Soft mass generation

We replace the Higgs sector of the Standard electroweak gauge model of three fermion families by a horizontal non-vector-like gauge SU(3) quantum flavor dynamics with one parameter. With plausible physical assumptions we suggest that the new dynamics generates spontaneously the masses of its eight flavor gluons, of leptons and quarks, and of the intermediate W and Z bosons. Absence of axial anomalies requires neutrino right-handed electroweak singlets and the dynamics then suggests the existence of massive Majorana neutrinos.