Project | Mazda Motors


Mazda and Performance Solutions reconnected when Mazda wanted to transition from a technologically strong company to a company with a truly distinctive customer experience. Mazda said: “We deliver cars with fantastic technology, but we forgot about marketing and now the world doesn’t know about the cars we make.” With the program, Mazda intended to increase car sales, increase revenue in after sales and to persuade foreign brand drivers to drive Mazda.


This multi-annual program was divided into two phases. Phase one focused on the development and implementation of the Mukainada spirit, the uniquely Mazda “Why.”

Phase 1: Development and implementation of the Mukainada spirit in the dealership offices throughout Europe

Mazda Europe started this phase with a Reverse thinking workshop with its senior and middle management. During the workshop, they also designed their WHY (“Mukainada spirit”) and WHO (“Rebels with a cause”). This fits with Mazda, a brand that does things differently than other brands, Mazda continually challenges itself to step off the beaten track. The results of the Reverse thinking workshop were translated into a context guide.

The desired customer experience of Mazda, or the blueprint, contains 4 pillars.

  1. I am positively surprised
  2. It is really personal
  3. It is really easy
  4. I feel connected

The managers at headquarters were re-trained, and they were given the tools to realize their optimal leadership. The other colleagues in the main office were trained for their desired behavior. These were four workshops on the four desired behaviors: We go further, We make it personal, We make it simple and We actively share our passion.

The managers did a one-day workshop where they looked back on Phase 1 and looked forward to Phase 2. The dealers all received a mystery visit from a specialist at Performance Solutions. The goal was to create a new baseline and see where the dealer stands in the field of experience. The mystery shopper answered the question: “To what extent do I experience required experience?” The details were shared within three days and were discussed during the first evening of dealership with employees.

The second dealer evening will focus on the desired behavior and especially when it comes to approaching a brand driver of an alternative brand. Suppose you have BMW drivers in your showroom. How do you approach them and how do you convince them to drive Mazda? The dealership owner will also receive four hours of coaching. The leader receives tools from Performance Solutions specialists to motivate, reward the team, and learn how you look at the showroom through the eyes of your customer.


After phase one, Mazda performed a survey amongst the participants.

Of the participants:

  • 77% says they understand the Mazda Blueprint and how their role contributes to the Challenger Evolution
  • 78% does their best to live the Mazda Blueprint every day
  • and 81% would recommend Mazda as a place to work for their friends and family
  • The leadership of Mazda has received positive feedback on the program.
  • Since the training Mazda designs their corporate events and trainings in a different way: they start from the core values. For example, they now work in small groups, making them more personal.


Performance Solutions offers a wide range of solutions. From (experience) concept development to training & coaching. From social & mobile learning solutions to customized bite-sized training content & gamification solutions. Below you’ll find an overview of solutions we offered at Mazda Europe, The Netherlands and Northern America.

Reverse Engineering

Reverse Thinking & Engineering turns your customers into loyal fans, and employees into passionate brand ambassadors. We offer Reverse programs as:

LEARN MORE Social & Mobile Learning Platform

Mobile technologies are changing the learning landscape. The way people learn has changed almost overnight. Learning has become more blended, fragmented and more pragmatic. Learning also has become more digital, more playful and more engaging! is the only cloud-based learning solution that combines blended learning, community building and brand activation!

Key Features:

  • Activate Brand Experience
  • Optimize Employee Engagement
  • Blended Learning, Mobile First
  • Non-stop Social Learning

Emergenetics Profile

Emergenetics is quantifiable and proven. Based on psychometric and neurological research, it measures 4 thinking preferences: analytical (blue), structural (green), social (red) and conceptual (yellow).In addition, it differentiates between 3 behavioral preferences: expressiveness, assertiveness, and flexibility. Emergenetics helps you and your team to understand yourself and each other and empowers you to interact more effectively and relaxed.

We offer:

  • Individual Emergenetics Profile / Scan
  • Team Emergenetics Profile / Scan
  • Meeting of the Minds Workshop
  • (in company) Emergenetics Training
  • Emergenetics Associate Program (Train-the-trainer / Certification)


We would love to hear about your challenge! Just click the button below and drop us a line or call us at +31 (0)23 – 510 0 510.


About Mazda

At Mazda we are rebels of the automotive industry – for a very good reason. Mazda is a spirited company working in a different way. We do things better by challenging conventions. Putting the customer at our heart we offer an exceptional customer experience and vehicles that unite design, technology and driving pleasure.

Mazda Motor Corporation is a Japanese multinational automaker based in Fuchū, Aki District, Hiroshima Prefecture, Japan. In 2015, Mazda produced 1.5 million vehicles for global sales, the majority of which (nearly 1 million) were produced in the company’s Japanese plants, with the remainder coming from a variety of other plants worldwide. In 2015, Mazda was the fifteenth biggest automaker by production worldwide.

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