design strategy: mazda 6 atenza

Advanced design researches upon (1) Chinese aesthetic heritage and its projection on car design preferences; (2) in-depth lifestyle and taste study of young aesthetic pioneers in China;(3) aesthetic and behavioral differences between Mazda and its competitors' perspective users. Multiple user research projects (2007-2010) were part of this initiative, distilled into the final design of Mazda 6 Atenza.

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