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According to president and CEO James Muir, the company would like to go a bit upmarket, attracting buyers looking for an aspirational brand. We’re okay with that as long as Mazda’s don’t lose their sporty edge in the process. To make the transition, the automaker is looking to offer more variations of models already in its line and to add a few new ones. A new entry-level model could show up first, drawing styling cues from the company’s radical concept cars such as the Kiyora concept recently shown as the Paris Motor Show. That new city car could be known as the Mazda1. A small crossover is also on the drawing board and was previewed by the awesome Kazamai concept from Moscow.

Also present and accounted for is the rumor that just won’t die: a new RX-7, which would undoubtedly be powered by a version of Mazda’s unique Renesis rotary engine. We’d expect the new RX to be a bit more than just an RX-8 with its rear doors lopped off, as the 7 has always been Mazda’s top performer. That new halo car would complement the more aggressive MX-5 that the automaker is currently working on.

Rumors of Ford selling part or all of its 33.4% share in Mazda have picked up steam this week since we first reported on them over the weekend, and analysts in Tokyo think a deal that “clears a cloud over Mazda” is imminent. Nikkei English News also reported that Ford has asked Japanese supplier Denso to purchase part of its stake in Mazda, but the Japanese news agency didn’t claim any sources and Denso has declined comment in the matter. Most are guessing that potential buyers would include Mazda itself, as well as a number of companies over which the risk of investment could be spread, while Ford would likely hold on to at least some of its stake in the brand but lose its controlling share of the company.

Management from Ford and Mazda are largely silent regarding any possible deal, but Mazda spokesman Ken Haruki said that “nothing has been decided,” which doesn’t sound like much of a denial. There is no question that Ford needs cash to get through these turbulent economic times, and its share of Mazda is currently worth $1.33 billion based on Wednesday’s share price, which itself has dropped 56% in the past year. The ownership status of Mazda is likely worth more than $1.33 billion, though, and anyone taking that title from Ford will surely have to pay a premium.

Even if Ford sells some or all of its stake in Mazda, the two companies would continue to share platforms, powertrains and components for a long, long time. That will help Ford continue to enjoy economies of scale while giving Mazda good hardware without the massive development costs.

The financial peril that currently faces the U.S. domestic automakers is no secret, and according to Wall Street Journal report published yesterday, Ford is mulling over the possibility of unloading at least part of its controlling stake in Mazda to raise cash. Japanese media, via the AP, said that Ford would likely keep some interests in the Japanese automaker after such a move — no surprise when you consider how closely tied Ford and Madza are right now in terms of shared technology. The Oval’s third-quarter numbers are expected to be pretty ugly, and the Journal’s source said that the potential sale of its Mazda holdings is one of many moves reportedly under consideration as Dearborn looks for ways to add to its cash on hand. For its part, Mazda denies that any decision has been made (a non-denial, really — no outlets reported that a deal had yet been completed) and Ford weighed in with a to-be-expected “no comment.” As they say, to be continued…

We have an idea of what the next Mazda3 will look like based on some trademark renderings that Mazda supplied the European Union Office of Harmonization for the Internal Market; basically what they amount to are patent drawings. Based on these very rough outlines, somebody named Pascal Boissé from Auto-Motive D&C has created a rendering that gives us a slightly better idea of what the new compact car will look like. The results are a bit mixed, with the fenders and greenhouse meeting our expectations, but that happy-go-lucky front end may be a bit off. Recent spy shots don’t show the snout protruding out quite that far. We may see character lines along the door’s bottom edge, leading up to the rear arches as the rendering clearly shows. What we know for sure is that Mazda has been getting more expressive with its styling, as the revised 6 and recent concepts prove. We’ll see the Mazda3 in person at the upcoming LA Auto Show and here’s hoping that it’s a bit more refined than the rendering above.

