There’s Something About Mazda Design

By Gary S. Vasilash

Several years ago I met Derek Jenkins, who was heading up Design at Mazda North America.

Then Derek introduced me to one of his colleagues on the team, Julien Montousse.

Both of those guys were doing extraordinary work. Although Mazda sales numbers are low when you put them into context of most other marques, arguably if the vehicles lacked the superb execution of design—inside and out—that they exhibit (and have had for the past several years), then those numbers would likely be microscopic and business-wise it would be catastrophic.

Jenkins moved on to Lucid, where he is leading the design efforts. The Lucid Air is both extraordinary and exquisite from the styling perspective. Simply an amazing vehicle and would be even if it didn’t have its propulsion system.

Montousse moved on, as well, but in his case to Archer Aviation, the company that is creating electric vertical takeoff and landing (eVTOL) aircraft, which Archer plans to have its aircraft in commercial service by 2025.

The Archer Midnight. No, not a car. (Image: Archer Aviation)

Montousse and colleagues just won a MUSE Design Award for the Archer Midnight eVTOL.

Montousse: “After spending most of my life designing cars, I saw from a distance that technology breakthroughs were happening in aerospace and that they would unlock new aircraft architectures. When developing a product in a completely new space like eVTOL aircraft, it’s important to instill confidence and earn the trust of consumers.”

Then, sounding much like a car guy, he went on: “When setting out to design Midnight, we focused on creating a powerful aircraft design that forged an emotional connection between passenger and aircraft. Midnight combines high function with high emotion delivering a travel experience unlike any other.”

Swap out some of those nouns with automotive terms.

Seems like there must be something in the water at Mazda for two extraordinary talents to have come from there.

Mazda: Looks Aren’t Everything

The MX-30 EV has a problem, and that is how it is engineered

By Gary S. Vasilash

When it comes to vehicle styling, Mazda is a stand-out company. It is remarkable how the company has consistently brought out vehicles with the sheet metal shaped and formed in ways that would only be in the “concept car” category for other OEMs, and even then they might hesitate.

And Mazda has kept the Miata (which is officially known as the “MX-5,” but even though that’s been the case for some years, it will always be the Miata) in production when those people wearing the proverbial green eyeshades would have struck it from the list of offerings a long, long time ago.

2022 Mazda MX-30 EV: Looks good. Doesn’t go far. (Image: Mazda)

That Mazda has continued is a testament to what could be called “pluckiness.”

And the auto industry is a better place for it.

Which brings me to the forthcoming 2022 Mazda MX-30 EV.

And why I think it is going to be, well, let’s just say not particularly successful.

Yes, it is a crossover, which is good in the market.

Yes, it continues with the Kodo design language, evolved, which is good for everyone who looks at vehicles.

Yes, it probably has a great interior, as this has been something that Mazda has been consistently brining to market. (Apparently the interior of the MX-30 features cork, a nod to the company’s founding more than a century ago as a cork manufacturer.)

Yes. Yes. Yes.

But.

It has an EPA estimated range of 100 miles.

That is absolutely insufficient.

Mazda evidently knows that because for owners of the MX-30 (and know that the vehicle will be available in California, not other markets) there is what it is calling the “Mazda MX-30 Elite Access Loaner Program,” which provides access to other Mazda vehicles—all of which have a >100-mile range—for up to 10 days per year for three years.

The base MSRP is $33,470. And just 100 miles?