Mazda 3's New Face
By Mike Schmidt Vehicle Testing Manager
Date posted: 01-01-2009


Hit the snooze button. Rub our eyes. Grab some snacks and head out the door. Don't forget a jacket. Today we test the 2010 Mazda 3 s Grand Touring.

Key in pocket, we climb behind the wheel. At this pre-dawn hour, the cabin remains dark until we shut the door. Crimson backlights bring life to the ringed gauges of the instrument panel. Before our eyes can adjust, the red hue spreads to the center stack, where a digital welcome invites us to Mazda's temple of zoom. Directly below, a horizontal blue band highlights the radio interface and continues south into the dual-zone HVAC dials.

Our introduction to the thoroughly revised and improved 2010 Mazda 3 culminates with a push of the start button.

Premium Thinking
Mazda views this 2010 version of the Mazda 3 as an opportunity to enhance its existing recipe for the small sedan. Since the Mazda 3 is already the global leader in sales for Mazda, dramatic changes were deemed unnecessary. Instead, Mazda engineers have simply added value to the Mazda 3.

This has been the Mazda 3's position statement until now, of course, but now the program includes a larger-displacement engine, a stiffer chassis with a fine-tuned suspension, and an exterior shell that's been reshaped for function as well as style. All the while, Mazda has tried to preserve the sporty spirit that has set the Mazda 3 apart from its less ambitious rivals.

Add Amenities
Our lanky frame appreciates the driving position afforded by an eight-way adjustable seat paired with a tilt-and-telescoping steering wheel. We settle into the slightly larger sport seats of the Grand Touring version of the Mazda 3, and their modified bolsters secure us comfortably into position. Also new for the 2010 Mazda 3 s GT is a three-position memory feature for the driver seat, and with our settings saved, we spin the seat heaters to level five to take the chill off this dark winter morning and hit the road to the test track.

We approach the freeway on-ramp led by a pair of auto-leveling bi-xenon headlights, now standard equipment for the s-model Grand Touring. As we pitch the Mazda 3 into the ramp and press closer to the cornering limit of 0.82 g that the day's test protocol will later define, the adaptive system pivots the headlights to light our way. Adaptive headlights in a compact car are unexpected, let alone as standard equipment.

The ramp straightens out and we merge onto the freeway. The 60-mile trip to the track offers plenty of time for us to delve into the Mazda's multi-information display (MID). A full-color information display comes with the optional Technology package, and complements keyless entry, push-button start and satellite radio. Integrated with the MID is an optional compact navigation system with controls mounted on the steering wheel. Its display screen is smaller than others in the segment, yet this makes it more cost-effective to manufacture, so Mazda expects the system to run about $500, which will enable it to be competitive with portable nav units from the aftermarket.

Add a Zoomy Shape
We top off the 15.9-gallon fuel tank with regular unleaded, pull into our test facility and park the Mazda atop the scales. Only now in the morning light do we really get to look over our Celestial Blue Mazda 3. It's slightly longer from bumper to bumper to accommodate a larger fuel tank and the s-model's unique muffler design. The character lines of the hood and body sides have been redrawn to reflect the lineage of the Mazda family face, something that has been successfully established by the RX-8, CX-7, CX-9 and now the Mazda 6. But we can't stop staring at the Mazda 3's grille. It's hideous.

Special attention has been paid to develop the Mazda 3's prominent new beak, and it's functional. The design actually limits airflow to the engine compartment to only what's truly necessary for cooling and combustion, and the result is a lower coefficient of aerodynamic drag. A guide incorporated into the front bumper directs air into the radiator. Meanwhile, a bypass flap opens at high speed to minimize the drag of the cooling fan behind the radiator, while subtle deflectors in the fenders improve airflow around the tires. So for all the visual challenges of the Mazda 3's new grille, the end result is a 0.29 Cd, one of the lowest drag coefficients in the compact class.

Efforts to lighten the vehicle led Mazda engineers to the chassis. By replacing key areas with high-tensile steel, increasing the rigidity of the attachment points and adding structural adhesive, bending rigidity has increased 7 percent, while weight has decreased by 24 pounds. Our tester still weighed in at a hefty 3,035 pounds, with 61 percent of that weight over the front tires. That is 200 pounds heavier than the last Toyota Corolla we tested and 100 pounds more than the most recent Honda Civic. We drive off the scales and pop the hood.

Add an Engine
We safety check the vitals before sending the 2010 Mazda 3 through a series of straight-line tests. This new 2.5-liter MZR inline-4 is up 11 horsepower and 18 pound-feet of torque from the 2.3-liter MZR of the 2009 Mazda 3. It also happens to be the same engine used in the 2009 Mazda 6. It generates 167 hp and 168 lb-ft of torque, and this four-banger doesn't redline until 6,200 rpm. From a standstill, the new 3 hits 60 mph in 7.9 seconds (7.6 seconds with 1 foot of rollout like on a drag strip) and crosses the quarter-mile light in 15.8 seconds at 88.03 mph.

Throttle response and power are commendable for a car in the compact segment. At the same time, when the car is pushed to its limits, the otherwise crisp-shifting six-speed transmission can be cumbersome. Our test driver had trouble convincing the stick to engage 3rd gear during a couple of acceleration runs.

Brake testing is next. Mazda updated the system with a vacuum booster designed to provide a more linear pedal response under light-effort braking. The electronic brakeforce distribution has also been recalibrated to improve handling during hard braking and extreme cornering maneuvers. But when it came time for the Mazda's four-wheel discs to shine, they didn't. The Mazda 3 requires 127 feet to come to a stop from 60 mph, and we've tested a 2009 Corolla with rear drums that needed only 125 feet to complete the same task. We suspect the Mazda's overall weight probably plays a role here.

