If you know me well, you’ll know about my very first car, Booper. Named after a misread of its Cooper tires, it was a little red Mazda 323 hatchback; beat up, dented, rusted and chipped. It leaked in a couple of places and the locks would freeze solid in winter, but mind you, it was a 1993 model and had been heavily used when I purchased it for $400 in 2008. It was my ticket to freedom, the car I learned to drive standard in so that I could drive to school instead of taking the bus. My pride and joy, it held many memories and many firsts, and it ran without a hitch for well over 300,000 kms.
Fast forward 14 years and here we are, with an all new 2022 Mazda MX-30. Times have changed considerably—safety features, design, materials and even fuel source have all evolved—and yet, my appreciation for the brand has only deepened as both sustainability and sleek design stay at the forefront of its principles.
The Mazda MX-30—the company’s first fully-electric no-emission vehicle—is a gorgeous model featuring bold futuristic styling with freestyle doors, responsive handling and a lithium-ion battery that gives up to 161 km range on a full charge. With April being earth month, I wanted to experience what the electric MX-30 had to offer, plus get an inside look at the design process with one of the experts behind the scenes.
My first choice was to speak to Tamiko Takeuchi: Mazda’s first-ever female Program Manager, the company’s first female test driver and the only woman to hold the class A licence at Mazda which places her amongst the few master drivers at the very top. As a woman, I can appreciate Tamiko’s climb, particularly in the male-dominated automotive industry. I had to see what she designed with the latest, and first, electric vehicle.
And while I was unable to get in touch with Tomiko in Japan, I did get a chance to experience her work. I spent a week with the MX-30 and can honestly say that it is a beautiful car to drive. It’s smooth, effortless, and the floating centre console genuinely matched my human instincts — no more clicking around trying to find the right button for a task. While the smaller rear windows made watching my blind spots a bit tricky, the car itself was very intuitive, and the interior felt incredibly airy and stress-free with sustainable elements like cork and fabrics made from recycled plastic bottles woven throughout.
Of course, I still wanted to dive deeper into the design process at Mazda, and so Ian Hedge, Senior Manager, Design at Mazda Design America was gracious enough to give his time.
What was most important to Mazda when designing MX-30?
“For the MX-30 we set out to create a new type of vehicle which would fit well in our customers’ modern life. We wanted to offer new technologies but at the same time create something that feels very warm and comfortable. The MX-30 also had to be something unique—within the Mazda line-up we wanted to give it its own clear distinct character to set it apart from the current product range.”
Where did the overall design inspiration come from?
“We synthesized many influences, from the expectations of modern life which implies simplicity and intuitive interactions — to elements from Mazda’s past history which includes the use of cork in the interior- which the company produced in the early days.”
The freestyle doors are a nice touch. Why choose this design?
“The freestyle doors are inspired by our previous sports car, the RX-8. They allow us to eliminate the traditional B-pillar and create a very airy, open space – and create more practicality with less space compared to traditional full size doors.”
And the MX-30 uses sustainable materials. Tell me about those.
“Conscientious product development is integral to Mazda. We’re well known for creating cars that are efficient, light weight, and fun to drive. That means selecting the right materials and avoiding waste and excess. Typically those properties are hidden inside engineering components which are not very visible to the driver. More recently, for example with the MX-30, we’re letting that philosophy shine through to interior components. This lets the driver become more connected to their vehicle through a deeper understanding of the responsible production processes we employ.“
Lastly, can you tell me more about Mazda’s Kodo design principles?
“Kodo Design is a very complex ideology that is hard to sum up in a few words! Even the designers at Mazda are continually searching for the essence of it – it is always changing! We’re always searching for how it can evolve into its next iteration. In essence, there are aspects which incorporate elements of Japanese thinking, purity, simplicity – but at the same time Kodo design should always be emotional and elicit a reaction from the viewer. The car shouldn’t just be seen as an object, the way it interacts with the environment – through reflections – or how its presence feels on the road is carefully considered.“
Liked this post? Subscribe to my blog by entering your email address to the right of the screen, leave a comment below or simply follow me on Facebook and Instagram.
