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
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