Be more intelligent.Be refreshing.
05th generation AutoExe goes to "Tune COOL!".

The way of tuning also has to change.

Now, the appearance of cars is changing in various ways.HYBRIDs and EVs, which were touted as the cutting edge of the times, are now expanding their options to PHEVs, downsizing turbos, clean diesels, FCVs, etc.In addition, sports models with eco (environment) + power, centered on SUVs and premium brands, are also reviving.Efforts for social and public performance such as active safety (preventive safety) and passive safety (collision safety) are becoming indispensable for the future of automobiles.
Nonetheless, these evolutions and trends are largely due to advanced technologies such as electronics and software that weaken human intervention, and are not always unconditionally welcome from the perspective of sports driving in which drivers are actively involved. not.This is because modern cars with highly advanced electronic control can run safely and with peace of mind within a certain range regardless of who drives them due to the assist mechanism, but the information received by the driver tends to be sparse, resulting in reality. It is inviting the lost "driving virtualization".In other words, the driver is controlled by the car in various situations, and is placed in a state of being "on the car" from "manipulating the car" without knowing it.The price is extremely high for those of us who seek sporty pleasure and rich hobbies in driving.
However, there is no future for tuning that turns its back on the passage of time and social demands.The tuning area is only narrowed down with the conventional way of thinking and method.With the evolution of cars that are pushing for intelligence and public performance, the way of tuning must also change.

 

What should our tuning do?

Car manufacturing by automakers is based on their own engineering standards, which are even stricter than the governing regulations.The design requires a greatest common divisor margin to accommodate an unspecified number of users, and even genuine sports options are no exception.Double standards are not allowed in car makers.
Therefore, tuning generally called after-parts exists, but the approach to making the product is diverse.There are cases where personalization is given top priority and illegally modified products that do not meet safety standards, things that are barely enough to pass the regulations, and in some cases tuning is self-responsibility and safety devices are excluded.However, it is clear that tuning that involves malfunction of a vehicle collision damage mitigation braking system using radar or a pedestrian obstacle mitigation system using sensors, for example, is beyond the scope of the driver's own responsibility. be.What should we do and what can we do?It is to regain the original "fun to operate" of the car by tuning with sociality and high quality as an adult's hobby, and to boldly overcome the technical problems for that purpose.

With "Kansei tuning", we aim for pure exchange between people and cars.

Since its founding in 1997, AutoExe has been advocating the "Mazda Vehicle Individualization Project."For people who want to enjoy everyday driving more sporty, it is a tuning that cuts the margin for comfort and productivity required for mass-produced cars and brings out the best street performance with its spare capacity.Therefore, while making a clear distinction from the tuning of the spec supreme principle like a competition vehicle, we will continue to develop each part based on the total vehicle model idea, not the parts idea limited to single parts such as aero only and suspension only. I came.
So what is the means to achieve the street vest?At the core of this is our unique "Kansei tuning" based on dynamic Kansei engineering.That's what the driver wants.In other words, it is the realization of running without any deviation in the movement of one's body and the sensation envisioned.A pure interface with the car that modern cars that are sophisticated as industrial products are losing, revival and amplification of human communication ... The deeper the density of this dialogue, the more fun to operate the car. It will be a thing.This is exactly what we are aiming for, a sense of unity between humans and horses.
And, toward this "sensitivity tuning", we are proceeding with product development with "stickiness" and "words". "Commitment" is, so to speak, our DNA.There should be no blurring in the purpose and concept of commercialization.It is to build empathy.In addition, "kotori" is an idea or technical methodology for realizing "stickiness".Full-scale braces that increase body rigidity, which are rare for general tuning kits, and street sports suspension kits based on dynamic Kansei engineering are the best examples.

“Tune COOL!” The 05th generation aims to balance fans and manners.

In 2015, our development code will move forward to "05". 01-05 is a code name that represents the generation of the AutoExe development program.Regardless of the generation of the base car or the new model to the out-of-print car, it is coded according to the progress of the concept that we set ourselves.And we named this 05th generation keyword "Tune COOL!".As mentioned at the beginning, future tuning must raise the dialogue between the driver and the car to a deeper crush while establishing a public essence in line with changes in society and the environment.In other words, it is a balance between fans (pleasure) for individuals and manners (attitude) for society. “Tune COOL!” Is to further enhance the intellectual sophistication of tuning for that purpose, and we are convinced that tuning will acquire citizenship as a subculture in car culture. ..

Specifically, the first is the deepening of (2) "dynamic sensitivity" and (XNUMX) "static sensitivity".Rather than developing based solely on the experience and intuition that is common in after-parts, logical manufacturing that has undergone design, development, and testing from the perspective of automobile engineering, and neat and aggressive modeling that is incorporated into a sports form that is not a sight to see. Commitment to.These two sensibilities that we have always insisted on
I want to push it further.
On top of that, the role that the 05th generation should play is to expand to (2011) "intellectual sensitivity" and (XNUMX) "public sensitivity". "Intelligent sensibility" means not only proposals as products, but also explanations from the engineering point of view of automobiles, dissemination of knowledge, and sharing of information to deepen the coolness as a subculture.Takao Kijima's supervise, who has served as the development chief of sports cars at Mazda Motor Corporation, has been serializing on the Web since XNUMX, "Kijima Seminar" is a good bible for understanding dynamic Kansei engineering. I believe you have a message.
Furthermore, with regard to "public sensibility," our products already have the necessary social norms as well as adaptation to security standards, but now that alone cannot accept the demands of the times.For example, in the styling kit, we will eliminate excessive change and decorativeness, and combine it with safety technology to produce products with good manners that give due consideration to society and the environment.
The message of "A NEW DRIVING SENSATION" that AutoExe advocates remains unchanged.Our 05th generation deepens the new sense of drive of the street vest by increasing the sophistication in the four sensibility areas of static, dynamic, intellectual and public.
To share the joy of tuning that is suitable for "now" more strongly.Let's go to the "Tune COOL!" Experience together.