As the years trickle along, cars keep getting better and better. Back in the ‘90s we thought by the year 2010 we would all be

The 3s uniquely shaped grille foreshadows the car's grin-inducing driving dynamics. (Photo: Canadian Auto Press)

in computer driven electric cars that ran on green energy captured from rainbows. This technology exists, except the rainbow thing  (it is rumored that Toyota is working on it), however, consumer demand has kept automakers improving the standard car recipe, rather than replacing it with something else.

People still enjoy their cars, and take pleasure in driving. The success of the first Mazda3 was a testament to that. It looked great, was well built, and the feeling you got from the driver’s seat was nearly good enough to compare it to similar sized cars from premium brands.

The new 2010 model takes everything the old Mazda3 was good at and pushes it even further. It makes you wonder how they possibly could make the next one better and still make money.

Serious upscale style from a small entry-level package. (Photo: Canadian Auto Press)

It also helps you understand why there’s no real sign of computer driven cars on the horizon, en masse at least. Why would you want to drive something Microsoft engineered when you can have this fast, fun, practical, comfortable, stylish and affordable Mazda3 GT for just $23,645?

At that price, it is pretty much loaded short of a leather package and a navigation system. A completely optioned out Mazda3 sedan will hit $26,935. The base car starts at $15,995. That entry-level model doesn’t come with air-conditioning ($1,000), but it does come standard with power windows and locks, ABS with EBD (electronic brake force distribution) and a decently powerful 2.0L inline 4-cylinder with 148hp and 135 lb-ft of torque.

The

Not quite premium quality, but the 3's not that far off either. (Photo: Canadian Auto Press)

car I drove was a GT, with a bigger 2.5L inline four, gutsier at 167hp and 168 lb-ft of torque, and bolted to a 6-speed manual driving the front wheels. Fuel mileage for this engine was… okay. I averaged 8.5L/100km while driving harder than average. The published numbers are 10.1L/100km city and 6.9L/100km highway. The GT starts at $22,595 and adds the bigger engine, traction control, dynamic stability control, 17” alloy wheels, bi-Xenon HID headlights, dual-zone climate control, better seats, flashier exterior bits and lot of other goodies.

People notice this car, as it definitely wasn’t me they were looking at while I drove it around. It’s still fairly new, but the majority of people really, really like this car and talk about it. It would be safe to say, the vast majority give it two thumbs up for styling.

Inside,

Reasonable rear passenger room despite the 3's compact dimensions. (Photo: Canadian Auto Press)

it looks just as good. It is definitely among the most stylish and modern looking interiors in the class. The knobs and buttons don’t feel cheap, and the instruments have a cool red and blue backlight to them at night. The seats themselves are well formed and supportive, and the back seat is roomy and comfortable for two adults. The stereo is quite good for an entry-level unit, too. It doesn’t have the fit and finish or quality of materials of a premium brand car, but it is two-thirds of the way to being on par with a base cabin from an Audi or BMW. The rat-fur ceiling does make it lose more than a few points, though; a woven fabric would be nicer.

It scored well with me in the driving ergonomics category. The steering wheel felt good in the hands, and tilts and telescopes, letting me put it exactly where I wanted it.

Accommodating storage expandable via 60/40 split rear seatbacks. (Photo: Canadian Auto Press)

The seat is neither too reclined, nor too upright. The pedals are setup so you can slide your right foot easily from throttle to brake, and I didn’t have to stretch to reach the bottom of the clutch.

It doesn’t have the power to call it fast, but it definitely can run. The smooth and linear power delivery was available when I wanted it, and braking force was there when I needed it, making the Mazda3 a hoot to bounce around in.

Quick, second-gear left hand turns late at night feel great. Take a close line to the inside curb and squeeze the throttle hard as you widen out the corner. I could feel the weight shift to the right, but there was no sense of the two right tires being on edge. The car stayed balanced, which gave me confidence.

