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Mazda is a hot name among auto makers around the world. But in the UK the brand enjoys an exceptionally robust reputation. Perhaps it's the quality of the cars; perhaps it's the customer experience the Mazda Dealer Network provides; perhaps it's a combination of both. But no matter how you look at it, Mazda is not resting on yesterday's successes. The company continues to push the boundaries in new innovations for the auto industry. The Mazda Academy is but one example.

The Mazda Academy is a training institute of sorts where dealers can receive all the education and support they require to be successful. Mazda believes what sets their programme apart from that of other manufacturers is their commitment to the principle of shared ideas. The dealers are the men and women on the ground in the UK. If their trainers bring something to the table the dealers believe won't work in the real world, they all to work together on a solution. This approach has combined the best of training theory with real world experience.

Another unique aspect of the Mazda Academy is the fact that very little training is done in an actual classroom setting. Rather, most is conducted online using distance learning courses, podcasts, webinars, and interactive solutions. In this manner, the Mazda Dealer Network has full access to all training materials and sessions without having to schedule time away. This keeps dealers at home, near their customers. It also encourages the mind-set that technology is not to be feared; an important concept for remaining competitive in the modern world.

While the Mazda Academy focuses training in the area of sales, service, and maintenance, it does not neglect the dealer locations. Academy staff visits the individual dealers, through the Dealer Enhancement Programme, to work with them in managing their daily businesses. Experienced business managers are paired with individual dealers to help them work through issues of customer service, employee relations, team work, efficiency, and accountability. They also are there to make sure the dealers are putting into practice the principles learned in Academy.

Academy officials believe their two-pronged approach to dealer training has broken the barriers that have made corporate training such an unwelcome experience in the past. If new dealerships are any indication of satisfaction with Mazda or their Academy, they have a lot to be pleased with. In 2009, Mazda UK saw 20 new dealerships opened.

Mazda aims to change the rules of the automotive industry through its Academy. The combination of motivated and well trained dealers is what Mazda believes will build brand loyalty and keep the Mazda Dealer Network ahead of the competition for years to come.