How do you deal with cars and tuning now?
We at AutoExe want to answer that question with "hobby" and "ride".

What is the purpose of riding a car in this era?

Historically, cars have been a longing for people with status and hobbies that go beyond practicality.However, that longing has been diminishing in recent years.Deterioration of status due to diversification of lifestyles and increasing interest in the environment such as fuel efficiency and exhaust gas.Making cars homogenized by prioritizing marketing and efficiency ... There may be various reasons, but from a rational point of view, it seems that more and more people are already giving up their cars in urban areas with well-developed transportation networks. Cars are no longer of special value.
Then, what is the significance of riding a car other than "means for transportation"?In the extreme, what is the significance of the existence of tools that deviate from rational practicality?At AutoExe, we can't think of a car as just a machine.As if he were alive, he is eager to love the days of running and living together.The car is attractive enough even in the untouched mass production state.However, by giving the spice of tuning more positively, the joy of owning and the enjoyment of running will deepen, and the individuality and self-expression of the rider will be enhanced.I want to keep pursuing that brilliance.

In the end, isn't it a "hobby"?

We don't want to limit the value of a car to just a daily product or a rational value position.I want to face it as an entity that brings about a feeling of spiritual uplifting.Like a camera for some, and a wristwatch for others.If so, we think that the place on which we stand is "hobby".In other words, whether you can keep your pride in the car as a hobby, or, to put it exaggeratedly, how to live with the car.When we look at it from that perspective while also considering eco-friendliness and sociality, we can see a way of tuning.
It is "the end of tuning in pursuit of specs and speed" and "the beginning of acquiring the identity of one's own personality".Generally speaking, when it comes to tuning a car, you want to increase its power!I want to corner quickly!I want to stand out!However, at least in the streets where we place the utmost importance, tuning methods that enhance absolute performance are becoming meaningless.
This is because modern mass-produced vehicles have both sufficient driving performance and comfortable comfort at a high level, and their completeness as a machine is extremely mature.With a certain "Fun to Drive", you can enjoy it without any complaints while hanging it as it was shipped from the manufacturer, and the styling that expresses the manufacturer's identity is not unique.There may be some disagreements, but we have ended the specs that have been unnecessarily raised and the tuning of the appearance game.Therefore, if we focus on cars as a hobby, the tuning path should also be directed to bring out the individuality and charm of cars that have been diluted by the evolution of technology.

Output to realize hobby.That is "ride"

Then, what kind of concept and technology is tuning that guarantees that hobby?We have listed "ride" as the keyword for 2013.Ride taste ... The words are abstract, but the engineering theory of "optimization of transient characteristics" that we have been working on and the experience value of "sensitivity tuning" for more sophisticated driving are accumulated there. Has been done.
For example, maneuverability that instantly responds to the delicate operation of steering, as if the driver's intention was predicted.Body rigidity that conveys the feel of ruts and swells on the road surface at lane changes without discomfort.A sound tune that restores the sense of speed that is excessively blocked, and allows you to enjoy a deeper sense of acceleration and accelerator work.Riding comfort with rounded corners that does not impair the comfort of the passenger and rear seats while increasing the total sporting level.The ability that was contained in the mass production specifications and the seasoning that tends to be unquestioned are released and expanded, and we are thoroughly sticking to the world of rich hobby = "Fun to Tune".Of course, not only the running performance but also the styling aspect is the same.Eliminates the complicated decorations that are worrisome in mass production specifications, and transforms into a simpler and more dynamic look.We continue to pursue the obvious prominence of the moment at first glance.

AutoExe-style "ride" backed by background and theory.

Our sports tune.Its roots include "Le Mans", which has participated in the war since the Mazdaspeed era before the establishment of AutoExe in 1997.Unlike sprint races such as F24, the ultimate endurance race that continues to run for 1 hours on a course that includes public roads that are different from flat road circuits requires durability and comfort that are directly connected to commercial vehicles.That was exactly the importance of "ride".
And over time, up to the current 4th generation products, we have consistently insisted on street vest tuning that sets it apart from circuit-only methods.It has high quality that can meet the eyes of adults in terms of style and function.Aiming for sensibility tuning that makes the mind "pleasant", not the principle of numerical supremacy.In order to realize the sensitivity tuning, polish the transient characteristics that synchronize the expectations of the car and the driver.Furthermore, coexisting with social conditions such as eco and manners ...In order to pour those intentions deeply and abundantly, rather than broadly and shallowly, we have continued to stick to the total tuning "Mazda vehicle individualization project" that is limited to Mazda vehicles. In 2011, we welcomed Takao Kijima, who was the development chief of RX-7 and Roadster as an authority on suspension at Mazda Motor Corporation, as a supervisor, and based on his "Dynamic Kansei Engineering Theory", the technical background of our claim. The point of strengthening is also a part of that.
If you pay attention to this background and theory, our keyword "ride taste" in 2013 is the essence of focusing on superficial comfort and appearance, and the potential increase of driving is secondary to the trendy comfort system. I hope you can understand that it is different from.The "sports-like comfort" that we think of is to properly secure the vehicle height and ride quality that do not interfere with everyday use, and to break away from the "sweet" seasoning for the general public.A supple and supple ride that responds comfortably to drivers seeking direct and agile driving.We want to deliver such a slightly dry maneuverability.

“A New Driving Sensation”.Without stopping the course.

“A New Driving Sensation”… This is our flag, a declaration of our corporate stance, “always pursuing the excitement of new driving”.Styling that stands out beyond the boundaries of mass-produced cars.Driving with a sense of unity that feels like an extension of the driver's body.Looking at the essence of tuning, we would like to continue to propose sensations that capture the changing times by taking advantage of small-quantity production systems and flexible small organizations that automobile manufacturers do not have.
One of the latest examples is the Street Sports Suspension Kit.I am convinced that it is a series that can prove the real pleasure of "riding taste" by embodying the depth of seasoning that is not the absolute performance or the height of the limit.AutoExe's "Mazda Car Individualization Project" steadily expands the base of orthodox tuning without swaying the philosophy and will.Please look forward to our further evolution and expansion!