At an intimate gathering of international media on the eve of the 2018 LA Auto Show, Mazda hosted the world premiere of the all-new Mazda3. The all-new Mazda3 sedan and hatchback adopt a matured KODO Design language that works to embody the essence of Japanese aesthetics. While the overall form presents a simple, single motion, subtle undulations bring the design to life through shifting light and reflections that glide over the body surface.
"Cars are not stationary objects to be looked at," said Ikuo Maeda, head of global design and brand style at Mazda. "It is important how they look when they're moving, and we want our cars to look dynamic and alive on the road."
While featuring an simple “single motion” to its overall form, the Mazda3 is distinguished by the way light and shadows shift, and reflections move over the body, which give birth to a highly vital and dramatic expression that go beyond previous iterations of the design language. The all-new Mazda3 hatchback has a more emotional design, while the sedan aims to present more elegant proportions. Despite sharing the same Mazda3 model name, the two forms represent entirely different personalities.
The inspiration behind the Mazda3 centers around the idea of wanting to put a human being in total control. Many other brands are positioning their cars as just a mobility device with the driver as a passive element.
"At Mazda, this is not who we are," said Julien Montousse, senior director, Mazda Design Americas. "We feel it is our responsibility to make the driver feel human again and feel fully immersed when driving a Mazda."
To reflect the artistic practice deeply ingrained in the brand DNA, Mazda's KODO Design philosophy continues to evolve and produce vehicles that are true pieces of functional art. This practice becomes clear from the moment your eyes are attracted to the all-new Mazda3.
"Designing at the level of art is a magical practice," Montousse explained. "This has the ability to seduces your eyes and can enrich your life with every look and drive."