This was in a press launch ceremony at their Deira showroom.
With dynamic styling and aerodynamic performance, the all-new 2010 Mazda3 is designed to offer every motorist 'new wings of freedom.' The concept for the all-new Mazda3 is of an exciting sports compact that pushes driving pleasure to the limit - all this with an emotional design, rich expression and bold, dynamic look.
Introducing the all-new 2010 Mazda3, Mr. Ramachandran Krishnan, General Manager, Galadari Automobiles, said:
"Mazda has always been at the forefront of product development, and with the launch of the all-new 2010 Mazda3, this attention to providing the latest and very best in motoring has once more been strongly demonstrated by Mazda. Galadari Automobiles is proud to present the UAE with the best sports compact on the roads. The all-new 2010 Mazda3 is indeed the ultimate 'Zoom-Zoom'."
The all-new Mazda3 was also praised highly by Mr. Keizo Okue, General Manager - Middle East & Africa Sales Department. "As our pillar model, the all-new Mazda3 offers distinctive features - expressive design, intensified 'Zoom-Zoom' performance, emotional driving environment and insightful safety features. In just one month since launch in Japan, sales have risen over threefold - 7,600 units, against the projected target of 2,000 units - this is a great achievement', opined Mr.Okue.
Mr. Yoshiyuki Maeda, Programme Manager, all-newMazda3, had this to say, "The sporty, expressive countenance of the all-new Mazda3 takes your breath away at a single glance. The all-new Mazda3 follows up on the success of the original Mazda3 by pushing the 'Zoom-Zoom' experience to its limit and by once again far exceeding the expectations of customers the world over. I am fully confident that the all-new Mazda3 is sure to earn even higher acclaim than the outgoing model enjoyed."
The exciting sports compact that once again exceeds all expectations:
Built in strict accordance with Mazda's long-term vision of "Sustainable Zoom-Zoom" — harmony between driving pleasure on the one hand and environmental friendliness and safety on the other — the all-new Mazda3 fully embodies Mazda's firm resolve to build cars that "look inviting to drive, are fun to drive, and make you want to drive them again."
The first-generation Mazda3 was born of the concept of building, "the dynamic sports compact that exceeds expectations". When released in 2003, it introduced a level of driving pleasure and quality that exceeded the class and shook up previous notions that C-segment cars were priced primarily to provide the basic practical necessities. Its sporty, dynamic design, fine balance of driving performance, nimble handling and stability, as well as its rich complement of equipment introduced a refreshing new expression to the C-segment that resonated with previously dissatisfied consumers the world over.
Sales have continued to show year-over-year increases since its release five years ago, and close to 1.8 million customers are now Mazda3 owners. Proving itself as popular with automotive experts and journalists, the Mazda3 has also won a total of 94 automobile awards globally as of June 30, 2008.
However, the car market has been changing at a dramatic pace over the past few years. Concerns about global warming and other environmental issues grow increasingly stronger. This has placed greater demand on automakers to make evermore serious efforts to aim for cleaner exhaust emissions, reduced CO2 emissions, improved fuel mileage, and to develop new sources of energy. Automakers are also under pressure to address a variety of other issues in the current market. The rapid expansion of motorization in global markets is generating increasingly fierce international competition. The criteria people use to value cars also continues to grow more diverse. And there is a need to introduce more advanced and safer technologies.
In March 2007, Mazda demonstrated its eagerness to respond quickly to these issues in announcing its long-term vision for technological development aimed at achieving "Sustainable Zoom-Zoom". The announcement clearly expresses Mazda's belief that the only path to achieving yet higher levels of Zoom-Zoom driving pleasure is to strive not only to improve on our designs and driving performance, but also to work even harder at improving environmental performance while innovating safer technologies as we contribute to the development of a sustainable society.
In addressing these changes in the market, Mazda set the concept for the new Mazda3 as the "exciting sports compact that pushes driving pleasure to the limit". Mazda created an emotional design with rich expression and a bold, dynamic look. They strengthened the sense of oneness between the driver and car by providing a yet higher level of agility and stability for an enhanced sense of control. And equipped it with the latest in advanced safety and environmentally responsible technologies. The all-new Mazda3 combines these elements to become the new global car that will excite drivers with Zoom-Zoom driving pleasure, and that greatly raises overall quality to a degree that is immediately noticeable.
