTB) Not available
COCKPIT
Active Driving Display Not available
Human-Machine Interface (HMI) Not available
Driver Attention Alert (DAA) Not available
INTERIOR
Human-centric seats Not available
Driver power seat position memory Not available
Bose® premium sound system: 12 speakers 6 speakers
2019 Mazda3 pre-production models shown. Available early 2019.
MOVE TO PREMIUM, COMPARING TO THE COMPACT LUXURY SEGMENT

While the Audi A3 certainly has significant performance advantages and an impressive array of equipment of its own, it’s not a clean sweep.

Because of Mazda’s impressive dedication to human centricity, the All-New 2019 Mazda3 possesses a number of features that put the driver and passengers first and ahead, in many respects, of vehicles such as the Audi A3.

This is an example of how Mazda is making the transition to premium by providing more and more features that one would expect.

2019 Mazda3: Premium Package 2019 Audi A3 Sedan Prestige 45 TFSI
FRONT
Advanced Smart City Brake Support (SCBS) Not available
Smart Brake Support (SBS) Not available
Fuel type: Regular Fuel type: Premium
COCKPIT
Driver Attention Alert (DAA) Not available
INTERIOR
Human-centric seats Not available
Headroom moonroof F/R 37.6/36.7 Sedan 36.5/36.1
Legroom F/R 42.3/35.1 41.2/35.1
Shoulder Room F/R 55.7/53.5 54.8/53.0
2019 Mazda3 pre-production models shown. Available early 2019.
STORYTELLING: ALL-NEW MAZDA3 HERO STORIES

As a Mazda ambassador, you can help make vehicle features personal for your customers.

  • We are trying to convey the need to create an emotional link between the vehicle features and those who will be using those features to make it personal.

You’ll want to be able to do more than simply list off competitive advantages or identify what a particular feature is designed to do.

  • Customers who have done their research already know the facts.
  • You want to take it to the next level by connecting that advantage or feature to the real world through a “hero story.”

Saying what a feature is designed to do is not as powerful as a story about what the feature does do.

Storytelling tips:

  • Tell stories that you like
  • Start with a “hook”
  • Simplify
  • Speak to emotions
  • Maintain eye contact
  • Take the time to prepare

All-New Mazda3 hero stories show the following:

  • The feature in action
  • The feature’s purpose
  • How the feature helped

A hero story can present either information about how the All-New Mazda3 feature was the hero or how a competitor’s lack of a particular feature resulted in a negative outcome.

HERO STORY: EXAMPLE ONE

Set-up:
Let’s look at stories from the cross-shop. Here are a couple of examples of feature-related stories. Let’s suppose you learn that a customer is cross-shopping the Toyota Corolla hatchback XSE. You also know that your customer has a family and takes safety seriously. Because you know that the Toyota does not have a particular safety feature, you tell the customer the following story.

Story:
My friend was driving her daughter home from school, and they stopped for a chocolate shake. As she was exiting the parking lot, her daughter dropped her shake on floor, and, of course, my friend looked down to see what kind of mess it made. As she looked down, her car alerted her and she looked up and hit the brakes, avoiding a collision with another vehicle. Lucky for her, the Advanced Smart City Brake with Pedestrian Detection technology alerted her just in time to prevent this accident. The Advanced Smart City Brake with Pedestrian Detection pays attention even when people don’t.

Outcome:
Advanced Smart City Brake with Pedestrian Detection technology was our hero.

HERO STORY: EXAMPLE TWO

Set-up:
Here’s another cross-shopping customer; let’s say it’s the Honda Civic Si sedan, and you know that it doesn’t have Lane Keep Assist.

Story:
We were on highway one headed north near Big Sur: winding narrow road, steep drops, but great views. It looked like every car commercial. My spouse, who was driving—and who is a very good driver—kept sneaking looks at the view, the edge of the Pacific.

Outcome:
Lane Keep Assist technology was our hero.

CONNECTING CAR AND DRIVER AS ONE

Most cars require the human to adapt to the car.

Mazda

With Mazda, the car adapts to the human, working in sync with the human body’s natural abilities.

Mazda

The Mazda Design Philosophy

Our goal is to make drivers feel connected to the car by ensuring it responds precisely and intuitively, thus giving drivers the exhilaration of control, with the confidence that keeps the body fully relaxed.

  • For the All-New Mazda3, we’re using an advanced, human-centeric engineering strategy to better achieve this result.
  • We built the seat and driving position to place the body in the most natural posture to react to the movements of the car.
  • As for driving the Mazda3, we wanted the driving feel to be a more natural, relaxing experience.
  • This is what it means to design a vehicle to fit a human.

JINBA ITTAI: This is where the philosophy of effortless, joyful driving, or JINBA ITTAI, all the research into the human driving experience, and countless hours of design effort hit the road—so to speak.

  • As a reminder, "JINBA ITTAI" loosely translates to “horse and rider as one.” You feel connected to your Mazda in a way that is subtle and relaxing, in a way that no other vehicle seems to fit you. It’s like your Mazda:
    • You move together in perfect balance.
    • It makes use of your natural human abilities.
    • It ensures all passengers feel comfortable and able to adapt under any driving condition.

Rising to Meet Challenges

To replicate the natural human balance in the way we drive sounds like quite a challenge, but we have never shied away from engineering and design challenges.

  • Rather than simply accept the failures and doubts of others to solve some engineering dilemma or overcome some obstacle we set out to change “It can’t be done” to “We did it.”
  • Perhaps the most famous example of meeting a challenge was our success in finally creating a reliable production rotary engine.
    • Mazda demonstrated its technological prowess to the world.
  • A second challenge was how to design a single engine that combined the best qualities of both internal combustion and diesel engines. SKYACTIV-X does exactly that.
    • This new powerplant, with our new spark-controlled compression ignition (SPCCI), marks the world’s first implementation of compression ignition control technology in a gasoline engine.
      • Drivers will enjoy new levels of sharp response, torque, and acceleration while reaping the benefits of greater fuel economy.

SKYACTIV-Vehicle Architecture: The Challenge of Creating Natural Human Balance:
To meet the challenge of replicating our natural human balance in the way we drive, we took a completely fresh look at every single car part.

  • All the parts were designed from scratch to mimic people’s innate ability to naturally maintain balance.
  • This approach became the foundation of our new-generation technology called SKYACTIV-Vehicle Architecture.
  • In short, SKYACTIV-Vehicle Architecture:
  • Mazda addressed what was found through ingenious solutions to engineering challenges
VIDEO: ALL-WHEEL DRIVE

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VIDEO: G-VECTORING CONTROL PLUS

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VIDEO: SOUND CONTROL: NOISE, VIBRATION, AND HARSHNESS

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VIDEO: AUDIO

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VIDEO: SEATS

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VIDEO: SAFETY

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MAZDA’S i-ACTIV ALL-WHEEL DRIVE

When it comes to Mazda’s i-ACTIV all-wheel drive, it is important to keep in mind the goal:

The joy of faithful response accompanied by greater fuel economy.

Additionally: The All-New Mazda3 i-ACTIVE AWD can now compete in markets that it previously was not able to.

Faithful Response:
What this means is that the all-wheel drive system must provide the driver and passengers full performance confidence under questionable road conditions while at the same time maximizing fuel efficiency.
  • i-ACTIV AWD incorporates new control schemes and resistance-reduction technologies that, in most any driving condition, provide faithful response.
    • The All-New Mazda3 all-wheel drive
      • monitors the grip level of all four tires in real time so it’s always ready to handle rain, snow, or other slippery conditions and
      • maintains an extra bit of leeway at all times by providing solid tire grip strength and balance between front and rear when accelerating, decelerating, or cornering on dry roads.
Fuel Economy:
When it came to enhancing fuel economy, the design team aimed to reduce mechanical loss to an absolute minimum.
  • The design team made several changes to the system, allowing it to work more efficiently, thus increasing fuel economy.
    • Fuel economy is almost equal to a FWD vehicle.
This is an important point because, historically, those living in drier climates have ignored the stability advantages AWD provides on dry roads and those occasions when weather conditions deteriorate, not wanting to suffer the perceived all-wheel drive MPG penalty.
  • Mazda engineers, through various efficiencies, have essentially eliminated this “MPG penalty,” making AWD a legitimate option to anyone, anywhere, irrespective of climate.
ALL-WHEEL DRIVE (AWD): MORE DETAIL
Benefits:
  • AWD vehicles have more traction than there 2WD counterparts and can withstand higher cornering forces.
    • This is particularly important in slippery conditions, such as driving in rain and heavy city traffic, where grip is reduced, and cars are driving close to other obstacles.

MAZDA’S i-ACTIV All-Wheel Drive

  • The optional i-ACTIV AWD in the All-New 2019 Mazda3 incorporates new control schemes and resistance-reduction technologies that realize faithful response as well as fuel economy almost as good as that provided by a FWD vehicle.

Jennifer and Mark

  • It also adds “four-wheel vertical load” detection that does the following:
    • Monitors the grip level of all four tires in real time
    • Allows for an extra bit of leeway for tire grip at all times by providing solid tire grip strength when accelerating, decelerating, or cornering on dry roads
    • Constantly controlled balance between front and rear tire grip to maintain ultimate stability at all times

i-ACTIV AWD works in harmony with G-Vectoring Control Plus (GVC Plus)

  • The systems actively work together to stabilize the vehicle at the beginning of a curve and ensure traction balance between the front/rear tires is optimized when making a turn by controlling torque distribution between the front and rear wheels.
    • At the beginning of a turn, the GVC Plus system works by putting more load on the front wheels.
    • However, the AWD system would also have worked to distribute torque to rear tires to encourage forward-motion stability.
    • This would dilute the effectiveness of the GVC Plus system and make it more difficult to make a smooth turn.
    • Now, the system harmonization prioritizes GVC Plus at the beginning of a turn to put less torque distribution to the rear tires.
    • Therefore, the GVC Plus system fully stabilizes the vehicle at the initial point of cornering.
    • Then, at the point of acceleration to exit the curve, the AWD system works to gradually put more torque to rear tires to fully deliver the smooth, stable driving of AWD.
    • This means the driver experiences smooth steering and less course correcting
Monitors the road and traction:
  • Has more than 20 sensors that check for slippage 200 times per second and distribute power to the rear wheels as necessary.
    • Helps maintain traction by sensing and predicting slippage, instantly distributing torque to the rear wheels with minimum required amount before driver notices slippage
    • Provides a more precise, and quick front/rear power distribution in response to sudden road surface changes
    • Fully capable of responding faithfully to the driver’s intentions, regardless of the driving scene
  • Provides a feeling of safety and security for everyone in the car
AWD Fuel Economy:
  • The new AWD system reduces overall mechanical loss by approximately 60% over the previous model and contributes to improved fuel economy.
    • Minimum torque distribution enables light, compact, and low-resistant rear driving unit
    • Almost on par to FWD’s fuel economy.
    • No longer an AWD MPG “penalty” for enjoying the added stability provided by AWD
      • AWD a viable economic option for those living in drier climates
Disclaimer:
  • While the All-New Mazda3 AWD is not designed for serious off-roading, it can help avoid getting stuck in softer ground created by rain or a recent snowfall.
G-VECTORING CONTROL PLUS (GVC PLUS)

Effortless, joyful driving means a vehicle moves and reacts in a way that feels smooth, stable, and predictable. An effortless, joyful ride feels seamless to the driver and passengers, even when steering out of a corner.