The

The new 2010 Mazda3: a lot of car for the money. (Photo: Canadian Auto Press)

Mazda3 is satisfyingly quick, but not in a “hey look at me, I’m a rebel” kind of way. Which is better when you’re only trying to get a little enjoyment out of a quick run to fill the BBQ propane tank. With six hungry people and six partly cooked burgers waiting at home, the added time of waiting for a cop to write you a ticket will keep you at the speed limits. That’s okay though, because the Mazda3 is the kind of car you can have fun in without being reckless.

Faults? It required a little bit of a shove to put into first gear and reverse, better than half the time. Even though the car had 11,000km on it, it was still stiff. That’s it really.

This car, ten years ago, would have been quite a good little luxury offering. Today, it’s simply an above average compact car. If this is how good our entry-level cars are now, imagine what the next round will be like, or the generation after that. Getting people to buy into alternative forms of transportation is awfully tough when a car as nice as this sells for the price it does.

The Mazda Protégé’s successor, known in North America as the Mazda3, has proved to be a best-selling vehicle not only within the Mazda lineup, but in the compact segment of the automotive market.

There's no mistaking the Mazda3, with its big, smiling grille and sweet lines. (Photo: Canadian Auto Press)

One thing (among many) that I think makes the 3 so appealing is — as shallow as this may sound — its looks. For a car that starts at under $16,000, it’s tough to find a more attractive sedan on the inside or out.

The 2009 models were already good looking cars, but now that the completely redesigned and reengineered 2010 sedan and hatchback (aka Sport) have hit the streets, the Mazda3 has been taken to a whole new level of awesomeness. By nipping and tucking, leaning and lifting the fascia, rear end, interior, and pretty much everything else, the all-new Mazda3 has all the qualities of a superstar car.

What then does being a superstar car entail? Well, it has to perform! Looks aren’t everything, although the flashy 16-inch alloy wheels (with P205/55R16 all-season tires) and snazzy interior did add to the overall appeal of my red Mazda3 GS test car. Under the hood is a more powerful 2.0L, 16-valve, I-4, DOHC engine which produces 148hp and 135 lb-ft of torque. That’s not too shabby considering this compact car is, well, a compact car.

The Mazda3 is as good looking inside as it is outside, with a clean, inviting cabin. (Photo: Canadian Auto Press)

The engine has plenty enough get-up-and-go for city driving and the ability to pick-up-the-pace when driving on the highway. I found my test car to be completely in its element whether idling along in stop-and-go traffic or zipping along in the fast line at highway speeds.

But it’s not only under the hood that the GS earns points. Handling-wise, this compact sedan is ready (and more than willing) to weave through hairpin turns without even breaking a sweat. The Mazda3’s fully independent suspension is ideal for everyday driving but also great for a trip up a twisty road.

Under the hood is a more powerful 2.0L, 16-valve, I-4, DOHC engine which produces 148hp and 135 lb-ft of torque.(Photo: Canadian Auto Press)

Indeed, it's hard to just drive the 3 like a "normal" sedan — it has so much performance potential that it's not even funny! And if that doesn’t get your motor revving, then maybe the MazdaSpeed3 with its 2.3L, 263hp engine and sport-tuned suspension will. Just a thought.

While I would have liked to have seen how the GS performed with the standard 5-speed manual transmission, I did have the pleasure of testing the 5-speed automatic transmission (a $1,200 option). I wasn't surprised when I grew quite fond of it. Mazda’s transmissions, both stickshift and automatic, have been some of the best-shifting units I’ve driven in recent years.

Audio controls dominate the centre stack, with a large central control knob taking care of several primary functions. (Photo: Canadian Auto Press)

The automatic in the Mazda3 GS also has a “Sport Mode,” meaning the gears can be manually shifted (minus the clutch of course) for those who want a little more interaction with their transmission.

Also noteworthy about the 4-cylinder, 5-speed automatic transmission combination is its modest fuel economy. It’s not quite as economical as the manual transmission setup (which gets city/highway economy of 8.1/5.9 L /100km in the city/highway), but still gets a decent 8.7/6.0 L/100km city/highway rating.

