Mazda Style: 25 Years of Design

Press Release

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

80s

Already 25 years ago, Mazda had demonstrated its will to become more Europeanized showing a concept car "made by Bertone". Follow us in this contemporary design journey. Experimental technologies for powertrain, steering and bodyworks are the true highlights of the eighties.

Mazda MX-81 (Bertone)
Tokyo, 1981

A futuristic 4-seat coupe based on the 323. Was designed by Bertone with Marc Deschamps as Chief Designer. To be seen is the steering wheel replaced by a rectangular belt.

Mazda AZ550 Sports (Mazda Design / Japan)
Tokyo 1989
A small sports prototype study based on small Mazda Carol.

Mazda MX-02 (Mazda Design / Japan)
Tokyo 1983
A study for an experimental sedan featuring a 4-wheel steering system.

Mazda MX-03 (Mazda Design / Japan)
Tokyo 1985
A tremendous 4-seat coupe which highlight-ed the high-tech know-how of Mazda: tri-rotor turbo engine (320 PS), 4-wheel drive and 4-wheel steering. The dashboard came directly from aircraft design. Maxi­mum speed was measured at 300 km/h.

Mazda TD-R (Mazda Hiroshima Design)
Tokyo 1989
An interesting study for what we would now call a sports crossover or all-road vehicle with gullwing doors.

Mazda MX-04 (Mazda Design / Japan)
Tokyo 1987
When it comes to "fun to drive", Mazda cannot help but overdoes it. The MX-04 was a mod-ular car that could be transformed just by changing body panels.

´90s

In the nineties, Mazda began to present hydrogen powered prototypes and explore in depth new market niches.

Neospace (Mazda Research & Design Europe)
Frankfurt, 1999
A concept that explored the new and growing niche of B-seg­ment van-style cars. And a real milestone in Mazda's design history: the "Freestyle" doors (that opened towards the rear) were used for the first time.

Mazda HR-X (Mazda Design / Japan)
Tokyo, 1991
A study featuring gullwing doors and a hydrogen rotary engine. The beginning of 15 years of research with hydrogen fuelled engines at Mazda.

Mazda CU-X (Mazda Design / Japan)
Frankfurt , 1995
This concept focused on practicality and had rotatable front seats and on safety with a collision avoidance system.

Mazda HR-X2 (Mazda Design / Japan)
Tokyo, 1993
Another hydrogen rotary engine in a sedan shaped package. The entire body was recyclable.Invented by James Dyson, the first bagless vacuum cleaner the Dyson G-Force won the International Design Fair prize in Japan. The Japanese were so im­pressed by the pink and lav-ender machine, it became a status symbol in homes and sold for $2,000 each.

Mazda London Taxi (Mazda Research & Design Europe)
1993
A sponsored project with a RCA (Royal College of Art, London) student. A vision of a single passenger London taxi anticipating a time when there would be restrictions in the city for normal cars. It was never shown at a Motor Show.

Mazda Gissya (Mazda Research & Design Europe)
Birmingham, 1991
An advanced proposal from Mazda's European Design Centre for a Multi-Purpose Vehicle (MPV). To enhance its sporty appeal, it was powered by a midship twin-rotor engine.

Mazda RX-01 (Mazda Design / Japan)
Tokyo, 1995
The first concept using the new-generation rotary engine, the first draft for a possible future RX-7.

Mazda SU-V (Mazda Design / Japan)
Tokyo, 1995
Mazda's proposal for the growing trend of compact SUVs. The SU-V concept was only 4.15 metres long.

Mazda BU-X (Mazda Design / Japan)
Tokyo, 1995
A concept based on the Demio, and the first B-MAV (Multi-Activity Vehicle) to arrive in the market.

Mazda MV-X (Mazda Design North America)
Tokyo, 1997
A concept very close to what a future large MPV could look like for Mazda.

Mazda MS-X (Mazda Research & Design Europe)
Frankfurt, 1997
A study that gave a sedan the same spatial feel as an MPV.

Mazda SW-X (Mazda Research & Design Europe)
Frankfurt, 1997
Another study for a compact van (C-MAV), this time realized by the European Design Studio with a more aggressive styling.

Mazda Activehicle Concept (Mazda Design / Japan)
Tokyo, 1999
A close look at Mazda's SUV entry in the market. The mass production Tribute followed shortly thereafter.

Mazda Nextourer (Mazda Design / Japan)
Frankfurt, 1999
The crossover field is still today not clearly defined. In 1999, Mazda proposed this study crossing a station wagon with a coupe. Freestyle doors for the body, rear-wheel drive and hybrid powertrain under the skin.