To accomplish this, Mazda designers first developed G-Vectoring Control, an important example of Mazda’s commitment to providing driver control, which greatly enhances handling stability. But the designers were not done.
  • Now we have G-Vectoring Control Plus, which evolved from GVC and now uses brakes to add direct yaw moment control for further enhanced handling stability.
  • As the driver steers out of a corner by returning the steering wheel to the center position, GVC Plus applies a light braking force to the outside from the wheel.
  • This provides a stabilizing moment that helps restore the vehicle to straight-line running.
  • The system creates consistently smooth transitions between yaw, roll, and pitch.
  • As mentioned in the video, the vehicle turns more effortlessly, providing a more controlled and natural feel.
  • The system offers a reassuring feeling of control when changing lanes on the highway and when driving on snow or other slippery road surfaces.
  • And the system is so sophisticated and so sensitive to movement of the steering wheel that it even makes subtle corrections when you are essentially driving in a straight line, with only minor movements of the steering wheel.

The bottom line is GVC Plus is an i-ACTIVSENSE technology that offers a reassuring feeling of control when changing lanes on the highway and when driving on snow or other slippery road surfaces.

The beauty of the system is that the support offered by GVC Plus is so subtle in its efficiency that it’s hard to even notice.

G-VECTORING CONTROL PLUS (GVC PLUS): MORE DETAIL
What is G-Vectoring Control (GVC)?
A key piece of SKYACTIV-Vehicle Dynamics is G-Vectoring Control.
  • The original G-Vectoring Control was the world's first control system to slightly reduce engine torque when you go into a turn with your foot on the accelerator.
  • This shifts the car’s weight forward, giving the tires better grip and increasing responsiveness.
  • The system even responds to how hard you cut the wheel (cutting torque more) if you keep turning (restoring torque).
  • The system only engages when the accelerator is being pressed and the wheel is turning, and only lowers torque a little bit, but leads to an all-around smoother ride. Mazda calls the effects “subtle, yet important.”
All-New 2019 Mazda3 features GVC Plus:
  • GVC Plus uses the brakes to add direct yaw moment control for further enhanced handling stability.
  • As the driver steers out of a corner by returning the steering wheel to the center position, GVC Plus applies a light braking force to an outer front wheel.

Turn Out

  • This provides a stabilizing moment that helps restore the vehicle to straight line running.

G-Vectoring Control

  • The system creates consistently smooth transitions between yaw, roll, and pitch, even under high cornering forces, improving the vehicle's ability to accurately track sudden steering inputs and crisply exit corners.
  • In addition, "subtle" does not even begin to describe the effect.
    • G-Vectoring Control can detect as much as one tenth of one degree of steering angle and changes the cornering forces only 0.1 to 0.5 g as a result.
      • The system is so sophisticated and so sensitive to movement of the steering wheel that it even makes subtle corrections when you are essentially driving in a straight line.
Benefits:
  • In addition to improving handling in emergency collision avoidance maneuvers, GVC Plus offers a reassuring feeling of control when
    • changing lanes on the highway or
    • driving on snow or other slippery road surfaces; and
    • even when the driver is simply maintaining lane position, making only minor steering adjustments.
SOUND CONTROL

Mazda designers believe that an effortless, joyful driving experience in the vehicle is enhanced when sound is appropriately delivered.

  • Mazda conducted extensive research on cabin noise, vibration, and harshness (NVH) from the human perspective.
    • They understand that prolonged exposure to noise and vibration eventually causes the driver and passengers to experience fatigue.
    • This means that successfully reducing NVH can result in a safer and more comfortable driving experience.
  • Consequently, Mazda, armed with this research, placed strong focus on delivering “quality of quietness,” which means not just making the cabin quiet, but delivering the necessary sounds in a pleasing way.
    • This means only sounds that matter reach the ears in a pleasant, natural fashion.
    • This means being able to comfortably talk between the front and back seats
  • Changes were made in the All-New Mazda3 design and construction to do the following:
    • suppress noise generation;
    • reduce noise volume; and
    • control the reflections of, fluctuations in, and direction of sounds.

As mentioned in the video, one significant design change was to move the speakers.

  • The door speakers previously required large holes in the door panels. This was a source of unwanted noise.
    • This was addressed through a door speaker design that eliminates the holes and gaps in the door panels.
    • It also had the result of improving audio sound quality.
SOUND (NOISE, VIBRATION, AND HARSHNESS (NVH)): MORE DETAIL

Mazda’s goal: Only sounds that matter reach the ears in a pleasant, natural fashion.

Cabin occupants hear a variety of sounds while driving. Not all are necessary or particularly enjoyable.

Based on this, great effort went into delivering quality sound that feels natural to the ears.

Mazda’s research into cabin noise
Mazda has extensively studied noise, vibration, and harshness (NVH) from the human perspective (how humans perceive sound).

Mazda understands that prolonged exposure to noise and vibration eventually causes the driver and passengers to experience fatigue.

  • This means that successfully reducing NVH can result a safer and more comfortable driving experience.

Armed with this research, Mazda changed the All-New Mazda3 design and construction to do the following:

  • suppress noise generation;
  • reduce noise volume; and
  • control the reflection of, fluctuations in, and direction of sounds.

This helped Mazda achieve not just a “quiet” cabin, but “high-quality quietness.” The chart that follows shows how Mazda was able to reduce the sound level in the cabin when the All-New Mazda3 moves from smooth to rough roads.

How Mazda Made the All-New Mazda3 Quieter
Effectively controlling cabin sound could not be fixed by changing one, two, or three things. Mazda’s cabin sound control success came from making dozens and dozens of small changes, which, when put together, reduced cabin noise.

Two-wall construction: The floor carpet and body panel

Sound efficiency was increased by treating the floor carpet and the body panel as two walls and designing them to match the carpet fiber material characteristics.

Carpeting, Floor Mats, and Ceiling Liners.
It all makes a difference.

For the All-New Mazda3, the structure of the carpet covering the floor panel was revised to enhance sound insulation.

2018 MAZDA3
ALL-NEW 2019 MAZDA3

Sound damping was also enhanced by improving the sound-absorbing/dampening functionality that was added to floormats and ceiling liners to effectively suppress high-frequency noise.

Floor Mats
Ceiling Liners

Damping glue was applied to places with concentrated vibration.

Eliminating holes: Stopping sounds from entering the cabin
Where possible, Mazda either filled or reduced the size of holes. Examples include the following:

  • Carpeting
    • Thorough elimination of floor carpet holes.


  • Parts Deposit Holes


  • Assembly Holes


  • Structurally crucial holes: Steering shaft hole


  • Holes that are functionally needed: Extractor hole
    • The extractor is the hole responsible for taking air out of the cabin.
    • The trick is to keep unwanted sound from entering the cabin at the same time.
      2018 MAZDA3
      ALL-NEW 2019 MAZDA3
    • Sound-absorbing structure changes incoming sound to heat energy, reducing the amount of sound that reaches the cabin.

Moving the Speakers: Eliminating Door Holes
The door speakers previously required large holes in the door panels. In addition, the speakers used lightweight paper cones and holes in the grilles that negatively impacted sound insulation efficiency.

  • These weaknesses are addressed by adopting a new independent door speaker design that eliminates the holes and gaps in the door panels.
  • Also, the inner panel and door trim now consists of a two-wall design that minimizes any weight increases, while contributing to significantly increasing the sound insulation performance of the doors.

Rear-Seat Wind Noise

Rear-seat wind noise is generated by wind entering the parting lines between the roof panel and liftgate (on the hatchback), or the rear window and trunk (on the sedan) and swirling around inside.

  • Because parting lines, where two molded parts come together, serve a necessary function, they cannot be eliminated.
    • However, to greatly reduce this wind noise, a seal was introduced inside these parting lines to block the gap.
    • As a result, rear-seat occupants experience a far quieter ride when traveling at highway speeds.

Discomfort Caused by Sudden Changes in Road Surfaces
When the road surface changes from rough to smooth, the transition from a low-frequency to a high-frequency noise can be disturbing to cabin occupants.

  • To effectively suppress that high-frequency noise, Mazda created a sound-absorbing headliner and floor mats that quickly process the sound without reverberating in the cabin.

Conversely, when moving from a smooth road surface to a rough one, the sound suddenly grows louder.

  • Tires with optimized vertical spring action absorb vibrations to help prevent this noise from being transmitted directly to the ears of cabin occupants.
  • In addition, to prevent vibration from penetrating the cabin, the passageways through which it is transmitted from the tires to the suspension and body were identified, and their rigidity was greatly increased.
  • The resulting structure reduces the actual existence of vibration, and this minimizes the amount of noise and vibration that cabin occupants experience.

The Bottom Line
Mazda’s significant efforts and ingenious solutions have significantly reduced cabin noise (NVH) and therefore improved the experience of the driver and all other vehicle occupants.

AUDIO

For Mazda, the ideal audio system allows the driver and passengers to

  • listen to sound with preferable volume and
  • play the music accurate to the sound source.

It sounds easy: just recreate the human-centric sound of a concert hall in a vehicle.

To meet this challenge, Mazda designers studied how humans hear sound and the way sound moves in a vehicle.

