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THE STORY BEHIND THE ALL-NEW MAZDA CX-5
PRESS KIT
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Mazda Motor Europe GmbH
TABLE OF CONTENTS
THE STORY BEHIND THE ALL-NEW MAZDA CX-5
PRESS KIT
INTRODUCTION
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1. DEVELOPMENT OF THE ALL-NEW CX-5
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Development Overview by the Programme Manager
Design Overview by the Chief Designer – taking KODO design to a higher level
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2. EXTERIOR DESIGN
Collaboration + Craftsmanship = “Refined Toughness”
Styling of the all-new CX-5
Mazda Soul Red Crystal
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3. INTERIOR DESIGN
A superior Mazda interior design achieved through
attention to detail
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4. CRAFTSMANSHIP
Sub-design delivers sublime driving pleasure
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5. DRIVING DYNAMICS
Delivering satisfaction to driver and passengers
o Driver and passenger comfort
o A great driving experience
o A range of engine choices
o Advanced safety technologies
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INTRODUCTION
In Japanese culture, everything happens for a reason and simplicity is a cornerstone of
everyday life. And at Mazda we have a simple reason for what we do. It is this: To
invigorate both body and spirit through the joy of driving. We want to create an
emotional connection between the driver and the car. We call this Jinba Ittai.
Jinba Ittai (or “rider and horse as one body”) is the Japanese term which describes the
harmony between a horse and rider. It underpins everything we do and is at the heart of
our human-centric philosophy. It’s a philosophy which starts with the driver and builds
the vehicle around them, creating an environment in which the car actually adapts to the
driver. It is the guiding principle behind everything we do. It drives our passion. It drives
our expertise. It drives our brand.
When it came to creating the all-new CX-5, our mantra for this challenge was “Car as Art”
which is to say that we want to take the quality of our design to an artistic level.
Since ancient times, Japanese craftsmanship has focused on the purity of simple form.
But that does not mean everything is merely simplified. It is the same for the all-new CX5; our objective was to eliminate all non-essential elements to create a beautiful vehicle.
There was no special magic at work, no secret code to unlock – we simply wanted to
design a car that people want to drive.
For us, the all-new CX-5 represents the most fully evolved expression yet of our humancentric philosophy and there are many people who have played an important role in the
latest CX-5 journey. The designers, the engineers and the specialist teams who put the
all-new CX-5 on the road.
1. DEVELOPMENT OF THE ALL-NEW CX-5
Development Overview by the Programme Manager
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The CX-5 was first launched in 2012. Since then it’s been acclaimed for its dynamic and
distinctive design as well as its responsive driving feel. We’ve sold 1.5 million units in
over 120 countries and won more than 90 awards.
So we know we have a good blueprint. But our ambition is to never stop improving and
the way we do that is by listening to our customers. The team who worked on the all-new
CX-5 were acutely aware of this as programme manager Masaya Kodama explains: “It’s
not enough to make one successful model. By applying a consistent development
philosophy across our entire product line-up, we aim to make Mazda an irreplaceable
presence in the lives of our customers. We want to become their one and only brand, so
they simply refuse to accept anything else.”
Kodama talks about chasing “new dimensions of driving pleasures” and is clear that “the
joy and pleasure that grow as car and driver communicate and respond to each other should
not sacrifice the comfort of family and friends also riding in the car.”
With this in mind, the development team for the all-new CX-5 was focussed on a shared
vision to deliver a refreshing, exhilarating driving experience.
A key success factor was the role of the team in bringing together large numbers of
employees at every major milestone. Briefings were hosted at Mazda headquarters in
Hiroshima with up to 1,500 attendees during which key team members explained
development objectives and customer insights.
And these efforts were not limited to Japan. Mazda engineers visited major overseas
markets to offer preliminary explanations of the development thinking and product
overview, giving those involved in development, production, sales and overseas operations
the opportunity to deepen their understanding of the challenges that lay ahead.
The result? Genuine global collaboration and an all-new CX-5 that represents the most
fully evolved expression yet of Mazda’s human-centric philosophy.
Design Overview by the Chief Designer
Taking KODO design to a higher level
In Japan, simplicity is sophistication. And at Mazda, simplicity is in the DNA of everything
we do – starting with our design.
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Our design philosophy focuses on aesthetics that are unique to Mazda and to Japan. We
call it KODO: Soul of Motion, where our team breathe life into their designs. The interior
of our cars have simple and intuitive controls to provide an uncluttered, premium
experience; the exterior of our cars have uncomplicated and confident lines celebrating
Japanese design aesthetics.
