Ikuo Maeda points out
unique philosophy
"KODO: SOUL of MOTION"

Since introducing the design concept "KODO: SOUL of MOTION" in 2010, Mazda's car designs have received acclaim all over the world. Where did its unique philosophy of ``giving life to cars'' come from, and where is it headed? As Mazda's car lineup enters a new phase, we spoke to Ikuo Maeda, the founder of Kodo Design and the person in charge of the brand's style.

From the late 90s to the 00s, Mazda was busy rebuilding its business, but two major breakthroughs were the driving force behind its revival. On the other hand, "SKYACTIV TECHNOLOGY" is the crystallization of next-generation technologies such as engines, transmissions, and bodies. The other thing is innovation in the formative aspects called Kodo design.

Maeda was appointed as the head of design and immediately began the task of reconsidering the history of Mazda. “In order to envision the future of Mazda Design, I thought it would be best to understand all of Mazda's DNA. If we don't take that into account, we will end up with a temporary design that is disconnected from the past.''

``While learning more about Mazda's DNA, the keyword ``Jinba Ittai'' jumped out at me. Jinba Ittai is Mazda's traditional development philosophy that allows the car and rider to communicate and feel a sense of unity. What happens when we apply this to design? What does it mean to have a car that can become a “horse”? As I deepened my thoughts, I came up with the idea of ​​making cars feel more like a member of my family and a companion, rather than just a tool for transportation. In other words, it was about giving life to the car." Maeda realized that the company Mazda had been pursuing this proposition continuously. So, what exactly does it mean to "give life to something, breathe soul into it"? --- Based on that theme, I created an abstract object called a "goshintai."

The ideal form derived from the “divine body”
spine
like a beautiful creature

What makes KODO Design unique is that, before designing cars, they engage in art activities aimed at exploring pure form. Putting aside practical constraints and thoroughly pursuing the ideal - this was Mazda's inherited style of manufacturing.

Then, based on the ultimate ideal form of the ``God's object'', we begin the actual design of the car. ``But it didn't really turn into a car.A car has four tires, but if they aren't attached to the correct position of the living thing's four legs, it suddenly loses its sense of life.Inside the Design Department There were conversations like, ``Are we accurately capturing the car's skeleton?'' and ``This car doesn't have a spine, so it's no good!''

After passing through Kodo Design's unique checks, the concept car that was finally completed was named ``SHINARI.'' This car, which appeared with its supple movements all over its body, caused a sensation when it was unveiled at the Mazda Design Forum held on the outskirts of Milan, Italy in 2010.

The effect of color to make the form more vivid
Symbolizes Kodo design
What is “Soul Red”?

At the same time as the Kodo design, Maeda also started developing new colors. Maeda wanted to define Mazda's brand style at the same time as renewing the design, and for that purpose, color, form, and front mask (the face on the front of the car) - these three things were essential.

The result was ``Soul Red,'' which symbolizes Kodo design. Soul Red was created based on the idea that ``color is also a part of the form'', and in order to highlight the form of the KODO design, which emphasizes smooth curves, we chose a color that responds sharply to light. pursued. Bright areas shine brightly, and areas where no light shines darken. As a result, the special red color that clearly highlights the shadows of the form was made possible by mass production using a painting technique called ``TAKUMINURI.''

``The only companies in the world that sell red cars are Ferrari, Alfa Romeo, and Mazda.'' For Maeda, who says this happily, his ideal red is a deep amber red like the Nebbiolo wine, which has the same hometown as the two companies I just mentioned.

Kodo Design won the award.
Title of "The most beautiful car in the world"
Concept car "RX-VISION"

The moment Maeda was unveiling the car he was most nervous about was the RX-VISION concept car, which was unveiled at the 2015 Tokyo Motor Show. A classic sports car equipped with a rotary engine that is synonymous with Mazda. For Maeda, who has been immersed in auto racing since his university days and is still active as the company's ace driver, it was his ultimate dream to design a sports car that he would want to drive, no matter how much he paid.

"I still can't forget the scene at the unveiling. The moment the veil was removed and the car was exposed to the lights, the venue became silent." Maeda could feel the tension that made everyone hold their breath. After a moment, the cheers turned into explosive cheers.The RX-VISION won the ``Most Beautiful Concept Car of the Year'' award the following year, and is now the offspring of the latest KODO design. It is one of the types.

Mazda's headquarters are still in Hiroshima. It has been 2 years since we were based in Mukainada, two stations away from JR Hiroshima Station. Is there a reason why Mazda was born in Hiroshima?

“This may be due to the fact that it is a place where manufacturing flourishes, from tatara steel to shipbuilding, but what I feel is the pioneer spirit. There were a lot of people out there. I guess we all had a common sense of carving out our own path. We're not always in the center, so we're really stubborn and don't follow trends easily. It's Mazda's culture that people don't like riding cars."

Mazda inherits the DNA of the land of Hiroshima, but with its latest Kodo design, it is said to be approaching yet another DNA. It is the DNA of Japan's "beauty" --- So how did Mazda interpret the DNA of "Japanese beauty"? I want to get even closer to the essence of it.

(Titles omitted)

MAZDA　https://www.mazda.co.jp/

Continued to MAZDA ~ Changing the world through design (Part 2)