Every angle is a good angle with the Mazda3. (Photo: Canadian Auto Press)

With the exception of the anti-theft alarm, all three trim levels (GX, GS and GT) come with the same standard safety features including four-wheel disc brakes with ABS and electronic brake force distribution, side door impact protection beams and dual front airbags, plus side and curtain airbags. Because my GS was equipped with the Comfort Package ($1,595), I also had the assistance of Dynamic Stability Control (DSC) and a Traction Control System (TCS) to help keep me out of trouble. A moonroof also comes as part of the package.

But no matter what options and packages you select, in terms of value the 2010 Mazda3 is pretty much the full-meal deal. The GS starts with an MSRP of $19,395, but with the Comfort Package and transmission it prices out to about $22,190. It’s hard to believe that such great looks, superb handling and good fuel economy are all wrapped up with such an affordable price tag. Then again, Mazda can make dreams come true.

I’m not going to waste a lot of time with a crafty intro so I’ll get right to the point: the new 2010 Mazda3 is a fabulous car,

Hot looking car that lives up to its sporty styling. (Photo: Canadian Auto Press)

and probably the best in the compact class. So you can stop reading now and head to your Mazda dealer, or you can stick around for a few minutes to find out how I came to this conclusion.

My tester wasn’t outfitted the way I’d configure it if this were truly mine. Don’t get me wrong, I’d buy the sportier liftback version and I like the white paint, and its fully loaded features list would suit my luxury-sport pampered lifestyle better than a barebones model, but I wouldn’t opt for the automatic and that was the only car on hand while taking it to the streets in and around Monterey, California, and later up at Mazda Raceway Laguna Seca.

I got out of town quickly and stole up one of my favourite roads, Laureles Grade that scales the mountain between Salinas Highway (right next to the track entrance) and Carmel Valley Road, which is ironically more of a highway than Salinas. If you’re not familiar, Laureles Grade is a twisting mountain pass that’s

Cool new lights give it a distinctive appearance from behind. (Photo: Canadian Auto Press)

particularly engaging, and one I’ve familiarized myself with from behind the wheel of Astons and Bentleys to Jaguars and Maseratis. So a jaunt through this circuitous route in a Mazda3 should be, yawn, boring, right? Hardly!

This particular car, outfitted in GT trim, is one fabulous little performer, equipped with an all new rev-happy 2.5L four that’s good for 167hp and 168 lb-ft of torque, which might not sound like a lot compared to some of the specially-tuned competitors out there (including the Mazdaspeed3), but believe me when I say that it feels a lot more rambunctious than mere numbers can relate. Likewise, its aforementioned automatic transmission was surprisingly sporty. It’s a five-speed unit complete with manu-matic mode that lets the engine rev to redline. BTW, standard GTs get a six-speed manual while base Mazda3s get the option of a five-speed auto or standard five-speed manual

It tackles the track brilliantly too. (Photo: Canadian Auto Press)

connecting through to a 148hp 2.0L four with 135 lb-ft of torque, which should be more than adequate for most peoples’ needs.

I pushed the little 3 up and down Laureles Grade and it rewarded with thrilling yet thoroughly composed dynamics, a racy exhaust note and impressive support from a well-bolstered driver’s seat, an experience I revisited on-track the following day, where its four-wheel disc brakes with standard ABS, BA and EBD came in very handy.

Underpinning the 3 is a strut setup up front and multi-link suspension out back, sophisticated for any class, while its 60/40-front/rear weight distribution never had me wishing for more neutral balance. In fact, it felt near perfect on the road and track, with a slight tendency towards understeer; the safest and most

Nice upscale interior. (Photo: Canadian Auto Press)

normal response from a FWD car. The optional 205/50R17 tires on my GT, up from standard 205/55R16s, felt sticky in the tight curves, a good match for the car.

On to more practical matters, the 3 Sport has always been an easy car to live with due to its hatchback layout. It can carry up to 481L (17.0 cu-ft) of cargo along with four adults (five in a pinch), or drop the rear seatbacks for larger loads. It’s practical in other ways too, with a fuel economy rating of 10.1 L/100km in the city and 6.9 on the highway a la manual and an even thriftier 9.2 and 6.8 respectively with the auto, plus it gets a PZEV Tirt2-Bin5 smog rating. Not bad for a compact that weighs in at 1,372 kilos (3,025 lbs) so equipped.

