Mazda 2011 Annual Report Download - page 24

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Mazda Design to date has sought to represent various types of
movement. In recent years, Mazda’s unique design has
expressed movement found in nature, like the grace and beauty
of flowing wind or water.
Through this process, Mazda Design has come to focus on the
strength and beauty shown by living things in the instant
between motionlessness and action. For example, the instant of
a sword strike in the ancient Japanese martial art of kendo, or
the instant a cheetah pounces on its prey. This is the instant
when accumulated force is released, containing a finely tuned
balance of strength and streamlined beauty. It is in this instant,
which requires maximum concentration, that we feel seduced
by a sense of instantaneous power, speed, a dignified tension,
and a sophisticated beauty.
Mazda Design seeks to convey the pure, ultimate form of
motion at the instant of movement, and has defined this vitality
and stirring of emotions as KODO.
The Mazda SHINARI, a four-door, four-seat, sports coupe
concept car, is the expression of this KODO—Soul of Motion. Its
form suggests strength from end to end, as if the car is about to
leap out at any time, built around a tenacious frame, with the
power to instantaneously release built-up force and the graceful
beauty of movement.
—Expressing living motion, strong and graceful—
MAZDA DESIGN
22 Mazda Annual Report 201 1