Design: A more expressive and dynamic design that will turn heads
The design concept for the new Mazda3 was "remaining faithful to an inherited identity while evolving it into a more expressive design". While faithfully retaining the dynamic and sporty expression of the original Mazda3, which helped establish Mazda's brand identity, the keyword for designing the new model was "expressive". The idea was to create an even richer expression and bold, dynamic look that evolved the Mazda3 into a more emotional design.
C-segment car design trends have been undergoing dramatic changes in recent years. The main reason might be explained by the increasing ferocity of competition compelling rival makers to more actively develop unique "body language" in an attempt to distinguish their brand. There is a remarkable shift toward developing greater emotional appeal as makers work at more clearly distinguishing their brands by emphasizing the "face" of their respective designs.
The design of the new Mazda3 aims to grab peoples' attention and make them turn to look, delivering strong impact that further enhances the distinctive appeal and unique value of the Mazda brand, even among the increasingly crowded assortment of C-segment rivals.
The rich expression and emotional styling of new Mazda3 embody the design theme of "inheriting Mazda3's established identity while making it more expressive". It is a design that will excite drivers at first glance.
Adding unique and dynamic expression to the exterior design are the highlight lines of the new face created by the 5-point grille and openings at the front corners. These blend harmoniously with the sculpted shape of the bonnet and the bold, expressive lines that connect the bonnet to the front pillars. All the lines of the front-end design combine to concentrate focus on the centre peak below the 5-point grille and create a sophisticated image. Our designers also paid particular attention to the surfaces formed by the lines. In creating the edges of the bonnet, the depth of the fenders, and the dimensional flair of the side panels, they exposed the contours to the evening light at sunset as they examined where to best lay the highlights and shadows that would give birth to a fine expression.
The new Mazda3 lineup continues to include two body types, the 4-door sedan (Mazda3) and 5-door hatchback (Mazda3 Sport).
The keywords behind the design of the 4-door sedan were "expressive", "athletic", "sophisticated", "fun to drive", "youthful", and "dynamic". Characterized by the flowing lines of its coupe silhouette and its air of greater sophistication, the 4-door sedan features a side view with a relatively short appearance and high rear deck that give the cabin a well-toned appearance, and a rear view with distinctive lines that converge to place focus on the car's centre axis.
The keywords behind the design of the new 5-door hatchback were "expressive", "bold", "dynamic", "aggressive", and "sporty". Highlights that characterize its compact appearance and racy flair include the character line along the side sills that creates continuity with the rear spoiler, and the rear view that features a low, powerful looking stance. The design's most notable characteristic is its broad shoulders inherited from the first-generation Mazda3. All lines of the rear design help to emphasize a focus on the centre axis and create a rich, bold expression.
The keywords behind the interior design were, "stylish", "sophisticated", "dynamic", and "sporty". The dashboard sweeps dramatically from the centre toward both sides with dynamic flair as though it is flexing powerful muscles outward, creating a visual effect that gives the interior a roomier feel. The large centre display and audio controls are laid out around the driver to deliver just the right feeling of snugness.
Particular attention went into achieving the right shape for the slant of the centre panel to achieve an optimum balance between attractive design and operating efficiency. When considering gearshifts, the urge becomes to move the centre panel away from the driver as not to disturb shifting. In contrast, controls for the audio and air-conditioning systems are best placed close to the driver. So, the design theme became to make precise calculations for the shape of the centre panel that would account for hand movement and switch operation, and this resulted in achieving a stylish and dynamic design. Other changes include reducing parting lines to the extent possible on the top of the dashboard for a higher quality finish. Slanting the top of the dashboard created better continuity between it and the instrument panel console.
Round meters that adopt a hoodless design make the upper section of the instrument panel appear lighter. Meter illumination uses a combination of red and blue, giving them a sporty expression that is shared among Mazda cars.
There are eight available body colours, including four that were newly added. Efforts to achieve the right amount of metallic and paint translucency creates a contrast between the highlights and shadows that emphasizes different colour tones when viewed from different angles. This lineup of expressive body colours adds greater intensity to the impression that the exterior design leaves upon the viewer. The image colour for the 5-door hatchback is Celestial Blue, a colour that was selected to add yet further impact to the blue image of the current model. The image colour for the 4-door sedan image is Aluminium Metallic, which is intended to convey a sophisticated, fun-to-drive impression.
Two varieties of coordinated interior colour packages are offered, one for the S and V grades, and another for the R grade. The three colour choices for the S and V grades are black, beige or grey. Of these, black lends the interior a sporty expression, while beige offers a brighter and lighter look. The two R-grade colour choices are black or beige. Black leather seats are also available for the R grade. The amount of silver trim has been increased, and semi-bucket seats are now available. The beige interior uses black as a key colour for trim, etc., to create a snug-fitting image. *Colour availability differs according to the market.
