MAZDA

“Colors are part of formative design.”
Under the prior principle, began a project to develop a color that would symbolize Mazda’s “Kodo (Soul of Motion)” design. This is the story of Mazda’s relentless pursuit of a color that emphasizes dynamic and delicate undulations along the body's surface.

Everything started with some fundamental questions: “What color? What color can represent the history of Mazda? What color embodies passion and vitality?” After careful and thorough consideration, Mazda’s color designers decided that the design philosophy “a car is something that has life, not simply a mass of metal” should be embodied by a deep, intense “red.”

But, how could such a kind of red be achieved? Before reaching the answer to that question, the team had to go through numerous trial and error attempts. If it had been for a single concept car, it would have been possible to create the distinctive texture and transparency the designers were seeking by applying dozens of coats. However, that would be inconceivable on a production line for mass-produced vehicles. To this end, collaboration and cooperation were accelerated with engineers and those in charge of development and production engineering, disregarding their differences in job title and function. In addition, to facilitate mass production, the important decision to achieve the ideal color within the range of a standard three-layered coating was made. Technological innovation was of course necessary, but development of a new coating material was particularly essential. Therefore, through repeated discussions, Mazda both worked on the development of and conveyed to a coating materials maker the color it sought to achieve, including its characteristics and texture. With the scope of cooperation gradually expanded to include suppliers, the project team members pursued the development of the ideal red, with rivalry and pride. Special attention was also paid to the method used for coating the vehicles. “What percentage of color components should be included in an ultrafine particle measuring a dozen micrometers in size? What should be done to achieve perfect overpainting without creating mixed layers in the mass production stage?” were but some of the numerous challenges the team faced in each area of the development.

As a result of accumulated efforts, “Soul Red” was born. Despite its higher price, a great number of users ordered this attractive color symbolic of Mazda vehicles. Many users were pleased, making comments such as “I feel proud of my car’s eye-catching color when waiting at stoplights” or “This color makes me excited to go out for long drives.” Furthermore, there were so many users fascinated by this deep, intense red that a fan club based exclusively around the color was formed, proving the substantial presence this unique red created for itself.

In parallel with the deepening of car design, Mazda continued its color pursuit. Its goal was to create the world’s No. 1 red, a color that could win the hearts and minds of people anywhere around the world. “To invent the unknown, no compromise is acceptable, but the color we seek can definitely be found from somewhere within.” With such strong determination, a task force team was launched, and all means were considered to make an unknown color become reality. The team members began with describing their ideal red in words-such as “red like magma,” “red of a jewel,” “unclouded shady red,” or “red that combines depth and intensity.” Once the concept was gradually refined, it was necessary to visualize it in a concrete form. One of the engineers brought the latest optical measuring device to the laboratory. Since the visual quality of glass changes depending on location and the time of day, the device was used to analyze the light spectrum of an object and pinpoint when it looks its best, so that the designers could explore its relationship with the human senses. Through this process, the team were able to quantify the red they were aiming for.

“Soul Red Crystal” born as a result of a relentless and passionate pursuit of the ideal red, it evolved into a deeper red with more sheen, continuously appealing to users. But for Mazda the challenge never ends, as long as the desire to create brand new colors and to share the excitement of discovering them with customers exists, Mazda’s efforts towards color evolution will never cease.