In terms of production capacity and quality, Japan’s auto mobile industry has long held a leading position in the world. However, when it comes to design, Japanese cars have rarely attracted significant international attention. This situation is also related to the cultural background discussed above. Mazda's Chief Designer, Ikuo Maeda, aspired to break this deadlock, seeking to elevate Japan’s standing in automotive design and earn the respect of people around the world. His ambition could be described as remarkably bold. He stated:

“I believe that within the Japanese people’s inherent sense of beauty, there exists an even more refined realm. For example, a Japanese garden is able to evoke its dignified atmosphere precisely because the placement of the stones and the spaces between them are perfectly balanced. (...) When I design, I do not wish to take traditional Japanese aesthetics and apply them directly as a style or decorative motif. Rather, I want them to remain constantly in my mind as a kind of ‘spirit.’”

(Source: Shu Yamaguchi, Why the World’s Elite Are Cultivating Aesthetics: The ‘Art’ and ‘Science’ of Management, p. 198, Maple Book House Taiwan, April 2026.)

Editor's Note

Mazda's KODO (“Soul of Motion”)is the company's core design philosophy, introduced in 2010. It moves beyond the conventional view of auto mobiles as cold, mechanical objects, instead imbuing them with the vitality, strength, and dynamism of living beings. Through the fusion of Japanese aesthetics and master craftsmanship, KODO seeks to harmonize power and beauty, creating a deep emotional connection between driver and vehicle.