In 2004, Mazda raised the bar almost through the roof in the economy car market with the introduction of their 3. It’s predecessor, the Protege sedan/wagon, was a success for the company, but not even in the same league as the 3, which went on to be one of the most successful models Mazda has ever made and a sales leader in Canada. Since its introduction, the Mazda3 has been at or near the top of the best seller list in Canada, and is currently running in number three spot....just behind the Honda Civic and Toyota Corolla. It was also voted "Car Of The Year" in 2004 by the Automotive Journalists Association of Canada (AJAC).
When it launched the 3, Mazda called it a "global" car, which meant it was to be sold worldwide and utilize components from other manufacturers within the Ford umbrella.....in particular, Volvo and Ford. You won't find any exact bits and pieces used by all three nameplates in the 3, but rather, shared technology and R&D. Mazda executives likened the relationship between the three carmakers as "a huge Lego puzzle", where all the bits interconnect.
With a definite family resemblance to the Mazda 6, the new 3 was longer, wider, sportier, and much better looking than the Protege and was initially available in Canada in four-door sedan and five-door hatchback configurations.
It had almost nothing in common with its predecessor. For one thing, the styling was very European in flavour, and Mazda's head of design, Hideki Suzuki, described the new 3 as aggressive looking with an overall body style that radiated "agile movement".
Two engines were offered: 2.0 litre and 2.3 litre four cylinders. The smaller engine developed 148 hp at 6500 rpm, while the larger unit put out 160 hp at 6500 rpm. Two transmissions were available: five-speed manual and, for an additional $1000, a four-speed automatic. The latter gearbox was based on the same unit found in the Mazda 6. At the launch - in France - Mazda hinted that down the road a year or two, a diesel engine option might also be available, but we’re still waiting for that.
Mazda put a lot of effort into the performance side of things with its new entry-level model; among other things, it featured strengthened front and rear suspension towers, re-bushed and stiffened suspension components, an overhauled steering system, enlarged brakes, and stiffened body structure. The result was a very "tossable" economy car that was - and still is - immensely driveable, with outstanding road manners. The difference between the 3 and the Protege was like day and night....the hatchback model with the five-speed, in particular, was nicely suited to spirited driving.
But where the 3 really shone was in its new interior layout. Too often, economy cars don't impart a sense of value when you get behind the wheel. That was definitely not the case with the 3. Mazda was quite proud of the job they did inside the car, describing it as an exercise in "simplicity, sophistication, and visual harmony". Because of its new body style, the 3 felt much more airy and open inside than its predecessor, with greatly increased shoulder room and 20 degrees more tumblehome (that's engineer-speak for the angle between the roof pillars and the outside dimension of the car). They also completely re-designed the shift mechanism and gave the car an all-new motif.
When I was driving the 3 through the French countryside during the launch , I remember thinking to myself how upscale it felt; not at all like a typical economy car. With a base price of $16,195, the new 3 was a mere $400 pricier than the Protege, making it a pretty good deal at the time.
It also came in a range of trim levels and some of the options included leather interior ($900), moon-roof ($800), upgraded sound system ($730), ABS, a traction control system, and paint choices.
Transport Canada has one recall on file for the 2004 Mazda3. It involves a possible "crack in the housing of the airbag crash zone sensor", which could result in the airbag warning light coming on. The U.S. National Highway and Traffic Safety Administration has the same notice on file, plus a somewhat surprising 79 service bulletins. Many of these are service tips and updates, but there does seem to be a lot of cooling system and electrical system glitches on NHTSA’s list. Marketing researcher, J.D. Power appears to like the design of the 3, giving it top marks for feature and accessory quality, but has some issues with powertrain quality, giving the Mazda3's drivetrain its lowest rating.
Value-wise, the Mazda3 is holding up well. The Canadian Black Book gives a base 2004 GX four-door sedan an average retail value of $14,350, going up to $18,100 for the top-of-the-line GT hatchback with the larger engine. The Red Book, meanwhile, values the base GX at $10,775, and the GT hatchback at $14,225.
AT A GLANCE
Original Base Price: $16,195 - $21,385; Black Book Value: $14,350 - $18,100; Red Book Value: $10,775 - $14,225.
Engine: 2.0 & 2.3 litre four cylinder
Horsepower/Torque: 148 hp/135 ft. lb & 160 hp/150 ft. lb.
Transmission: Five-speed manual/four-speed automatic
Drive: Front-drive
Fuel Economy: 9.2 L/100 km city/6.7 L/100 km hwy (five-speed manual))
Alternatives: Honda Civic, Toyota Corolla, Ford Focus, Chev Cavalier, Pontiac Sunfire, VW Golf, Subaru Impreza.
