When you look at what Mazda as a company is doing, you'll find out they really care. They have divisions that study ergonomics and other emotional aspects such as color and form. It's not about the fastest car (the MX5 has many attributes, but have never tried to be the fastest), it's not about the flashy styling and excess of technology (especially in the interior). Rather, it is about aesthetics (elegant and minimalistic, but superbly sculptured), comfort (seats, materials, interior environment and details, quietness, no distractions), "natural" driving feeling (no drama, no jerkiness, no quirkiness). It is about wanting to be inside the car and, most importantly (at least for me), it is about wanting to look at the car's exterior and feel that the car's style will age very well, as has been the case with older models. I've always found that Mazda has been inspired by the British cars (Aston comes to mind immediately; compare the Mazda Vision concept with the DB11). Instead, German cars' designs have become grotesque (BMWs) or boring (VW). Some Japanese are equally sort of outrageous (Lexus), Koreans haven't yet found their "language" and seem to be experimenting with every new model, and Americans are just lost, and Italians -which may have very beautiful cars- sometimes go for "cute". However, I do think that to appreciate more Mazda's "Kodo" language, you have to study which colors better suit the forms. I've had sporty cars before (TT, GTI). With the CX 30 I don't feel the desire to run or drive like a maniac. It's like settling down and wonder why people drive as bad as they do, and realizing that maybe the cars they own leaves them no choice. 
