What should Mazda’s new president Katsuhiro Moro do? I’m really looking forward to the new model that “thinks about customer needs” | clicccar.com

■Mazda’s new president Katsuhiro Moro, who has created a system that can make money in the United States

Mazda has announced a new president. With the approval of the general meeting of shareholders in June, the baton will be passed from Mr. Marumoto to Mr. Mogo. How will Mazda make cars? I would like to consider it from various points of view. First of all, regarding the current lineup of Mazda vehicles, COO Mae Fujiwara can be said to be 100% about the direction of the vehicle itself. The power unit incorporates Mr. Hitomi’s intentions.

By the way, the people who handled Mazda’s revival beginning with the CX-5 were Mr. Kanai and Mr. Kanazawa, who retired as chairman, and Mr. Sonan, who passed away at an early age. I complained a lot to Mr. Kanai and Mr. Kanazawa, but everyone was a bigger person than I was, and they taught me many things. However, Mr. Fujiwara, who inherited the flow of Mr. Kanai’s generation, was a completely different type. Hear only a few opinions.

For example, the European CAFE, which has strict fuel efficiency regulations. I’ve said about 100 times that it’s impossible with just an internal combustion engine, but the Fujiwara-Hitomi line doesn’t listen at all. Apparently, there was a similar opinion from inside Mazda, but I heard that it was completely denied. I said to Mr. Hitomi, “Why don’t you use 5% of the development for electrification?” Furthermore, he only denies electric cars.

Also, when crossovers began to sell in the United States, I asked Mr. Fujiwara, “Why don’t you make a model like the Outback based on the Mazda 6?” ” and a complete denial declaration. When I asked him if he would like the exterior of the CX-5 to look like it when the turbo engine was installed, he replied, “No matter what the power unit, the exterior will not change at all.” It seems to be Fujiwara aesthetics.

At that time, Mr. Mogo was in charge of America. After receiving various requests from American users, I thought, “I see,” and when I requested products for Japan, they all said “No,” just like me (according to information from related sources). However, Mr. Mogo used various methods to revive the Mazda 3 “Mazdaspeed”, and although he could not make a Mazda 6 crossover, he also released the CX-50, which is now a profitable car.

Most of Mazda’s recent revenue comes from the United States. Speaking of Europe, which was built under the Fujiwara system, the situation is tough even if Toyota’s hybrid vehicles with good fuel efficiency are introduced. Of course, there is no need to mention the profit. If Mr. Mogo didn’t create a system to make money in America, Mazda would be in trouble. The large product group cannot be said to have no problems with fuel efficiency and product appeal, so I think it will be necessary to make a drastic change in route.

If you read the above, you may understand Mazda’s issues and what to do. Until now, Mazda has been a preference of the “manufacturer”. For users who like it, it’s “wonderful!”, But you can’t pull customers from other places. Mr. Mogo’s direction is to “think about the customer’s needs.” On top of that, we should continue to make cars that only Mazda can do.

I think there will probably be a big reform and a big change of direction within Mazda. And considering his track record in the United States, I think Mr. Mogo makes a good choice. It takes time to develop a product called a car. It’s been almost a year since Mr. Fujiwara left. It may take about two years for a model that has changed direction under the new system to come out. I’m really looking forward to it.

(Mitsuhiro Kunisawa)

[Mr. Katsuhiro Moro’s career]

・March 1983 Joined Toyo Kogyo Co., Ltd. (now Mazda Motor Corporation)
・April 2002 Deputy General Manager of Global Marketing Headquarters
・August 2002 General Manager of Global Marketing Headquarters
・March 2004 Mazda Motor Europe GmbH Vice President
・November 2008 Executive Officer Assistant to General Manager of Global Sales, Global Marketing
・April 2011 Executive Officer Assistant to General Manager of Sales Area, Assistant to Customer Connection Promotion, Global Marketing
・April 2012 Executive Officer Assistant to General Manager of Sales Area, Assistant to Customer Connection Promotion, Global Sales & Marketing
・June 2013 Managing Executive Officer General Manager of Sales Areas, Responsible for Global Marketing, Customer Service and Sales Innovation
・January 2016 Managing Executive Officer, Head of Marketing Strategy, President and CEO of Mazda Motor of America, Inc. (Mazda North American Operations)
・April 2016 Senior Managing Executive Officer, Marketing Strategy Supervisor, Assistant to Brand Promotion Supervisor, Mazda Motor of America, Inc. (Mazda North American Operations) President and CEO
・April 2019 Senior Managing Executive Officer, Head of Operations in North America, Chairman and CEO of Mazda Motor of America, Inc. (Mazda North American Operations)
・June 2019 Director, Senior Managing Executive Officer, Head of Operations in North America, Chairman and CEO of Mazda Motor of America, Inc. (Mazda North American Operations)
・June 2021 (Reiwa 3rd year) Director, Senior Managing Executive Officer, Communication, Public Relations, External Relations, and Management Area Supervisor
・June 2022 (Reiwa 4) Director, Senior Managing Executive Officer, Communication, Public Relations, External Relations, Sustainability, Management Area