Mazda jolts into electric life. We take a helicopter view.
Mazda think differently. They once took a rotary engine to Le Mans and won the race. They reinvented the small British sports car, firmly trouncing anything wearing an octagonal badge or hailing from Hethel. They made a sporting car, placing that high pitched, wailing engine into bodywork with funny rear doors – discussed almost as often as the rotary – and sold respectable amounts.
Today, toeing the line is in order; bigger, taller vehicles from the Hiroshima based manufacturer (but styled in Germany) have taken a tangent by listening, studying and evaluating what (some) folk aspire to. One cannot see the competition breaking sweat over this Mazda eXperiment-30 but for those who switch on more, an opportunity to Continue reading “The Red Dot Adds Anxiety”
The resurrection of defunct, once revered automotive brands seems to be a frequent and favourite pastime of enthusiasts displaying varying degrees of naivety and business acumen. The more persistent of these who manage to attract enough investors manage to produce an actual life size (but not always functional) concept of their planned new vehicle; and likewise these show varying levels of workmanship, realism and taste.
Subsequently they secure a space at a major Motor Show – Geneva being especially popular- which is in most cases their first and last foray into the real world. Isotta-Fraschini, Duesenberg, Diatto, Russo-Baltique, Lea-Francis, Veritas, Hispano-Suiza: the list is long and the end result virtually always the same.
In the 21st century, common knowledge dictates that a car brand has to please everyone in order to succeed. Thankfully however, Mazda appear to disagree with this assessment.
Mazda’s most recent concept cars don’t photograph well.
What may sound like a negligible statement has, in fact, significant subtext. For in this day and age, photos are everything. In terms of marketing, appearances have never been of greater importance. In the age of the internet, social media et al, the word has lost most of its value to the image. So when food is judged by its looks rather than taste, car makers could be forgiven for making their cars, and concept cars in particular, not so much eye as phone camera candy. Continue reading “Kodo Arrigato”