Web watch: we review what’s hot on the net

TWO months ago I reviewed Mazda’s pre-order site for its new MX-5, which goes on sale this month.

The Japanese company has now launched this user-chooser icon’s very own microsite. And isn’t it posh.

Click on ‘launch website’ and you will be greeted with a slick intro movie, complete with authentic Japanese calligraphy – citing the words ‘Jinba Ittai’ (rider and horse as one – a motto for the MX-5). MX-5 enthusiasts must have the latest Flash software on their computers to cope with the swirling graphics. The cash has well and truly been flashed here. Users can navigate around the site by hovering their mouse over a little orange arrow on the left side of the screen. This expands to reveal a list of options.

Each option selected can take a few seconds to download, but even this process looks good.

The ‘Mazda MX-5 concept’ section of the site allows users to learn about the model by using an innovative flower petal system. Each petal can be clicked on to proceed to areas like ‘cornering’ or ‘touching’.

Although there is plenty of text to read, this site is visual to its core, with expansive pictures and smooth curves. The way it combines the two is refreshing.

Production notes for the MX-5 can be viewed in the developer’s voice section. The philosophy and quest for new technologies can also be viewed here. It’s all a bit over the top, but it fits in well with the exhibitionist layout of the site.

In the MX-5 gear section, lovers of the car can download desktops and screensavers for their computers.

A movie trailer can also be viewed here. It was so ludicrously self-indulgent from Mazda’s point of view that I actually laughed aloud. Despite this, I couldn’t help admiring the amount of time and effort that Mazda must have put into it.

So one wonders why Mazda didn’t lavish this much attention on the UK pre-order site.

Tom Seymour

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