The new Mazda 3 which has just been launched is up against strong competition in the small family car segment of a shrinking market.

There is VW Golf, the new Opel Astra, the Toyota Auris/Corolla and of course the top seller, the Ford Focus. But Mazda has a trump card or two to play when the selling season gets under way in January. One is that the Mazda 3 is a Japanese car built in Japan. That is why, Mazda marketing people point out, the 3 has constantly come out as a winner in reliability and got recognition for having least time off the road in a number international quality tests.

The second card mentioned at the launch was that their model was new (although it was launched in the UK last May) whereas the top selling Focus is due for replacement next year. Brand new models like the 3 and Astra are bound to knock some of the shine from the Ford crown.

Both brands are banking on the sales of their 1.6 litre diesel models which gain tax advantage and lower pricing from their cleaner engines. The Focus has a 90 bhp unit and the Mazda a 109 bhp power plant developed in-house. Both get ESP type stability control and air conditioning in their entry level models, the Ford Style and the Mazda Comfort, but the Ford 5-door comes in at €20,750 and the Mazda hatchback will sell at €21,615. Both have annual road tax of €104, the lowest rate possible but the €855 price advantage favours Ford at the crucial entry price level. Mazda is expecting a 65/35 sales graph in favour of the 4-door saloon and here the Executive version is €500 cheaper at €22,115 than the 5-door equivalent model.

Many will view the saloon version as a more substantial looking car and Mazda may well have their sales strategy right. The Corolla, 4-door saloon, is selling reasonably well for Toyota, but Mazda marketing people point to the fact that it is not built in Japan and the diesel Auris is dearer than their model.

There is also a 2.2 litre diesel in the Mazda line-up with €302 road tax and a 1.6 litre petrol model with similar road tax. The 2.2 litre with the top level Sport trim comes in at €26,625 and the petrol version is €21,115 in the Comfort specification. A 2-litre petrol model automatic transmission costs €26,115.

Standard equipment on all models includes the full list of braking aids, front, side and curtain airbags, electric front windows, mp3 capability and the diesel models come with manual air conditioning.

The Executive versions get steering mounted radio control, all round electric windows, 6 speakers, 15" alloy wheels and heated and folding wing mirrors.

The new model comes with striking lines set off by the sculpted bonnet and front lights which reach from the grille to almost midway over the wheel arches. Inside gets a high level of design and quality materials and there is a good and comfortable driving position. The overall feel makes some of the competitors seem dated.