The Japanese culture of craftsmanship is at the heart of KODO. In the case of the all-new
CX-5, Global Design Chief Ikuo Maeda explains it like this: “It’s about creating cars that
embody the dynamic beauty of life. Cars that visually suggest different expressions of
this energy. In Japan, we feel that craftspeople inject life into what they make, so objects
that receive the love and caring attention of these craftspeople have a vital force; a soul.
As we are a Japanese car company, we believe that a form sincerely and painstakingly
made by human hands receives a soul.”
For the CX-5, the Mazda team wanted to create a car that embodied the design concept
of “Refined Toughness” and the brief to the team was to capture this spirit.
For the exterior, when the CX-5 is in motion, the surrounding environment and colours
are reflected on the simple form of the car, creating a stunning shape-shifting effect. The
strong lines along the front of the car give way to rounded forms towards the rear. And
the body’s side panels are designed so that strong rays of light are reflected off their
surfaces and are softened for a delicate form. This design generates an expression of
simple elegance and a muscular appearance.
This thinking has also been applied to the interior, something Mazda likens to a Japanese
tea ceremony, a tradition where every little detail carries great significance. So, just as in
a tea ceremony where the positioning, the movement, the whole experience all happen
for a reason, the same is true with the CX-5.
2. EXTERIOR DESIGN
Collaboration + Craftsmanship = “Refined Toughness”
Bringing the “Refined Toughness” concept to life was a fantastic challenge for the
exterior design team.
The styling goal for the all-new CX-5 was to create a simple yet bold, mature and elegant
form in which character line accents are minimised and the transitions between body
surfaces emphasised to create changes in light reflected off the body.
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This goal often required a change in approach. An example of this was the initial design
sketches for the CX-5. When converting the ideas into 3D data, exterior design chief
Takanori Tsubaki wasn’t completely satisfied and decided to step away from the usual
procedure. Breaking with tradition, he sought the opinion of colleagues from outside the
CX-5 team and brought in colleagues working on concept cars and other design projects.
With an outside perspective and new ideas, the CX-5 was soon back on track and a final
sketch delivered.
But this is just the start of the process. Next comes the transition from 2D to 3D. At this
stage a number of clay modellers are invited to interpret the original design sketch. From
the single design sketch they created five 1/4 scale models, each subtly different from
the other with the best elements of two models chosen to create one final full-scale
model.
As we prepare for mass production, designers, modellers and layout engineers come
together to faithfully reproduce the model in the final product. Adjustments are made in
increments of approximately 20 mm and this fine-tuning continues to smaller increments
of 10 mm, 5 mm, 3 mm and 1 mm until the point where the measurements can no longer
be changed. The usual car industry tolerance for differences between the completed clay
model and the mass production vehicle is between 1 and 5 mm, whereas at Mazda it is
between 0.1 and 0.3 mm.
This attention to detail is applied to everything from the front grille to the brand symbol
and demonstrates Mazda’s commitment to achieving the ideal form expressing
Japanese aesthetic sensibilities. As Tsubaki says: “This car’s design is without doubt a
product of Mazda’s DNA and I’m confident that it will speak to the soul and transcend its
existence as a mere machine.”
Styling of the all-new CX-5
At 4,550 mm long, 1,840 mm wide and 1,680 mm high, the all-new CX-5 is 10 mm longer
and 35 mm lower than its predecessor, wheelbase length remains 2,700 mm.
The overall body structure has been revised, with the A pillars repositioned some 35 mm
further back and the relative positions of the front axle and A pillars optimised. A single,
powerful character line sweeping from the headlamps towards the rear tyres culminates
at the rear in a trapezoidal form which extends from the new, power-operated tailgate*
outwards towards the rear tyres.
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We have also evolved the thinking behind the brand’s front end design. Strengthening
the low, wide expression of the face are thinner, lower-placed LED headlamp clusters
incorporating daytime running lights; a satin chrome signature wing that emphasises
width by extending outwards from beneath the grille to underscore the headlamps; and
long, thin LED fog lamp bezels that further accentuate the sense of breadth inherent in
the front of the all-new CX-5.
The three-dimensional look of the Mazda badge and grille has also been strengthened.
Featuring a new, three-sided pyramid precision design, the mesh curves gently inwards
to the centre of the grille, both strengthening the visual power of the badge and
accentuating the depth of the air intake.