  • Audio sounds in a vehicle bounce off the windshield and other surfaces, causing conflicting sound waves.
  • The result is the creation of some tones not true to the source or the muting of other tones.

To take audio quality and cabin quietness to a new level meant a new speaker layout based on both human and cabin characteristics.

  • The speaker layout aims to provide clear sound, from the lowest volume people can hear through high volumes where reproduction quality tends to fall off.

An example is BassMatch. an innovative distributive bass configuration that combines the new cowl-side bass enclosures with a rear bass source.

  • The system is tuned to match the benefits of tight, forward bass with extended rear bass for a powerful listening experience.
    • The woofers have been moved from the doors and are now mounted in the cowl-side panels, achieving a fine masterpiece of balance between size and audio quality.
    • These woofers are now positioned in the corners of the cabin where they effectively amplify bass sound, resulting in surprisingly impressive bass reproduction throughout the interior space.
  • Simply stating that Mazda mounted the woofers in the cowl-side panels might lead people to think it was a minor change.
    • In fact, it represents an engineering breakthrough that improves the quality of both audio reproduction and sound insulation. Mazda plans to adopt this new system in future models as well.

Try This at Home

To see what placing speakers in the corners will do, try this little experiment at home.

  • Place your phone into a corner on a counter between two small glasses
    • You’ll find that the sounds are now amplified when reflecting out of that corner.
AUDIO: MORE DETAIL

New Speaker Layout Based on Both Human and Cabin Characteristics
The design goal for the All-New 2019 Mazda3’s audio sound was to deliver the same level of high-quality sound, from the lowest volume people can hear through high volumes where reproduction quality tends to fall off.

How did Mazda accomplish this?

Mazda studied how sounds are transmitted throughout the cabin.

  • Studies found that there are locations where the bass is amplified and resonates, while in other locations it dissipates and is lost.
    • To address this, the bass speakers (woofers) have been positioned on the left and right sail garnish and upper sections of the door trim where the sound is transmitted directly toward the occupant’s ears.
  • This solution, a collaborative effort between Mazda and Bose®, achieves a fine balance between size and audio quality.
    • Though a compact 3L in size, these woofers are positioned in the corners of the cabin where they effectively amplify bass sound.
    • The result is surprisingly impressive bass reproduction throughout the interior space.
    • This layout also pays benefits by not requiring the holes in the door panels that previous systems used, thus greatly improving sound insulation quality.
  • Simply stating that Mazda mounted the woofers in the cowl-side panels might lead people to think it was a minor change.
    • That could not be further from the truth. In fact, it represents an engineering breakthrough that improves the quality of both audio reproduction and sound insulation.
    • Mazda plans to adopt this new system in future models as well.
Moved door speaker to side cowl
2018 MAZDA3
ALL-NEW 2019 MAZDA3
  • Studies also found that for sounds in the mid to high frequencies, the quality of the tone can change when sound coming from the speaker mixes with reflected sounds in certain locations.
    • To avoid this, the speakers were positioned and angled where the sound from them is less likely to be affected by reflected sound.
    • This layout achieves greater efficiency in increasing the quality of sound heard in the cabin.
  • Another human characteristic is the increased ability to sense where higher frequency sounds come from.
    • The high-range speakers are positioned on the left and right of the cabin, with the door speakers positioned on the upper section of the door trim.
    • They now sit closer to the occupants’ ears, making distinguishing the sound’s point of origin a more natural sensation, while also making it easier to feel the depth and clarity of that sound.

Eight-Speaker Standard Sound System
The All-New Mazda3 has a three-way layout for its sound system. The standard equipment audio system uses this eight-speaker layout, which includes the following:

  • Three-liter woofers on the sides of the front cowl
  • A pair of two and a half centimeter tweeters on the sail garnish
  • Eight-centimeter squawkers on the upper section of the front- and rear-door trim.

Twelve-Speaker Bose® Premium Sound System
The Bose® premium sound system adds an additional

  • eight-centimeter center speaker at the front,
  • a pair of eight-centimeter satellite speakers in the rear corners, and
  • a subwoofer in the rear center.

Mazda and Bose® Brand Synergy
Mazda and Bose® share a non-conventional philosophy, with a focus on

  • innovation and
  • exceptional end-user experiences

Both companies create products that naturally adapt to the end user and are enjoyable to use.

Human-Centric Sound: The Concert Hall Experience in Your Living Room
The fundamental goal behind all Bose® sound systems is to reproduce each instrument and vocal accurately—as if it were performed live in a concert hall—right in front of you.

  • Properties of life-like sound:
    • Acoustic design
    • Delay of sound
    • Reflected sound
    • Sound vibration felt by the body

When Bose® began engineering car sound systems, the challenge was to get quality sound into a very small space that wasn’t originally designed for acoustic performance.

  • This requires precise control of the direct sound as well as the reflected sound to the listeners’ ears.
  • Bose achieves this with extensive research in psychoacoustics and engineering systems that use the right speakers in the right places, combined with powerful amplifiers, equalization, and signal processing.

The Mazda-Bose® Collaboration
Based on feedback from design teams and from current owners, it was determined that the high-frequency performance needed improvement.

  • This led to collaboration between Mazda and Bose® to improve spectral clarity and spatial rendering. 
    • For more than 20 years Mazda and Bose® have been working together to make sound systems that add value to the total experience of owning a Mazda vehicle.
    • Mazda and Bose ®codeveloped innovations to achieve a higher level of acoustic performance, focusing on the three key acoustic features.

Tweeters
Bose advised that for best spectral clarity in the high-frequency range, tweeters shouldn’t be located where sound will be reflected, such as on top of the instrument panel, reflecting off the windshield.

  • The best performance is when tweeters are aimed at the listener, but this is more difficult and position sensitive.
    • The new tweeter location in the mirror patch creates an acoustic balance that gives each seat an accurate “center” in addition to a wider, clearer spatial image.

Woofers
The conventional location for front bass sources is the lower doors—easiest to achieve but not acoustically ideal.

  • The best bass performance comes from the “corners” of the cabin.
    • Mazda and Bose® defied convention by designing a better location for a front bass source.
      It wasn’t easy, but the result was a better bass source integrated into the All-New 2019 Mazda3.

BassMatch
Mazda and Bose defy convention by designing a better location for a front bass source. It is an innovative distributive bass configuration that orchestrates the new cowl-side bass enclosures with a rear bass source.

  • The system is tuned to match the benefits of tight forward bass with extended rear bass for a powerful listening experience.
    • BassMatch is unique bass architecture for optimized bass drive point and less concern for unwanted vibration.

Greater Control Over Mazda3’s Audio Settings
Bose and Mazda worked together to offer a greater degree of control over audio settings.

  • AudioPilot® and Centerpoint® have been refined to give users more granular control rather than just on/off.
  • Users can now choose from three levels of Centerpoint® and AudioPilot® enhancement to tailor their listening experience.

AudioPilot®
Noise from the road can often interfere with your music.

  • AudioPilot® noise compensation technology monitors any sustained background noise and adjusts the music so you can hear it better.
  • It happens automatically, so there’s no need to adjust the controls or turn up the volume.

Centerpoint® 2 Surround Technology
This technology creates natural front- and rear-soundstages that feel like being part of the performance.

  • Proprietary Bose technology, developed over decades, analyzes the stereo signal and generates a lush, unforgettable surround-sound experience regardless of music source.

Stereo Mode
The new stereo mode setting allows the user to select from two different EQ settings.

  • Standard stereo mode:
    • Uses Bose’s proprietary EQ curve, which delivers the spirited listening experience that users expect from a Bose audio system
  • Linear stereo mode:
    • Flattens out the EQ for a more neutral listening experience 

In addition to the Bose audio feature enhancements, Mazda’s new user-selectable listening position lets the driver optimize the audio experience for just the driver’s Seat or for all seats, further enhancing the driver-focused interior and driving experience.

SEATS

When people sit in a moving vehicle, they’re continuously trying to balance their body as numerous forces act on the person.

  • Whether it’s going over bumps or around corners, especially at speed, such movement is simply not natural for humans, as it is when we are on our feet.

In short, the human body is really not designed for that.

Mazda designers realized that the vehicle’s chassis, suspension, and the seats all act like your legs but that we will only feel properly balanced when they are working together in such a way as to allow your own body’s natural tendencies of balance to keep you firmly in the seat while driving.

So, Mazda’s challenge was to put the upper body into the same kind of position that it is in when you are standing.

  • This means that all of your musculature and skeletal structure is in the right position to be able to respond more naturally to the forces generated when driving.
  • This means sitting more upright in a moving vehicle, a more standing position, that ends up being more comfortable because you are able to balance yourself better.

With this balance achieved, vehicle experience is a natural movement as pleasing as walking on your own legs, so occupants are more relaxed because they don’t even notice, just like they don’t notice when there are walking.

Mazda maximized the innate human ability to maintain balance the following:

  • By designing the seats, body, and chassis as a whole, based on human characteristics, SKYACTIV-Vehicle Architecture realizes ride comfort and handling stability that perfectly matches human sensibilities.
  • By seats designed to maintain the S-shaped curve of the spine, cushion and lower seatbacks support the lower pelvis, upper pelvis, and thighs to keep the pelvis in an upright position and support the lower part of the S-shaped curve.

Human-centric engineering is at the core of Mazda’s SKYACTIV-Vehicle Architecture, creating an intuitive bond between car, driver, and passengers for the unique, effortless, joyful feeling of driving that only Mazda can deliver.

SEATS: MORE DETAIL

Maximizing the innate human ability to maintain balance.
When people walk, they maintain a dynamic balance by moving their pelvis and spine to control their center of gravity.

  • The ability to do this is precisely why they are able to change direction and climb up and down without discomfort.
  • People control this extremely complicated body movement without any conscious thought.
  • This is the innate human ability to maintain balance.

Mazda’s SKYACTIV-Vehicle Architecture aims to enable the driver to fully maximize this human ability to maintain balance, even when in the car.

  • By designing the seats, body, and chassis as a whole based on human characteristics, SKYACTIV -Vehicle Architecture realizes ride comfort and handling stability that perfectly matches human sensibilities, free of anything unpleasant or concerning.

Seats that enable the occupant to maintain an ideal posture.

The seats in the All-New Mazda3 firmly support the pelvis in an upright position such that the occupant’s spine maintains a natural S-shaped curve.

