Mazda first unveils new KODO Design theme in Thailand

Bangkok, Thailand, 26 November, 2012 – Mazda Motor Corporation finally revealed its new design theme “KODO -Soul of Motion-” for the first time in Thailand by exhibiting the design concept car “SHINARI”.  The KODO design theme has been acclaimed globally and will be incorporated into all of the new generation models to be introduced onwards.  As well as Mazda’s state-of-the-art technology SKYACTIV, the KODO design will be the biggest attraction for Mazda to achieve their mid-term sales target in the ASEAN region, namely 150,000 units per annum by 2016.

Under the brand concept “Zoom-Zoom”, Mazda has kept trying with the latest technologies in order to produce a vehicle that is eye-catching, fun to drive, eco-friendly and safe. Remarkably, Mazda has been consistently producing sporty and elegant vehicles like MX-5, RX-8, Mazda2, Mazda3 and BT-50 PRO.  A sophisticated sportiness can be sensed from the Mazda design that has captured the hearts of many driving enthusiasts around the world.  This is aided by Mazda’s essential design concept that results in a range of unique and distinguished models for the global market, including Thailand.

Mr. Masahiro Moro, Executive Officer at Mazda Motor Corporation is responsible for Global Sales and Marketing. “Mazda has been highly successful in the Thai market – we achieved record high sales and market share last year, namely 42,000 units and 5.3-percent.  This has made Thailand the sixth-ranked country among all of the Mazda’s markets. Our sales target for 2012 in Thailand has been raised to over 70,000 units and we believe that the final results will be even higher. This will further elevate the position of Thailand in Mazda.” he said.

In order to further boost the Mazda business in Thailand, the company is ready to strengthen its operations and the first Mazda Design Forum held on 26^th of November represents a new start for Mazda Thailand. “This is not only the first time that we reveal what is behind the design and development of a vehicle, but it also lights a spark for those in the auto industry to understand more about our design philosophy.” Mr. Moro added.

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Mazda has pursued a mid-term business plan for Thailand and the ASEAN region. The start of the Asean Economic Community (AEC) will enhance the regional economy and Mazda’s ultimate goal is to grow sales in ASEAN to 150,000 units per year within 2016. “Thailand is very important market for Mazda and we need to launch new generation products in a timely manner to create variety in our product lineup in respond to customers’ requirements” he emphasized.

“Mazda has a unique direction and standpoint. We will not compete in areas where everyone is playing while we focus on creating a clear difference through our products, which are our strongest asset. Today we will reveal Mazda’s innovative design with the SHINARI concept car, which fully express the heart of our new design theme “KODO”-Soul of Motion”.  It comes with intuition and a careful selection of materials, which was translated into the new Mazda CX-5 compact crossover that is highly successful in the global market,” described Mr. Moro, adding that the CX-5 will be introduced in Thailand 2^nd half of next year.

Mr. Ikuo Maeda, General Manager of Design Division, said, “The underlying design philosophy for the next generation of Mazda cars is adding the power and beauty that one sees in the instantaneous movement of animals or humans. This is the form displayed in the moment motion begins – for example the instant when a cheetah pounces on its prey, or the moment of a sword strike in the ancient Japanese martial art of kendo. It is this moment where accumulated force is released that contains the most finely-honed balance of strength and streamlined beauty. It is in this instant – which requires maximum concentration – that we feel instantaneous power, speed, a dignified tension, a sophisticated beauty – it is, in its way, highly seductive.  Mazda has positioned this instantaneous movement, filled with vitality and the stirring of the emotions, as the ultimate form of motion, and has defined it as ‘KODO’.  KODO will be incorporated into all Mazda designs, to express a faster, more forceful movement, and to include a more soulful element. This is embodied in the design language of ‘KODO – Soul of Motion’ and it represents the next generation of Mazda design.”

KODO Design comprises of Speed, Tense and Alluring

Speed: Vehicle form conveys speed and looking at the car awakens a wild instinct to want to drive this machine. A machine is an expression of speed with power.

Tense: The form generates a finely-honed sense of tension, of the moment just as motion begins. A form that is refined, without waste and which embodies the spirit of Japanese simplicity.

Alluring: A quality feel that conveys depth and sophistication, expresses craftsmanship, and invokes the human touch of a product made by hand.

We aim to combine these three value elements to form ‘KODO – Soul of Motion’.

Mr. Choichi Yuki, Managing Director of Mazda Sales Thailand said, “In order to promote further business growth in Thailand, elevation of brand awareness is must for Mazda to attract the hearts of customers in the long-term. We have to clearly differentiate our products from others by promoting Zoom-Zoom marketing activities to reach our target customers who are the new generation with active lifestyle. I believe that we have been able to strengthen the Mazda brand in Thailand as intended, and we will continue to strengthen our unique brand values.

The challenge ahead in not easy to overcome, even with our utmost power, motivation and love of the Mazda brand. But I firmly believe we can make it and sincerely hope that our innovative design you see here today will benefit the sound development of the Thai automobile industry.” he added.