Mazda RX-Evolv (Mazda Design / Japan)
Tokyo, 1999
A charming study for every sports car fan looking for practicality. RX-Evolv offered 4 seats and freestyle doors for easy access to the second row seats. The nice package hid the new-generation RENESIS rotary engine.

Mazda Lego Car (Mazda Research and Design Europe)
1999
Do you think designers still play with toy cars? Ob­viously yes, as this 30 cm long concept shows. It was produced based on a winning Lego car of a Mazda-sponsored contest for children.

The new Millenium

2000 begins a new millenium for Mazda with a clever mix of performance concepts and versatile vehicle proposals.

Mazda Miata Mono-Posto Concept (Mazda Design North America)
SEMA 2000
MX-5 makes driving fun, a single seat MX-5 with a racing look makes driving even more fun. This concept was not the dream of one Mazda designer only…

Mazda Secret Hide Out (Mazda Design / Japan)
Tokyo, 2001
This nice, colourful concept for a new B-segment derivative with a pillar-less freestyle door system invited passengers to take an exciting journey.

Mazda MPS Concept (Mazda Research & Design Europe)
Paris, 2002
A study to express how a high performance Mazda6 might look. Powerful but still stylish. Now on the road keeping the same spirit.

Mazda RX-8 Concept (Mazda Design / Japan)
Detroit, 2001
After the RX-Evolv concept, Mazda proposed another concept even closer to reality. Just a few details would change before the beginning of RX-8 production.

Mazda MX Sport Tourer (Mazda Design / Japan)
Geneva, 2001
This hybrid concept provided environmentally friendly performance coupled with interesting opening systems (freestyle doors and vario-lamella roof). It shows some lines of the Mazda6 wagon.

Mazda 626 MPS Concept (Mazda Design / Japan)
2000
MPS was a label that Mazda wanted to use for high performance versions of its line-up, and a study based on the 626 was produced in parallel to a 323 MPS Concept.

Mazda Kusabi (Mazda Design / Japan)
Frankfurt, 2003
The Kusabi concept presented Mazda's propo­sals in terms of practicality (flat floor and Twin-Lift Hatchback), driving performance and environmen­tally-friendly features (1.3-litre supercharged MZR engine).

Mazda Roadster MPS Concept (Mazdaspeed / Japan)
2001
The Mazda MPS Concept family couldn't exist without a roadster, and now it had one, with a 200 PS engine.

Mazda MX Sport Runabout Concept (Mazda Design / Japan)
Geneva, 2002
A dynamic styling for a B-segment offer. Would be launched as Mazda2 a short time later.

Mazda RX-8 X-Men (Mazda Design and FOX studios)
Los Angeles, 2003
Mazda customised its RX-8 for its appereance in the US blockbuster.

Mazda Ibuki (Mazda Design / Japan)
Tokyo, 2003
Mazda presented a lightweight, open-top sports car study which harkened back to the 1989 origins of the first MX-5.

Mazda RX-8 Mazdaspeed Concept (Mazda Design / Japan)
2003
MAZDASPEED, a subsidiary of Mazda specialising in accessories to boost performance, presented a fierce version of the RX-8.

Mazda MX-Flexa (Mazda Design / Japan) Geneva
2004
Highly flexible, this concept explored smarter ways to improve communication between passengers. The answer was its Karakuri seating and storage system, to be found later on the Mazda5.

Mazda Washu
Mazda Design / Japan) Detroit, 2003
Washu's interior provides space for six passen­gers, incorporated concepts and forms found in traditional Japanese architecture.

Mazda Verisa TS Concept (Mazda Design / Japan)
2004
Bold and agile, the Verisa TS Concept was meant to burn the tarmac!

Mazda MX-Crossport (Mazda Design / Japan) Detroit,
2005
Mazda presented a new vision for a crossover mixing an SUV and a sports car. Clearly some RX-8 lines were smartly integrated. This concept will be launched shortly as CX-7.

Mazda Roadster Coupe TS Concept (Mazda Design / Japan)
2004
Italian classic shape based on the roadster coupe.

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.

What makes the particular strengths of your team?We are a multicultural team of men and women who take advantage of our diversity, our talents and insight, and the pulse of Los Angeles as a flashpoint of global culture.