  • This seated posture is the same as that which a person naturally assumes when walking.
    • By moving the pelvis and spine to maintain balance, the body absorbs input from the road surface and stabilizes the head.
    • Because this posture requires no extra exertion to support the body, the occupant suffers less fatigue and experiences greater comfort, even on long drives.
  • The seat design specifically does the following:
    • The seat cushion and lower seatback support the lower pelvis, upper pelvis, and thighs to keep the pelvis in an upright position and support the lower part of the S-shaped curve.
    • The upper seatback bolsters the gravity center of the rib cage to best support the top section of the S-curve.
    • Optimization of the shape and spring constant for each section of the seat allows occupants with a wide range of physiques to adopt an ideal posture and to maintain that seating posture throughout the drive.
    • Finally, the front-seat cushion tilt adjustment is now included as standard equipment.
  • This helps prevent the angle of the seat from causing the occupant’s thighs to float above the cushion or place undue pressure on the thighs.
  • As such, it offers firm support that keeps the pelvis in an upright position to maintain the ideal seating posture.

  • Development of the spring constant for the All-New Mazda3 seat was based on the spring constant of the human body.
    • If the seat is too soft, it will not adequately support the occupant’s body.
    • If it is too hard, it will hinder blood flow and cause pain or numbness.
    • To achieve the optimum spring constant, Mazda measured the body firmness of a wide range of people and quantified the results.
    • The optimum spring constant for the seats was calculated based on this data and then a repeated series of actual test runs were performed to achieve optimization.
    • Rather than depending on intuition, the ideal seat design was determined through detailed examination of human characteristics and vetting of related theories.

Sprung Mass
To optimize the human ability to balance while in the vehicle, when a car is taking a corner, for example, it is necessary to ensure the car’s sprung mass moves smoothly as if moving over a spherical surface, as shown in the picture.

  • It is also important to design the seat, which is between the passenger’s pelvis and the sprung mass, to move with the sprung mass and transmit input energy smoothly to the pelvis.

Suspension
To minimize the impact on the human body when the vehicle encounters bumps, Mazda was challenged to change the suspension.

  • Mazda found that by simplifying the suspension, the inputs to the drive became simple.
  • By firming the suspension, we could achieve great handling and reduce the impact.
    • This was done by coordinating different parts of the suspension (control arm, sprint, shock, and wheel).
  • In the rear suspension, we previously had a multi-link suspension, which had a trailing arm and three lateral arms.
    • We found that in switching to a much simpler torsion beam setup, which has one bushing on each side, it was actually easier to tune the suspension.

Tires
Mazda also found that by softening the tire and stiffening the bushing the tire will deform into the bump and the bushing won’t have any give.

  • When the tire deforms, it immediately starts transferring force into the spring and shock and moves the tire over the bump in a smoother manner.
SAFETY

When it comes to safety, Mazda’s design goal is simple: Create a safe vehicle such that everyone in the vehicle can feel confident and be focused on effortless, joyful driving.

With the Mazda3 the driver is immediately embraced by a sense of strong support the moment he or she takes to the road. The Mazda3 instills confidence and provides the pleasure of a spirited drive, along with a feeling of being comfortably seated within the cabin.

The safety features of the All-New Mazda3 fall into three areas:

  1. Awareness of potential hazards
  2. Accident prevention
  3. Damage mitigation

Mazda’s i-ACTIVSENSE advanced safety technologies support the driver in awareness of potential hazards, accident prevention, and damage mitigation.

In a nutshell, effortless, joyful driving exists when your vehicle does the following:

  • Has the ability to help drivers drive to the best of their ability. LED headlights that brightly illuminate the road ahead is an example
  • Constantly monitors the driving situation or road conditions and provides warnings as needed. Driver Attention Alert does this
  • Has the ability to step in when an emergency situation occurs and helps prevent a serious problem. Emergency braking is an example
  • Is constructed in such a way to mitigate the damage and chance of injury to vehicle occupants. High percentage use of high tensile steel does this
SAFETY: MORE DETAIL

i-ACTIVSENSE: Enhanced sensing technologies keep an eye on actual conditions

Mazda’s i-ACTIVSENSE advanced safety technologies support the driver:

  • by making them aware of potential hazards,
  • working towards accident prevention, and
  • damage mitigation when possible.

For the All-New Mazda3, the driver’s condition and actions are monitored to help him or her continue to drive properly and respond in proper fashion to conditions that most frequently cause accidents. These new features aim to provide every occupant with greater reassurance when riding in the All-New Mazda3.

Lightweight, high-rigidity body designed for safety.
Measures to protect against frontal impact: Highly efficient energy absorption and the use of ultra-high tensile steel

Safety measures on the All-New Mazda3’s body include the following:

  • Strong architecture capable of firmly resisting impact
  • A frame structure that effectively absorbs impact energy
  • Body that has the multi-path structure and straight framework of the previous model to respond to a variety of impact types
  • Bumper beam extended on each end and the addition of new perimeter beam

  • In addition, the All-New Mazda3 has a bendable front frame structure that firmly takes the brunt of the impact and gradually absorbs the energy to achieve highly efficient energy absorption properties.

Significantly increased use of ultra-high tensile steel
The All-New Mazda3 also takes advantage of a greater amount of ultra-high tensile steel.

  • Stronger-than-regular steel of the same weight
  • The ratio of ultra-high tensile steel rated of 980MPa or higher is increased from 3% to 30% compared to the previous model.

Measures to protect against side impact: Maximizes the potential of strong materials used

  • Strong materials are used to reinforce the front-door hinges, B-pillars, and the rear body section.

  • A new reinforcement was added to the rear body section.

  • Adding further strength is the new multifaceted cross-section shape of the material used for the B-pillars, side sills, and roof.

Measures to protect against rear impact: Accordion deformation effectively absorbs energy

  • Newly developed for the All-New Mazda3 is a design that causes the rear-side frames to deform in an accordion-style pattern in the event of a collision.

  • Conventional rear-side frames tend to crack and fold when subjected to collision impact, which means they absorb only a little amount of energy.
    • In contrast, the small folds of the accordion-shaped deformation pattern almost double the efficiency of energy absorption.

New knee airbags and side airbags

  • In addition to the front airbags, the curtain airbags, and the front-side airbags, the All-New Mazda3 introduces a new knee airbag for the driver’s seat.
    • This knee airbag suppresses forward motion of the driver’s body in the event of a collision, reducing the load that must be borne by the seatbelt and contributing to fewer injuries to the driver’s legs, chest, and abdomen.

Front seats designed to mitigate neck injuries and mitigate whiplash through controlled seat hardness

  • Mazda’s neck injury–mitigating front seats are now even better at reducing whiplash, which is often caused by rear-end collisions.
    • The seat structure minimizes the amount of movement of the occupant’s head, chest, and hips in the event of a collision, with the aim being to reduce the chance of neck injury.

Seatbelts feature quick and gentle restraint

  • The lower mounts for the front-seat seatbelts are attached to the seat itself.
    • For previous models, and most other vehicles in the Mazda3 class, the seatbelts were mounted to the floor. This results in a fair amount of slack.
    • Mounting the belts to the seats reduces the amount of slack and allows them to more quickly restrain the occupant in the event of a collision irrespective of the seat’s position.

ALL-NEW 2019 MAZDA3 STORIES

In order for customers to develop an emotional connection with the All-New Mazda3 and the Mazda brand, they need to see how the features of the vehicle meet their wants, needs, and emotions. This is why learning about customers and being prepared to match them with vehicle features is critical.

EXAMPLE 1
Customer Focus:

Hannah lives in the city but loves to unplug on weekends by going skiing and hiking with friends. She needs a car small enough to easily maneuver through the city but large enough to carry her gear. Most importantly, she must trust her car to handle less-than-perfect road conditions. But she is cost conscious and has heard that AWD vehicles get fewer miles per gallon than their front-wheel drive counterparts.

The key, based on what you have learned about Hannah, is to present features in a way that customers can relate to—a story that they could picture themselves being a part of.

Possible Story:

  • I think you would really enjoy the All-New 2019 Mazda3 Hatchback with all-wheel drive. It’s a compact car for the city but with the hatch, and with the rear seats folded down it provides plenty of cargo space. I’ve got friends who love the mountains too and they swear by their All-wheel drive. They wouldn’t want to brave winter without it. Let me tell you a little about Mazda’s amazing i-ACTIV All-wheel drive system.
  • It’s called i-ACTIV All-wheel drive and with more than 20 sensors checking for slippage, it monitors the grip level of all four tires in real time. This provides a more precise and quick front/rear power distribution in response to sudden road surface changes. And, it is fully capable of responding faithfully to the driver’s intentions, regardless of the driving scene. This creates a feeling of safety and security for everyone in the car.
  • It also works in conjunction with a technology called G-Vectoring Control Plus, which no one else in this class has. GVC Plus works actively together with the all-wheel drive system to stabilize the vehicle when cornering to ensure traction optimized between the front/rear tires. In fact, the system is so sophisticated and so sensitive to movement of the steering wheel, that it even makes subtle corrections when you’re driving in a straight-line too. Oh, and the All-New Mazda3’s all-wheel Drive system gets almost the same gas mileage at the front-wheel-drive version.
ALL-NEW 2019 MAZDA3 STORIES: EXAMPLE 2

Customer Focus:
In Alec’s business he needs to drive a truck to haul cases of the beer he brews. He covers a lot of miles and the ride just isn’t comfortable. His back really feels it and he’s often fatigued. While he can’t give up the truck because of his business, he’s decided that he wants a more comfortable ride for his non-business-related driving.

Possible Story:
Well Alec, Mazda realized this too. Research into the “ideal state” for a car led Mazda to examine the relationship between human balance and the moving automobile. In short, Mazda figured out how to create a seat that positions your body in such a way that your own natural ability to balance is utilized while driving. By doing this, the movements of the car has far less impact on your need to concentrate on staying in the seat, and as a result, you feel more relaxed when driving and also more in control. It’s like the car just knows what you want it to do. It’s hard to explain, but very easy to experience for yourself. How about a test drive?

