SMALL CAR UNDER $21,000: MAZDA3 BASE PRICE $15,995 AS-TESTED PRICE $20,795

Value played a larger part in the new-generation Mazda3 winning the under-$21,000 car of the year than the Zoom-Zoom characteristics long touted in Mazda advertising.

Its rivals in the category, the Kia Forte Koup and Hyundai Elantra Touring, respectively outaccelerated and outbraked the Mazda3 in measured comparison tests, yet subjective evaluations pointed to the Mazda3 offering more for nearly the same money.

The Mazda3 test models sell for $20,795 as equipped, compared to $20,495 for the stylish Kia coupe or $20,499 for the Hyundai wagon.

According to score sheets completed by voting members of the Automobile Journalists Association of Canada, the Mazda3 held an edge over the South Korean cars in interior styling, quality and subjective value.

An older Mazda advertising campaign message, It Just Feels Right, would seem to have applied as well. The Japanese import was judged best in noise/vibration/harmonics, throttle response, engine smoothness, transmission operation, ride comfort, steering feel, handling and braking feel.

The AJAC journalists drove all of the vehicles on the highway, on secondary roads and on a pylon-delineated handling course laid out on an airport runway. The three under-$21,000 entries steered through the pylons with near-equal ease. But the Mazda3's ride quality on bumpy side road pavement was far superior, and its behaviour on the highway also earned it points.

The automatic transmission – AJAC required all entries to be equipped with automatics except for sports cars – is a five speed in the Mazda, rather than four speeds in the Kia and Hyundai. The Mazda3 is quieter as a result, and its superior throttle response is another benefit of the extra gear.

The original Mazda3 was voted best new economy car in 2004 and subsequently was named Canadian Car of the Year. As an evolution of the original rather than a new standard for small cars, the 2010 model is unlikely to match the original in winning the overall accolade, but there was no doubting its superiority as the class of its class.

The other contenders

HYUNDAI ELANTRA TOURING
BASE PRICE: $14,999
AS TESTED: $20,499

The Touring is a wagon, and as such edged the Mazda3 in visibility (the rear-most pillars are much less intrusive) and cargo space. With its rear seats folded, the Touring can haul 1,849 litres of stuff. Bettering its competitors in braking from 100 km/h to a standstill was only one indication of the new Hyundai exceeding expectations.

KIA FORTE KOUP
BASE PRICE: $18,495
AS TESTED: $20,495

Kute Koup skoop: this newcomer might well have been a winner in a sports/performance under $21,000 category, if it existed, because it's very fun to drive, uniquely stylish outside and in and its interior materials are impressive. The Koup scampered around the pylon handling course and its 156 horsepower and 144 lb-ft of torque was key to its out-accelerating the Mazda3.

***** ***** ***** ***** *****

SMALL CAR OVER $21,000: MAZDA3 SPORT BASE PRICE $16,995 AS-TESTED PRICE $25,395

Winner feels more expensive than it is

Ted Laturnus

Unsurprisingly, the Small Car over $21,000 category was one of the largest groups at this year's TestFest, with some seven entries in all.

I had a hard time deciding here, and didn't pick the Mazda3 Sport as the winner in this category. Obviously quite a few journalists did. Nonetheless, scoring was tight, with just over half a point separating this car from the runner-up, the Volkswagen Golf.

Not the most powerful contestant in this group nor the most frugal on gas, the Mazda3 Sport with this level of trim is one of the more expensive models, but does come with a high level of standard equipment, including traction control and vehicle stability control systems, a climate control system, one-touch-up/down driver's side front window and heated front seats.

As far as I'm concerned, it's lost some of its charm with the new restyling job, but is still as driveable as ever, with a high level of quality. It feels more expensive than it is, and punches above its weight when it comes to refinement and upscale ambience.

If it matters, it also has one of the largest cargo areas in this segment of the market, with some 480 litres available for storage. My tester was equipped with the optional five-speed automatic transmission, which adds some $1,200 to the price tag. If I were in the market for this car, I'd eschew this gearbox and stay with the manual.

As far as the “Sport” moniker is concerned, sure, the Mazda3 Sport is tossable, lively and entertaining through the twists, but so is some of the competition. What separates this particular winner from the rest is its overall feeling of quality. Mazda could probably charge five grand more and still sell it by the trainload.

The other contenders

VOLKSWAGEN GOLF

BASE PRICE: $23,975

AS TESTED: $25,725

This was the only car in the group that didn't have a four cylinder engine, and its 2.5-litre five banger should have put it over the top all by itself. In terms of useable power, the Golf was the most robust model in this category. It also has a six-speed transmission, which kind of sets it apart, and was way above average handling and braking. Memo to Volkswagen: You wuz robbed.

KIA FORTE
BASE PRICE: $15,695
AS TESTED: $22,195

A fairly distant third, the Forte was still a pleasant surprise. I like its sedan body style, and the level of drivetrain refinement and assembly quality was impressive. Its 2.4-litre, four-cylinder engine, with some 173 horsepower on tap, also made it one of the livelier models in this group, and the level of standard equipment was probably the highest of all.

HONDA INSIGHT
BASE PRICE: $23,900
AS TESTED: $23,900

Honda continues to flirt with hybrid technology. This company is capable of much more than the Insight and, aside from its fuel economy, this car is a bit of a disappointment. Sluggish, loud, with substandard road manners, it's strictly for those who value thrift over driving enjoyment. When it comes to fuel economy, the Insight is a runaway success, but it's at the cost of drivability. Where does it say that a gas sipper can't be fun to drive as well?

MITSUBISHI LANCER SPORT HATCHBACK
BASE PRICE: $24,798
AS TESTED: $27,658

This was the most expensive model in the group and, well, it just didn't feel like it. I struggled somewhat with the CVT transmission, finding it kind of snatchy and unrefined, and Mitsubishi seems to be aiming this variety of Lancer at sports car aficionados, rather than economy-minded buyers. Because of that, it gets the nod from me as one of the best-handling models in this group, but it cries out for a manual transmission.

KIA SOUL
BASE PRICE: $15,795
AS TESTED: $23,095

If I was 30 years younger and a different gender, I'd probably love this little spud. But it's just too darn cute for my tastes, and I can really do without things like the stereo speaker mood lamps and glow-in-the-dark upholstery. That said, there's nothing wrong with the way the Soul handles itself, and it's surprisingly nimble in traffic and stable on the highway. Not bad fuel economy either.

NISSAN CUBE
BASE PRICE: $20,698
AS TESTED: $21,633

I love the idea behind the Cube and it's arguably the most innovative and idiosyncratic car on the road these days. Tons of interior head and elbow room, more than decent fuel economy, and all kinds of interesting little details. An automotive designer's dream, but a bit of a nightmare for those of us who like our cars a little more on the butch side.