Tokyo Auto Salon 2025: Mazda Spirit Racing’s Vision for Tomorrow — Sparking the Racing Flame for People and Planet


Tokyo Auto Salon 2025, one of the world's largest custom car shows for Japanese and international automakers, opened its doors on January 10th. Mazda played host once again to a large-scale booth, with models in particular drawing significant attention: the Mazda Spirit Racing Roadster 12R.

 

Incorporating technology developed on the race track, this model focuses not only on speed but on driving feel, designed to deliver joy in driving whether cruising the city streets or racing around the circuit. The people behind this model were Mazda Spirit Racing, Mazda’s dedicated sub-brand for motorsports.

 

We interviewed Ikuo Maeda from Mazda Spirit Racing to learn more about the brand. We take a look at the story behind the brand’s founding, its journey so far, and explore their vision for the future of motorsports and mobility.

Who Are Mazda Spirit Racing?

Mazda Spirit Racing, launched in 2021, represents the heart of Mazda’s motorsports ambitions, serving as a dedicated sub-brand for its motorsports activities. At its core is Team Mazda Spirit Racing, currently competing in team events, including Japan’s Super Taikyu Series, an endurance racing series for professional and amateur racers. This marks an exciting return to factory team racing for Mazda, coming three decades after their historic overall victory at the 1991 24 Hours of Le Mans.

 

Today, Mazda Spirit Racing competes full-time in the Super Taikyu Series with modified production models. The team fields a Mazda MX-5 and Mazda3, running on alternative fuels, as they go head-to-head with competitors from Japan and abroad. Their racing activities serve a dual purpose: exploring technologies that can be applied to mass-produced vehicles while developing the skills and capabilities of Mazda's engineers and mechanics.

 

The team's commitment extends beyond the racetrack, with Mazda Spirit Racing creating several participatory programs to preserve motorsports culture for future generations. These initiatives include supporting amateur racers' career advancement, nurturing promising young drivers, organizing participatory motorsports events, sponsoring competitions, selling original merchandise, and building fan communities through dedicated apps.

 

Here, we sat down with Ikuo Maeda, Head of Mazda Spirit Racing, to learn more about the brand. Three years since its inception, and with the launch of the Mazda Spirit Racing Roadster 12R—a model that embodies the team's achievements—we asked him to reflect on the fundamental question: "Who are Mazda Spirit Racing?"

Ikuo Maeda. Born in Hiroshima Prefecture in 1959. Joined Mazda in 1982. As Chief Designer, was responsible for iconic vehicles including the RX-8 and third-generation Demio. In 2010, as General Manager of the Design Division, introduced the "Kodo - Soul of Motion" design philosophy, establishing Mazda’s distinctive design language. Appointed Executive Officer in 2012 and Managing Executive Officer in 2016, bringing design and branding expertise to corporate identity and retail outlet branding. In 2021, established Mazda Spirit Racing and appointed its head. Currently serves as Executive Fellow for brand design and Head of Mazda Spirit Racing.

Racing: The Ultimate Testing Ground

――Before we talk about the origins of Mazda Spirit Racing, can you tell us why Mazda became involved in motorsports?

Maeda:

Essentially, Mazda is a company that creates tools—tools which we call cars. When you make a tool that’s going to be used by countless customers, you need to test it under extreme conditions. For cars, motorsports provide the perfect environment to do that. We can push performance to its limits in harsh conditions, making clear assessments on what works and what doesn't. Taking part in motorsports isn’t just natural, it’s something I’ve always believed to be absolutely essential for Mazda.


――Despite the important role of motorsports in mass-produced vehicle development, Mazda hasn't fielded a factory team in racing for quite some time, right?

Maeda:

That’s true. In fact, during our hiatus, members of our in-house Automobile Club*1, which I head, kept asking, "Why isn't Mazda involved in motorsports?" As someone who has been passionate about motorsports since my youth and has competed in various racing categories, I always wanted to create an opportunity for Mazda to return to motorsports in an official capacity. You could say Mazda Spirit Racing was really born from these years of passion for motorsports.

 

*1: A voluntary employee club that organizes race and track events at various locations.

Mazda’s Missing Piece

――It’s unusual for someone with a design background to lead a factory racing team. What led you here?

Maeda:

Through my years leading Mazda's car design and branding, I always felt there was something missing in Mazda's brand portfolio—especially when it came to fully expressing our "Joy of Driving" slogan. Then it occurred to me: that missing piece was motorsports. I wanted to be the one who completed the final piece of the Mazda brand puzzle and that's why I wanted to be the person who established Mazda Spirit Racing. In a way, it almost felt like it was my mission, because I knew that without motorsports, the Mazda brand couldn't truly be complete.


――Then you built the Mazda Spirit Racing brand from the ground up?