When is camo not really camo? When it’s black and white tape stuck to the body of the 2010 Mazda3 sedan. The new 3 was recently caught in the U.S. and the new front end is essentially a reworked version of the Mazda6’s, with a grinning, two-piece grille split by an angular bumper. Notice the bulges and fairings around the foglamps next to the lower grille, and the way the stretched headlights and flared fenders turn the hood outline into a wild polyhedral. The sculpted leather seats and roomy cabin look a treat as well. Assuming Mazda won’t jack up the price or sink the driving dynamics, this could exceed the success of the current car. We’ll bring you the full story from the LA Auto Show in just about sixty days. Thanks for the tip, Kris!

At the Paris Motor Show that will be held from Thursday, October 2 through Sunday, October 19, 2008 Mazda will reveal its latest concept to feature the Nagare design language, the Kiyora. The small city car is based on an all-new platform designed to maximize weight reduction and at the same time, offer high levels of safety. Mazda says that the Kiyora, which by the way means ‘clean and pure’ in Japanese, is equipped with a next generation 4 cylinder direct injection engine and it features the company’s Smart Idle Stop System helping reduce fuel consumption and CO2 emissions.

The current styling of the Mazda MX-5 could well be described as just a bit boring with very round corners that play it safe. Mazda would like to change the image of its iconic little roadster and revised styling is certainly on the way. We have an early shot of the changes courtesy of the interwebs and, while they are a welcome refresher, the design team didn’t quite go far enough. The only real changes visible to the naked eye are in the front fascia, which sports styling inspired by tweaks made to the latest rotary-powered RX-8. Front and center is a gaping grill that features five distinct corners instead of the old oval opening. Flanking that new mug are angled fog light surrounds and swept-back headlights above. The changes are mostly design elements seen on Mazda’s latest batch of concept cars, though overall it’s a safe update for an already safe design – and very close to what we were expecting – but we’re still hoping for more from the next-gen MX-5.

Mazda has confirmed its Paris Motor Show lineup, which will be led by the Kiyora concept, a water-themed, Nagare-styled city car built on a new platform that features a “next generation” direct-injected four-banger. No additional details have been relayed at this time, other than it’s supposed to be lightweight and efficient, in keeping with Mazda’s “Sustainable Zoom-Zoom” approach. (As an aside, you should know that it’s quite amusing to watch grown adults actually say this stuff with a straight face at press conferences.) Also officially confirmed now is the updated MX-5, complete with the new happy face that hit the web on Wednesday. It’s joined by the Mazda6 MZR-CD 2.2L diesel and the Mazda2 MZ-CD 1.6L diesel, both of which are also world premieres. As always, we’ll be in Paris to bring it to you live next month.

From afar, our first reaction was: what’s a Matrix doing at the Mazda booth? Upon closer inspection, the dumped wagon you see above revealed itself as a tuned Mazda CX-7. Unfortunately, our Russian is about as good as our Swahili, so we weren’t able to get any definitive details on what exactly has been done to Mazda’s mid-level CUV. But the upgraded intercooler, ultra-low stance, gaudy body kit, stripped interior and six-point roll cage is proof that Russia’s Kesselman tuning excels at answering questions that no one asked.

Mazda pulled out all the awkwardly executed stops for the reveal of the Kazamai concept, including four sets of dancers, guys in neon-pink shorts on roller skates and a 40-man Russian singing troop in Soviet-style dress. We couldn’t make this stuff up if we tried, but what better way to kick off our coverage of the Moscow International Auto Salon.

Despite the strange theatrics, the Kazamai is one of our favorite Nagare-themed concepts since the Furai and Kabura. Then again, we’re suckers for two-door crossovers. The Kazamai blends the “flow” theme we’ve seen on several other concepts with a more aerodynamic body and a slightly toned-down demeanor. Could this be a hint at the future of the CX-7? Don’t count it out. But if it does head to production, we’ll take it in a three-door package equipped with the MS3’s drivetrain… and all-wheel-drive.