Comitment Customer.

After Sales Service Development

Mazda strives to provide comprehensive after-sales service to its customers both in Japan and overseas,
from vehicle purchase to end-of-life disposal, so that they can enjoy the experience of driving their cars
with peace of mind.

The Mazda Service Operations Reform Program was launched at dealerships in Japan in April 2010 and
is now in effect at approximately 80% of dealerships.
This program aims to provide customers with satisfactory service through the following four approaches:

Shortening of maintenance wait times

Satisfactory explanations and advice from professional maintenance staff

Hospitality provided by all dealership staff

Optimal maintenance tailored to cars' usage status

Service is evaluated through in-store surveys of operations at dealerships and customer satisfaction
questionnaires.

Dealerships provide customers with appropriate suggestions regarding replacement parts, accessories,
services, and other automotive matters, in accordance with the period of vehicle ownership.

(1) Dealerships provide maintenance (disposable parts replacement) suggestions based on each

customer's data on disposable parts replacement history and driving tendencies (distance traveled,
period of time).
(2) Prior to mandatory vehicle inspections, customers are provided with information for the
purpose of comparing the cost of replacing parts and continuing to drive the current vehicle with the
cost of purchasing a new one, so as to assist them in envisioning and planning their future automotive
lifestyles.

To ensure that customers lead safe and comfortable automotive lifestyles, Mazda dealerships maintain
regular contact through telephone calls, visits, and one-to-one direct mail. *1

Inquiries about the operating condition of vehicles

Information on automotive health checkups (reliable contact regarding mandatory vehicle

inspections, maintenance, MSC*2 )

Requests for customers who purchase service-related products (Pack de Mente, Mazda
Extended Protection Plan, etc.) to ensure they bring cars in for maintenance

*1One-to-one direct mail: Direct mail offering suggestions tailored to customers' lifestyles and automotive
use patterns.
*2MSC: Mazda Safety Check. In addition to legally mandated annual inspections, these checks are
performed every six months to ensure safer vehicle operation.

High-quality maintenance using genuine Mazda parts

Maintenance services, such as the "Pack de Mente," offering periodic inspections required for
Mazda vehicles at affordable prices

Information made available via the after-sales service information website (Japanese only)
Establishment of a special hotline to link with dealerships so as to respond promptly to technical
inquiries
Mazda reflects quality information, gathered from its customers through after-sales service, in
improvements in maintenance skills and development of vehicles

Developing Maintenance- and Repair-Friendly Vehicles

In developing vehicles, Mazda listens to feedback from throughout the global market and streamlines its
maintenance and repair operations by designing components and mechanisms that require regular
inspection or frequent replacement to be easy to access and service.
For the new Mazda Premacy (known overseas as Mazda5), launched in 2010, the time taken to change
the headlight bulbs and shock absorbers was cut in half.
Supplying High-Quality Services

Maintenance performed by nationally certified service staff

Use of the latest diagnostic equipment, dedicated tools, and service manuals

(1) Developing Service Diagnostic Devices

Mazda has developed the Mazda Modular Diagnostic System (M-MDS), a proprietary service diagnostic
device, and provides it to almost all Mazda dealerships in Japan and overseas. This system enables
service staff to perform efficient diagnoses of primary electronic control systems. It is also compatible with
the complex, sophisticated electronic control systems used in many of the Company's newer models.
(2) Distribution of Service Manuals
Since April 2005, Mazda has been distributing its service manuals in digital format as "Mazda Electronic
Service Information" (MESI), so that the information needed for maintenance can be accessed quickly
and accurately. Service manuals are currently provided in the following formats.

Internet: Dealerships in Japan, North America, and Europe

CD-ROM: Dealerships in other regions

Because the specifications and equipment, even if the model is the same, can differ depending on the
year and grade, a vast and varied amount of information is required to carry out maintenance work. With
this in mind, Mazda gather and analyzes requests from dealerships, and collects data on the access to
service manuals on the Internet, and uses them to conduct periodic updates. In addition, starting in
FY2010, materials for models equipped with SKYACTIV TECHNOLOGY are being updated in cooperation
with the development sector and dealerships.
Also, since April 2011, the Company has been working to expand the scope of regions to which manuals
are distributed via the Internet to include Asia, the Middle East, and Latin America.
(3) Distribution of Specialized Tools
In order to carry out swift and reliable service operations at dealerships in Japan and overseas, Mazda
develops and supplies dedicated tools to dealerships.
In FY2009 in Japan and in FY2010 overseas, Mazda began providing dedicated tools used with high
frequency to as many locations as possible, as well as their detailed explanations.

Example of a set of newly introduced dedicated tools: Multi-hole injector removal tools

Establishment of Parts Call Centers

Previously, the Mazda supply system entailed 25 parts sales companies throughout Japan receiving
orders from dealerships, but as of FY2010, order-receiving operations have been consolidated at four
parts call centers (in Tokyo, Nagoya, Osaka, and Fukuoka). Order-receiving operations have been
streamlined, and the speed and accuracy of parts supply has been improved.
In conjunction with the establishment of parts call centers, Mazda has reorganized its logistical structure,
synergistically improving parts supply efficiency to minimize customer wait times.

