Like as the movie industry brings out three films on the same subject within months of each other, the car industry flits from segment to segment. Right now, the flavour of the month seems to be small family cars - three firm favourites are being replaced in the coming months, offering potential buyers plenty of variety, writes Michael McAleer
First in the pack to take to the road is Mazda's all-important 323 replacement, the Mazda3, arguably its most important new model to date in the overhaul of the Japanese marque's range.
One Mazda team member summed it up at the launch: "We need this car to succeed to prove the Mazda6 was not just a stroke of luck, that we really have become a serious quality competitor."
While the 6 can only be described as a success, the small city car, the Mazda2, is perhaps too close to its Ford equivalents to win any brownie points. So the entrant in the small family car or C-segment, Ireland's most popular category, is all important.
First impressions offer some hope for its success. The car carries strong stylish lines, having cast off the blandness of the current 323 range. It features the now distinctive Mazda curves on the front haunches, similar in a way to the sporty RX8 recently launched, the smiling new Mazda front grille, stylish lines along the door frame and V-shaped rear window. Another carry-over in styling is the Mazda 6-style rear light clusters.
The entire package bears a striking resemblance to one of the most stylish hatchbacks on the market, the eye-catching Alfa Romeo 147. Mazda can take further comfort from the fact that, while the five-door hatchback has the sporty appearance of a racy Italian, the saloon model loses none of the sharp styling.
It looks particularly impressive in a segment where saloon versions are usually far more boxy than their hatchback siblings and often seem to be an afterthought by the design department rather than a fully considered variation. The prototype we saw last week showed that Mazda had taken time on its saloon and it looks very smart in its own right.
Inside the sporting themes continue. There are large sunken dials, again similar to an Alfa Romeo or even a Porsche, though that's where that comparison ends. Rear seat legroom is impressive and headroom is without impacting on the overall look by making it too tall. There is also an adequate 635 litres of boot space.
The Mazda3 will arrive in Ireland by the end of November and will be available in 1.4-litre, 1.6-litre and 2-litre petrol versions, and two 1.6-litre common-rail diesels - 90 bhp and 110 bhp versions.
Prices are expected to range between €18,000 and €26,000 in line with competitors such as the Toyota Corolla, Ford Focus and VW Golf.
The Mazda3 shares more than price with its Ford competitor. It's built on what will be the next generation of the Ford Focus chassis.
We test drove the 150 bhp 2-litre version and found the most lasting impression is one of strong build quality and a solid feel on the road. It actually feels like a much bigger car behind the wheel, with smooth direct steering. The engine revs high and we expected more from the 2-litre engine than it offered up, particularly on the long motorway stretches. On these roads some tyre and road noise was audible in the cabin.
Expected sales here are in the region of 40,000. Bad news from an otherwise successful launch is the decision to produce only a five-door model for now. Given the enormous success of the 323F when it was introduced in 1989, we hope they reconsider.
Figures show over 55 per cent of sales in this segment are for five-door models. The 323F, known at the time as the hairdresser's Porsche, achieved a 4 per cent share for Mazda single-handed. Impressive for a derivative.
According to David Moran of Mazda's Irish distributors, the petrol engines will prove the most popular: "The C-segment market is made up of 91 per cent petrol and nine per cent diesel and we don't expect an dramatic change in that in the coming years."
But don't just take our word on the new Mazda3. While testing the car in northern France, we pulled in to check the map. A white VW Golf pulled up behind and the excited driver bounded towards us. We prepared for an earful of French expletives for some motoring indiscretion, but instead he launched a wave of complements for the new car. A mechanic by trade, his enthusiasm suggests Mazda will sell at least one 3 in France. A good portent.