In profile, the all-new Mazda CX-5 is further distinguished by a slightly lower beltline –
the expansive side glazing area emphasised by blacked out B and C pillars, a new,
slimmer door mirror design, and a choice of 17” steel or 17” Dark Silver and 19” machined
Gun Metallic alloy wheel designs.
In summary, the styling goal for the all-new CX-5 was to create a simple yet bold, mature
and elegant form in which character line accents are minimised and the transitions
between body surfaces emphasised to create changes in light reflected off the body.
To maximise this effect, Mazda has developed the new Soul Red Crystal body colour.
*Availability depends on trim level and market
Mazda Soul Red Crystal
Our new body colour Soul Red Crystal, launched on the all-new CX-5, is the result of
thousands of hours of work involving everything from drinking glasses to optical
measuring instruments. Creative design expert Keiichi Okamoto, who played a key role
in the development of the new colour, had a clear vision right from the start: “I wanted
to create the world’s most beautiful red, a colour that people would viscerally feel was
beautiful and that would immediately grab their attention. This required a new red that
would beautifully highlight the exquisite transitions in the CX-5s body’s surfaces.”
To deliver this, Okamoto assembled a team from development and production along
with supplier representatives. Their mission? To develop a new version of Soul Red.
To create this new colour, Okamoto presented team members with three verbal
summaries of what he felt was required for the new colour: bright highlights bursting
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with powerful energy like that of flowing magma, shaded areas with a clear, translucent
nature and a lustrous shine exhibiting fine detail and hardness.
In addition, he showed the team a bright ruby-coloured drinking glass with the brief: “I
want a deep shade of red like the translucent red of rubies or of red glass.” Takakazu
Yamane of the testing and research department puzzled over Okamoto’s description:
“To realise the highly translucent red that Okamoto envisioned I felt we had to first
translate the ideal red into numerical values based on ergonomics.”
Yamane decided the best approach would be to use a high precision optical measuring
instrument developed to study the Earth’s natural resources from satellites. Using the
equipment he measured ruby-coloured glass and other objects he felt best represented
the ideal at the same location and from the same position and angle as Okamoto’s eyes;
following detailed analysis, the team were able to match the characteristics of the ideal
colour with the way people actually perceive colours and pinpoint as pure a red as
possible. The paint technology group then went to work to develop the colour the team
was striving to achieve.
Soul Red Crystal continues to use three coats - a reflective layer, a translucent layer and
a clear top coat - but it represents a major advance in Mazda’s TAKUMI-NURI painting
technology.
To achieve a purer red, the translucent layer adopts a high-chroma pigment with an
optimised particle size, creating a deeper hue and more vivid colouring. The reflective
layer is thinner, and uses smaller, high-brightness aluminium flakes. It also contains lightabsorbing flakes that intensify shaded areas, achieving a visual depth that previously
required a second coat.
This end result is that by raising the brightness level by approximately 20% and
increasing the depth by some 50%, the new Soul Red Crystal paint finish achieves even
more stunning levels of transparency to highlight the beauty and quality of KODO
design’s dynamic body shapes in the all-new CX-5.
It’s another example of the passion shared by every member of the team as they tackled
the challenge of creating a new colour to celebrate KODO design.
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3. INTERIOR DESIGN
A superior Mazda interior design achieved through attention
to detail
With the “Refined Toughness” concept agreed, every single member of the design team
was aligned behind the objective of creating a comfortable interior environment in line
with our human-centric philosophy.
As a practitioner of the tea ceremony, Shinichi Isayama, Chief Designer of the CX-5,
naturally thought of the traditional tearoom: “I wanted to create a space that would let
passengers relax while enabling the driver to concentrate on the road,” he said. “This called
to mind the tearoom, where there is a comfortable harmony between relaxation and
tension.” This is a story not of things but of the spirit. In a tearoom all non-essential
elements have been eliminated to create tasteful simplicity.
With this ambition, the team started with a single design sketch aimed at creating a simple
yet refined, comfortable environment that eliminated all unnecessary elements but also
conveyed a sense of exhilaration. Whilst the characteristics of the original design sketch
went on to become the basis of the new CX-5 interior, the journey to get there was not
without its challenges along the way.
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The team aimed to refine each detail of the interior from the perspective of the environment
as a whole. Everything from the positioning of the air-conditioning louvres to the materials
used for the instrument panel is considered in minute detail.
