Chatted up a couple Mazda designers yesterday at a Supercharger.
They had just rented a beautiful Model 3 to see what all the fuss was about.
Were charging it up for the first time, and I asked them if they needed any help. Started talking about their experience. They mentioned that they found the interior very plain and lacking buttons. You could see the light going on for them as to where the future of automobile interiors may be going.
We spoke about the enthusiasm that owners have for Mazda, and the connected driving experience they try to build into their vehicles. The direct connection between man and machine is a huge source of pride for them, and part of what drives them daily.
They are all in on a new engine technology that combines the benefits of diesel and gas. The engine constantly adapts to driving conditions to give high torque when needed, high horsepower when needed, while optimizing overall emissions and improved fuel economy.
It is a complicated/heavy/expensive motor to produce, but the economies and driving experience may make it worth while. Will take years to refine and improve, but the Skyactive X is top of mind for the future (of course in addition to reviving their famous rotary)
Showed them my X and they commented that it had a more tradition dash, with air vents, designs, and looks. Would never have gotten that comment, as the X looks like a space ship, but compared to the 3 it looks traditional.
Showed them the Christmas dance and they wanted to know why a company would offer that as a feature. Wondered what the purpose was. I was hard pressed to explain the Easter Egg, but when I said it was just for pure fun and joy, like Hello Kitty they seemed to finally understand.
They did not understand who would pay for the charging electricity, since it was a rental. When I explained that most owners, up to now have gotten their Supercharging for free they had a hard time getting their mind around that concept.
These two Mazda designers were obviously very smart, engaged and thoughtful people. Very impressive, but you could see them just beginning to see where Tesla was taking things. They will have to decide for themselves what path they will take for future Mazda designs. Reminded me of when some Nokia friends of mine saw my first iPhone.