This is an executive interview conducted by Mio Shimamura, CEO of Premium Japan, featuring executives from companies with unique brand stories. Through the products and services they create, as well as their corporate philosophy, we will unravel the essence of the ``Japanese sensibilities'' and ``Japanese aesthetic sense'' that their brands express. In the second installment of the series, we spoke with Ikuo Maeda, the managing executive officer and designer of Mazda, which celebrated its 2th anniversary this year.

DNA inherited from 100 years ago

Mazda has won numerous World Car of the Year awards, which select the world's best cars, and continues to attract worldwide attention for its design and performance. Founded in 1920, it is actually the second oldest existing car manufacturer in Japan.

“Just as our founder, Jujiro Matsuda, said, ``Contribute to the world through industry,'' Mazda started with the aspiration to contribute to and make people happy.That's why we have never made cars for business purposes. I feel like I'm still bad at business because of that (lol).

Laughs at Managing Executive Officer Ikuo Maeda, who has been involved in everything from preliminary design to mass production design in the design department since joining the company, and who has been a key figure in the recent transformation of the Mazda brand.

``Due to the history of the atomic bombing during the war, we started manufacturing automobiles to provide a convenient tool, saying, ``We wanted to somehow bring smiles to the people of Hiroshima.'' Of course, small local companies did the same things as large corporations. In order to become unique, we had a spirit of challenge to win with our uniqueness in technology and design.I think that spirit continues to flow through Mazda's DNA."

Finding a path to change in adversity

An unprecedented change in the history that had been handed down unchanged occurred when the company became affiliated with the American car manufacturer Ford Motors due to a business crisis in the 90s. Of course there were visible changes, such as a management team being sent in from Ford and all meetings being held in English, but what was difficult was the difference in approach to manufacturing.

"Mazda is a company that takes things very seriously to begin with. Rather than chasing trends, we always think about the ideals we should strive for and our own philosophy based on Mazda's heritage when developing designs. However, when we develop designs from overseas... For those who came, that heritage was irrelevant, so at that time it was difficult to get to know the essence of Mazda's manufacturing."

However, on the other hand, they also noticed something. This is the idea of ​​branding, which will have great significance in the subsequent transformation of Mazda.

“I realized that it was important to add value to the brand and promote the company itself.Of course, there were many cars that were individually appealing, but I had no idea how to put them all together to create an image. Like me, the chief designer at the head of each project had a strong individuality (lol).There was no sense of unity at all, so much so that each project could be called a ``○○ store''. No one had ever looked at it from a single perspective."

Toward a new Mazda design that embodies Japanese aesthetic sense

With this in mind, Mr. Maeda, who took over as general manager of the design team after Ford's withdrawal, set out to create a philosophy that would become the core of Mazda's future car production.

This is the design philosophy that forms the basis of all current Mazda designs.soul of soul(Kodo) - SOUL of MOTION”.

"Mazda cars are neither cold machines nor business tools. Originally, the relationship between cars and people was called ``jinba ittai,'' and if that's the case, the design must also be a living form. I decided to use the theme of expression, so I researched animals such as running cheetahs, and after about a year of trying, I created the part that would become the basis of the current design theme.''

In August 2010, the first vision model of "KODO Design", "SHINARI", was announced. After that, mass-produced models such as the CX-8 and Atenza were announced one after another, and the design of the new Mazda became well-known.

Cars become a valuable presence that fosters people's enrichment

Coincidentally, Mazda celebrated its 100th anniversary this year, a time when society has changed significantly and people's values ​​have also changed significantly. We asked them about the value of owning a car in this day and age and the value that comes from using a car.

“Honestly, we live in a time where it is difficult to even lead a daily life.But that is precisely why I sometimes feel moved by the smallest of events.Even I, myself, feel moved to tears by a small drama (lol). I think there will be more moments like this when I look at something and think, ``Wow, the light is beautiful.'' Rather than a design that is too self-assertive, I believe that if we can create something that blends in with nature and still has a striking beauty, it will have great value in fostering the richness of humanity. It has become.”

When asked about the evolution of car functions, current technological developments are referred to as "CASE", such as "Connected", "Autonomous", and "Shared/Service". "Share/Service" and "Electric: Electrification" are on the way. But Maeda says that's not all.

``Many cars have a big screen when you ride, and it talks to you and shows all kinds of information on the screen.However, our car has a system that shuts out unnecessary information from the machine. We make things that allow you to interact with cars in a normal way.For example, when you drive a roadster with the holo up, you feel good.I think that's a very enriching and happy thing. We want people to enjoy their cars more naturally."

To achieve this, we pay particular attention to the quality of the ride.

“When you sit on the tri-bar, we pay particular attention to the seating position, making sure that the axis is properly aligned with the handlebars and that the pedals are placed in a natural position. There are very few cars that do that.I value the feeling when driving.

Riders are comfortable and can enjoy their time with the car naturally. That is the ``joy of driving'' that Mazda aims for.

Pursuing the essence of cars, heading into a new century

From 2021, Mazda's next 100 years will begin. “In terms of pursuing people's joy, Mazda may not have changed much from 100 years ago.However, the trend is that it is right to change dramatically and advance technology rapidly. I think it would be great if there was at least one company like us that continues to hone its inherent goodness, although there may be a risk of natural selection (lol). ) I would like to further refine the essence of cars for 100 years from now so that such companies can survive and be recognized for their value as true brands.

Although the company has changed in various ways, its underlying aesthetic sense as a Japanese car manufacturer and its unwavering desire to pursue the joy that people feel in cars will remain unchanged. I have high hopes for Mazda's new century.

Ikuo Maeda

Born in Hiroshima Prefecture in 1959. After he graduated from Kyoto Institute of Technology, he joined Toyo Kogyo (now Mazda). After working at design studios in Yokohama and California, he worked in mass production design and development at the head office design studio. As chief designer, he worked on the rotary engine-equipped RX-8 and the Demio, which won the World Car of the Year award. After becoming the head of the design division in 2009, he launched the design concept ``KODO'' and was involved in building Mazda's branding. Current position since 2016.

Mio Shimamura

Representative and publisher of Premium Japan. After working at a foreign advertising agency, he held positions in charge of marketing and PR at top brands such as Walt Disney, Harry Winston, and Tiffany & Co. In 2013, he founded Russo Co., Ltd. He handles PR for various top brands. Because his parents' home was an environment that taught Japanese culture such as tea ceremony and kimono dressing, he acquired the business rights to Premium Japan in 2017 and established Premium Japan Co., Ltd. in 2018. Appointed to current position in 2019 due to business alliance with Amana Co., Ltd.

Interview cooperation: Kanto Mazda Takadanobaba store