Driving Dynamics - The evolution to a more refined, sportier driving experience:
In preparing to develop the all-new Mazda3, Mazda first examined what aspects of driving dynamics would deliver the exhilarating and pleasing feeling that is the essence of Mazda's Zoom-Zoom driving experience. The development team defined it as, "A refreshing feeling that is crystal clear, one that leaves the driver totally exhilarated and elated to the point where it unconsciously brings on a smile." Specifically, it is the "good feeling" derived when the car's behaviour acts in perfect concert with the driver's intentions. It could also be described as the sense of "accomplishment" or "complete freedom" derived when the driver can handle the car easily and have it respond exactly as desired. Such a pleasing driving experience is free of stress or worry at any range of speed and regardless of the road conditions. With this definition of "exhilaration" in mind, the team set out to deliver a quality drive that is capable of satisfying the extremely fine sensibilities humans possess.
Toward this end, the team didn't settle for merely adding polish to the already high levels of body rigidity and driving performance. Rather, they also made every effort to improve every aspect of the driving experience. This included meticulously eliminating all negative aspects that can cause drivers tension and concern, from the engine note and vibration in the body and chassis, to rear tyre drift when cornering and the sound of the tyres as they track the road surface. At the same time, it included special attention to improve all positive aspects, from the sound of the engine and the feeling of acceleration, to the quality of brake response and control, and the sensation that the tyres are firmly gripping the road. This determination to make the actual driver's emotional responses a standard for development resulted in an improved level of exhilarating driving pleasure that realizes a more refined and more enjoyable Zoom-Zoom experience.
Precise, more satisfying steering and linear suspension:
To deliver just the right balance between light, responsive steering wheel operation, a feeling of system stiffness, and fuel economy, all configurations of the new Mazda3 are equipped with the Electro-Hydraulic Power Assist Steering system (EHPAS) that earned high acclaim on the original Mazda3. Now employing three steering gear mount bushings, the steering system achieves a better balance between the feeling of steering rigidity and perceived quality of vibration. A softer setting for the gear bushings when travelling in a straight line reduces the transmission of vibration to the steering wheel. And the diameter of the steering gear cylinder is increased, which adds extra leeway to the assist strength of the power steering. These changes combine to realize a lighter, more satisfying feel to steering operations.
The suspension system carries over the same basic layout as the first-generation Mazda3, with MacPherson struts in the front and multi-link suspension in the rear. But, in developing the new Mazda3, Mazda aimed to ensure even nimbler response to steering wheel operation, and also to improve roll control and provide a flatter ride by strengthening suspension damping.
A more rigid, more aerodynamic body for better handling and greater comfort:
As the framework upon which the car rides, body rigidity is critically important in taking full advantage of the suspension's performance potential to deliver Zoom-Zoom handling stability and ride comfort. Development for previous models always included painstaking effort to realize static body rigidity and dynamic torsional rigidity. The new Mazda3 adds to this with even greater effort made in improving the local rigidity by strengthening key locations that are subject to greater stress. The basic development concept for the body shell was to improve the overall balance of the body's rigidity, and to make it a solid structure that can properly and firmly absorb the reaction force of the dampers. To this end, particular attention was given to reinforcing the area around the front and rear suspension mounts and to strengthening the joint sections in each corner. At the same time, effective application of a variety of weight reduction technologies allowed us to maintain about the same weight as the first-generation Mazda3.
Aerodynamic performance is also improved as part of our aim to enhance driving stability and reduce noise when travelling at high speeds, as well as to improve fuel economy. A new grille design is adopted, featuring a grille opening that is positioned for optimum air intake and sized as small as possible. By not taking in any more air than is absolutely necessary, the grille avoids creating drag, which in turn improves aerodynamic performance.
Measures are also taken to ensure a smooth flow of air reaches the rear. The front corners of the upper body are shaped to control the flow of air smoothly along the sides of the body, as are the new round front tyre deflectors.
Powertrains that realize exhilarating driving performance and fuel economy:
The MZR 1.6 engine for the new Mazda3 is a 1.6-litre inline 4-cylinder DOHC 16-valve engine that produces maximum torque of 145Nm/4,000rpm* and maximum output of 77kW/6,000rpm*. The engine employs a combination of an electric throttle and low-speed cam with sequential valve timing (S-VT) to improve fuel economy and power output.