A PERFECT FIT: DRIVING POSITION

Intuitive operation, lack of fatigue on long drives, and consistent views

  • Comfortable and confident driving begins with the correct driving position.
    • The ideal is to provide a natural and relaxed posture, minimizing the burden on the driver’s muscles when operating the vehicle, which in turn reduces fatigue.
    • On the All-New Mazda3, changes were made to the seat structure, pedal layout, and pedal operation.
  • Another important element for driver confidence and safety is visibility.
    • Visibility directly affects the way the driver senses distance and speed, both of which are important factors that contribute to field of view.
    • To brake with precision, the driver must be able to appropriately judge distances.
    • However, driving at highway speeds can become distracting if one’s view is overly focused on the area close to the car’s hood.
    • Considering this reality and aiming to provide drivers with an optimal view, the adjustment range of the driving position received careful attention.

Enabling drivers of all sizes to concentrate on driving
Proper driving posture on the All-New Mazda3 involves the center console. The new console design aims to virtually eliminate any cramped feelings or awkwardness in use.

  • The cupholders are now positioned in front of the gear shift lever.
    • This eliminates the need for the driver to lift his or her arm or elbow to avoid bumping it against a cup when shifting gears or using the commander control.
    • The new position also puts the cupholders in the corner of the driver’s field of vision, making it possible to comfortably reach for a drink while keeping both eyes on the road.
    • This removes one cause of distraction.
  • The gear shift lever and commander control were also moved forward.
    • Now they are placed where they can be operated with the arm at a more natural angle.
    • This also helps drivers of smaller stature to not feel cramped when they slide the seat forward.
  • The armrest was extended to almost double its prior length.
    • This allows drivers of average to larger stature to comfortably rest their forearm on the armrest.
    • Drivers of smaller build can rest their wrist on it like a palm rest.
    • This enhances stability when operating the commander control.
    • Matching the height of the center armrest to that of the door trim armrest also helps achieve greater comfort.

Extended steering telescopic range covers a wider variety of body builds

  • Now there is a wider adjustment range of 70 millimeters to offer an additional 10 millimeters of movement at either end.
    • Allows drivers of smaller stature to adjust the wheel so it sits a little further away
    • Allows drivers of larger stature to bring it closer to where they sit
    • Gives both statures more precise control over the adjustment of the driving position

Tilt mechanism lets the seat be adjusted to perfectly match the driver’s thighs
The seat cushion tilt adjustment is now included on manual seats.

  • This eliminates feeling that, while the cushion slide position and height matched the driver’s body, the angle of the cushion either left the thighs floating above the cushion or placed pressure on the thighs.
    • Matching the seat cushion angle to the driver’s thighs helps offer firm support, keeping the pelvis upright to maintain the ideal seating posture.

Revised seat lifter track for smoother position adjustment
Mazda’s recommended method for adjusting the driving position involves the following four steps:

  1. Adjust the seatback recliner angle
  2. Adjust to slide the seat backward or forward
  3. Use the lifter to adjust the height for best line of sight
  4. Adjust the steering wheel angle

However, there were cases where, after adjusting the slide position in step 2 to match the driver’s heel angle, that angle changed after adjusting the height with the lifter in step 3, once again forcing the driver to adjust the slide position.

  • The reason was that the movement of the lifter made the position of the driver’s posterior to move forward.
  • This is addressed this by having the lifter’s track pivot on an arc that is centered on the pedals.
  • This enables the driver to quickly and smoothly perform the three steps for positioning the seat.

A PERFECT FIT: EASE OF VISUAL CONFIRMATION AND RECOGNITION

Allowing all drivers to see what they want, when they want
Increasing visibility involved two innate human abilities:

  1. The ability to view things with either the left or right eye with the mind, synthesizing the image and allowing recognition of the object
  2. The ability to remember a series of still images and combine the images into a continuous moving picture

In other words, as long as the environment enables the driver to keep one eye on an object, he or she can continue to track it.

  • These characteristics are reflected in the design of the A-pillar.
  • The larger the obstruction angle of the A-pillar, the larger the blind spot grows for objects farther ahead.
  • This creates a condition where pedestrians can continually fall within the blind spot, which in turn can lead to situations where the driver remains unaware of the pedestrian until the moment an accident occurs.
  • The new A-pillar design reduces the amount of area that is obscured, allowing the driver to better see objects ahead with either the left or right eye and then combine these images as a constant motion he or she can continue to observe.
  • This enables the driver to maintain a continuous view while maintaining a proper driving posture.
  • This involves calculating what degree of movement of the neck and eyes does not burden the driver and then designing the pillar shape to provide a natural field of view.

Enabling all drivers to judge distance and speed while maintaining a natural posture
A key point for visual recognition is to create a strong sense of an axis before the driver’s eyes.

  • When people walk, they are subconsciously aware of axes existing within that given space.
  • Through recognition of their location and relation to the respective axes, they are able to determine the distance to their destination and the appropriate direction they should take to get there.
  • However, driving a car means sitting within the confines of a defined cabin space, which restricts the driver’s view, more so than when compared to walking in an open space.
    • The All-New Mazda3 attempts to compensate for this by enabling the driver to sense much of the input that cannot actually be seen.
    • For example, the belt line along the upper section of the door trim comes close to tracing the path of the lane markers that can be seen through the window.
    • The line extending from the top of the meter cover is aimed toward the lane markers’ point of convergence.
    • These elements allow the driver to firmly sense the spatial axis that lies ahead; even if there are some spots that cannot actually be seen, they give the driver a perfect sense of distance and speed between the vehicle and the world outside, making driving easier and the driver more confident.

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Higher precision high beam control enhances nighttime visibility
Mazda’s adaptive LED headlights (ALH) further improve nighttime visibility.

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  • They make it easier to identify pedestrians and other objects and raise the level of reassurance and confidence when driving at night.
    • The lamps are comprised of an array of twelve-block LEDs for the low and glare-free high beams, along with an additional array of eight-block LEDs of glare-free high beams.
    • These combine to deliver outstanding long-distance illumination with a range of approximately 200 meters.
    • The system accurately controls the switching on and off of the high beams, making it easier to identify pedestrians.
    • It also distributes light from the high beams in three different patterns, depending on the car’s speed, and features six-stage directional control linked to the steering angle.
    • These features combine more appropriately to illuminate only what the driver wants to see.

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Windshield wipers that maintain a clear, wide field of view
The Mazda3 is fitted with evolved wiper functions that have a broader coverage area and a new method for spraying washer fluid.

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  • Whether it rains or the windshield gets dirty, the evolved wipers more quickly provide a clearer field of view to provide the driver with greater visibility.
  • The wipers help secure a clear field of view near the driver’s side A-pillar, which plays a critical role in actions such as spotting pedestrians crossing the street or confirming what is around corners.
    • The wipers use a control system that calculates the amount of overrun based on the windshield’s initial level of resistance and constantly adjusts the operating angle in fine increments.
    • This allows the wipers to firmly clean right up to the A-pillar, whether driving slowly or experiencing the powerful wind forces when traveling at highway speeds.
  • Washer nozzles are now mounted on the wiper arms.
    • Nozzles mounted beneath the hood previously delivered the fluid but momentarily blocked visibility when applied.
    • By attaching the nozzles to the wiper arms, the spray can be wiped away immediately after application and so they do not interfere with visibility.
    • They also carry the extra benefit of cleaning the windshield more quickly.
  • In addition, the wipers are housed beneath the hood.
    • This helps provide a clear downward view out of the windshield.
    • The driver can easily use the switch to move the wipers to an upright position when he or she wishes to prevent snow accumulation.

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A PERFECT FIT: HUMAN MACHINE INTERFACE (HMI)

Reducing the time required to judge a situation enables intuitive action
One of the causes of inattentiveness while driving is “cognitive distraction.”

  • A driver’s attention is drawn away from the road ahead when he or she struggles to understand the meaning of information displays or when trying to understand how to operate a control. This does not allow for a safe driving conditions.
  • To reduce distractions, Mazda3’s latest human machine interface (HMI) enables the driver to control the car through intuitive actions.
    • Intuitive action means operating the car without any hesitation.
    • For example, the instant the driver looks at the hazard lamp switch, he or she wastes no time wondering about its purpose or operation.
    • The shape and symbol mark lead to instant recognition, and the switch controls the hazard lamps and can be turned on with the press of a finger.
    • This allows understanding of what it is, how to operate it, and what it does at a glance.
    • That is the rule that serves as the base for the development of the information conveyed by the meter’s active driving display and center display, as well as the sound patterns used for audible alerts.

Seven-inch TFT LCD, thin-film, transistor liquid-crystal display meter with reading ease and a sense of axis
The Mazda3’s meter cluster concentrates a variety of information clearly displayed within the center section where it can be instantly read and recognized.

  • The left-right symmetry and aiming of all displays toward the driver adds to the benefits of the meter design.
  • The vertical alignment between the center meter and active driving display (ADD) enhances the connection between the car and driver.
    • This results in more confident, reassured, and focused driving.
    • The driver’s vertical eye movement, together with the left-right symmetry of all displays, brings a strong sense of axes existing.
  • The information displayed in the center meter uses a seven-inch TFT color LCD panel.
    • Information critical to driving safety, which changes from moment to moment, is concentrated in the upper center where the driver can instantly recognize it.
    • Warning indicators and texts are also concentrated in the center, which support the driver by helping gain quick awareness of any irregularities and react smoothly as he or she takes prompt action.
  • The change to the LCD panel also eliminates the need to show both km/h and mph together, which makes for a much cleaner display.
  • Smaller needle caps on the analog meters to the left and right combine with lettering pushed as close as possible to the edge, creating a design that speaks of both space and pleasing tightness.
    • The result is a more beautiful appearance combined with greater reading ease.

Unified expressions for greater beauty create unified displays and operation for greater ease of use
The active driving display, meters, and center display were redesigned to present information in a simpler fashion.

  • The fonts were unified to create a pleasing sense of consistent expression.
  • The 8.8-inch wide center display operates exclusively using the commander control, simplifying operation.
    • The display also uses an on-screen depiction of the commander control that suggests how best to move it.
    • This intuitive guidance makes the commander control easier to operate.
    • When selecting a menu item on the center display, a faint ring resembling the top of the commander control appears on the screen.
    • When, for example, the selection reaches the bottommost menu item, the ring tilts to the left, letting the driver know that he or she can move back up the list by turning the control to the left.
    • Because Mazda Connect presents a large number of screen displays, rules were implemented for consistent behavior among the various types of display and selections.

Unified warning messages help drivers properly understand the situation
Warnings are displayed in a manner to accurately convey and help the driver better understand important information.

