The Shinari previews Mazda's new design direction for its future models, and Mazda has used the word 'Kodo' to describe the new styling theme, which means soul of motion in Japanese. The four-door coupe concept was unveiled at a private event in Milan ahead of its public release at the Paris Motor Show.

Ikuo Maeda, general manager of Mazda Motor Corp.'s design division, stated, "This design will lead to the next generation of Mazda design and will lead to other elements." The Shinari's Kodo design language was the result of a collaboration between Mazda's design studios in the US, Germany and Japan.

By making the Shinari a four-door coupe, Mazda is indicating that it is targeting the premium market, going against the likes of the Porsche Panamera, Aston Martin Rapide and Fisker Karma. "We want to play in the same group as BMW and Audi," said Derek Jenkins, director of design for Mazda North America. "On fit and finish we want the same level of quality."