Mr Rice returned last autumn as creative director to Mazda's European R&D Centre in Oberursel, Germany, where he spent five years in the 1990s. He also gained valuable automotive experience working at different brands in Europe, including BMW.

He succeeds Peter Birtwhistle, chief designer at Mazda Europe's R&D Centre, who joined Mazda in 1988 and has led Mazda Europe's design department since mid-1999. Among other things, he played an integral role in developing Mazda's ‘KODO – Soul of Motion’ design theme, which has been honoured with numerous prizes.

‘Mazda has a long tradition in Europe for its stand-out designs and is considered the most European of Japanese brands. This is in large part thanks to Peter's passion for design and for cars,’ said Mazda Motor Europe president & CEO Jeff Guyton. ‘I would like to thank him for his contribution to Mazda's success, and am certain we can continue to count on Peter's support and expertise. That said, we are fortunate to have a successor of such great talent. Kevin will continue Peter's work, giving Mazda the necessary continuity while at the same time representing a new generation of designers.’