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Auto Industry Upheaval

Design team turns Mazda into perennial trophy winner

Charismatic leader talks of analyzing cheetahs, emulating their beauty

Worshiping at the altar of the "goshintai."

TOKYO -- God, life, spirit, abstract concepts ... all are topics best taken up with your coworkers.

If you're a Mazda designer. At the low-key automaker, the idea of a supreme being is preached every day at its design room -- and it has brought an enormous benefit to the company.

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