KODO: Understanding Mazda’s Human-Centric Design Philosophy

Have you ever noticed that, even at first glance, the design of a Mazda vehicle is unique? Whether a Mazda is sitting on a lot or cruising down the road, a simple power and energy emanates from each model.

This is no mistake. In fact, it was carefully planned and crafted as part of the Mazda KODO design philosophy.

Mazda Introduced KODO to the world in 2010 with its SHINARI design concept car. The same design philosophy was then applied to the popular Mazda CX-5 and the models that came after it.

In the 12 years since Mazda introduced KODO, the manufacturer has developed more than just an aesthetic look and theme among its vehicle lineups.

The manufacturer has created a feeling and “life” among its models that is unmatched in the market. Indeed, Mazda says that it uses the principle of KODO to “breathe life into the car,” which includes far more than simply adhering to a set of design standards.

But what is KODO, and how does using the KODO design philosophy make Mazda so unique?

What is KODO Design?

Translated, KODO means the “soul of motion,” which makes sense, given the automobile manufacturing business. However, the journey to this name and its associated system is far more complex than it seems on the surface.

Ikuo Maeda, Executive Officer and General Manager of Mazda Design Division, is the person responsible for the KODO design theme. Over the course of 12 months, he developed the concept and the name.

While his goal with KODO from the start was to find a way to unite art, design, and product, finding a way to express that unity was not as simple. As he explained in an interview, even the name KODO is significant.

The stylization in Japanese is different and intentional, just as it is in English when written in all capital letters. Maeda explains, “We made this change to the first set of [Japanese] characters to add another layer of meaning to the word KODO. The blended meaning takes KODO’s normal meaning of ‘heartbeat’ and adds the idea of imbuing something with life; of giving it a soul.”

The “soul of motion” that KODO provides now exists among all Mazda models, presenting drivers with a consistent message across the brand. This was always Maeda’s intention, and he calls the strategy a “brand-led design perspective.”

Now, regardless of their size, price, or function, all Mazda vehicles share a similar feeling — or soul — which has its roots in the more complex elements of KODO: human-centric design and Japanese aesthetics.

Car as Art: The Human-Centric Element of KODO

The KODO design philosophy is rooted in the humans involved with making and using the product. Therefore, KODO designs incorporate the experiences of its designers as well as the consumers into every element.

Humans are quite literally and conceptually at the center of the design process. This starts when artists craft a physical sculpture by hand for each Mazda KODO vehicle, working as craftsmen to create a form of beauty and art, not just another vehicle.

Maeda explains that this human element of Mazda’s design approach is an obsession. He says, “We’re obsessed with the power of human hands and artistic forms that can only be shaped by human hands. We come up and experiment with ideas to translate the artistic forms into a car’s design.”

The lines and form of the exterior is just the start, however. Designers also intentionally choose colors, materials, and textures for the interior of the car, focusing on the element of touch that drivers and passengers alike will experience when they get into a Mazda vehicle.

The result is a product that embraces the Japanese concept of Jinba Ittai, which means “like rider, like horse.” The objective is to connect the driver to the vehicle through the human element infused into the design.

Less is More: Japanese Aesthetics in KODO

In addition to the humanity infused into KODO, there is another equally crucial element of this design theme — Japanese aesthetics. Eliminating unnecessary elements to find beauty in space — the concept of less is more, drives the Japanese sense of beauty as well as the form and profile of KODO vehicles.

This means that designers seek beauty through purity. Each vehicle profile features simple lines without complex curves. Instead, the design features single, flowing lines that express the dynamics of the vehicle as well as its inherent power, while remaining simple, refined, and pure.

Color is also a careful consideration within KODO. Designers choose high-contrast colors that have the capacity to take advantage of shading and reflection of light. This creates graduated color shifts and allows the look of each vehicle to evolve with the light of the day.

Experience KODO for Yourself at DePaula Mazda

KODO design is more than just an aesthetic. It is a philosophy that works.

In fact, the success of KODO is recognized throughout the industry. Mazda has won multiple awards since 2010 for its styling, including the 2020 World Car Design of the Year award for the Mazda 3.

However, to truly understand the life that KODO breathes into the entire Mazda lineup, you need to experience it yourself.

Visit the DePaula Mazda showroom today to test drive and experience the beauty, feel, and soul of KODO design.