The 3

Big space for such a little car. (Photo: Canadian Auto Press)

comes impressively featured in standard trim with alloy wheels, air conditioning, power windows, locks and mirrors, keyless entry, plus tilt and telescoping steering, a CD player, and airbags just about everywhere, but the Sport GT gets a few items unexpected in the entry-level compact class such as dual-zone auto climate control, traction and stability control plus more for $23,995. You can add the auto tranny at $1,200, power moonroof at $895, the $1,295 Luxury Package that includes a leather-trimmed sliding front centre armrest, eight-way power driver's seat with memory, leather seats and leatherette door trim, and lastly the $1,995 GT-E Package, which needs both the sunroof and Luxury Package as prerequisites and then adds Sirius satellite radio, proximity sensing intelligent key with push-button start, and navigation. Altogether a Mazda3 Sport so equipped will total a rather premium-level $30,975 including $1,395 for freight, but it’s worth it.

Truly, the Mazda3 Sport GT looks and feels like a compact premium car, with interior design, fit, finish and features that make it comparable to many European competitors costing thousands more still, and performance that bests them.

As the garage opens and light falls on the car's dramatic face, your first reaction is exotic–and sport; and a dynamic

Mazda's new 3 makes a striking profile as it hits the LA auto show stand. (Photo: Larry Crane, Canadian Auto Press)

presence is evoked by the light continuing along the artfully sculptured sides and high aerodynamic tail. In the Mazda tradition the new 3 is equal parts driver's car and useful family hauler. The famous fact that more Mazdas are raced every weekend worldwide than any other brand, is drawn right down to the base of the marque.

Mazda3 Program Manager Yoshiyuki Maeda established ambitious goals for Mazda's most popular car line, "We were determined to advance the Zoom-Zoom driving experience to new heights because that unique feeling lies at the very heart of Mazda. On the heels of the original Mazda3's success, we aimed to again exceed the expectations of customers all over the world by a wide margin. This meant providing drivers with a sense of exhilaration whether they were in motion, seated in the Mazda3's cockpit, or enjoying its appearance from outside."

On what it takes to develop a true "world car," Maeda added, "The development process began with careful study and identification of what features and performance qualities

The 3's perma-smile grin has been the only controversial element of the new design, with some loving it's happy countenance and others not so thrilled. (Photo: Larry Crane, Canadian Auto Press)

would be needed.  That initial phase ended with my conclusion that every driving characteristic was eligible for improvement to reach our Zoom-Zoom goals. Mazda engineering and R&D departments in Japan, Europe, and the US all contributed to the Mazdz3's renewal effort and the development of the company's new world car."

Key to the vision that leads Mazda's international team was the latest iteration of the company mantra "Sustainable Zoom-Zoom," having fun while doing good. A car that gives you a satisfying reward for having been behind the wheel for a few hours, and when its life is over a full 90-percent of it (up from 80-percent for the last generation Mazda3) will simply be made back into another one. Cool!

In the formula that created the new plan was a refinement in chassis engineering. Everything is improved by careful gauging and bonding, before welding, of recyclable metals. The resulting structure can include better-measured

The sculptured detailing of the bodywork is very upscale. (Photo: Larry Crane, Canadian Auto Press)

crumple zones around the passengers and at the same time offer a more rigid frame for predictable suspension geometry.  Up front are modern struts in towers integrated into the unibody with structural adhesives that both stiffen and sound-deaden the area. The independent multi-link rear suspension hangs from a subframe both lighter and stiffer than its predecessor; subtle changes that make for crisper responses. We anxiously await the opportunity to prove them right. Even a modest family four-door Mazda is a disguised track star anxious for a chance to run.

