HIROSHIMA, Japan Mazda began using this expression with the launch of its first new-generation model, the Mazda6, in 2002. It expresses the love of motion and is used by children to imitate the sound of an engine. And it has always been more than merely a brand slogan. It describes Mazda’s ultimate goal: to provide customers, who never forgot the love of motion they felt in childhood, with an exhilarating driving experience.
Now, Mazda is unveiling the all-new MAZDA2 at the 2007 Geneva Motor Show. The new MAZDA2 is not just a model change from the current MAZDA2 but the first of Mazda’s new-generation lineup to evolve to the next stage. It reflects not only the Zoom-Zoom passion but also a range of capabilities refined in a severely competitive environment using customer feedback from around the globe. The aim was to further refine Mazda’s DNA — Distinctive Design, Exceptional Functionality, and Responsive Handling and Performance — while enhancing driving quality in terms of attributes such as ride comfort and quietness and meeting global environmental and safety performance standards. The all-new MAZDA2 represents an evolution of Zoom-Zoom. With this new model, Mazda aims at strengthening the Mazda brand and further expanding its presence in the global B-car segment, especially in Europe, where the segment has grown by around 10% in the last six years and where more than one car in four is a B-car.
In developing the new MAZDA2 , Mazda took a fresh look at the global compact-car market environment, where there is intense competition among many diverse vehicles, and worked to identify the truly important attributes for a global B-car. These attributes include superior fuel efficiency, which is crucial for low running costs and reduction of CO 2 emissions; easy-to-drive functionality and operability; Mazda’s unique dynamic performance, which delivers enjoyable, comfortable driving; and a design that instantly grabs attention. While many other carmakers have enlarged their small cars, Mazda was able to reduce the size of its B-car with the new MAZDA2 and still meet the mainstream demands of compact-car customers while enhancing safety.
A Dynamic Design to Attract Customers Worldwide
With the look of the new MAZDA2, Mazda’s mission was to embody its next-generation design directions in a way that would appeal to a wide range of people in global markets. Given that customer preferences differ from market to market, Mazda considered various design directions with a view to satisfying all of the diverse expectations. Designers then refined the findings of the study in pursuit of an exquisite and dynamic design with a distinctive Mazda identity. Blending sharp contours with clear expressions of gentleness they created a look that has global appeal.
Design Concept: Exquisite and Dynamic
With the goal of expressing refined dynamism, the designers further evolved the look of athletic movement that characterizes the Mazda’s DNA. At the same time, they worked to create forms that would convey a sense of precision in line with the Japanese appreciation of simplicity of form and objects that are beautiful because of their simplicity. The key to the new look was a design concept described by the design team as ‘exquisite and dynamic’. Here, ‘exquisite’ denotes the designers’ desire for the design to possess forms that express beauty and a carefully considered dynamism. Designers and modellers carefully considered each line, contour, and other design expression in line with their vision of dynamism, even taking into account the relationship between the car’s exterior look and the space-efficiency of the cabin. This discriminating approach gave the exterior and interior of the new MAZDA2 a dynamic character that’s immediately recognizable.
Some of the design elements were first publicly seen in the Mazda SASSOU design concept model that debuted to great acclaim at the 2005 Frankfurt Motor Show. In line with the positive feedback from Frankfurt, the designers carried them forward and refined them for the production model.
An Exterior Design with Dynamic, Multifaceted Expressions
In line with an exterior design theme of ‘coordinated movements’, the visual movements created by the car’s silhouette, the lines of the body, and the patterns of light on the body were combined to create dynamic, multifaceted expressions not typically seen on a B-car. The resulting exterior design exudes a powerful energy that makes the new MAZDA2 look as though it’s about to move even when it’s parked. Expressing dynamic movement within the body’s limited dimensions was a major design challenge. For those looking for an even sportier look, a Sports Appearance Package is available (depending on market). By pursuing beauty in the transitions between each expression of movement and others, however, the design team realized forms that have natural-looking visual movements and convey subtle craftsmanship. The diversity of visual expressions—the body has sharp lines but also conveys softness and gentleness, and it has flowing lines but also conveys a sense of solidity — is a unique attribute yielded by the ‘coordinated movements’ design theme.
An Emotionally Appealing Interior Design Conveying Dynamism and Nimbleness
The interior design theme was ‘a space that communicates movement’. Whereas most B-car cabins have monotonous design treatments with flat surfaces, the interior design team made the new MAZDA2’s cabin strikingly different through contoured forms that combine reassuring thickness with strong visual movement. The instrument panel helps to create a sense of space despite the cabin’s compact dimensions; its design creates lateral visual movement from the centre toward the base of the pillar on each side by means of a recess that runs from side to side between the instrument panel’s upper and lower sections. At the same time, the instrument panel’s middle area has a substantial form that communicates a unique character. A contrast between silver accents on a black keynote colour adds further sportiness and individuality to the cabin. Plus, distinctive circular details contribute to a fresh, emotionally appealing look and feel.
Pursuit of Functionality and Operability Required in a B-Car
Most B-car customers want a day-to-day means of getting around and running errands, so it’s vital for a car of this size to be easy to drive and easy to manoeuvre in tight spaces such as car parks. With the new MAZDA2 , functionality and operability were improved in various ways based on driver-focused ideas and in line with how a B-car is actually used.