  • This makes it possible to quickly provide a sense of safety and reassurance, even when a warning is activated.
    • For example, if an icon merely lights and/or a warning alert sounds, inexperienced drivers may find it difficult to understand what it means.
    • The Mazda3 addresses this by separating the role of audible alerts and warning displays.
    • Sounds guide the driver’s awareness or convey the level of urgency, while displays describe the situation and methods to resolve the problem.
    • Audible warning alerts were designed based on human characteristics, while the number of repetitions and content were also carefully selected to make the levels of urgency immediately apparent.
    • In addition, warnings that urge the driver to confirm their meaning on the meter display sound from the front speakers, while those warnings of the possibility of a rear-end collision sound from the rear speakers.
    • This enables the driver to intuitively grasp the nature of the warning, further raising the effectiveness of these alerts.
    • Meter displays use simple language, instructing drivers while maintaining safety while driving.
    • The center display provides a more detailed explanation of the problem, how It might affect the car and need a specific response.

A PERFECT FIT: OPERATING EASE

Switch operation unified to deliver true driving pleasure
Mazda’s human research extends to the field of Kansei engineering, which was applied to how people respond to the feeling of switch operations.

This revealed that they can derive the same impression of dynamic and satisfying performance as they do when the car responds faithfully to their intentions while driving.

Another result reveals that people are not only delighted by good quality, but consistency also stirs their interests and leaves them with the desire to see it firsthand and give it a serious try.

  • Based on the results of this research, the All-New 2019 Mazda3 development aimed to leave a strong impression so that even the act of operating the switches can bring driving pleasure.
  • To deliver the same sense of driving pleasure derived from steering wheel or pedal operation, switch operation was adjusted in 0.01-millimeter increments to examine how the feeling of their operation changed.
  • Efforts were extended to finely crafting the switches to deliver the same feeling, regardless of whether the respective switch is pushed, pulled, flipped, or turned.

Steering wheel switches designed for intuitive operation
The layout of steering wheel switches for the All-New 2019 Mazda3 combines the use of both toggle and push-type switches.

  • Aiming to deliver the ultimate in non-seeing operation, great care went into raising the surface of each switch so it is instantly identifiable at a touch.
  • The All-New Mazda3 links the operating direction and function of each switch to make operation more intuitive than ever before.
    • Functions such as volume adjustment and track selection that call for movement use toggle switches. Moving the switch up increases volume or advances to the next track, while moving it down lowers the volume and jumps to the previous track.
    • A simple touch of the surface immediately informs the driver of the dividing point for upward and downward movement, a feature that helps prevent inattentive driving caused by turning one’s eyes away from the road.
    • In addition, adopting the toggle switch allows for a narrower steering wheel spoke design. The result is both greater functionality and beauty.

Meticulously designed manual transmission shift knob
The shift lever was moved forward and raised on both the automatic and manual transmission versions of the All-New Mazda3.

  • The new layout makes it much easier to move one’s hand between the steering wheel and shift lever and to operate the shift lever.
    • It features a pleasingly crisp action, while shift changes are also accompanied by a smooth feeling of the lever being gently drawn toward the next position.
  • This is especially important in the case of the manual transmission shift knob, which sees frequent use.
    • This led to the introduction of a design that is somewhat flat on top and on the sides.
    • The flat design created for the top conveys a sense of vertical axis to the driver, while the flattened sides were chosen particularly for the way they help guide the hand when moving the lever from side to side.

BRAKING PERFORMANCE

The ideal braking performance Mazda strives to achieve
The innate human ability to maintain balance, even while in a car, is also demonstrated when the brakes are applied. When braking, there is a natural response to the body’s forward momentum that unconsciously keeps the head from moving.

  • However, if the car does not respond as expected when the brakes are applied, such as locking up the brakes when just lightly pressing the brake pedal, then the occupant’s body cannot naturally maintain balance.
    • Such behavior is linked to carsickness and fatigue.
  • It is ideal to have the brakes react promptly, with braking force building gently, such that a consistent level of strength is maintained.
    • It also includes having the braking force let off smoothly when gently lifting one’s foot from the pedal.
    • If this car behavior is achieved, cabin occupants can maintain balance and enjoy a comfortable experience.
  • Development of the All-New 2019 Mazda3 focused on making it easy for the driver to sense when the brakes begin to engage and to adjust the rate of deceleration by backing off the pedal, which also achieves a high level of rigidity that suppresses jittering when the brakes are firmly applied.
    • The goal was to achieve ultimate control.
    • This involves a one-to-one ratio between pressing the pedal and the amount of braking force generated, maintaining the same braking strength as long as the pedal is held at a given angle, and to reduce braking force at the same one-to-one ratio when letting off the brake pedal.

Bridging the contradictory elements of controllability and rolling resistance
To create braking force, the disc brake calipers press the brake pads against the rotors to generate friction.

  • The tighter the clearance between the brake pads and rotors, the faster the brakes will respond.
  • On the other hand, if the clearance is too tight, the brake pads can make contact with the rotor brakes when not intended and generate excess friction.
    • This causes rolling resistance that adversely affects fuel economy and can generate unpleasant vibration.
  • Mazda wanted to enhance controllability but also minimize rolling resistance.
    • To accomplish this, the structure of the brake calipers was redesigned.
    • The key was in the movement of the seal attached to the piston that pushes the brake pad.
    • Redesigning the structure of the seal to optimize its movement resolved this issue by securing a constant clearance at all times, regardless of whether the brakes were lightly or firmly applied.
    • This achieved a high level of controllability while resolving the issue of rolling resistance, as this new structure minimizes the amount of impact on fuel economy while also contributing greatly to controllability.

Pedal operability based on human physical characteristics
Mazda wanted to optimize pedal operation.

  • Based on the knowledge from years of human research, the development team focused on the muscle movement involved in pressing the pedals.
    • They examined what muscles were best suited to what operation and how best to effectively leverage the movement of these muscles.
    • The next step was to finely craft the accelerator and brake pedals to improve controllability.
  • The accelerator pedal for the all-new Mazda3 is an evolved version of the organ-type pedal used on the previous model.
    • Studies revealed that the soleus muscle on the lower calf is particularly suited to fine movement and staying power.
    • This makes it the ideal muscle for use in operating the accelerator pedal.
    • The new structure took advantage of this by moving the pivot point of the organ-type pedal closer to the driver’s heel position.
    • This makes pedal operation smoother, more stable, and more controllable.
  • Brake pedal structures inevitably result in lateral rattling when pressed. Although the effect is not pronounced enough to be felt as actual vibration, the human body responds to even this subtle hint of looseness.
    • To cope with this lateral movement, the driver instinctively uses muscles that should not be required for operating the pedal.
    • For the All-New Mazda3, the parts used on the brake pedal were reviewed and a new fabrication process was used to greatly reduce the amount of jiggle on the pad of the brake pedal.
    • Consequently, the driver does not use muscles that are not needed, resulting in a brake pedal that causes less fatigue and makes the car easier to control.

MAZDA’S CUSTOMER: THE INDEPENDENT ACHIEVER

As part of Mazda’s transformation to a premium brand, we are attracting a different type of customer than we have in the past.

We’ve identified the ideal customer who we call “the independent achiever.”

What are independent achievers like?

  • True to themselves and their personal compass, they steer life in the direction of their heart and hit the gas.
  • To reach their goals, they push themselves to the limit and aren’t afraid to go against the tide.
  • They love cars and driving.
  • They want a premium brand with all the bells and whistles, a vehicle that exhilarates them and fits their unique personality.
LET’S GET STARTED
ACTIVITY DIRECTIONS
  • Work with your group to learn about your assigned customer.
  • Select and view as many responses as possible in 10 minutes.
  • Discuss the clips you just watched within your group to identify the following:
    • The questions and answers that were the most informative
    • What you find interesting about your customer (very loyal, driven, open to new experiences, etc.)
    • What ideas about Mazda you might share with this customer
Meet the Customers

SELECT AN INDEPENDENT ACHIEVER

Matthew
Alisha
Zach
Hannah
Alec
QUESTIONS FOR
Show Response
WELCOME

This Digital Participation Workbook is your guide for learning more about the Mazda brand, Mazda customers, and the All-New 2019 Mazda3.
Getting around is simple:

  • Once in a lesson from the home page, do the following:
    • Refer to page numbers at the bottom of the screen
    • Use back and forward arrows for paging
    • Tap the page number to enter notes
    • Tap Home to return to the main menu
    • Tap the alpha characters to increase or decrease text size for easy viewing

Mazda

When playing videos, remember the following:

  • tapping on full screen toggle will open the video to landscape mode (full screen), and
  • tapping the “X” in the upper left corner will close the full screen view and return to the normal view in the DPW.

Mazda

VIDEO: A NEW ERA

Put on your headphones and tap play.

VIDEO: KODO DESIGN

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VIDEO: BRAND VISION

Put on your headphones and tap play.

VIDEO: FUTURE OF THE MAZDA BRAND

Put on your headphones and tap play.

SUSTAINABLE ZOOM-ZOOM 2030
  • Mazda has a new long-term vision for technology development called "Sustainable Zoom-Zoom 2030" that looks ahead to the year 2030.
    • As part of the new technology to achieve this vision, Mazda plans to introduce a next-generation engine called SKYACTIV-X, which will be the world's first commercial gasoline engine to use compression ignition.
  • In response to the rapid changes taking place in the automotive industry, this vision takes a longer-term perspective and sets out how Mazda will use driving pleasure, the fundamental appeal of the automobile, to help solve issues facing people, the Earth and society.
    • People: Mazda aims to enhance customers’ mental well-being with the satisfaction that comes from protecting the Earth while operating a car that offers true driving pleasure.
    • Earth: Mazda uses a “well-to-wheel” perspective, considering how to reduce emissions over a vehicle’s entire life cycle.
      • Mazda will also continue efforts to perfect the internal combustion engine, which will continue to power the majority of vehicles worldwide for many years, as well as develop clean-energy vehicles.
    • Society: Mazda develops safety technologies with the goal of eliminating traffic accidents.
AMBASSADORS FOR MAZDA

AMBASSADORS FOR MAZDA AMBASSADORS FOR MAZDA

  • You and your associates work hard every day to build the value and reputation of your dealership with your customers and in your community.
  • YOU are the best representative of what Mazda and your dealership stand for.
  • No matter what your job title is, think of yourself first as an “ambassador” for the Mazda brand, with the power to influence how your customers, friends, and family think about the brand and our vehicles.
  • That’s why this guide is filled with compelling and inspirational stories, because we want you to share them with your customers, friends, and families.
VIDEO: EXECUTIVE MESSAGE

Put on your headphones and tap play.

