Mazda Guanajuato Plant to Strengthen KOKORO Social Strategy; Allocated 41.8 Million Pesos to Children in 2025

plant will join the Kokoro social support strategy in 2026, after the program allocated 41.8 million pesos in 2025 to benefit Mexican children. The automaker linked its commercial performance with social investment, directly benefiting over 32 thousand minors. Furthermore, the initiative projects a social return of 2.5 pesos for every peso invested, according to external measurement under the SROI model. This integrates the company’s industrial expansion with quantifiable social impact results.

41.8 Million Pesos Driven by 107,004 Vehicles Sold

In 2025, the brand sold 107,004 vehicles in Mexico, a figure that boosted the program’s funding. For each new unit sold, distributors contributed 100 pesos, and the company matched the amount. Additionally, for each service order, 25 pesos were donated, a sum also doubled by the company. The combination of record sales and after-sales activity allowed for the collection of 41,804,700 pesos between January 2 and December 31, 2025. The annual donation was divided into two disbursements. In July, 20,153,450 pesos were allocated, followed by 21,651,250 pesos. This financial structure ensures traceability and monitoring.

Over 32,000 Minors Benefited and 160,000 Indirect Impacts

The program directly benefited 32,000 children in Mexico. Indirectly, it reached approximately 160,000 people. The resources strengthened four fundamental rights, including life and development, health, education, and recreation. Specifically, they funded medical treatments, continued schooling, daily nutrition, prosthetics, and specialized equipment. The projected social impact exceeds 100 million pesos, considering the tangible return on investment made during the year.

External Evaluation Confirms 2.5 to 1 Social Return

The specialized consultancy Terraética evaluated the program under the Social Return on Investment (SROI) model. The preliminary calculation showed that each peso invested generated an average social value of 2.5 pesos. This indicator incorporates external measurement, financial analysis, and results traceability. Therefore, the company has a quantitative basis to project the program’s growth.

Three Operational Fronts Consolidate the Strategy

The program operates under three main pillars. In Kokoro Becas (Scholarships), partners such as Interesse, Autofinanciamiento MZD, HDI Seguros, Quálitas, and Seguros Atlas contributed 2 million pesos. These resources funded a university scholarship at Tecnológico de Monterrey. They also supported food programs with Un Kilo de Ayuda and assisted Dibujando un Mañana A.C., an organization with a presence on the periphery of the Chimalhuacán landfill. In Kokoro en Acción (In Action), 709 volunteers participated, carrying out activities benefiting 1,709 minors. These included visits to the Papalote Museo del Niño (Children’s Museum) and NBA-related experiences in Mexico City. The initiative also included logistical support with the Mazda BT-50 pick-up truck. The unit facilitated the construction of 88 homes in Querétaro, Oaxaca, Veracruz, Puebla, and Mexico City alongside TECHO. Furthermore, it collaborated in mobilizing over seven million toys for Juguetón. Within the state, the program supported a civil association in Irapuato, strengthening community actions focused on child development and educational support.

Salamanca Plant to Be Integrated in 2026

Miguel Barbeyto, President and CEO of Mazda de México, confirmed that in 2026, the plant located in Salamanca, Guanajuato, will directly contribute to the social fund. Each unit manufactured in Mexico—Mazda2, Mazda3 Sedan, Mazda CX-3, and Mazda CX-30—will generate resources for the program, regardless of the destination market. This decision will expand the contribution base and link industrial production with social investment. With this, the company connects its manufacturing growth with a structured corporate social responsibility model. The integration of the Guanajuato plant reinforces the program’s impact in the coming years. Thus, the automotive industry in Guanajuato adds a measurable social component. Mazda consolidates a framework that combines commercial performance, industrial expansion, and quantifiable results for the benefit of Mexican children.

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