Mazda abandons benchmarking for 2019 Mazda3

Mazda says benchmarking rivals when developing new vehicles has given way to focusing on “human-centric” design.

Essentially, that means scientific study of human beings is now fundamental to Mazda’s vehicle development process, starting with the fourth-generation Mazda 3 that goes on-sale in Australia mid-year.

Mazda dismisses what it calls the ‘machine-oriented’ benchmarking approach to development, in other words the orthodox process of assessing - or benchmarking – rivals and then building a better car than them.

Mazda’s global development chief Hiroyuki Matsumoto told Australian media via a translator at the Mazda3 drive in LA that this traditional process was “very inefficient”.

“So, we stopped doing this kind of benchmarking.”

Implicit in Matsumoto’s comments was a recognition that, as a small independent vehicle manufacturer, Mazda had to chart its own course to survive.

“Since we are a small player that uniqueness we have to emphasise. So, in those terms, yes it [human-centric development] is important.

“We will try to apply the human study results into all our models.”

Mazda tried to explain its ‘human-centric’ philosophy to sometimes bemused journalists at the Mazda3 launch.

Instead of being devoted to the new Skyactiv-Vehicle Architecture and Mazda’s decision to revert from independent rear suspension to a torsion beam, a session on dynamics was focused on the human spine’s S-curve and the importance of pelvic support.

The journalists were also sat on small spring-loaded saddle in old and new Mazda3’s and driven slowly around a carpark in an attempt to demonstrate the improvements in comfort and control that Mazda’s human-centric approach had achieved.

“When walking or running, people make subtle adjustments in the legs, pelvis and spine so that head sway can be controlled using only the slightest muscular effort,” explained Mazda3 program manager Kota Beppu.

“In order to make this natural action possible in the car, we redesigned and organically linked to every component to draw out people’s innate ability to maintain balance.

“The result is Skyactiv-Vehicle Architecture, a new set of structural technologies that make riding in a car feel as natural and stress-free as walking on your own feet.”

The human-centric philosophy was also applied to improving the noise, vibration and harshness levels in the cabin by focussing not only on noise volumes but on the time it takes for sounds to be transmitted and the direction from which they arrive.

This research also influenced the position and direction of the audio speakers in the new 3.

Mazda explained the idea of human-centric development came from one of its most senior engineers, Yasuyoshi Mushitani, who suffered a severe knee injury playing soccer and had to go through extensive recuperation.

“As I discussed my condition with various specialists, I realised that what they were saying about my knee and the mechanisms of walking were exactly the same as fine-tuning the chassis and suspension settings on a car. It’s all about balance,” Mushitani said.

“I learned in the hospital that the secret to better ride, handling and balance lay in the study of human walking technique.”

Human-centric vehicle development joins a bunch of other Mazda philosophical and development slogans. There’s long-standing ‘zoom-zoom’ which is also incorporated into its ‘Sustainable Zoom-Zoom 2030’ development plan.

There’s the Jinba Ittai  – or horse and rider – driving philosophy, which human-centric development builds on. And there’s Mazda Premium, which flags the company’s plan to become a global upmarket mainstream player.