Mazda Zooms into Los Angeles with Shinari Concept and All-New
Mazda5 - COMPLETE VIDEO

Mazda Shinari concept
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SEE ALSO: Press Pass Coverage of the 2010 Los Angeles Auto Show
LOS ANGELES - November 17, 2010: When Mazda released its first passenger
car, the R360 Coupe in 1960, it quickly gained recognition for its
minimalist form and great practicality. For Mazda, it opened a new chapter
in the company's history as a builder of passenger cars. For Japanese
consumers, the R360 Coupe realized their dreams by making such a desirable
car affordable.
Since then, Mazda design has consistently aimed to distinguish itself
with its unique personality. At Mazda, design goals go beyond the usual
practical focus of industrial design, and instead set out to evoke a sense
of excitement and expectation in all who see or drive a Mazda. Underlying
this approach is the simple fact that every Mazda designer is fundamentally
passionate about cars. As such, their aim is to breathe life into their
designs and endow them with true emotional character. The goal is to create
designs that communicate Mazda’s design vision with people around the
world. It is this design philosophy that has challenged Mazda designers to
continue chasing perfection for half a century.
Now, 50 years later, Mazda Design is entering a new phase. By exploring
the meaning of ‘the passionate drive,' Mazda Design seeks to discover
which vehicle form represents the ultimate Mazda persona. This exploration
underpins the vision for the coming new generation of Mazda cars and
SUVs.
Design Theme
"KODO - Soul of Motion"
Throughout its history, Mazda Design has explored various forms that
depict ‘motion’. In recent years, this has been fused with the
graceful beauty found in movement in nature, in wind and the flow of water,
to realize a unique design expression for Mazda. This was known as Nagare,
or “flow.”
With Nagare as a basis for creativity and exploration, Mazda's approach
is now evolving. 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.
For much more about the Shinari concept SEE: Mazda SHINARI Concept Car: Picking Up Where Furai, Nagare, Ryuga and Hakaza Left Off
Click PLAY to watch the complete Mazda LA Auto Show Press Conference