Mazda3 is cheekier by design

MAZDA3 chief designer Kunihiko Kurisu says his three major challenges in crafting the new Mazda3 were to develop a vehicle that would: be accepted globally, introduce a new model family face and, perhaps most importantly, create an expressive new small-car design that would further differentiate it the Mazda6 while clearly stamping the new Three as a member of the Mazda family.

“Evolution, not revolution,” was the job description, says Kurisu-san, who points out the new Three retains its predecessor’s overall proportions but introduces elements of Mazda’s new Nagare design language, which was previewed by concepts such as the Furai and Taiki and will reach production, wrapped around all-new engines, in lightweight new models from 2011.

The most striking feature of the sleeker new Three is its wider, more gaping new grille, which brings it into line with Mazda’s latest corporate face and is sais to “take more advantage of the ram-air effect” while creating a 30 per cent smaller and lower high-pressure zone that directs more unused around the car. Mazda says the slipperier new body produces less wind noise and lifts its aerodynamic efficiency to a class-leading 0.29Cd co-efficient of drag.

Gone are the 147-esque tail-lights that Kurisu-san freely admitted at the current Mazda3’s launch in 2004 were a result of his fondness for Alfa Romeo, suggesting a design confidence that didn’t exist five years ago.

“We have to keep showing individuality, so we try to explore elements other car-makers can’t copy. Our design is evolving all the time,” he told us at the new Mazda3’s launch in Los Angeles.

Inside, Kurisu-san said his goal was to deliver qualities usually only found in a D or E-segment vehicle, while retaining a high level or comfort and ergonomics via a wrap-around driving position. He said his insistence on the forward-tilted centre stack created the biggest challenge for engineers, who were forced to relocate the audio units and air-vents as a result.

“The interior was more revolutionary than the exterior, because people need to recognise it instantly,” he told GoAuto. “But with the interior we wanted them to say ‘wow’. We had many heated debates with the engineers about the interior. But in the end I won.”Kurisu-san said the use of softer materials and the reduction of “parting lines” between interior panels were other key goals.

“We really wanted to reduce the parting lines as much as possible and to use softer materials. It’s quite expensive – we put most of the money into this area, actually,” he said.

The result is BMW-style dashboard surfaces and a one-piece centre console that has a high-quality silver finish and appears to be joined with the dashboard. Kurisu-san said the glovebox and airbag housing lines were also concealed to give the dash a one-piece look overall.

Riding on the same 2640mm wheelbase and is the same width as before (1755mm), but is 115mm and 5mm longer and higher overall respectively at 4590mm and 1470mm, the former due mostly to increased rear overhang to improve its crash performance and boot space.

There is also a more sharply rising lower window line that starts lower at the front, improving visibility and accentuating the new Three’s wedgier shape, while the ‘faster’ windscreen is 60mm further forward at its bottom edge.

“We wanted to show something new in terms of silhouette and also improve the aerodynamics, but if you push the cab forward too much you lose the agile feel,” says Kurisu-san.

Though he wasn’t allowed to talk about the hatch until it is revealed later this week, the Mazda3 designer confirmed it will continue to offer increased rear headroom than the sedan.

Mazda’s chief designer Laurens Van Den Acker says the Mazda3design team’s brief was to give the new model a more “youthful, cheeky” appeal than the Mazda6, to which it is now closer in size, while retaining their family resemblance. But he said his staff was already working on its replacement.

“Mazda’s moment of truth was 10 years ago, when the company rallied around the Zoom-Zoom concept,” he said. “The first-generation (Mazda2) was followed by a slew of vehicles. Because they were so focussed it really put us on the map.

“Normally Japanese companies would then lose direction, but the key was to stay focussed. We wanted to keep the same promise but turn up the volume.

“Lack of (Mazda) awareness is still a problem in many markets… That’s why we created the Nagare (design language), in which the new front-end is key.”Mr Van Den Acker said that, unlike some other car-makers, Mazda found its “moment of Zen” in its Zoom-Zoom design language, and cited BMW as an example of a car-maker that had done the same.

“Some brands never get out of it… they find where they want to be… Rover, Oldsmobile and Jaguar are examples of this… but if you stick with it you will find a moment of Zen and it becomes strong.

“We’re already thinking about the third generation, which is important because in 2011 we will have new powertrains and a new platform.

“There are already hints of it in the new Three. The previous Three and Six were very close and actually cannibalised (each other). Now the Three is positioned as its cheekier, younger brother.”

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