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Mazda Souga concept car

Mazda Souga concept car

Mazda Souga concept car

Mazda Souga concept car
Make Mazda
Model Souga
Concept year 2009
Production year -
Engine electric

The Mazda Souga is one of the concept vehicles which was developed for the 2009 LA Auto Show Design Challenge. The 2009 competition brief called on designers to create a vehicle for the year 2030 which would appeal to 'Generation Z', a demographic which has grown up with all kinds of mobile gadgetry.

The Souga concept would represent a completely new type of vehicle design, one which is created by the owner instead of a designer. By using software called VMazda potential owners can create and model their ideal car in 3D. Then once the design is completed the vehicle would be constructed at a Mazda 'Direct Digital Manufacturing' facility.

The initial cost of the car would be relatively low. The owner would then make monthly payments based on the the amount of electricity used to power the vehicle as a way of offsetting the reduced initial cost.


Below is the official Mazda Souga story from Mazda:

The year is 2030 in the city of Los Angeles and 18 year old Max is off to pick up his new Mazda.

Los Angeles has seen a new movement of young entrepreneurs (ages 16-23), and has become a hub for creating personal brands and products on desktop 3D manufacturing software. Mazda has taken notice and created VMazda - a virtual reality website that acts as a design playground for young people, allowing them to experiment, build, and share their automotive dreams in a virtual world at no cost.

With the help of a virtual design mentor, Max's design is rapidly manufactured at one of Mazda's sustainable Direct Digital Manufacturing plants. Max pays a low price of $2000 for the physical car, while paying a monthly bill for the energy his electric car uses (similar to cell phone business model).

Max's new car is a minimal, lightweight sports coupe with experimental shapes, ornate detailing, and a dramatically proportioned exterior. Most digital communication and information devices are now integrated into fashion apparel, eliminating the need to include these systems into Max's vehicle. As a result, his vehicle controls are purely driver focused.


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