Mazda reinvents itself

By ALASTAIR SLOANE

In the 1980s and 90s, Mazda pretty much went from one conservative passenger car to another, with the exception of the brilliant MX-5 sports car.

Its mainstream models were well built but largely lifeless. An outsider could be forgiven for thinking that Mazda executives wore cardigans, carried cut lunches and sat around formica tables talking shades of grey.

They certainly talked cost cutting back then. The company had 13 vehicle platforms on the go and couldn't make enough of them work profitably. It had spread itself too thinly. It knew it and set out to reinvent itself, to capture in its mainstream models the spirit of the MX-5 and breakaway technology of the original rotary-engined RX-7.

It aims ultimately to be known worldwide as the "top-end Japanese carmaker." So far so good. Less than two years into its new path, Mazda has reinvented its model line-up. Its executives have a new attitude, too. There's an air of restless, non-conformity about them. No sign of cardigans and cut lunches.

They have apartments in the city, dabble in genealogy, carry coffee beans instead of worry beads, wear designer shirts outside trousers, and know the medicinal properties of native plants. That's just the blokes.

It's an image thing. It started 18 months ago with the Mazda6 medium sedan and picked up pace last year with the Mazda2 hatchback and RX-8 sports car. The transition continued with the Mazda3, the replacement for the 323. It was launched on roads between Tauranga and the Coromandel a couple of days ago.

The Mazda3 sedan and hatchback is bigger overall than the 323 equivalents. It is stronger - a 40 per cent improvement in body rigidity, says the carmaker - has bigger all-round disc brakes, a new electro-hydraulic steering system, longer wheelbase, better ride and handling. It is also substantially better looking.

Mazda wants the 3 to be the best C-segment car in the world. "Traditionally, this segment of the market was dominated by conservative vehicles, but the Mazda3 changes all that," says Mazda NZ marketing manager Andrew Clearwater.

"It brings that design flair, quality and performance that is prevalent in the brand DNA of the new-generation Mazdas."

The Mazda3 is underpinned by the C1 Technologies platform, the basis for parent company Ford's next Focus. Volvo also uses the platform on its upcoming S40/V50 models.

Suspension is a MacPherson strut set-up in the front paired with a version of the multi-link "control blade" arrangement in the rear.

Clearwater says it was important to include dynamic components if the Mazda3 was going to add driving excitement to the small car segment.

"We knew we had to match the looks of the vehicle with superb handling and performance, and engineers have done an excellent job in achieving both." The extra strength comes with a weight penalty, upwards of 30kg across the range. But improved power and torque from the 2.0- and 2.3-litre engines copes with the kilos. Fuel consumption can be expected to be up slightly.

The 2-litre engine is the most powerful in the class, producing 104kW at 6500rpm and 181Nm of torque at 4500rpm. The 2.3-litre comes from the bigger Mazda6 and puts out 115kW at 6500rpm and 203Nm at 4500rpm. Both engines are mated to either a five-speed manual and four-speed automatic "activematic" gearbox with manual mode.

The 2.3-litre engine is the pick of the units, especially mated to the manual box in the top-spec SP23 sedan.

The Mazda3 hatchback and sedan do not share a single exterior panel. Design influences from Europe show up - the rear of the hatch has some Alfa Romeo about it - but the sedan is more conservative. Interior trim and materials might be too dark for some, however.

Overall, the Mazda3 offers a quality driving experience, more apparent in the SP23. Steering is meatier, more responsive, the ride is flatter and grip limits from the 17-inch tyres higher.

The range is priced between a highly competitive $28,995 and $37,745. There are three spec levels, the GLX hatch with 15-inch wheels, GSX hatch and sedan with 16in and SP23 hatch and sedan with 17in.

Standard of equipment is up with the best. The excellent Mazda6 dominates medium car sales. The new Mazda3 is packaged to shake up the smaller car sector, where the Toyota Corolla rules.