Mazda has just unveiled its next-gen concept vehicles in ASEAN


Published on November 14th, 2018 | by Daniel Sherman Fernandez


Mazda has just unveiled its next-gen concept vehicles in ASEAN


Mazda Motor Corporation has just staged their inaugural Mazda ASEAN Design Forum 2018 in Bangkok, Thailand to display the new-generation KODO design through the Mazda RX-VISION and VISION COUPE concept cars. Mazda is also hinting about the company’s design direction for upcoming models due for official launch in the next future, and hopes that the event would reflect its confidence in the region’s economic potential.

Mazda has been highly successful in Thailand and the ASEAN region after introducing models with SKYACTIV technology and KODO design starting in 2013. This has helped Mazda to permanently claim the No.3 position in the Thai passenger car market, including becoming the No.1 brand in the small car segment. Mazda has also done well in the SUV market, registering impressive sales figures. Presently there are more than 180,000 Mazda vehicles with SKYACTIV technology and KODO design running in Thailand. Sales of the Mazda2 were higher than 110,000 units, followed by the Mazda3 with more than 30,000 units, CX-5 with 25,000 units and CX-3 with 15,000 units.

Mr. Chanchai Trakarnudomsuk, President of Mazda Sales (Thailand) Co., Ltd., said “This is the first-ever Mazda ASEAN Design Forum 2018 which is an important event for Mazda in Thailand and ASEAN region. It also serves as a new dimension for the Thai automobile scene, with the manufacturer revealing behind-the-scenes information and latest design innovations that are usually kept secret. This event is considered as an important knowledge transfer for those in the automobile industry, in order to better understand the philosophy behind Mazda’s design with our designers coming all the way from Japan. Mazda has brought two concept cars to unveil for the first time in ASEAN, along with displaying how Japanese art is incorporated into developing our new models in the near future.”

Mr. Hiroshi Inoue, Managing Executive Officer, in charge of Asia & Oceania and Emerging Market at Mazda Motor Corporation and President of Mazda Southeast Asia Ltd., said “Thailand and ASEAN are important markets for Mazda, and this is why the Mazda ASEAN Design Forum 2018 is held. Mazda latest design direction is revealed, with Thailand serving as the center stage connecting other ASEAN members. Mazda is ready to move ahead with the 7th generation, particularly in design that reflects genuine Japanese aesthetics, or what we call Mazda Elegance. The Mazda RX-VISION and VISION COUPE concepts are great examples of future Mazda design that has been developed with the “Car as Art” theme. Mazda considers automobiles are a piece of art which in this event Mr. Nakamuta will be an honorable speaker who will relay the beauty of design to Mazda ASEAN.

Mr. Yasushi Nakamuta, General Manager, Advance Design Studio, Design Division at Mazda Motor Corporation who has been invited to speak about Mazda’s design to ASEAN journalists said “The target of our design is to combine Mazda’s 7th generation design theme with Japanese aesthetics, and the result was a well-balanced beauty, with a “less is more” concept. By removing unnecessary elements, we are able to create perfection within the empty space.”

Since 2010 Mazda first introduced the KODO design: Soul of Motion philosophy. For Mazda, automobile is more than just a vehicle, but reflects the personality of the individuals such as friends or family members. This is why Mazda brought in KODO design as our design philosophy as we wanted to breathe life into our vehicles. Mazda combined the beauty with athletic movements in order to create vehicles with strong character. This is Mazda’s philosophy in developing automobiles for the future, using our own traditions.”

Apart from automobiles, Mazda designers have been using KODO design with other pieces of art, such as bicycle, sofa, tsuiki copperware, Soul of Motion perfume and eggshell. The Forum also exhibits 26 awards that Mazda have received for outstanding design.

“Mazda is determined in strengthening the Mazda brand in Thailand. In the past communication on KODO design has led to significant changes in the Thai automotive industry,” Mr. Chanchai added. “Although we are not a major brand, we create a strong brand to give customers pride. Many times when Mazda is ready to move forward, it means that we have something new for the auto industry. Today the customer has seen and experienced the changes. We have a clear direction in presenting our products, by means of different product positioning and target groups. We are prepared to carry out offensive business strategy in order to achieve our targets.”

More than 600 journalists and distinguished guests will take part in the Mazda ASEAN Design Forum 2018 at Centerpoint Studio in Sukhumvit 105. The morning session will be dedicated for Thai and ASEAN media, while the afternoon session is for dealers and government agencies. Apart from the two concept cars, there are 5 zones as follows: 1.Clay modelling zone; 2.Kodo Art Zone; 3.Kodo Art Object; 4.Bicycle and Sofa Zone; 5. Awards zone.

In addition, Mazda will also exhibit the VISION COUPE at the upcoming Thailand International Motor Expo at the Challenger Hall, Impact Muangthong Thani from November 29 to December 10, 2018.

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