Inside Mazda

Is the best instrument for creating an emotional design, human?

To truly capture emotion in a design, the best tool is the human hand. Even as a small car company, Mazda uses more clay for hand-crafted models than any other automaker. There’s a reason. You can’t touch a CAD model. You can’t see how daylight casts shadows over vector-based graphics. Despite all its technology, driving is a very human act. That’s why the emotional connection you experience with the Mazda CX-9 begins with human hands.

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