KEY TAKEAWAYS: MAZDA BRAND

We deeply believe in the power of human capability, of both the creators and drivers of our vehicles.

  • Our distinctive products are known by the following:
    • Japanese mastery
    • Artful design
    • Human centricity
    • Ingenious solutions
    • Effortless joyful driving
  • Our mission is to never stop making cars that are profoundly enjoyable to drive.
  • Mazda’s ultimate ideal is called Mazda Premium. In that state, Mazda products will be comparable to or exceed ones from premium automakers.
  • Achieving that state over the next few years requires us to shift our thinking from being “just” a car company to being an experience company.
KEY TAKEAWAYS: MAZDA CUSTOMER
  • As Mazda evolves, we will focus on a specific customer mind-set we call the independent achiever. Independent achievers are
    • more premium minded and
    • willing to pay more for value and for elevated experience.
  • Independent achievers equate driving with happiness.
    • They thrive on unique experiences and are happy to spend money on them.
    • They seek to own brands they are proud of, whose values represent their own.
    • They want to hear why and how things came to be.
    • They want to hear about the human effort and Japanese mastery that went into crafting the All-New Mazda3.
    • They want to sense your team’s pride and enthusiasm about Mazda.
KEY TAKEAWAYS: CHANGES YOU CAN MAKE
  • We have a game-changing product with rich stories, but it’s your passion that will bring it alive for our customers and make a lasting impact.
  • Our products and dealership experience should convey the energy these customers seek to fuel their life journey—energy that’s enriching and inspiring to help them feel alive.
  • Every interaction and process can be elevated as we evolve to Mazda Premium.
  • New UMX standards for sales and service support the delivery of consistent values and experiences to every customer.
  • Elevating our customer experience to the same level of our 7th generation vehicles will ensure your continued success and growth.
KEY TAKEAWAYS: SHARING MAZDA STORIES
  • You can help make connections between the Mazda brand and products and potential or current customers.
  • One of the more natural ways to do that is to share a good story.
  • Here are some tips for good storytelling:
    1. Tell stories that you like.
    2. Start with a hook that invokes curiosity and encourages people to keep listening.
    3. Simplify. Every part should be essential.
    4. Speak to emotions.
    5. Maintain eye contact. Show you are paying attention.
    6. Take the time to prepare.
OVERVIEW: ALL-NEW 2019 MAZDA3 KEY TAKEAWAYS


2019 Mazda3 pre-production models shown.
Available early 2019.

CONNECTING CAR AND DRIVER AS ONE
Most cars require the human to adapt to the car.

With Mazda, the car adapts to the human, working in sync with the human body’s natural abilities.

The Mazda Design Philosophy
Our goal is to make drivers feel connected to the car by ensuring it responds precisely and intuitively, thus giving drivers the exhilaration of control with the confidence that keeps the body fully relaxed.

  • For the All-New Mazda3, we’re using an advanced, human-centric engineering strategy to better achieve this result.
  • We built the seat and driving position to place the body in the most natural posture to react to the movements of the car.
  • As for driving the Mazda3, we wanted the driving feel to be a more natural, relaxing experience.
  • This is what it means to design a vehicle to fit a human.

JINBA ITTAI: This is where the philosophy of effortless, joyful driving, or JINBA ITTAI, all the research into the human driving experience, and countless hours of design effort hit the road—so to speak.

  • As a reminder, "JINBA ITTAI" loosely translates to “horse and rider as one.” You feel connected to your Mazda in a way that is subtle and relaxing, in a way that no other vehicle seems to fit you. It’s like your Mazda:
    • You move together in perfect balance.
    • It makes use of your natural human abilities.
    • It ensures all passengers feel comfortable and can adapt under any driving condition.

Rising to Meet Challenges
To replicate the natural human balance in the way we drive sounds like quite a challenge, but we have never shied away from engineering and design challenges.

  • Rather than simply accept the failures and doubts of others to solve some engineering dilemma or overcome some obstacle, we set out to change “It can’t be done” to “We did it.”
  • Perhaps the most famous example of meeting a challenge was our success in finally creating a reliable production rotary engine.
    • Mazda demonstrated its technological prowess to the world.
  • A second challenge was how to design a single engine that combined the best qualities of both internal combustion and diesel engines. SKYACTIV-X does exactly that.
    • This new powerplant, with our new spark-controlled compression ignition (SPCCI), marks the world’s first implementation of compression ignition control technology in a gasoline engine.
      • Drivers will enjoy new levels of sharp response, torque, and acceleration while reaping the benefits of greater fuel economy.

SKYACTIV Vehicle Architecture: The Challenge of Creating Natural Human Balance
To meet the challenge of replicating our natural human balance in the way we drive, we took a completely fresh look at every single car part.

  • All the parts were designed from scratch to mimic people’s innate ability to naturally maintain balance.
  • This approach became the foundation of our new-generation technology called SKYACTIV-Vehicle Architecture.
  • Mazda addressed what was found through ingenious solutions to engineering challenges
AWD

When it comes to Mazda’s i-ACTIV all-wheel drive, it is important to keep in mind the goal: the joy of faithful response accompanied by greater fuel economy. All-wheel drive on the All-New Mazda3 opens the vehicle to new markets, too.

Key points:

  • What this means is that the all-wheel drive system must provide the driver and passengers full performance confidence under questionable road conditions while at the same time maximizing fuel efficiency
  • i-ACTIV all-wheel drive incorporates new control schemes and resistance-reduction technologies that, in most any driving scene, realize the joy of faithful response as well as fuel economy almost as good as provided by a FWD vehicle.
  • Also, the All-New Mazda3 all-wheel drive monitors the grip level of all four tires in real time so it’s always ready to handle rain, snow, or other slippery conditions.
  • Even the oil-slick roads of Southern California benefit when it finally rains after nine long months of pure sun!
  • In addition, it maintains that extra bit of leeway at all times by providing solid tire grip strength and balance between front and rear when accelerating, decelerating, or cornering on dry roads.
  • The fuel economy is comparable to front–wheel drive.
  • When it came to enhancing fuel economy, the development team aimed to reduce mechanical loss to an absolute minimum.
  • The design team made several changes to the system, allowing it to work more efficiently and thus increasing fuel economy.
G-VECTORING CONTROL PLUS

Joyful driving means a vehicle moves and reacts in a way that feels smooth, stable, and predictable. A joyful ride feels seamless to the driver and passengers, even when steering out of a corner.

Key points:

  • Mazda engineers first developed G-Vectoring Control, an important example of Mazda’s commitment to enhancing driver control, which greatly improves vehicle stability when entering a corner. But the engineers were not done.
  • New is G-VECTORING Vectoring CONTROL Control PLUSPlus, which evolved from GVC and now uses brakes to enhance handling stability when existing a corner.
  • As the driver steers out of a corner by returning the steering wheel to the center position, GVC Plus applies a light braking force to an outer front wheel.
  • This even helps maintain stability during straight-line driving.
  • As mentioned in the video, the vehicle turns more effortlessly, providing a more controlled and natural feel.
  • The bottom line is GVC Plus is an i-ACTIVSENSE technology that offers a reassuring feeling of control when changing lanes on the highway and when driving on snow or other slippery road surfaces.
  • The beauty of the system is that the support offered by GVC Plus is so subtle with its interventions that you won’t even notice.
SOUND: NOISE, VIBRATION, AND HARSHNESS (NVH)

Mazda engineers believe that a joyful driving experience for everyone in the vehicle is enhanced when sound is appropriately controlled.

Key points:

  • Mazda conducted extensive research on cabin noise, vibration, and harshness (NVH) from the human perspective, and Mazda understands that prolonged exposure to noise and vibration eventually causes driver and passenger fatigue.
  • This means that successfully reducing NVH can result in a safer and more comfortable driving experience.
  • Consequently, Mazda, armed with this research, placed strong focus on delivering “quality of quietness,” which means not just making the cabin quiet, but delivering the necessary sounds in a pleasing way. This means only sounds that matter reach the ears in a pleasant, natural fashion.
  • Changes were made in the All-New Mazda3 design and construction to suppress noise generation, reduce noise volume, as well as control the fluctuations in and direction of sounds.
  • The front-door speakers previously required large holes in the door panels. This was a source of unwanted noise.
  • This was addressed through a door speaker design that eliminates the holes and gaps in the door panels. It also had the result of improving audio sound quality.
  • Mazda also made numerous additional design changes such as two-wall construction, all in the effort to reduce unwanted sounds.
AUDIO

Mazda engineers studied how humans hear sound and the way sound moves in a vehicle. Audio sounds in a vehicle bounce off the windshield and other surfaces, causing conflicting sound waves. The result is the creation of some tones not true to the source or the muting of other tones.

To take audio quality to a new level, Bose and Mazda worked together. This resulted in a new speaker layout based on both human and cabin characteristics. The speaker layout aims to provide clear sound, from the lowest volume people can hear to high volumes where reproduction quality tends to fall off.

Key points:

  • New speaker layout based on both human and cabin characteristics
    • The high-range speakers are positioned on the left and right of the cabin, now closer to the occupants’ ears, making distinguishing the sound’s point of origin a more natural sensation while also making it easier to feel the depth and clarity of that sound.
    • Door speakers are positioned on the upper section of the door trim.
  • Standard eight-speaker layout, which includes the following:
    • 3-liter woofers on the sides of the front cowl
    • A pair of 2.5-centimeter tweeters on the sail garnish
    • 8.0-centimeter squawkers on the upper section of the front and rear door trim
  • Upgraded 12-speaker Bose® premium sound system adds the following:
    • 8.0-centimeter center speaker at the front
    • A pair of 8.0-centimeter satellite speakers in the rear corners
    • A subwoofer in the rear center with BassMatch
  • BassMatch
    • An innovative distributive bass configuration that combines the new cowl-side bass enclosures with a rear bass source.
    • The system is tuned to match the benefits of tight forward bass with extended rear bass for a powerful listening experience.

Put on your headphones and tap play.

