The all-new Mazda6 has been recognised for its design characteristics by one of the world’s largest design competitions, the ‘red dot’ design award. In previous years, fashion and lifestyle brands such as Nike and Apple were among the red dot product design category winners. This year, the 37-head jury of independent design experts, who judged entries according to nine criteria, have honoured the KODO-inspired Mazda6.

It is yet another accolade for Mazda’s new flagship and the company’s “KODO – Soul of Motion” design philosophy.

KODO is Mazda’s current design language for its latest generation of vehicles. Inspired by the release of energy observed in animals or athletes springing into motion, KODO aims to symbolise the Mazda brand. Other prizes KODO has captured thus far include Auto Bild’s 2012 European Design Award (Mazda CX-5, the first KODO model) and first place in the concept car category at the German Design Council’s Automotive Brand Contest 2012 (Mazda Takeri).

Based on the Takeri concept, the new Mazda6 is the company’s second KODO model.

“We were aiming with the new Mazda6 to awaken the observer’s senses and turn heads with an uncompromising balance and proportion that instantly makes one want to get in the car and drive,” says Peter Birtwhistle, chief designer at Mazda’s European R&D Centre. “The red dot award for product design is a very prestigious testimony to what we have achieved at Mazda with the bold expressions personified by KODO.”

The 2013 winners will be announced at the red dot design award presentation ceremony at the Aallto-Theater in Essen, Germany, on 1 July.

This latest award for Mazda’s KODO design theme follows two recent accolades for the all-new Mazda6; it won the title of ‘Best Upper Medium’ at the Fleet News Awards, and CarBuyer website selected the Mazda6 Saloon as their ‘Best Large Family Car’ and Mazda6 Tourer as ‘Best Estate Car’.

Source: Mazda

Tags: AUTO BILD, Automotive Brand Contest, car design, CarBuyer, design competition, Fleet News Awards, German Design Council, industrial design, KODO – Soul of Motion, Mazda CX-5, Mazda Takeri, Mazda6, Peter Birtwhistle, product design, red dot design award