(1) Fully operational on all dealership and supplier operating days

(2) Streamlining of order-receiving by consolidating operations into parts call centers

(3) Enhancement of sales service resulting from consolidated order-receiving operations at

parts call centers
Reorganization of Parts Supplier Logistics
Supply of parts to 29 parts warehouses and 16 dealerships throughout Japan has been consolidated into
three main depots (parts warehouses) in Hiroshima, Nagoya and Chiba.
Thanks to this consolidation, wait times for parts have been reduced, and both service at dealerships and
customer satisfaction have been improved. In addition, shipping of parts from Mazda has been made
drastically more efficient.
<Main Benefits of Consolidation>

(1) Shortening of time spent waiting for parts to arrive

(2) Dispatch of parts management support personnel to dealerships
(3) Reduction of dealerships' shipping costs, etc.
Efforts to Improve Delivery
In order to facilitate a more resilient supply of parts with reliability that satisfies customers, Mazda is
working with suppliers to boost production efficiency, strengthen the overall system, and resolve

production and delivery issues. Thanks to these efforts, in FY2010 suppliers met deadlines at a rate of
96.2%.
<Specific Efforts>

o
o
o

(1) Sharing of targets and results for rate of meeting deadlines

Goal: Elimination of changes to times of deliveries to customers
Specific activities: Suppliers are informed of degree to which targets are met
Each supplier shares results with staff on the front lines and works to resolve issues
(2) Delivery improvement meetings are held once a month
Activities are continued in partnership with suppliers until targets are met
(3) Development and introduction of a status management system for deliveries of parts and

accessories to customers
o
Creation of an environment for joint activities with suppliers
o
Online disclosure of rate of meeting deadlines (once per month):

Information on the rates with which deadlines were met was previously distributed to 120 major
suppliers in printed form, but is currently posted online
Acceleration of the PDCA cycle for delivery improvements:

Rate calculations and detailed delivery data tracked on a day-to-day basis

Analysis data for delivery improvements distributed to all suppliers:
Previously, several companies were provided with data on an on-demand basis, but now data is
provided to all companies every month

Mazda All-Japan Service Skills Competitions

Since 1963, as an opportunity for staff to compete in various skill categories, the Company has hosted
annual Mazda All-Japan Service Skills Competitions for dealership service staff in Japan, aimed at
cultivating a high level of professionalism in customer service skills and maintenance engineering. In
FY2010, competitions were held for Mazda and Mazda Autozam dealership staff, with 98 people in 39
teams competing. In addition, the Mazda Service Skills Youth Competition has been established for new
staff (working at the Company for three years or less.)
Overview of 2010 All-Japan Service Skills Competitions
Dates: October 2010
Attendance: 20 teams, 60 members (from Mazda) 19 teams,
38 members (from Mazda Autozam)
Service advisers: Knowledge-based competition, response competition, damaged vehicle cost-estimate
competition (Mazda only)
Service engineers: Knowledge-based competition, vehicle repair competition

2010 Mazda Service Skills Youth Competition

Dates: First preliminary round in May, second preliminary round in June, main competition in October
Number of participants: 999 in first preliminary round, 121 in second preliminary round, 18 in main
competition
Events: Knowledge-based competition (preliminary), practical skill competition (main competition)

Mazda All-Japan Service Skills Competition (FY2010)

Training for Service Staff in Japan

Mazda provides the following two training programs for its dealership service staff in Japan:
Technical training program to cultivate technical skills
Customer service training program to improve customer service performance and management
skills

Training for Service Staff in Japan

Training

Number of
Participants in
FY2010

Contents

Technical Standard
Training Training

Approx. 1,300 Training program to cultivate diagnostic skills, etc., tailored to

each individual's existing skills and experience

Customer Standard
Service
Training
Training

Approx. 700

Training program to instill the customer-relations skills

needed for boosting customer satisfaction, increasing
profitability, and bolstering productivity

Cultivation of Human Resources

Promoting the deployment of Class A service engineers providing top-quality maintenance at all

dealerships (achieved deployment at 83% of dealerships in FY2010)

Creation of meticulous training programs to foster development of service advisers and service
engineers
Training for Overseas Service Staff
Training is provided to service staff at overseas dealerships, as described below:

Technical Training
New model training: 52 trainees
Customer service training: 12 trainees
Training and Certification Programs for Service Staff
Mazda Masters Program
Trainer competence training (introduced in FY2010): 24 trainees
Mazda Training Centers
Mazda has established training centers for service staff in Japan and overseas.
<Japan>
Mazda operates Mazda Training Centers in Hiroshima Prefecture and in Kanagawa Prefecture.
At these two centers, effective training is facilitated through the "blended training" style. The service staff
have studied most of the technical materials by themselves as preparatory work through e-learning. Upon
arrival, they undergo group training where they learn together, spending many hours training on actual
vehicles and equipment.
Through role-playing and group practice, participants also learn professional customer relations. The
Center trained approximately 700 people in two-day courses in FY2010.
At Mazda Training Center Taibi in Hiroshima Prefecture, 13 instructors belonging to associations of
automobile maintenance operators learned about new technologies in FY2010. This training center aims
beyond the Mazda Group to contribute to the spread of excellent vehicle maintenance techniques.

Mazda Training Center Taibi

<Overseas>
Mazda operates training centers in the Americas (North America, and Central America and South
America), Europe (Germany), China, Southeast Asia (Thailand), and the Middle East (the UAE), with
training conducted for trainers and service staff at dealerships in the various regions.
In China, the Company has established three centers for training of service staff in Beijing, Shanghai, and
Shenzhen. In FY2010, a total of approximately 1,500 employees underwent training in sales, service, and
other fields at these centers.

Mazda (China) Training Center in Shanghai