For example, more than 50 prototypes were created before a final decision was taken on
the louvres; in the case of the instrument panel, metal did not offer the sense of depth
required and wood was deemed too conventional – instead, the design team decided to use
a hybrid material, a decorative film that captures both the warmth of wood and the strength
of metal. The final product uses a 12-layer printed coating and the development of the film
took more than a year to reach the final stage.
There are a number of other key developments found on the all-new Mazda CX-5:

Both the front and rear seats have been extensively revised to offer occupants better
core body support, improved fatigue relief and greater comfort.

Making its first appearance on a Mazda, a power-operated tailgate* is operated by
open/close switches located both on the tailgate itself and within the driver’s
switchgear. Operated via the Mazda Advanced Keyless Entry button*, the degree
of tailgate opening can also be set.

The new 7” centre display* is the first in a Mazda to adopt optical bonding to join
the Liquid Crystal Display and touch panel, which suppresses reflections and
presents a clearer image.

A new-generation steering wheel design features a more comfortable grip and a
heated rim*.

The front windscreen is now equipped with a wiper de-icing system*.

And an automatic door mirror retracting system* folds the door mirrors inwards
when the doors are locked using the Mazda Advanced Keyless Entry system*.
The all-new CX-5 is the most fully evolved expression of Mazda’s human-centric
philosophy – we absolutely believe that interior design, and our attention to detail to deliver
it, is a fundamental cornerstone of this philosophy.
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* Availability depends on trim level and market
4. CRAFTSMANSHIP
Sub-design delivers sublime driving pleasure
It may not be the most glamorous job in the industry but sub-design – the art of making
even the unseen look beautiful – has played a crucial role in the development of the allnew CX-5. Perhaps understandably, many features of a car are taken for granted or not
even noticed; but that doesn’t mean they’re not important.
Just look at the numbers. In total, sub-design is responsible for an incredible 274 parts of
the all-new CX-5 – from the openings for the doors and lift gate, to the inside of the wheel
wells and the fit and finish of the interior.
The sub-design team were involved in the first stages of development and for the first time,
a designer was assigned full time to watch over the sub-design for a single model. That
person was exterior designer Yasunori Iguchi. His first task was to work with the
craftsmanship development team to identify every issue related to sub-design. He then
shared those issues with the development team comprising planning, craftsmanship
development, production technology and design to examine how to improve every element,
from the appearance of bolts to labelling.
For example, the hinges, dampers and other functional parts above the lift gate opening are
visible when loading and unloading cargo. With support from the designers, the team
patiently adjusted the shape of each part in 0.1 mm increments for a simpler surface and
smoother lines, resulting in a cleaner look, an easier assembly process and an improved
driving experience.
The team adopted a similar approach for the interior design, creating a visually clean and
pleasing ambience in the cabin. Hiding the parts that secure the headliner, eliminating
unevenness in the ceiling’s surface, creates a clean look that gives people in the back seat
a sense of roominess.
Kosuke Sakaguchi, who was responsible for the trim, paid particular attention to achieving
a high quality look in the cargo area, which customers seldom notice. With this goal in
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mind, he called for a plush non-woven material to be attached to the walls as well as the
floor. Unifying the look and feel gave the cargo area a higher quality ambience. He also
focused on boosting cabin quietness by minimising the space between the backs of the rear
seats and the cargo area when the seats are reclined.
This painstaking sub-design led to improvements in 225 exterior parts and 49 interior parts.
Many of these improvements may go unseen, but they each contribute to enhancing the
CX-5 driving experience.
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5. DRIVING DYNAMICS
Delivering satisfaction to driver and passengers
When the CX-5 was launched in 2012, it represented a watershed moment as the first
Mazda car to feature SKYACTIV TECHNOLOGY and KODO design. Five years on, the
all-new CX-5 represents the most fully evolved expression yet of our human-centric
philosophy.
Nowhere is the human-centric development of Mazda’s Jinba Ittai car-and-driver-as-one
design and engineering philosophy more apparent than in the driving dynamics of the allnew CX-5.
Driver and passenger comfort
A particular focus has been paid to the minimisation of noise vibration harshness (NVH)
within the cabin. The significant reduction of low frequency road noise, and high frequency
wind and tyre noise, means that the all-new CX-5 interior is quiet enough to allow all
occupants to enjoy stress-free conversations while driving.