The MZR 1.6 engine is paired with either a 5-speed manual or 4-speed Activematic transmission. Both transmissions are basically carried over from the first-generation Mazda3, but have been tuned to optimize driving performance and fuel economy on the new Mazda3. * Values shown are for reference purposes only, and may differ from actual market specification.
Driving Environment - Cabin environment with a greater sense of confidence and oneness:
The first-generation Mazda3 overturned all notions of what constituted the C-segment by delivering just the right balance of sporty styling, comfort and practicality. And for this, it earned the highest praise of the market. As its successor, the new Mazda3 aims for an even bolder presentation of dynamic and emotional exterior styling, while securing the same amount of interior space as its predecessor. The cabin interior is designed to give the driver a reassuring sense of confidence that allows him or her to concentrate on driving, that promotes anticipation of a fun driving experience every time the driver looks at the cabin, touches the controls and cabin materials, or operates the car. These sensations combine to realize a greater sense of oneness between the driver and the car.
To realize the advanced human interface of the new Mazda3, development focused on creating a zone layout cockpit with particular emphasis on the driver seat. The speedometer, new Multi Information Display (MID) and other sources of information necessary for driving are optimally positioned where they can be seen or read with a natural glance that is within eyesight. Likewise, audio switches, the gear shift knob and parking brake are positioned for easy operation, and to create an environment that makes operation safe and reassuring so that the driver can focus on the road. Adding to the mix are interactive lighting controls, the Advanced Keyless Entry and Push-button Start systems, as well as other practical appointments that create a stronger sense of oneness between the driver and the car.
A sporty cockpit that improves operation, visibility and quality:
The most important information needed by the driver while on the road is visual input. That's why the field of vision, ease of visibility and operation for the new Mazda3 were developed around the key notions of providing "a sense of the car and driver as one" and "a reassuring sense of confidence that frees the driver to concentrate on driving". The goal was to achieve functional beauty based on ergonomic design to strike the best balance between ease of use, operating ease, quality appearance and sculptural elegance.
The new zone layout cockpit positions a Multi Information Display (MID) at the top of the instrument panel. Particular effort went into designing the position and shape of the A-pillars so the driver feels reassured and can concentrate on cornering. The resulting form provides a wide field of vision that makes it easier to see what's ahead through the corners. In addition, multi-functions added to steering wheel switches and optimized layout of audio controls and the gearshift selector provide faster, more natural operation.
The seats for the new Mazda3 are designed to provide a better fit and greater holding capacity. Larger seat cushions and longer seatbacks better support the thighs and torso. On the sport-type seats for R-grade models, the bolster on the upper part of the seatback is moved inward and made firmer to realize outstanding holding capabilities.
NVH performance strikes a balance between a quiet ride and sporty engine note:
The new Mazda3 improves NVH performance while striking just the right balance between a sporty engine note and quieter, more pleasant cabin environment. Improvements to structural rigidity result in the reduction of high-frequency sounds and low-end booming caused by engine vibration input. On the powertrain side of the equation, a new quiet alternator reduces high-frequency noise, the overall design of the intake system was optimized and the resonator tuned. This establishes a balance between air resistance and external noise regulations and emphasizes sound in the 300Hz~400Hz range to produce a more satisfying engine note and sense of acceleration that corresponds with the degree to which the accelerator is pressed.
Road noise is minimized by increasing the rigidity in critical locations to suppress vibration input and the energy that transmits that vibration. The sound pressure level of road noise is improved enough to realize a quieter ride that rates high within the class.
Vibration performance is also improved to minimize vibration within the cabin for a more comfortable driving experience. Increased rigidity of the steering column support suppresses steering wheel vibration during idling and when driving. Rubber stoppers added to the engine mounts suppress shock and vibration when the engine is started, while also contributing to improved handling stability and ride comfort.
Also, to prevent exhaust system noise from permeating into the cabin, the tailpipe section of the rear bumper and the amount of rear bumper wrapping were optimized. These measures reduced the amount of booming noise from the exhaust system heard while driving.
Development also aimed to deliver a quiet cabin experience that allows for pleasant conversation or music appreciation free from sudden changes in the level of noise. This is of course true when travelling at normal speeds, but also includes when accelerating from slow to higher speeds. Optimized door mirror design, minimized windshield wiper blade protrusion, and the use of sound-absorbing material all contribute to the outstanding level of insulation from wind noise achieved by the new Mazda3.
