Mazda 2016 Annual Report Download - page 21

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Design
Design That Breathes Life into the Car
A car isn’t simply a mass of metal.
Mazda believes it’s more like a living creature.
Creating an emotional bond between a driver and their car comparable with
the relationship between horse and rider.
That’s the ultimate goal of Mazda’s “Soul of Motion” design.
Used on all SKYACTIV-equipped models from the CX-5 onward,
KODO design has played an important role in Mazda becoming
a brand that has a special bond with its customers.
Mazda’s “Soul of Motion” design embodies
the dynamic beauty of life
The power and elegance of a wild animal in the instant when it pounces on its prey.
That’s the essence of the ultimate Motion Form envisioned by Mazda.
We want a car to be more than metal;
something that exudes the vitality of a living being.
Cars which evoke the tension that presages movement,
imbued with the warmth of a creature with a beating heart and blood in its veins.
That’s the inspiration behind the “Soul of Motion” design.
Mazda RX-VISION Named Most Beautiful Concept Car
Mazda RX-VISION was named the “Most Beautiful
Concept Car of the Year” in an award ceremony
at the 31st Festival Automobile International
held in Paris, France. A front-engine, rear-wheel
drive sports car with KODO design-based
proportions only Mazda could envision, the
model is powered by the next-generation
SKYACTIV-R rotary engine and represents the Company’s vision of the future.
New-generation lineup designed
under the KODO design theme.
Mazda Design has been globally acclaimed
The Mazda MX-5 Wins World Car Design of the Year
The MX-5 has won the 2016 World Car of the Year award and
has also been named World Car Design of the Year award at
the World Car Awards. It is the first time in the history of the
awards that a single model has taken both titles. The CX-3 was
selected as one of the three finalists for the World Car Design
of the Year. Mazda Design has been globally acclaimed, as we
have continually refined the beauty of forms of our new-gen-
eration lineup under the KODO design theme, which aims to
bring cars to life.
Drivers of Value Creation
MAZDA ANNUAL REPORT 2016
19
Message from
Management
Review of Operations
Foundations Underpinning
Sustainable Growth
Financial Section
Contents