Mazda Motor Corporation has announced Mazda's new design theme, 'KODO - Soul of Motion'
Since the launch of the 'Zoom-Zoom' brand message in 2000, Mazda has pursued the concept of more athletic and sporty motion, and has adopted dynamic designs for all Mazda models starting with the Mazda6 and followed by the Mazda RX-8 sports coupe and the lightweight Mazda2. In recent years, this motion-based design philosophy has been further extended to incorporate the theme of 'motion inspired by nature', featured in the Mazda Nagare concept car series and the new Mazda5 now reaching UK dealer showrooms.
As a result of these initiatives, since the launch of the first Mazda6 in 2002, Mazda design has been widely acclaimed, receiving 30 major accolades together with a variety of prestigious automotive awards.
Ikuo Maeda, the head of Mazda's Design Division, explains the new KODO design theme in this way: "In our work to further evolve the expression of motion, Mazda Design has focused on the strength, beauty and tension found in the 'instantaneous movement' of animals at the very moment that the motion begins. This motion is so full of vitality that it stirs the emotions of those who see it. We have named it 'KODO - Soul of Motion', and our aim is to express movement with forceful vitality and speed, embodying this design theme in Mazda's upcoming models."
Maeda continues, "Mazda's four design studios located in Japan (Hiroshima and Yokohama), Europe (Frankfurt, Germany), and North America (Irvine, California) are currently combining to take up the challenge we have set them to achieve a breakthrough in the expression of motion in car design, and to incorporate this expression into our future products."Published 3 September 2010