Add a Suspension
As the Mazda shows its stuff through the slalom and around the skid pad, its superior chassis and suspension design take center stage.

The previous-generation Mazda 3 earned our praise for its steering feel and sound body control, and some minor refinements for 2010 ensure that it keeps its personality intact. Its electrohydraulic-assist rack-and-pinion steering gear is now bolted down in three locations (one more than the previous year) to minimize vibration over rough pavement. Recalibrated dampers and relocated antiroll bars improve body control without adding harshness. And the aforementioned upgrades in chassis rigidity work in sync with these suspension alterations to offer excellent handling balance and nicely weighted steering effort through the slalom. The 2010 Mazda 3 records 68.2 mph, a speed identical to the last Honda Civic Si we tested. That is impressive.

We pull the Mazda 3 over to the skid pad and begin our first lap. Well-balanced and highly responsive to throttle input, this sedan handles more like a sports car than an affordable compact car. Its 17-inch Yokohama Avid all-season tires wrestle with freeway expansion joints, but around the smooth surface of the skid pad they grip without distraction to a limit of 0.82 g. Again, the Mazda holds true to its dynamic lineage.

Keep the Heritage
With a scent of burned rubber and brake pads in the air, our test day comes to an end. We pack our bags, grab our jacket and head for home.

Mazda has changed the 2010 Mazda 3 without changing its attitude. New ingredients improve its dynamic make-up without compromising the spirit we loved so much in the outgoing model. We expect Mazda also won't compromise when it comes time to announce pricing on the Mazda 3 early next year. It should be comparable to its predecessor.

We appreciate the effort to refine products. But when a redesign is scheduled simply because the product life cycle suggests it's time, the customer usually pays the price for a car that's different but not better. The 2010 Mazda 3 is an example of doing it right. Every improvement here reflects a functional purpose. Of course, as the Mazda 3's grille also proves, sometimes functional isn't always attractive.

IRVINE, California — Mazda is getting ready to unveil its 2010 Mazdaspeed 3 at the upcoming 2009 Geneva Auto Show, and has released a teaser video previewing the sporty hatch.

Mazda will introduce the high-performance version of the Mazda 3 five-door on the morning of March 3 in Geneva.

The new 2010 Mazdaspeed 3 is expected to go on sale in the U.S. in late summer or early fall, Mazda spokesman Jeremy Barnes told Inside Line.

The Mazdaspeed 3 is loaded with aggressive styling and a direct-injection 2.3-liter turbocharged engine, but still has the functionality and cabin space of a five-door hatch. It joins the Mazda 3 four- and five-door models to round out the 2010 Mazda 3 lineup.

Check out the high-energy video of the hatch hitting the dangerous twisties on the coast of California.

With the Geneva Motor Show just hours away, Mazda has released additional details about their new 2010 Mazda3 MPS. The front-wheel drive model adopts the Mazda3's latest design language and is motivated by an upgraded version of the company's MZR 2.3-liter DISI turbo petrol engine.

Among the major styling changes is the addition of a new hood mounted air intake for the intercooler, MPS exclusive front fender and bumper designs, bi-xenon headlamps and sporty black exterior trim accents. Other styling elements include a large rear spoiler, clear LED taillights, and exclusive 18-inch aluminum alloy wheels which feature a design similar to that used on the Mazda RX-8.

Inside, the new model adopts a far more premium appearance compared to the previous generation. Changes to the cabin include a new LED turbo boost gauge, exclusive black and red upholstery, and red stitching applied to the steering wheel, seats, door trim, shift lever boot, and center armrest.

Power comes from Mazda's four-cylinder MZR 2.3-liter DISI turbocharged petrol engine which produces 191 kW (260 PS) and 380 Nm of torque. Performance figures for the new model include a 0-100 km/h acceleration time of just 6.1 seconds and a top speed of 250 km/h (155 mph). Despite the added power, fuel economy improves as the new Mazda3 MPS is rated to consume 9.7L/100 km, a 0.5L/100 km improvement over the previous generation.

As expected the new model comes equipped with a six-speed manual transmission, additional chassis reinforcements for improved body rigidity, a unique sports tuned suspension, electro-hydraulic power assisted steering, and high-performance brakes.

Mazda may have just launched its 2010 Mazda3 sedan and hatchback last month in North America, but the automaker has already been forced to recall all 25,400 of its small cars over the possibility of a wiring harness design that can lead to system short circuits.

Clearance between the engine wiring harness and the starter motor housing is insufficient, meaning a vibrating wiring harness could rub up against the starter motor and cause a short circuit that could stall the vehicle and make it unable to be restarted.

Mazda will repair damaged wiring harnesses and add a protector clip designed to keep the wiring harness away from the starter motor housing.

The National Highway Traffic Safety Administration says that the recall, Mazda Recall 5409D, will begin on May 6. Concerned owners can also call Mazda’s North American operations at 1-800-222-5500.

Mazda plans to roll out SkyActiv-G engines and diesel variants, called SkyActiv-D, to its entire lineup by 2015 as the brand races to meet tougher emissions and fuel economy regulations.

Kiyoshi Fujiwara, Mazda's head of product planning and powertrain development, said at a briefing about the technology in August that a Mazda3 with a 2.0-liter, 4-cylinder Sky-G engine mated to a Sky-Drive 6-speed automatic would get an estimated 40 mpg on the highway compared to the 33 mpg on the current Mazda3.