In a remarkable motoring partnership spanning more than five decades, International Motor Trading Agency (IMTA) and Mazda celebrate a union founded on an unwavering commitment to customer satisfaction. Now in its 56th year, this enduring alliance stands as a testament to shared values and the profound influence of Japanese business ethos, writes GDN Media’s client editor Jayne Houghton.
Over the years, the collaboration between IMTA and Mazda has matured into a formidable, mutually rewarding relationship defined by transparency, innovation and an unyielding dedication to delivering outstanding customer experiences. The impact of Japan’s business culture – with its emphasis on precision, quality and customer-centricity – has played a pivotal role in the longevity and success of this partnership.
Reflecting on the occasion, IMTA President Suzy Kanoo expressed her sentiments: “Wishing Japan continued prosperity, harmony and resilience from the people of Bahrain. May the bilateral relations between our nations continue to strengthen, fostering collaboration, mutual understanding and prosperity for both our peoples.”
Ms Kanoo’s words encapsulate the essence of a collaboration rooted in mutual respect and an enduring focus on customer satisfaction. IMTA has seamlessly integrated key Japanese business principles into its operations, including transparency, continuous improvement and an uncompromising dedication to service excellence. These values resonate strongly in the experience offered to Mazda buyers in Bahrain.
Expanding its footprint across the kingdom, IMTA has bolstered its operations with new state-of-the-art facilities in Muharraq and Sitra, complementing its existing showroom in Tubli. Additionally, the unveiling of a cutting-edge facility in Arad underscores IMTA’s ongoing efforts to enhance customer engagement. A dedicated Mazda New Car Delivery Area in Tubli has also been designed, embodying the aesthetic and functional sensibilities of both Japan and Mazda.
Mazda’s heritage, deeply rooted in Hiroshima, is an intrinsic part of the brand’s identity and appeal. Resilience, ingenuity and a spirit of adventure define Mazda’s philosophy, fostering a profound sense of trust and connection among Bahraini customers. The company’s ‘One Mazda’ ethos, which places teamwork and collaboration at its core, aligns seamlessly with traditional Japanese values, further reinforcing the depth of this partnership.
Beyond the automotive industry, the timeless allure of Japanese aesthetics continues to shape Mazda’s design. Inspired by the cultural heritage of Japan, chief designer Ikuo Maeda has incorporated principles of ‘ma’ and ‘yohaku’ – Zen concepts that highlight the beauty of minimalism – into Mazda’s design language.
‘Ma’ refers to the thoughtful use of space, ensuring that emptiness plays a crucial role in enhancing the overall composition, while ‘yohaku’ embodies the idea of meaningful blank spaces, where the absence of design elements can create a sense of balance, tranquillity and refined elegance.
This influence is evident in the brand’s latest offerings, blending performance with understated sophistication.
A prime example of this design philosophy is the all-new Mazda CX-90, a flagship three-row crossover engineered on Mazda’s all-new large platform. With an assertive stance, wider and longer proportions and world-class refinement, the CX-90 epitomises the perfect balance of performance and sophistication. Riding on an advanced performance-oriented platform, the CX-90 introduces new electrified powertrains, delivering an elevated driving experience.
Now available in Bahrain, the Mazda CX-90 features a 3.3-litre inline six-cylinder MHEV (Mild Hybrid Electric Vehicle) engine. This latest addition to Mazda’s lineup is proudly offered by IMTA, the kingdom’s sole authorised agent for Mazda vehicles, as part of their ongoing 56-year partnership with Mazda Corporation-Japan. Enthusiasts and prospective buyers can explore the CX-90 and other Mazda models at IMTA’s state-of-the-art showrooms.
For further details, visit mazda.kekanoo.com
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