All the chassis seriousness is a direct reaction to the joyful DOHC engine that delivers a responsive 148 horsepower at 6,500 rpm in MZR 2.0-litre form and 167 horsepower at 6,000 as a 2.5-litre. Both engines employ what Mazda calls advanced electronic throttle control and torque base control technology, for linear acceleration response to every change of throttle pedal pressure. So it's a kick to use. That kick is even friendlier when you see US EPA estimated 7.1 L/100 km highway mpg from

The interior looks even better than the current car, a class leader. (Photo: Mazda)

the 2.0-litre in either 6-speed automatic or 5-speed manual guise, and 8.1 highway EPA rating from the 2.5-litre with either gearbox (we're using EPA here because it's much more accurate than Canada's behind-the-times EnerGuide rating system). And it's a joy to live with.

Since 2003, the current Mazda3 sold nearly 1.8 million vehicles in over 100 countries. It accounts for almost one in three Mazdas sold. Little of that success was driven by its racetrack ability. What Mazda delivers is handsome, useful, reliable transportation, beautifully finished and fun to drive. That last bit is just for the cognocenti. Inside the new 3 is what can only be described as scaled-luxury appointments. Extraordinary seats for a car in this price category. No special skills are required to enjoy the elegantly clean and rational dashboard and central systems stack. An enormous amount of study went into the location and layout of the driver's workspace. Between the steering wheel and the shift lever are virtually all the civility controls. They offer little distraction from the work at hand. For the avid multi-tasker comes a Multi-information

New 3 promises to be a strong performer. (Photo: Mazda)

Display at centre-dash just below the windshield for navigation, trip computer, and what's up with my Bose 10-speaker Centerpoint surround-sound audio system? There is also audio-integrated hands-free Bluetooth for your phone, a dock for your iPod and Sirius satellite radio is available. Effortless utility was the goal; an ambient tranquility was the point. With that in mind, even the lighting is interactive. As occupants enter, illumination is in the footwell and door handles; slowly the instrument cluster and centre stack of climate and audio controls begin to brighten; when something is touched everything lightens to function levels and the dual-zone climate systems begin to seek their presets.

If you are beginning to think this doesn't sound like an economy car, wait 'til you drive one. Remember, this is the company that gave us the Miata, perhaps the best affordable driver's car in history — and more cars racing every weekend…etc. Mazda has made itself the go-to company for fun on a budget.

Specifications (2010 Mazda3 Sedan):

• Price Range (MSRP): TBA
• Body Type: 4-door sedan
• Layout: front engine, FWD
• Base Engine: 148-hp, 135 lb-ft of torque, 2.0L 16-valve, DOHC, I-4
• Opt. Engine: 167-hp, 168 lb-ft of torque, 2.5L 16-valve, DOHC, I-4
• Transmission: 5-speed manual (opt. 5-spd auto / opt. 6-spd auto)
• Brakes (front/rear): disc/disc, BA, ABS, EBD
• Suspension (f/r): MacPherson strut / multi-link
• Weight Distribution (f/r): 60/40
• Tires: 205/55R16 (opt. 205/50R17)
• Dimensions (2.0 – 2.5 L/W/H/WB): 4,590 – 4,595 / 1,755 / 1,470 / 2,640 mm (180.7 – 180.9 / 69.1 / 57.9 / 103.9 in)
• Curb Weight: 1,301 – 1,372 kg (2,868 – 3,025 lbs)
• Trunk Volume: TBA 
• Fuel Economy (EPA est. 2.0L city/hwy) 9.4 / 7.1 L/100 km (25 / 33 US mpg) (w/ manual)
• Fuel Economy (EPA est. 2.5L city/hwy) 11.2 / 8.1 L/100 km (21 / 29 US mpg) (w/ manual)
• Emissions Level: PZEV Tirt2-Bin5
• Original Warranty (mo/km): 36/80,000 comprehensive – 60/100,000 powertrain
• Competitors: Chevrolet Cobalt, Dodge Caliber, Ford Focus, Honda Civic, Hyundai Elantra, Kia Spectra, Mitsubishi Lancer, Nissan Sentra, Pontiac G5, Toyota Corolla, Volkswagen City Jetta
• Website: www.mazda.ca

What's the hottest selling car in Canada? Well that depends on the month, but Mazda's ubiquitous 3 is one of them,

New Mazda3 offers a lot more character than outgoing model, ideal for the zoomy brand's performance-oriented image. (Mazda)

and Canadian Mazda dealers are no doubt drooling in anticipation (not a particularly nice visual) of the new compact hitting their showroom floors.

