Vancouver, BC – A few weeks back, I responded to an invitation to attend a ride and drive for the 2014 Mazda3 in Vancouver – a 10th anniversary and introduction of the vehicle’s 3rd generation.

At the presentation for the vehicle to say that there was a definite air of arrogance, way beyond unbridled enthusiasm exhibited by the team responsible for R&D and the group program manager, would be an understatement.

Only Mazda Canada, Inc. President, Kory Koreeda seemed to express the now expected dialogue of respect generally associated with Asian automotive manufacturers.

Has the Mazda3 been successful? Yes, by well-accepted automotive business practices and bench marks. In fact, 3.5 million cars with the Mazda3 marque have been sold to date. And, the 1st and 2nd generation iterations won a combined 136 awards worldwide and garnered respect and admiration from buyers and auto aficionados alike. It is the manufacturer’s best selling vehicle since its introduction to the compact segment 10 years ago for the 2004 model year. The Mazda3 is an incredibly important car for this Japanese manufacturer; it represents 35 percent of the company’s global sales, 40 percent of its U.S. sales and over 50 percent of its sales here in Canada.

So why this apparent attitude? The Mazda3 has consistently proven to be a popular choice in the compact class due to clean styling, eager performance and responsive handling combined with well-accepted interiors which were perceived as being above and even slightly beyond most of the manufacturers in the competitive compact class.

Mazda, corporately senses an opportunity. Not only here, in Canada, but worldwide.

Let’s address the Canadian marketplace, “owned” in the compact class by the Honda Civic for 15 straight years (with the likelihood of a 16th not far from its grasp) as the best selling compact vehicle in this country.

To Mazda, there are seven meaningful contenders, by volume in this category.

Here’s how those auto makers stack up at time of writing by market share:

Honda Civic   15%

Hyundai Elantra   15%

Toyota Corolla   11%

Mazda3   10%

Chevrolet Cruze   8%

Volkswagen Jetta   8%

Ford Focus   7%

As you can see, the “race” for third and fourth position is tight. Mazda once held the number 3 spot, and Toyota number 2 – before Hyundai came along. The Toyota Corolla in Canada knocked the Mazda3 out of third place in 2012.

So let’s be quite clear; Mazda’s confidence is not that they see an opportunity to knock off the two leading contenders. No – at least, not yet.. Their sights are set, for now, firmly on regaining third place.

Is this a reasonable expectation? The buying public will make that final determination. 

Step back for a second and look at some global numbers. Volume. Since it’s introduction, the Corolla has sold more that 40 million vehicles, and the Civic more than 20 million. The Mazda3 practically pales by comparison.

Have they, historically built a good enough car? Again, the answer is a strong affirmative. Can they take on Toyota and climb the ladder?

In a classroom-like environment, we were presented with figures, charts, graphs and exhortations. Looking at the actual vehicle specs it would appear that the Mazda3′s redesign should indeed help its cause. Mazda’s designers and engineers have trimmed the new car’s weight and given it more “oomph” and, bang for the buck, further enhancing its reputation in the compact category. Depending on the model the new car weighs in at between 25 and 45 kg less than the previous generation. The new SKYACTIV 2.5L engine develops 184 horsepower and 185 lb-ft of torque (17 more horsepower than the outgoing 2.5), while the SKYACTIV 2.0L develops 155 horsepower and 150 lb-ft of torque (five more horsepower and 15 lb-ft more torque than the old 2.0L). Further, the 2014 SKYACTIV 2.0L also bests the performance of the 2013 SKYACTIV 2.0L thanks to a big bump of torque in the mid-range (it has 14 lb-ft more torque at 3,000 rpm).

Visually, the car reinforces the notion that Mazda has a potential winner on its hands. Mazda’s “Kodo” (soul of motion) design philosophy has been previously very well received in the new CX-5 and Mazda6, and the new Mazda3 takes cues from both of them. Step back and admire gracefully flowing lines and a sense of motion. These days, all Mazda’s are designed in the more traditional manner out of Mazda’s California Design Centre, sculpted from clay, before computers and number-crunchers can tear out the heart and soul of the vehicle. The 3rd generation Mazda3s achieve lower height, greater width, and shorter overall length on a longer wheelbase than before, creating a stronger, more assertive stance.

During the morning session, we soon learned that Mazda had indeed looked beyond and determined that this generation needed to create a feeling of being in a class above; aspirations aside, Mazda took inspiration, they said, from BMW in so many areas – interior trim, handling and available features and technology normally reserved for more expensive automobiles.

But how did it drive?

Unlike two previous groups that same week, a new drive route was created just for us: Highway 99 or the Sea to Sky Highway from Vancouver north to Whistler, BC, a terrific route guaranteed to put just about any vehicle to the test.

Suffice to say, the Mazda3 came through with flying colours. We drove the Sport GT hatchback mated to a 6-speed automatic transmission that was naturally, set in Sport mode, northbound. An agile performer that made love to the curves of the blacktop as it negotiated twists and turns with ease, holding revs and road position with eager confidence, this car was a willing and responsive runner.

The drive back to Vancouver was in the GS trim – this time with a 6-speed manual transmission. Initially the main comment was that the car’s power plant was a little lacking – but reality set in when you quickly realize that most driver’s commute would never occur on a road such as this. Another positive grade.

Mazda is putting more of its eggs in the SKYACTIV basket, these days. And remember, SKYACTIV is not just about an engine. SKYACTIV is a series of technologies developed by Mazda which increase fuel efficiency and engine output. This technology covers engines, transmissions, body and chassis.

Canada will see three different trims for 2014: GX, GS and GT. The suggested MSRP for entry level of each model is as follows: $15,995; $19,695; and, $26,855. Each model provides standard features that will please most. Additional packages may, of course be added to make any of these cars best suited for your needs.

If you are in the market for a compact car with an upscale interior, efficient and dare we say peppy engines and available features in a good-looking package, then the new Mazda3 will likely fulfil most personal wish lists.

And, in our opinion, this highly-likeable car should have Honda and Hyundai glancing nervously over their shoulders.

All in all, the new Mazda3 gives a whole new meaning to the phrase, “Keep right – except to pass.”