Reducing NVH involved almost every aspect of the car and hundreds of parts in a constant
search for improvement. For example, by using special tools to detect locations where
vibrating air generated noise, the team discovered that the headliner vibrated slightly. Tests
revealed that resonance peaked in the rear fender panels and cross-team collaboration
enabled the team to reach its “quiet zone” target for road noise with the new CX-5.
A great driving experience
The development team were also able to deliver further refinement of responsiveness and
controllability through developments to the all-new CX-5’s SKYACTIV-BODY,
SKYACTIV-CHASSIS and SKYACTIV VEHICLE DYNAMICS technologies. The
overall effect of this is a feeling of complete command over the vehicle with all its
movements matching the driver’s acceleration, steering and braking inputs as precisely as
possible.
In addition, the CX-5’s SKYACTIV-BODY boasts an increase in bodyshell torsional
rigidity of 15% over that of the previous model, reducing the body’s response delay to
steering inputs. The SKYACTIV-CHASSIS steering, suspension and brake systems have
all been refined to enhance the handling stability and comfort for which the CX-5 is already
acclaimed, further enriching and enhancing the pleasure of the Jinba Ittai driving
experience. Complemented by G-Vectoring Control (GVC), the first of Mazda’s
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SKYACTIV-VEHICLE DYNAMIC technologies, the all-new CX-5 is more comfortable,
refined and responsive than ever.
A range of engine choices
The all-new Mazda CX-5 is available with a choice of three engines: a SKYACTIV-D 2.2
turbodiesel, SKYACTIV-G 2.0 and SKYACTIV-G1+ 2.5 direct-injection petrol units. All
three powerplants meet Euro 6 regulations. They are connected to a choice of upgraded
SKYACTIV-MT manual and SKYACTIV-DRIVE automatic transmissions, and are
available equipped with either front-wheel drive or the latest generation of Mazda's iACTIV AWD (all-wheel drive) system.*
Available only with automatic transmission and all-wheel drive, the SKYACTIV-G1+ 2.5
petrol engine incorporates new technology to enhance driving performance and lower fuel
consumption, including a cylinder deactivation system that shuts down two of the engine's
four cylinders under light loads, such as when cruising at a constant speed.
The SKYACTIV-D turbodiesel engine benefits from three outstanding SKYACTIV-D
technologies – High-Precision DE Boost Control, a Natural Sound Smoother and Natural
Sound Frequency Control to sharpen engine responsiveness, improve quietness and
enhance driving quality.
* SKYACTIV-G 2.0: Combined cycle figure for FWD models 6.4 l/100km and CO 2 emissions 149g/km (with
MT) and 6.5 l/100km and CO2 emissions 152g/km (with AT). Combined cycle figure for AWD models 6.8
l/100km and CO2 emissions 159g/km (with MT) and 6.6 l/100km and CO2 emissions 155g/km (with AT).
SKYACTIV-G1+ 2.5 (only with AT and AWD): Combined cycle figure 7.1 l/100km and CO2 emissions 162g/km
Advanced safety technologies
Developed as part of Mazda’s Proactive Safety philosophy, the all-new CX-5 is also
equipped with an enhanced and expanded range of the company’s advanced and innovative
i-ACTIVSENSE driver-supporting safety technologies that deliver class-leading active
safety performance. The adoption of a forward sensing camera working in conjunction with
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the millimetre-wave radar of the previous generation system, has expanded the capabilities
of Mazda’s i-ACTIVSENSE* technologies.
Mazda Radar Cruise Control (MRCC) with Stop and Go function**, and Adaptive LED
Headlights* (ALH) with a 12-split LED array both feature enhanced functionality, whilst
Advanced Smart City Brake Support* (Advanced SCBS) and a Traffic Sign Recognition*
(TSR) function are available for the first time on the CX-5 model range.
For more information please visit the press portal
www.mazda-press.com
* Availability depends on trim level and market
** Available for automatic transmission models
For further information on official fuel consumption and official specific CO 2 emissions for new passenger cars, please refer to the
“Guide about fuel consumption, CO2 emission and electric energy consumption of new passenger cars” (“Leitfaden über den
Kraftstoffverbrauch, die CO2-Emissionen und den Stromverbrauch neuer Personenkraftwagen”), which is available free of charge at
all Mazda showrooms in Germany and from Mazda Motors (Deutschland) GmbH, Hitdorfer Str. 73, D-51371 Leverkusen.
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