Just the same, the current car is still selling quite well thanks to great design inside and out and higher than usual quality. The Japanese automaker got the 3 right when they launched it nearly five years ago, and it's been extremely effective at luring new customers away from the bigger players, like Toyota and Honda, not to mention the Big 3 domestics, and into the Mazda family.

The all-new 2010 Mazda3 will soon hit the motor show circuit, starting with its debut at the Los Angeles Auto Show later this week, but before it does a few extra notes about the car arrived in our inbox that we thought we'd share with you. First off, two engines will be offered initially, a 2.0-litre four-cylinder in base models and a new top-line four (expected Mazdaspeed3 model aside) displacing 2.5 litres. The larger engine will boost output by 11 horsepower, from the base engine's already robust 156-horsepower to a much more spirited 167.

Attitudes

Hot looking sedan will turn heads, but its new 167-horsepower 2.5-litre will make necks snap faster as it zooms down the road. (Photo: Mazda)

towards the new model's overall design are mixed, with some liking its smiling grille while others are downright offended. Creating controversy seems to work well for celebrities so why not Mazda's star car? After all, a something for everyone approach to automotive design wouldn't suit Mazda's new performance-oriented character (let's not forget the ultra-bland final-generation 626 too soon or it may be repeated sometime in the future), and the new 3's bulging RX-8-style front fenders and rippling hood ridges certainly offer a unique visual statement the outgoing car, while attractive, didn't even attempt. The windswept look actually shows influence from Mazda's recent run of “wind” themed concepts, the most recent being the Kazamai, which means “swirling crosswinds” shown in Paris last month. Mazda also showed the Taiki earlier this year in Geneva, an evolution of a design language first expressed through the Nagare concept. Mazda will once again offer four- and five-door versions of the 3, with the four-door showing up at the LA show and the five-door to follow soon after.

Showing Mazda's desire to take the car upscale and compete head-on with compact models from premium brands, standard and optional features will include self leveling adaptive Bi-Xenon headlights, proximity sensing keyless entry and push-button start, a power driver seat with memory, a Multi-Information Display (MID) that shows important

Mazda is taking its 3 upscale, with premium-level features and high-quality furnishings. (Photo: Mazda)

driver information like audio settings, trip computer and navigation info, a 10-speaker BOSE Centerpoint surround-sound audio system and hands-free Bluetooth cell phone adaptability plus external audio player integration. Mazda also promises a class-leading 0.29 coefficient of drag that will help give the car the lowest levels of wind and road noise in its segment.

This will bode well for a new cabin that promises premium levels of refinement and sophistication, a move that Mazda is hoping will cause its upwardly mobile customers to stick with the brand as they increase earnings, rather than switch to a premium marque like Acura or BMW.

And Mazda has certainly claimed its fair share of customers with the new 3. Since its inception more than 1.8 million have been sold in over 100 countries (many under its Axela nameplate), plus it's accumulated more than 90 global automotive awards.

And how important is the 3 to Mazda's overall profitability? Consider that in North America alone the brand sells nine different models, not including unique variations (4-door, 5-door, Mazdaspeed, HEV, etc), and many more in its home market and elsewhere around the world, but the 3 accounts for 1 in 3 vehicles sold with the stylized “M” on the hood. No, the automaker couldn't have prophetically known this would have been the ratio when it dubbed its C-segment car with a “3”, but such is the case, making it the strongest selling model in its lineup.

The car will debut at the LA event later today, Wednesday, November 19th, at 12:20 pm, and more information will follow. And if you can't wait to hear all about it, go ahead and watch the reveal in real-time at http://www.mazda3reveal.com/.