While there are many reasons to buy a Mazda, there are two things that keep me away from the Mazda dealership. One is the annoying slogan "Zoom-zoom", the other is the design of the front. I have therefore taken the liberty to "PhotoShop" a bit on Mazda's new 3 series.

In the hunt for buyers, it is important for car manufacturers to create their own unique style, something that sticks. Mazda's new design language is about the design of the front. You will recognize a Mazda when it appears in the gossip mirror. Mazda CX-5 got this grill, new Mazda 6 and now – Mazda 3. When I first got acquainted with CX-5, I saw it from the back and from the side. My impression was positive until I saw the front. Then I shook my head and thought: Surely the Walt Disney Company has started car design! I understand that the designer has intended a uni-frame grill, a little aggressive, but at the same time kind.

Unfortunately, it was just "zoom-zoom".

Just nice cars?

Designing cars with personality makes them kinder. They become more humane, and like animals. Peugeot has long designed cars with clear associations with lions and other felines. It is well known in the car industry that Peugeot's lion design was not a huge success.

By using the slogan "zoom-zoom", Mazda wants to give the impression that Mazda is kinder than other cars, - perhaps they are targeting particularly kind owners, or owners who would like to be seen as kind. I have a sense for it. But when someone thinks that at the same time you stretch the kind expression a little, to make it tougher, the stylishness disappears, and you end up with something that appears tasteless, - a thought against the vulgar. The new Mazdas have a tough overall design language. It's only the grill that makes it all tip over towards the talentless.

I have redesigned the front of the Mazda 3, so that it is made more anonymous. By toning down the expression in the grill, the rest of the design of the car comes out better. Then I think it comes across as stylish, tough and a thought kind. A reworked grill makes the car more attractive, and you sense that the car has a clear wedge shape.

Mazda's prettiest front?

The prettiest grill Mazda has ever used was on the Mazda 818 starting with the facelift in the 1977 and 1978 model years. Only the Wankel engines deserved the tough grill. My 1977 station wagon in the signal color Skyish Blue shared the 1300 engine with the 323 and with its 65 horsepower was no racer along the country road. Just tough in the face.

That's why I just as well put the 818 grill on Mazda's new 3 series 🙂