AT LEAST two car companies are lowering their prices as we head towards another frantic new year sales season.

This is expected to be a bumper year for sales, with lots of SSIA money floating about, but Mazda is on a sales improvement mission and has cut 300 off the entrylevel Mazda 3 and some other models. This is a pricing strategy adopted by the new companyowned importers, Mazda Motor Ireland, which has taken over distribution from the MDL group.

Also, expect Citroen to adopt a different pricing policy . . . out go the big discounts on certain key models; on the way are more finely tuned prices.

The price of the Mazda 3 1.3-litre five-door Comfort was 19,945, but the company now quotes 19,645 to attract those who have a budget ceiling of 20,000. This is an exworks price. Some dealers have a pre-delivery charge now as high as 500, so the price goes back up over the 20,000 mark again.

Charging for pre-delivery work is common practice but the level of the cost has risen recently and is a cause of concern to some importers. But as is custom and practice with new car sales, would-be purchasers should always demand a 'cash sale' price reduction, even if there is a credit transaction. This does not apply when trade-ins are involved, but as the country is awash with secondhand cars, avoid the punishing glut prices that are bound to be offered by selling privately if at all possible.

But back to Mazda 3. Now there is a very wide choice of models, 15 in all, compared to half that number earlier in the year. The new version has important engineering changes with less dramatic bodywork styling. There are new bumpers, grille and lights and the body is now more aerodynamic.

The important changes are less obvious. The body is stiffer, so there will be less vibration and the suspension is up to the standard of the leader in this area, the Ford Focus. Mazda 3 now shares the same platform as the Ford Focus and it shows in the excellent handling.

It may not be the most excitinglooking car on the road, but Mazda has tweaked the aesthetics. There has also been important engineering work which makes the car even safer. Along with the strong record of reliability that Mazda models have, these developments should encourage new buyers. One of the best reasons for buying a Mazda is that it is a Japanese car built in Japan and there are rarely any build quality problems which means good residual values even when the car is many years old.

There is vicious competition in the small/medium family car sector, with strong competition from market leaders Ford Focus, Toyota Corolla, VW Golf and Opel's Astra.

The Sport version with the 105 PS output engine comes with a good package of safety features and goodies.

Along with the anti-lock brakes, there is a dynamic stability programme and traction control to cut down on the possibility of nasty experiences in poor driving conditions or from overenthusiastic driving. Inside the cabin there is a six-disc CD player, trip computer, four electric windows, good driver seat adjustment, eight airbags, remote central locking and steering wheel controls for the entertainment system.

The car drives well, seats are comfortable and the driving position is good, with all controls within easy reach. Legroom front and rear is adequate for tall people and the boot is very spacious and easy to load. The average fuel consumption runs at 7.5L/100kms, slightly higher than Mazda's figures of 6.9L/100kms, but this is about average for this size of car. It takes the legal motorway speed of 120km/h in its stride and cruises easily here.

The ex-works of the Mazda 3 Sport 1.6 litre is 24,995 and the retail price is 25,495 which is about the same as the Ford Focus Zetec Connection four-door model with a 1.6 100 PS output engine.

There is a 1.6 TDi diesel option with a 110 bhp output engine which also offers a good level of trim. The Mazda 3 comes with a three-year warranty.

VITAL STATISTICS

Model Mazda 3 4-dr Sport
Engine 1.6 litre 105 PS 16 valve
Length 4,490 mm
Width 1,755 mm
Height 1,465 mm
Wheelbase 2,640 mm
Acceleration 0-100km in 11.2 secs
Top speed 182 km/h
Transmission five-speed manual
Economy 6.9l/10km
Price 25,495