Mazda Style: 25 Years of Design

Press Release

Page 1: Model history
Page 2: Interviews
Page 3: The Future

Interview: Laurens van den Acker
General Manager, Design Division of Mazda Motor Corporation

What are the benefits of a global design vision with 3 different studios?
Although Mazda clearly has Japanese roots, we have evolved into a global com­pany, with more than 75% of our Mazda products sold outside of Japan. This means we need to have a thorough un­derstanding and intimate knowledge of the regional markets and their custom­ers. The studios in Irvine CA, Frankfurt and Yokohama each fulfill a crucial role in providing us with those insights. In ad­dition, the designers in each studio are asked to submit design proposals for every important program, be it produc­tion, advanced or otherwise, giving us a unique global perspective every time.

What are the characteristics of the 3 different regions?
The Mazda North America studio is located in Irvine CA - a stone‘s throw from Los Angeles. In other words, the hotbed of all the new design trends that shape the American automotive mar­ket. No surprise then, that this studio was the birthplace of the Mazda MX-5, RX-7 and Kabura.

The Mazda Europe studio was estab­lished in Frankfurt, Germany in 1988, centrally located in the heart of Eu­rope, and one of the toughest automo­tive markets in the world. The Mazda Europe studio has been instrumental in creating the successful Mazda3, Mazda6 MPS and Sassou.

The Mazda Yokohama studio is only a 15 minute bullet train ride from Tokyo, a city like no other, and in terms of design, very influential in Asia if not the world. This is not only an automo­tive Mecca, but in terms of graphics, product design, fashion, architecture and simply culture, a true inspiration. I think the Mazda Senku, created in the Yokohama studio, embodies all of these influences.

Mazda Design‘s headquarters are based in Hiroshima, Japan. Hardly a provincial city anymore with more than 1.2 million people, it still carries forth a tradition of doing things in its own unique way. This pioneering spirit has stayed with Mazda ever since. This is the home of the ro­tary engine, Zoom-Zoom and ‘the soul of a sportscar‘, maybe best embodied by the new Mazda MX-5, winner of the 2005-2006 Japan Car of the Year and second in the 2006 World Car of the Year contest.

What is your vision for Mazda design in the next few years?
It is clear that Mazda‘s unique brand of sporty, passionate designs full of Zoom-Zoom have hit the mark with our customers. I think that people who are young at heart, and who love to drive, recognize the passion and dedication we put into our vehicles.

We’ll continue to use design to com­municate the promise that Mazda Zoom-Zoom offers and reinforces our commitment of what existing and fu­ture products are going to deliver, using the creativity that exists in our Mazda design centres, strategically situated globally.

In the next years, we are going to turn up the volume even more, be even more expressive and - how can I put it - make sure to give you a double dose of Zoom-Zoom!!

Interview Peter Birtwhistle
Head of Design, Mazda Research & Development Europe

What is your vision of Mazda design today?
Mazda has really strengthened its reputation as a design driven brand. We should, however, not be content with where we are. As we now move forward with our new generation of vehicles, you can expect even more expressive sporty designs, innovative alternative concepts, backed up by ever improving quality.

Can you describe in 3 words your latest concept-car Sassou?
Young, connected and alive.

What makes the particular strengths of your team?
Multiple talents and nationalities working in a well harmonised creative atmosphere.

What regional character do you bring to the Mazda brand compared to the other two design centres?
Europe offers a much wider range of cultural differences than the US or Japan. Our team can really capitalise on our central European location, and draw on this to offer a very varied range of design proposals.

Interview Franz von Holzhausen
Director of Design, Mazda Design North America

What is your vision of Mazda design today?
Mazda is emerging as an affordable, in­novative and stylish design leader.

Can you describe in 3 words your latest concept-car Kabura?
Youthful, spirited, exciting.

Interview Atsuhiko Yamada
Chief Designer, Manager / Advanced Design Group

What is your vision of Mazda design today?
I think Mazda has established a distinct design direction with new models such as Mazda6/Mazda3/RX-8/MX-5 and the upcoming CX-7.

Yet, competitors are moving even more towards an emotional design direction. To advance Mazda design into the fu-ture, we need to continue our pursuit for a much stronger design language.

Can you describe in 3 words your latest concept car Senku?
Fusion of sharpness and mellowness.

What regional character do you bring to the Mazda brand compared to the other two design centres?
We bring the influences of both modern and traditional Japanese aesthetics such as purity, simplicity and sophis­tication to develop unique Mazda pro­ducts.