Going green, says Eric C. Malimban, AVP for Mazda Marketing, is definitely not a phase, but a growing reality. “We need to (green our practices) if we want to have a bright future ahead for ourselves and for the future generations,” he says. This way of looking why, for Mazda, “(our) environmental efforts are not merely a program activities, but are ingrained or integrated in the company’s plans and development (as it looks at) moving forward.”

Mazda’s greening approach, as in other businesses, is generally segregated into two umbrella groups internal, as well as external efforts. On the one hand, the company has implemented green efforts in its operations so that, as of end-2007, and through efficient use of efficient logistics alone, it cut its greenhouse gases (GHG) emissions by 101,177 tons of carbon dioxide; just as its recycling of end-of-life vehicles yielded 23,819 tons of recycled automobile materials, 10,009 kilograms of airbags, and 71,544 units of bumpers,
among others (See Figure 1).

On the other hand, much of the effort is focused on coming up with vehicles that are green. “As global car ownership continues to expand, automakers must redouble their efforts to achieve cleaner exhaust emissions; to cut CO2 emissions through improvements in fuel economy; to reduce our dependence on fossil fuels, which are in danger of depletion; and to develop safety technologies for the prevention of traffic accidents. Cars affect the environment in various ways according to such factors as geographic location, vehicle characteristics, and type of fuel,” the company states in its Social and Environmental Report 2008. Thus, as the company deems it necessary to develop an approach to environmental problem-solving using multiple solutions,” Mazda came up with the Sustainable Zoom-Zoom Long- Term Vision for Technology Development, which “address the environmental issues specific to automobiles. This vision clarified our stance toward creating attractive designs that please customers, along with an enjoyable driving experience, while improving the environmental performance and advancing the safety technologies of cars.”

As it is, in the seven years from 2001 to 2008, “the average fuel economy of Mazda vehicles sold in Japan (already) improved by approximately
30%.” The company is looking to extend that figure globally, by aiming to “boost the average fuel economy of Mazda vehicles sold worldwide
by an additional 30% by 2015 compared with FY2008 levels (See Figure 2, 3 and 4).”

“Mazda is not only concerned about the environment, but integrates safety of vehicle users into its research and development (R&D) efforts. Mazda sees the environment and safety as one consolidated effort of protecting those around it,” Malimban says. Obviously, this calls for the introduction of newer, and environment friendlier Mazda products, so that, in the Philippines, green Mazda vehicles include the Mazda3 FFV (or E20) capable vehicle, which is also assembled in the country; and elsewhere, there are the Mazda Tribute Hybrid (MTH), the Hyrdogen powered rotary-engine RX-8, and Mazda5.

“Mazda is pushing forward with development in order to release in 2010 high-efficiency gasoline hybrid vehicles using Ford engineering with “commenced sales in Europe and the US of vehicles that run on B5 fuel, a mixture of 95% diesel and 5% biomass; and E10, a gasoline mixture that includes 10% ethanol. In FY2009, we plan to release in Northern Europe and North America vehicles that can run on E85, a gasoline mixture that includes 85% ethanol. (And) in the future, we will also promote the development of alternative-fuel vehicles that employ gas-toliquid fuel made from natural gas and biomass-to-liquid fuel produced from biomass gases emitted from plant and animal matter.”

While Malimban admits that it remains a challenge “trying to ensure (customers) that there is direct consumer benefit (for the greening), and not only something that is good for the environment,” he says, Mazda remains steadfast in stepping up “measures toward achieving a sustainable future for the global and transportation environments based on our basic policy of providing all customers who purchase Mazda cars with the joy of driving and excellent environmental and safety performance.”