What regional character do you bring to the Mazda brand compared to the other two design centres?We are responsible for the uniqueness of the North American market place, which includes Canada and Mexico, and cultivate the Mazda products in this impulse driven environment

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 makes the particular strengths of your team?
A creative environment, a vibrant team spirit and a multicultural background.

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.

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

Mazda Sassou

Inspired by traditional Japanese Shoji rice-paper doors that partially hide what is behind them, Sassou employs exterior and interior materials with an illumination system to hide certain features when the car is at rest, and then reveal them when the car is activated with red lighting that circu­lates as if by heartbeats just below the surface. Designers called this design aspect “Mazda Alive.�

Specs

• Shown at IAA Sept. 2005

• Length 3890 mm

• Width 1740 mm

• Height 1370 mm

• MZR I-3 1.0L DISI turbo with Mazda

Idling Stop System

• Dry-type twin-clutch 6-speed Powershift transmission

USB Stick Key

Inserting Sassou’s USB stick key into a port in the middle console causes joy­stick to rise up for navigation of vehicle functions in a monitor in the dashboard. USB stick has software for downloading destinations and music at home, then up-loading these onto car’s hard disc drive.

Rear Seat Morphing

For one rear passenger, compressed air fills the sides of the rear seating area to form a single seat in the middle. For two passengers, air fills the seatback in the middle, forming two seats on each side.

Peter Birtwhistle, Chief Designer:

“The Mazda Sassou concept proposes a possible future B-car meant for urban singles who commute on a daily ba­sis. The exterior looks lightweight and aerodynamic; the interior is flexible, high-tech and interactive. The USB stick key / hard disk drive idea would allow you to configure its systems according to daily needs in a really cool and futuristic way.�

Mazda Senku

Combining the conflicting visual elements of sharp edges and soft curves give Senku a strong emotional appeal. Its three main graphic elements – body surfaces, a glass canopy and five-point front grille – are unified to produce a graceful simplicity. The interior features red leather surfaces hand-stitched by a master craftsman.

Functionality + Beauty

The side doors not only slide back elec­trically creating two wings, the resulting 800 mm-wide opening and high front-seat placement make for easy entry. The doors also hug the sides of the body and can be opened in tight parking spaces where hinged doors cannot.

Specs

• Shown Tokyo Motor Show Oct. 2005

• Length 4650 mm

• Width 1850 mm

• Height 1400 mm

• Wheelbase 3100 mm

• Low emission13B-DI rotary engine + Mazda hybrid system

See-through Solar Cells

Part of Senku’s glass roof uses a pigment-sensitized solar cells system that is an evolution of the solar sunroof first used by Mazda on the Sentia in 1991. They are low cost and offer a high degree of design freedom. They let light through to the inte­rior, supply supplementary electric power to the RE Hybrid system while driving and provide power

Atsuhiko Yamada, Chief Designer:

Senku’s wheels are large and placed at the extreme corners of the body, which gives the design a ‘floating’ look. This we com­plemented by a sleek, boldly chiselled form to create unique proportions that em­body dynamism and elegance. Looking for a color to express the sharpness and melow­ness of the concept, we found the perfect match having dinner in a sushi bar: the knife of the chef showed a subtle balance between bronze and alumini­um that we we reflected in the Ingot Silver color.�

Mazda Kabura

With a long front end and short boot, Kabura is reminiscent of classic sports coupes. Its wind-shield and forward portion of the roof are integrated into one seamless glass surface that extends from the cowl to the B-pillars in a sweeping, round roofline. This shape is repeated by the powerful fenders to give the design movement, confidence and stability befitting a Mazda sports car.

Specs

• Shown Detroit Motor Show Jan. 2006

• Length 4050 mm

• Width 1780 mm

• Height 1280 mm

• Wheelbase 2550 mm

• MZR 2.0-litre DOHC 16-valve engine

• 6-speed manual transmission

Sustainable + Recyclable

Some parts of Kabura‘s interior employ innovative regenerated leather substrate made entirely of material recovered from the manufacturing of sports shoes. This leather-grind can be dyed and printed in any colour or design and appears in Mazda Kabura as a technical yet inviting material.

Disappearing 3rd Door

Kabura has an extra right-side door for easy access. After the right, front door is opened, touching a button slides the bonus door straight back and into a cavity notched in the rear-quarter panel area, the way a pocket

Franz von Holzhausen, Chief Designer:

“Kabura’s exterior has a nimble-looking fuselage with a powerful stance, pronounced wheel arches and taut surfaces. Every line flows into another with no open ends. Surfaces are drawn tight over the wheel arches, the way a spider’s web stretches between anchor points.