Press release
84KB
november 13, 2020 - Mazda
Next-generation product designers review the Mazda MX-30
Celebrating the release of its first all-electric vehicle, #Mazda invites future-forward product designers to review the MX-30’s¹ ‘human modern’ #design approach. American-born homeware-designer Rachel Griffin and Dutch industrial product-developer Wisse Trooster turn their lens on Mazda’s premiere #ev – a sustainability-driven embodiment of minimalism and craftsmanship, also known as Mazda’s Kodo #design philosophy.
A future vision of design
Mazda has embraced Kodo in every aspect of its #design approach since the philosophy was introduced to their brand in 2010. Born from timeless Japanese traditions of craftsmanship and minimalism, Kodo is a form-follows-function philosophy which believes wholeheartedly in refinement, dynamic motion and the notion of ‘life’ in its vehicles. For Ikuo Maeda (Mazda’s Head of Global Design), this goes beyond obsession:
"Kodo is about creating cars that embody the dynamic beauty of life – cars that visually suggest different expressions of this energy. In Japan, we feel that craftsmen inject life into what they make, so objects that receive the love and caring attention of these craftsmen have a vital force; a soul. As we are a Japanese car company, we believe that a form sincerely and painstakingly made by human hands gets a soul.”
The #mx30 embraces the second phase of the Kodo philosophy: pure expression of utility. Gracefully yet meticulously designed for the contemporary lifestyle, it is a human-centric #design approach which guides the form, function and feel of Mazda’s first all-electric vehicle. Traditions of minimalism and craftsmanship are woven throughout the mechanics of the car, as well in the aesthetics.
One of the key sustainability points is that the MX-30’s 35.5 kWh battery pack is compact, which plays a major part in reducing its lifetime CO2 emissions. Weight-wise, it aids in delivering superior handling, agility and driving engagement, but more than that: Mazda’s first all-electric vehicle challenges other EV-manufacturers’ assumptions that “bigger is better”. From an ecological perspective, this is not the case. Meanwhile, removing unnecessary or superfluously ‘futuristic’ features common in other electric vehicles, #Mazda has opted for sustainable technologies and materials like recycled-PET and cork. This makes the #Mazda #mx30 the electric-car of the future-conscious driver.
Future-forwarded designers
Rather than invite car experts to review the #mx30, #Mazda called on the next-generation of product designers. In their respective fields, these designers embody the minimalism meets craftsmanship approach, with an eye always on sustainability. The philosophy of Kodo, and by extension the #Mazda #mx30, is present in their work.
American-born, Rotterdam-based designer Rachel Griffin is the Founder of Earnest Studio. Her work explores themes of modularity and multiplicity, driven by a fascination for simple, flexible structures with a forthright attitude toward materials. She calls her approach ‘soft minimalism.’ Wisse Trooster’s industrial designs focus on sustainability and scalability. He seeks to breathe new life into old tools by repurposing them into fresh, functional products. Together, Rachel and Wisse turn their lenses on the #Mazda #mx30.
Serenity in Sustainability
Mazda’s Kodo #design philosophy relies on three Japanese concepts. Ma, the beauty of empty space; Sori, poise and balance; and Utsuroi, the play of light and shade. The #mx30 introduces pure function into this approach.
“Form follows function, function follows context,” says Rachel Griffin. “The experience of using the Madza #mx30 is focused on familiarity, without any unnecessary elements. This approach is ideal not only from the perspective of usability, but also sustainability: we should not use more than we require.”
“The car contains simply everything it needs, without distractions.” says Wisse. “Mazda has made the #mx30 fully-electric, using a compact battery that has a range of about 200 kilometers. This is done without making the car look like any other electric vehicle out there. The #mx30 has a robust appearance and beautiful rims.” Futurism is out, contemporary notions of curation for purpose is in. Electric vehicles are here, for the drivers of today.
Rachel Griffin – who strikes the balance of minimalism, craftsmanship and sustainability in her products–adds: “The recycled materials in the interior of the car are used in a thoughtful and detailed manner that I very much appreciate. On the exterior, the freestyle doors are an attractive feature, as they provide the car with a flexible entrance. It’s designed almost like a living space.”
Going electric
“Young people are quite adaptive to new, sustainable technologies such as fully-electric vehicles”, explains Wisse, a designer who is always thinking of the needs of a conscious end-user. “It is clear that #Mazda recognizes this adaptability in their #design of the fully-electric #mx30.”
“User experience is never something that we can fully control, as people will inevitably find their own ways of interacting with a product” continues Rachel. “But next-generation drivers are increasingly aware of their impact on the environment. Thanks to its thoughtful #design, the #mx30 makes that aspiration of a smaller footprint more accessible.”
Mazda’s first all-electric vehicle opens up a larger conversation about how we curate our lifestyles. Certainly, the next generation of drivers are increasingly looking for ways to hone their experiences in a future-conscious way - be it be through sustainable fashion, cutting down their screen-time or connecting with the natural world through food and exercise. "Design has the power to influence how we feel” explains Rachel. In a world of curated lives, every product must connect on a deeper level: function, form and feeling.
2020 MX30 DesignReview KV-1
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2020 MX30 DesignReview KV-2
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2020 MX30 DesignReview KV-4
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2020 MX30 DesignReview LS-1-Rachel
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2020 MX30 DesignReview LS-3-Rachel
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2020 MX30 DesignReview LS-4-Wisse
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2020 MX30 DesignReview PS-2
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2020 MX30 DesignReview PS-3
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2020 MX30 DesignReview PS-4
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