Wednesday, January 19, 2000

Mazda Child Seat Project

Mazda will begin the "Mazda Child Seat Project" campaign at domestic dealerships nationwide in mid-February 2000 to promote correct installation of child seats among customers.

Mazda strongly feels that parents should understand correct installation of child seats. Following the campaign's basic concept "Mazda puts itself in the child's place," we will give adults a practical advice based on the perspective of babies/children who actually use the child seat. We will offer the opportunity for customers to think about the best way for making their babies/children sit in the child seat willingly and comfortably as well as give instructions on proper installation to protect children in a vehicle.

With this context, "Child Seat Advisor" will be stationed at domestic dealerships before the enforcement of the new legislation that requires child seats from April 1, 2000, and Mazda will conduct the campaign to deepen customers' understanding about the importance of child seats and proper installing procedure. Mazda will also hold "Child Seat Caravan" event at selected locations.

With Brand Massage "Kokoro wo ugokasu shin hassou - New ideas that stir your emotions," Mazda has been striving to promote our Brand Management Strategy for a closer "emotional connection" with our customers in every aspect of contact with them, such as products, communications, sales and services. In addition, Mazda has a firm commitment to safety in R&D activities and extensive application of advanced safety technologies and equipment to its products. This campaign is based on these approaches.

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