Mazda is hoping consumers –- at least a handful of them -- are ready for “Japaneseness,” and are willing to pay a premium for it.

With a 2 percent global market share, Mazda knows it’s a little fish in a big pond, and it’ll probably stay that way for the foreseeable future. In a shift from automakers bent on global domination, Mazda's overlords are actually OK with its size, and instead of growth, they want to focus on cultivating a loyal customer base. Part of the strategy is pushing a new, minimalist design, the latest example of which was on display at the Tokyo Motor Show last week.

The design concepts, one bearing the minimalist name “Vision Coupe” and the other “Kai,” expand on Mazda’s 2015 RX Vision concept. It’s an evolution of Mazda’s current design language, called Kodo, or “Soul of Motion,” which has been with us since 2010. Those curvy wheel arches and the windswept look on the current Mazda 6 and CX-3? That’s Kodo.

The latest interpretation doesn’t so much replace Kodo as refine it. Excess sculpting has vanished in place of organic curves carefully designed to reflect lighting in certain ways, highlighting elements of the body. Instead of actual character lines stamped into sheetmetal, the interplay of light and reflection in the curves suggests those lines. Mazda calls it “art of light,” and it’s hard to describe, but the effect is striking. We’ve only seen it under show lights, so daylight could render it either less dramatic or positively stunning.

“Mazda is a Japanese brand, so we want it to represent the unique Japanese aesthetic of simple beauty,” said Masamichi Kogai, president and CEO of Mazda. “When you see it, it’s simple, without too much decoration.”

Premium power

Mazda’s recent powertrains have been known more for fuel efficiency than high horsepower, an issue for the premium market where power is often equated with luxury. However, the brand’s 2.5-liter turbo-four, currently found only in the CX-9 crossover, delivers a smooth 250 hp, tracking alongside similar engines from BMW, Mercedes-Benz and Lexus.

Kogai also confirmed for Autoweek the brand’s commitment to diesel in America, in the form of its Skyactiv-D 2.2-liter turbodiesel -- that, despite the recent announcement of its Skyactiv-X compression-ignition gasoline engine.

“Skyactiv-X is a gasoline engine with the advantage of high-revving capabilities,” said Kogai. “But in torque, the diesel is still superior, and the 2.2-liter diesel we’re going to introduce in the United States will have 420 nm (310 lb-ft) of torque.”

While diesel still isn’t a mainstream choice for most premium vehicle buyers, it’s got niche appeal among German car buyers and is found throughout the Jaguar/Land Rover product line; those are all customers Mazda would like to win, and if the novelty of a diesel in its showrooms puts Mazda on their radar, all the better.

As Mazda representatives explain, its design strategy and move toward more premium vehicles isn’t about doubling market share; rather, Mazda is focused on developing a dedicated, loyal customer base. Offering products with unique styling is one way to achieve that. Another is catering to an enthusiastic niche fan base -- diesel drivers, for example.

Just ask Volkswagen. Actually, on second thought, don’t…

And what about Mazda’s ultimate niche fan base: the rotary engine enthusiasts who’ve been clamoring for another Wankel since the RX-8 was discontinued? They might get their motor, but not necessarily in the form of a sports car.

“Rotary engine development is still going on,” said Kogai. “We are developing a rotary range extender to extend the driving range of our upcoming electric vehicle.” That EV is expected in 2019, though there’s no word if a range-extended version would debut at the same time.

So, a swoopy, battery-electric RX EV with a rotary range extender? That’s a future that might make everyone happy.

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