Maeda:

It began with me and a handful of passionate volunteers, coming together to brainstorm ideas and develop plans to launch Mazda Spirit Racing. Our first step was to get hands-on experience re-learning racing: in 2019, I took part in the Super Taikyu Series as an independent entry. By then, we’d already decided on the Mazda Spirit Racing name and logo, and were working on securing trademark and design rights. We continued taking part in Super Taikyu while also progressing the project and waiting for the right moment to launch the brand. Then, surprisingly, Toyota reached out asking if we'd like to race in the same class. This led to our first official entry as Mazda Spirit Racing in the final round of Super Taikyu 2021, marking our full-scale debut. Incidentally, we kept the development of Mazda Spirit Racing's brand completely in-house: everything design-related, from the car livery to pit layout, was handled by Mazda's design team. 


When Mass-Production Vehicle Expertise Isn’t Enough

――Training and development are also big part of Mazda Spirit Racing's activities. Can you tell us about that? 

Maeda:

We have a lot of engineers and mechanics working with us at Super Taikyu events. These talented team members volunteer their time to take part, but while they're experts in mass-produced vehicle development, most have no racing experience. They've never built a race car or dealt with the kind of issues that crop up during races. You’d think it wouldn’t make a difference—that as long as they have the skill, the car should race fine, right?


――But that’s not the case?

Maeda:

No, it’s not. Because racing is full of the unexpected. Even with decades of expertise building cars that can run for 100,000 kilometers, in racing conditions, you might struggle to keep a car going for just 20 minutes. When that happens, it can be a huge shock for the engineer. “What?? We checked and double-checked the design, and tested it thoroughly! This should not be happening!” you know? But, while it might leave them speechless at first, these kinds of humbling experiences become incredible learning opportunities. We’ve seen a remarkable change in our engineers and mechanics since they joined us for Super Taikyu. As they've gained racing experience, they've not only improved technically but have developed the ability to handle unexpected situations on the spot. They've really grown into their roles. In mass-produced car development, when faced with a problem, you might say, "Let me take this back to the factory and get back to you in a month." But in racing, you have maybe 30 minutes to find a solution, or you're out of the race.

Leveraging the Potential of Next-Gen Esports Racers

――The Challenge Program takes drivers from grassroot racing to Super Taikyu. Can you tell us about this, how your developing drivers from esports backgrounds?

Maeda:

We've created a path for young people who excel at gaming simulators to get behind the wheel of real cars. If they discover an excitement for driving, they can compete in Roadster Party Race III, our amateur Mazda MX-5 racing series. Then, if they’re crowned champion, they can advance to racing in Super Taikyu. It's certainly a novel approach to recruiting and developing racing drivers.



――What’s your impression of drivers from esports backgrounds?

Maeda:

Well, they don’t have that edgy air of danger that you typically associate with racing car drivers [laughs]. And at first glance, they come across as quiet, polite young people. But once they get behind the wheel, they’re unbelievably fast. Watching them quickly grasp the car's characteristics and improve with each lap is astonishing. There are even some who tell me they love games, but have zero interest in cars. Yep, times have changed for sure!

――Real cars must present their own challenges, but these drivers seem to adapt quickly. Why do you think that is?

Maeda:

This speaks to how far simulator technology has closed the gap between virtual and real racing. It's a bit strange for me to see competitors who learned their craft in a risk-free environment, developed their driving skills there, and then entered the world of real motorsports. But, many of them discover the true joy of driving once they experience real cars. For years we've been talking about how young people are losing interest in cars. These programs create opportunities to connect with an audience who might never have engaged with cars otherwise.

A new generation of racers are launching their career from esports. Hiromu Ishimizu, a second-year member of the “From Virtual to Real Racers” Challenge Program, is one of them. "There were financial barriers to getting into actual racing,” says Ishimizu. “I practiced as much as I could on simulators, while dreaming of driving real cars someday." Last year, Ishimizu took his first steps as a racer by competing in the Mazda Fan Endurance Series. “I’ll keep giving it my all and hope I can be an inspiration for others who are thinking of taking the same path as me!"


Keeping the Motorsports Flame Alive

――A key aspect of Mazda Spirit Racing’s Super Taikyu participation is your commitment to carbon neutrality. You're advancing alternative fuel research with two cars in competition: a Mazda MX-5 running on a carbon-neutral gasoline alternative and a Mazda3 powered by biodiesel fuel.

Maeda:

That’s right. Motorsports is going through a period of major transformation. Even top-tier categories like F1 and the World Rally Championship are moving toward carbon-neutral fuels. We can no longer say “It’s just racing, environmental concerns don’t matter.” That era is behind us. With our research into alternative fuels we’re working to both preserve motorsports culture and achieve a carbon-neutral, and ultimately carbon-negative, world.

――Does your alternative fuel research extend beyond preserving motorsports culture? 

Maeda:

Absolutely. This research serves as real-world testing for shaping the future of cars. As mentioned earlier, refining technology under extreme racing conditions give us significant advantages when we eventually mass-produce cars that run on alternative fuels. Still, and perhaps I shouldn’t say this too loudly, the smell of gasoline is something fans—myself included—associate deeply with motorsports. I don’t want a future where internal combustion engines disappear entirely, or where racing faces restrictions. And that’s also part of what motivates our alternative fuel research.

――Three years into Mazda Spirit Racing, what have you achieved and where do you stand in terms of your goals?

