Mazda ex­pands de­sign pa­ram­e­ters

The Weekly Advertiser Horsham - - Motoring -

Mazda has moved to a sec­ond stage of its de­sign strat­egy and freed up its de­sign­ers to build more dif­fer­en­ti­a­tion be­tween mod­els in fu­ture gen­er­a­tions, ac­cord­ing to Mazda Mo­tor Cor­po­ra­tion chief de­signer Ya­su­take Tsuchida.

Speak­ing to Aus­tralian jour­nal­ists at the re­veal of the Kai con­cept at the Tokyo mo­tor show last week, Mr Tsuchida said the Mazda3-pre­view­ing hatch­back leans to­wards a sportier side aes­thet­i­cally, while other fu­ture mod­els might take a some­what dif­fer­ent di­rec­tion.

He said there would still be re­stric­tions, with the de­sign team work­ing be­tween the lim­its set by the mus­cu­lar 2015 Rx-vi­sion con­cept and the more pre­mium Vi­sion Coupe, the lat­ter un­veiled along­side the Kai in Tokyo last week and point­ing to the next-gen­er­a­tion Mazda6.

But the com­pany is now tak­ing a new de­sign di­rec­tion af­ter cur­rent­gen­er­a­tion ve­hi­cles were de­lib­er­ately kept sim­i­lar by Mazda Mo­tor Cor­po­ra­tion head of de­sign and brand style Ikuo Maeda, who Mr Tsuchida said wanted to keep a very tight con­trol on the dif­fer­ent mod­els.

“So you saw Mazda2 and Mazda3 and they are pretty sim­i­lar in terms of de­sign,” Mr Tsuchida said, point­ing to ar­eas such sculpted flanks, nar­row head­lights and the brand’s shield­shaped grille.

“The rea­son is clear, we wanted to build our brand.

“And this is all part of the strat­egy. Build the brand, which means we want to per­me­ate the Kodo idea into the mar­ket, and now that we have a cer­tain de­gree of aware­ness, we move onto the sec­ond stage of the strat­egy, which means this next gen­er­a­tion of cars will have a slightly broader scope for its ex­pres­sion.

“So this is go­ing to be the full range, the spec­trum, that you can ex­pect out of this next-gen­er­a­tion de­sign lan­guage.”

Mr Tsuchida said the Rx-vi­sion con­cept was at one end of the spec­trum in the de­sign lan­guage – what Mazda calls al­lure – while the Vi­sion Coupe was at the other end – de­scribed as pre­mium.

“When we talked about hatch­back and Kai con­cept, a hatch­back nat­u­rally lends it­self more to the sporty side, so we ex­pressed our de­sign more to­wards the al­lure side,” he said.

“You have all this space for all the dif­fer­ent ve­hi­cles, so you can look for­ward to many dif­fer­ent things in the new gen­er­a­tions in the fu­ture.”

BORDERLAND­S: All new-gen­er­a­tion Mazda ve­hi­cles will fall be­tween a styling spec­trum out­lined by the just-re­vealed deluxe Vi­sion Coupe con­cept and 2015’s racy Rx-vi­sion con­cept, above.

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