SEATS

Mazda designers realized that the human body has a very natural way to balance itself—so natural we don’t even think about it. If they could design a seat that positions the human body, from the pelvis up, in the same way we walk, then the body could balance naturally to overcome vehicle movements, thus reducing unwanted fatigue.

When walking, your spine and muscles work together, in a way that you don’t even notice, to keep your head perfectly balanced.

Mazda designers realized that the vehicle’s chassis, suspension, and the seats all act like your legs, but they will only feel properly balanced when they work together in such a way as to as to allow your own body’s natural tendencies of balance to keep you firmly in the seat while driving.

Mazda maximized the innate human ability to maintain balance by the following:

  • Designing the seats, body, and chassis as a whole, based on human characteristics. SKYACTIV-VEHICLE ACRHITECTURE realizes ride comfort and handling stability that perfectly matches human sensibilities.
  • With an innovative new seat designed to maintain the S-shaped curve of the spine and cushions that support the lower pelvis, upper pelvis, and thighs, engineers ensured that the pelvis remain in an upright position, which properly supports the lower part of the S-shaped spine curve, much like your position when walking.

Human-centric engineering is at the core of Mazda’s SKYACTIV-VEHICLE ACRHITECTURE, creating an intuitive bond between car, driver, and passengers for the unique, effortless, joyful feeling of driving that only Mazda can deliver.

SAFETY

To many customers, a vehicle’s ability to protect its occupants in the real world is very important. The All-New Mazda3 has many features designed to do exactly that. They instill confidence and provide the pleasure of a spirited drive, along with a feeling of being comfortably seated within the cabin.

The All-New Mazda3 protects occupants with both active and passive safety technologies.

Key points:
Proactive safety: Making people the focus
Mazda drivers can concentrate on the road because of the following:

  • Advanced active safety technologies
  • Passive safety technologies that protect occupants well in the event an accident

Mazda’s i-ACTIVSENSE advanced safety technologies support the driver in awareness of potential hazards, accident prevention, and damage mitigation.

In a nutshell, effortless, joyful driving exists when your vehicle does the following:

  • Helps drivers drive to the best of their ability. LED headlights that brightly illuminate the road ahead is an example
  • Constantly monitors the driving situation or road conditions and provides warnings as needed such as Driver Attention Alert does
  • Has the ability to step in when an emergency situation occurs and helps prevent or mitigate the severity of a collision. Emergency braking is an example
  • Is constructed in such a way to mitigate the damage and chance of injury to vehicle occupants. High percentage use of high tensile steel does this
OTHER MAZDA3 FEATURES

In addition to the six highlighted areas, there have been many other important changes to the All-New Mazda3. Each of these changes has its roots in the philosophy of JINBA ITTAI, connecting the car and driver as one, putting the human in the center of design. These features include the following:

A Perfect Fit: Driving Position

  • Ability for drivers of all sizes to concentrate on driving
  • Extended steering telescopic range
  • Tilt mechanism that lets the seat be adjusted to perfectly match the driver’s thighs
  • Revised seat lifter track for smoother position adjustment

A Perfect Fit: Ease of Visual Confirmation and Recognition

  • Allows drivers to see what they want when they want
  • Enables drivers to judge distance and speed while maintaining a natural posture
  • Higher precision high-beam control enhances nighttime visibility
  • Windshield wipers maintain a clear, wide field of view

A Perfect Fit: Human Machine Interface (HMI)

  • Reduction in the time required to judge a situation by enabling intuitive action
  • Seven-inch TFT LCD, thin-film transistor, liquid-crystal display meter with reading ease and a sense of axis
  • Unified displays and operation for greater ease of use
  • Unified warning messages that help drivers properly understand situations

A Perfect Fit: Operating Ease

  • Switch operation unified to deliver true driving pleasure
  • Steering wheel switches designed for intuitive operation
  • Meticulously designed manual transmission shift knob

Braking Performance

  • Bridging the contradictory elements of controllability and rolling resistance
  • Pedal operability based on human physical characteristics
SUMMARY OF COMPETITIVE WINS

Whether it’s comparing the All-New 2019 Mazda3 to brands such as Honda, Subaru, or Toyota, or even compact luxury models from Lexus, Audi, or even Mercedes-Benz, it is important to note that the All-New Mazda3 compares equally in driving comfort, quality, craftsmanship, and premium features.

The All-New Mazda3 is loaded with advanced technology and features that many of its competitors simply do not have. These include the following:

  • G-Vectoring Control Plus
  • Advanced Smart City Brake Support (SCBS)
  • Smart Brake Support (SBS)
  • Active Driving Display
  • Human-Machine Interface (HMI)
  • Driver Attention Alert (DAA)
  • Human-centric seats
MAZDA3 REFRESHER VIDEO

This refresher video gives you – or your customers – key selling stories about the All-New 2019 Mazda3 in about 5 minutes.

Use the video links to jump forward or backward among the topics.

  • EXTERIOR DESIGN (0:10)
  • INTERIOR DESIGN (1:03)
  • HUMAN-CENTRIC DESIGN (1:26)
  • SEATS (1:59)
  • SOUND CONTROL (2:37)
  • DRIVING PLEASURE (3:38)
  • i-ACTIV ALL-WHEEL DRIVE(3:57)
  • G-VECTORING CONTROL PLUS (4:18)

Put on your headphones and tap play.

MAZDA CUSTOMER PROFILES: INDEPENDENT ACHIEVER

Mazda produces vehicles for customers who share our brand values and are willing to pay more for what they want.

Our research identified the independent achiever as the best target customer for Mazda.

What are independent achievers like?

  • True to themselves and their personal compass, they steer life in the direction of their heart and hit the gas.
  • To reach their goals they push themselves to the limit and aren’t afraid to go against the tide.
  • They love cars and driving.
  • They want a premium brand with all the bells and whistles, a vehicle that exhilarates them and fits their unique personality.

Put on your headphones and tap play.

ALL-NEW 2019 MAZDA3 TARGET CUSTOMER

For this vehicle, Mazda wants to attract newer, younger, more premium-minded buyers who are looking to express their unique lifestyle and who desire to stand out from the crowd.

Considering a Mazda3 may be their first experience with the brand.


What are the Mazda3 target customers like?
  • Well-educated, professional people who focus on living engaging and active lives.
  • While their career is important to them, they want to make sure they live an interesting life they can feel proud of.
  • These independent achievers are ambitious and driven by the need to fulfill their greatest potential.
  • They want to connect to their best selves and live fascinating lives.
  • They love challenging themselves to master new skills because it inspires them to operate at a higher level, which is when they feel most alive.
ALL-NEW 2019 MAZDA3 HATCHBACK CUSTOMER “PETER”: A DAY IN THE LIFE

As you read this description, think about the features of the Mazda3 sedan that might appeal to Peter.

Peter is an indie music producer who enjoys combining his passion for music and his technical skills to create something unique. He lives with his wife, Joan, in an apartment just outside the city center. They enjoy living outside the city center because it gives them more options for activities. On the weekend, they have the choice of either staying in the city and exploring or enjoying a quick weekend getaway/road trip. Peter especially loves taking his car on these weekend trips—he loves the sensation he gets from driving and sees these excursions as an opportunity for adventure and exploration.

Peter’s mornings are a bit different from those with typical 9-to-5 jobs. He starts his day exercising with a quick three-mile run; then he goes home to freshen up. Afterward, he drives to his favorite coffee shop and camps there for an hour or so to go over the tracks he worked on the day before. He also listens to other emerging artists to gauge if he is interested in recruiting them to his label. He draws inspiration from his surroundings and thinks about possible future tracks.

After his morning coffee, he meets with his assistant producer to grab lunch and hash out details for that day’s recording session. They both enjoy eating at the newest restaurant/café in their area, whatever that may be. While at lunch, he posts about his meal on social media to let his followers know if the restaurant is worth checking out. He is a bit of a foodie, in addition to his other interests. After dinner, he texts Joan to express his desire to get away for the weekend.

He gets to the studio at around 2:30 p.m. Once in the studio, Peter immerses himself in the artist and his or her music. He pushes the artist to dive into the music and find the emotion that drives him or her. They spend hours working together with the goal of achieving the perfect sound. After many hours, they leave for the day. Peter heads out to meet Joan at a small restaurant near their apartment. They discuss their day and potential weekend plans over dinner and drinks. Peter is eager for a road trip because he wants to take a long drive. He loves driving and the feeling he gets from being in the driver’s seat.

Once home, both are exhausted and head to bed. However, they both spend about an hour on their phone checking the news and reading emails before going to sleep.

ALL-NEW 2019 MAZDA3 SEDAN CUSTOMER “ALEX”: A DAY IN THE LIFE

As you read this description, think about the features of the Mazda3 sedan that might appeal to Alex.

Alex is a digital experience UX designer who lives in an apartment in the city center with his girlfriend, Victoria. Alex and Victoria both love living in the city, as it gives them access to everything.

On a typical day, Alex stops at his favorite coffee shop on the way to work to ensure his day starts on a positive note. He then heads into the office a bit early to get a moment alone and catch up on his emails from the night before. Once everyone arrives at the office, he’s on Slack, chatting with his coworkers but also reading through his emails and creating a to-do list for the day.

At lunch, he volunteers to drive everyone to their favorite lunch spot. He enjoys that brief moment to drive and escape the office. Between meetings, he texts his girlfriend to ask about plans for the weekend. They bounce ideas off each other while they scroll through Instagram and some of their favorite websites (e.g., Thrillist and TimeOut) for inspiration. Alex jumps out of the conversation and refocuses on work, as he remembers he needs to prepare for a big client meeting later in the week.

Depending on how Alex and Victoria’s day goes, they may order in from Postmates or make a meal they found on their favorite blog. They are big foodies and love experimenting with new recipes. After dinner, they both head to the gym for a quick hour-long workout. They both hope to sign up for private trainers in the future, but, for now, they are content just having the time to exercise.

On days they feel like socializing they go to the local hot spot (which isn’t far from their centrally located apartment) and meet with some friends for dinner and drinks. They like to discuss the news, the latest podcast they listened to, personal goals, and their daily activities. Their conversation is very future oriented.

On the weekend, they explore their local area and may visit a Maker’s Faire or Coffee Con to learn more about the things that interest them. Each weekend is an opportunity to explore and discover something new—they don’t want to spend their free time just sitting on a couch and letting life pass them by.

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