Maeda:

In Super Taikyu, we've finally reached a point where we can truly compete. Both our vehicle technology and team capability have steadily improved, and we can now go head-to-head with Toyota and Subaru in the ST-Q class. Looking ahead, our next step is to adapt the technology we've developed on the track to mass-production, and deliver it to customers as soon as possible.

Inside the Mazda Spirit Racing Roadster 12R

――The Mazda Spirit Racing Roadster 12R, displayed at this year's Tokyo Auto Salon, represents a significant project for Mazda Spirit Racing. What can you share about the model at this stage?

Maeda:

This car is, without question, the culmination of our race-derived expertise, know-how, and real-world testing results. The 12R model, limited to 200 units, features a 2-liter engine producing 200 horsepower—which is the maximum power we can currently extract from a production model Mazda MX-5 engine. We've incorporated race-developed technology into the suspension, with settings similar to our Super Taikyu race car. Each unit is carefully hand-assembled to ensure consistency, which adds significant value. It's completely different from other mass-production models in so many ways.

 

――Have you driven this model yourself?

Maeda:

Yes, I recently tested it at Okayama International Circuit. Naturally, it’s no match for our Super Taikyu car’s movement or lap times, but I’d say it’s the fastest Mazda MX-5 available right now. With its increased displacement, it has a slightly different positioning to the current model, but we've kept the lightweight, sporty character. And as it's a commercially available production model, we've designed it with everyday driving in mind, and gone for a comfortable ride rather than a stiff suspension setup.

――The concept model generated quite a buzz when it was unveiled at last year’s Auto Salon. Now that it's moving to production, do you see this elevating Mazda Spirit Racing's presence as a brand?

Maeda:

I want to be clear: we don’t see Mazda Spirit Racing as a sub-brand that uses racing merely as a marketing tool to launch cars. Our vision is to refine both our people and technology in the demanding environment of motorsports, and then translate those achievements into products. To put it bluntly, if our racing results hadn’t measured up, cancelling development of the production model was always an option. Having proven ourselves on the track means we can proudly offer the Mazda Spirit Racing Roadster 12R to our customers with complete confidence.

The Future of Mobility and the Pursuit of Control

――It’s hard not to get excited about what you’ve achieved with this model. But what is your vision for the future of mobility?

Maeda:

More than anything, we must never create situations that limit people's mobility, as the ability to move freely is one of our most basic human needs. As a company, Mazda’s mission is to develop inclusive transportation solutions that work for everyone, including the elderly and those with mobility issues. But we also want to go deeper into the concept of movement, particularly the art of control. The ability to control is uniquely human, and we mustn’t lose sight of this fundamental capability.

――How do motorsports, representing the ultimate in vehicle control, fit into this vision? 

Maeda:

Racing isn't just about winning and losing—it’s about connecting with something fundamental to human nature. It’s also an investment in developing technologies and infrastructure for the future. This is something that I’ve brought into our Mazda Spirit Racing logo design too. We took racing’s "R" as our motif, but I felt that alone wouldn’t capture what we stand for today. By setting the R within a circle and pairing it with a red triangle, the logo represents how we’re sparking the racing flame across the planet. It’s my hope that through Mazda Spirit Racing's activities, this flame will spark curiosity for cars and motorsports in as many people as possible, and ultimately lead to a healthier future of mobility for all.

Details of the Mazda Spirit Racing Roadster 12R

The Mazda Spirit Racing Roadster 12R was officially unveiled on January 10th at Tokyo Auto Salon 2025. Here are highlights from that unveiling, along with key specifications and details.

Day one of Tokyo Auto Salon 2025. With the event barely underway, crowds already flock to the Mazda Spirit Racing press conference, spilling out beyond the booth area. The audience applauds as Maeda takes the stage to introduce the Mazda Spirit Racing Roadster 12R.

The engine bay features an eye-catching black aluminum tower bar. The 200-horsepower engine incorporates specially designed camshafts, cylinder head, pistons, and exhaust manifold, with optimized intake and exhaust characteristics.

The Bilstein adjustable dampers have been fine-tuned in both damping characteristics and spring rates to handle everything from city driving to circuit racing. The RAYS wheels adopt the design from the Super Taikyu race car and were specially developed to achieve both high rigidity and reduced unsprung weight. Red-painted calipers (Brembo in front) add a striking accent.

The body features the same Aero Grey as the Super Taikyu race car. The Mazda Spirit Racing logo is strategically placed throughout for a striking presence sure to excite drivers. The newly developed aerodynamic components, refined through repeated wind tunnel testing and circuit runs, optimize front-rear aerodynamic balance, downforce, and drag.

Seats, trim, and controls feature the same Alcantara® material used in the Super Taikyu race car. In addition to improving operability and tactile quality, this choice minimizes chrome surfaces to prevent distracting light reflections that could interfere with driving.

From the Editorial Team

 

For Mazda, motorsports is a way to put cars to the ultimate test, while advancing the mission of bringing joy of driving to more people. This conversation with Ikuo Maeda was a powerful reminder of this philosophy and highlighted that commitment. From pursuing carbon neutrality to developing the next generation of drivers, Mazda Spirit Racing is just beginning its journey. We look forward to bringing you more coverage of their exciting developments.


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