Issue link: https://maltatoday.uberflip.com/i/278185
IV maltatoday, SUNDAY, 16 MARCH 2014 A hunter's sight - the Mazda Hazumi Strength and resilience are the hallmarks of Mazda's new model SINCE its first passenger car 54 years ago, the Mazda R360 Coupe, Mazda spent many years exploring the concept of 'motion,' offering customers designs that are exciting both to view and to drive. In 2010, Mazda Motor Corporation announced their new design theme - 'KODO - Soul of Motion' - and the design concept model, Mazda ShinariI, a pure expression of this new theme. Four years later the Mazda Hazumi is revealed at the Geneva Motor Show. Sitting on the platform, with the Hazumi in the background, I caught up with Peter Birtwhistle, Chief Designer at Mazda's European R&D Center. "The KODO was the theme for our future body language of the cars - their forms and shapes. I think the first real KODO model was the Mazda 6, then the Mazda 5. The Mazda 3 was the obvious next step featuring all the key features of the Mazda Shinari concept," he said. The Japanese word shinari describes the powerful yet supple appearance of a great resilient force when objects of high tensile strength, such as steel or bamboo, are twisted or bent. It also refers to the appearance of a person or animal as it flexes its body in preparation for a fast movement, and it is these images that formed the basis for the Mazda Shinari concept car. "It is a combination of flowing lines from front fender line and the rear end, virtually converging over each other, giving it movement inspired from the shape of a cheetah leaping," Birtwhistle explained. On the Mazda 3 these lines are not as graceful as on the Mazda 6 because the design had to incorporate a 'little snap' in it given the length of the vehicle. "We carried the same design idea over to the Hazumi. It is a concept segment vehicle but we know where it is ending", he said, confirming that the Hazumi would hit the production line by the end of the business year. Going back to design-specific features, Birtwhistle said, "We have conducted various exercises with the Mazda 6 and proposed a number of teaser models. The issue with this size of vehicle is they are quite short - controlling these lines without the centre of the car looking too busy is a challenge. I think with the Hazumi we have achieved something quite muscular, a tough looking beast". Another design aspect is Mazda's signature wing. "The bar under the grille links to the headlamps and into the design of the actual lamps. Here again we have influences deriving from various predatory animals. The eyes of an owl, or the face of a wildcat, have a line going up to the eyes. That is where we got our inspiration from," he said. As your eyes alight on the Mazda Hazumi, it triggers something in your mind - a cross between a predatory animal and a street hunter. "We believed it is a clever graphic treatment so we carried through with it - it kind of sends out warning signals to the rest," Birtwhistle laughed. In designing the Hazumi, Mazda wanted to keep a little bit of the flavour of the outgoing Mazda 2 model. The rear pillars, where the lamps are just at the start of the body, bear a slight relationship to the Mazda 2. Our conversation turned to sales and vehicle markets. "Mazda's market share in Europe is about 1.5%. Our strongest market is the UK and Germany, where our share goes up to 2.5%. The key models in Europe are the Mazda 6, Mazda 5 and Mazda 3 - what we call our core models" With an ever-increasing drive towards environmental concerns, Mazda still sees a lot of potential in the normal piston engine - both petrol and diesel. "That is what our Skyactive Technology is all about - it addresses the efficiency of engines. The Mazda 3 with the Skyactive engine has a carbon footprint that is probably the same as a Toyota Prius. It is lighter, the engine is very efficient and with electric cars you still have to produce the electricity somewhere - so we figure we're very competitive". The issue with petrol and diesel engines is heat loss. "That heat can be tapped into. We're looking at how to optimize the energy these engines are producing in every respect; especially how to reduce friction and how exhaust gases can leave the car in the most efficient way. Our petrol engines have a 4-2-1-exhaust manifold that leaves the engine at a sharp angle. This is the reason these models have quite a long front end, making them look more like rear-wheel drive. The exhaust is packaged behind the engine, pushing the firewall back and resulting in a long front". Birtwhistle explained how a Mazda 3 hybrid has been launched in Japan. "Eventually hybrids might migrate to the rest of the markets, but it's not in the plans at the moment. For now it is efficient petrol and diesel, then hybrid and eventually electric power," the designer said. Mazda is also developing a range extender - a flat single rotary engine combined with a generator. "It is the size of a petrol tank, so it does not reduce luggage space in the rear of the vehicle. Electric batteries are charged by the range extender, adding an extra 400 km without the need to plug in. A prototype of this was revealed at the Tokyo Car Show". As people started gathering to admire the sweeping lines of the Mazda Hazumi, we got up and took a stroll amongst the new Mazda models. "The beauty of the Geneva Motor Show is that it is neutral. There is no dominating brand or powerhouse. It is here after the cold of winter that the automotive industry opens its gates again - an optimistic show. It's always great coming here," Birtwhistle concluded. The new Mazda 3 was launched in Malta at the Gasan Zammit showroom in Mriehel PHOTOGRAPHY BY CHRISTIAN MANGION