Mazda Motor Corporation has announced the sales launch of the all-new Mazda Axela (known overseas as the new Mazda3) in the Japanese market. Mazda’s mainstay model has been fully redesigned and updated with a host of new features, including the ‘i-stop’ engine stop/start system.

Since the Mazda Axela first debuted in October 2003 it has become a core model in Mazda’s lineup, selling over two million units worldwide and currently comprising over a third of its annual global sales. For the second generation Axela, the development team was determined to once again exceed customer expectations. As a result, the new model inherits and evolves Mazda’s highly acclaimed sporty performance and exterior styling. Additionally, it arrives with an outstanding interior with greater quality and functionality, and offers advanced environmental and safety features.

All 2.0-liter front-wheel-drive (FWD) models are equipped with i-stop, Mazda’s unique engine stop/start system, which uses combustion energy to restart the engine in just 0.35 seconds, about half the time of most other competing systems. The i-stop system also suppresses noise and vibration as the engine shuts down and restarts, ensuring that drivers experience a natural driving feel with no sense of discomfort. Prices for models with i-stop start from an affordable 1,890,000 yen (including sales tax).

The 2.0-liter FWD Axela with i-stop provides 15 percent better fuel economy than the previous model.^*1 The 1.5-liter Axela models are newly equipped with a continuously variable transmission (CVT). This combination enables a sporty ride and top class fuel economy^*2 of 18.4 kilometers per liter. All models in the Axela range qualify as Super-Ultra-Low Emission Vehicles (SU-LEV), achieving exhaust emissions that are at least 75 percent lower than the levels required by the Japanese government’s 2005 exhaust emissions standard. Additionally, six of the nine model grades qualify for Japan’s eco-car incentive program as well as tax reductions of 50 or 75 percent under the government’s eco-car tax reduction program.

Together with its superb environmental performance, the new Mazda Axela also boasts more spirited driving performance. Mazda’s engineers achieved notable weight reduction while efficiently increasing the vehicle’s body rigidity, and reworked the aerodynamics so that the new Axela provides enhanced handling and straight-line stability at high speeds. Drivers can enjoy substantially improved comfort and cabin quietness due to reduced road noise, engine vibration and wind noise.

The updated exterior design, which features a new version of Mazda’s hallmark five-point grille, carries forward the original model’s sporty impression and injects an added touch of dynamic and refined styling. click here to read the rest of the article

We can’t help thinking that the designers over at Mazda have taken criticism of the dull-looking Mazda3 MPS to heart. In a fit of rage it seems someone started sketching big wings and a crazy bonnet scoop on to the car and these have somehow made it to production.

The new Subaru Impreza-esque face is not bad-looking by any means but it is a bit like Colin from accounts putting on a spangly disco suit for the Christmas party.

Joking aside, the fact that the car never looked like it was a fire-breathing 256bhp monster – one of the most powerful hatchbacks ever – has now been rectified, and it has a new lease of life.

There are now chunky alloys, a roof spoiler and a curiously smiley face surrounding the 2.3-litre DISI turbocharged engine. The car should hit 60mph in around 6 seconds and reach 155mph.

It is slightly lighter than the previous car and thus has better economy. It will be first seen at the Geneva motor show in March and should arrive in Britain in the following months.

Mazda has released a video teaser of its new 256bhp baby. It doesn't tell us much about the new car, but gives us a glimpse of what it looks like on the road. And thankfully not a 'zoom-zoom' in sight...