Greater comfort and convenience:
The new Mazda3 employs a variety of equipment designed to make driving more comfortable and convenient. One example is the Multi Information Display (MID) mounted at the top centre of the instrument panel. The MID displays trip computer readout, alerts and alarms, as well as other essential information to support the driver as required.
The air-conditioning system has also been evolved. To provide top-of-class air-conditioning and heating performance along with ride quietness, the size of the heat exchanger and compressor capacity are increased, as is the volume capacity of airflow. Also new is dual-zone automatic air conditioning with independent temperature controls for each of the driver and passenger seats.
Audio system controls are positioned in the centre of the audio panel to improve operating ease and efficiency. This includes the file/track change button, which uses a large dial-type switch.
Safety and Environmental Responsibility - Advanced safety that supports exhilarating driving pleasure:
In addition to implementing improvements to passive technologies that protect the driver from injury in the event of a collision, Mazda is directing attention toward the advancement of active safety technologies that aim to prevent accidents and provide greater awareness of potential dangers. Efforts on both these fronts link directly to realizing pleasurable driving that forms the base of Mazda's Zoom-Zoom driving experience.
To establish the sense of oneness between the car and the driver that makes pleasurable driving a reality calls for making the car more controllable, which thereby enhances the driver's ability to control the car at will. That is best way to ensure safety and the true essence of driving performance. Safety and pleasurable driving are not mutually exclusive qualities. Rather, "pleasurable driving" and "safe, reassuring driving" should be considered synonymous terms.
Improving on the basic performance aspects of driving, cornering and braking, the new Mazda3 frees the driver to enjoy confidently controlling the car at will. It then adds a variety of active safety features to support a safe driving experience, including an antilock braking system (ABS) and Dynamic Stability Control (DSC). Particular effort went into equipping the new Mazda3 to better aid in awareness of potential dangers ahead and giving it the capability to better avoid collisions. For example, Bi-xenon headlamps greatly improve visibility when driving at night, and the adaptive front lighting system (AFS) helps the driver see further around corners and more quickly spot obstacles. Passive safety equipment also excels, including the Mazda Advanced Impact Distribution and Absorption System body and its rigid Triple H structure, as well as a complement of up to six airbags. To top it off, even pedestrian protection performance is improved.
Environmental technologies that aim for a sustainable future:
Under the motto of "sustainable Zoom-Zoom", Mazda is making every effort to raise the level of environmental and safety performance as we work to build cars that will let our customers continue to enjoy a pleasant driving experience well into the future. A variety of measures were implemented to improve the fuel economy and reduce the CO2 emissions of the new Mazda3. For example, Mazda designed it to demonstrate outstanding aerodynamic performance, equipped it with Mazda's Electro-Hydraulic Power Assist Steering system (EHPAS), which contributes to lower fuel consumption, reduced its weight wherever possible, and improved powertrain efficiency. The result is environmental performance that conforms to the strict regulations in the global market, while continuing to deliver the dynamic performance that customers expect from Mazda.
Mazda has also achieved recyclability ratios of over 90%. Beginning in 2005, Mazda became the first in the auto industry to implement 'bumper-to-bumper recycling technology' that takes material from damaged bumpers and recycles it to produce bumpers for new cars. With the exception of a handful of parts exempted from regulations, Mazda has eliminated the use of lead, hexavalent chromium, cadmium, and mercury. Mazda is also the first automaker to adopt a low-VOC sealer that reduces toluene emissions to one tenth that of conventional sealer products. And all our domestic production facilities have acquired ISO14001 certification.
At the launch event in Dubai, Mr. Ramachandran Krishnan reminded everyone about how Galadari Automobiles always stayed firm on their philosophy of delighting customers.
He ended by saying, "It's been a constant process of putting customers first for us at Galadari Automobiles. In 2008, we launched the new Mazda6 and the Mazda6 Ultra. We also opened new showrooms on Sheikh Zayed Road in Dubai and also in Sharjah. And now with the launch of the all-new 2010 Mazda3, we have redefined the benchmark to success - this is one more milestone in our continued mission of achievement."
Being the sole distributor for Mazda, Galadari Automobiles is all set to ensure that the all-new 2010 Mazda3 will be welcomed as the hottest, most popular sports compact in the UAE. Now available across all Galadari Showrooms in the country, the all-new 2010 Mazda3 invites you to enjoy a driving pleasure that exceeds all expectations. Indeed, the 'new wings of freedom' await you.