The Mazda3 MPS is a powerful little motor, says Michael McAleerMotoring editor, but perhaps it's a wee bit too discreet for its own good...
What the hell does "zoom zoom" mean? That's the question we were asked recently by an ardent Mazda fan who has remained loyal to the brand since the heady days of the Mazda 626, but can't get his head around the relationship between his current Mazda6 1.8-litre and the marque's global advertising campaign.
Well, my friend, this is the car that justifies at least one of those zooms. It may seem a little difficult to grasp the relevance of the slogan when you're driving a boxy Mazda2 or an entry-level 1.6-litre Mazda3 saloon. Yet Mazda has always kept its foot on the performance ladder, thanks to models like the glorious MX-5 and the racy RX-8.
This, however, is something altogether different. While the other two are great fun to drive and continue to have an impressively high head-turning quotient, this quiet little hatchback is the quickest Mazda on the market. A look at the statistics soon shows that it's hardly surprising: they've taken the average shell of a Mazda3 and wedged the 2.3-litre four-cylinder engine from the Mazda6 MPS under the bonnet.
With due deference to sister company Ford and its well-established pedigree in this field - consider the RS and ST versions for example - Mazda has borrowed some of its engineering to create a set of range-topping models in the hope of providing some halo effect to the likes of my friend in his 1.8-litre Mazda6 and regular Mazda3 owners.
While the three-letter signature bears none of the kudos carried by the likes of VW's Gti or Honda's Type R, these things take time to establish themselves and certainly starting out with a 255bhp powertrain that offers a 0-100km/h time of six seconds is one way to make a statement that this is more than an idle threat or marketing gimmick.
Yet the strategy with this Mazda3 seems a little different from rivals like VW, Honda and even Ford in that the Japanese brand has opted for a true "Clark Kent" approach in terms of appearance - mild-mannered in looks, but supercar chaser at the flick of your right foot.
While we're normally a big fan of the "Clark Kent" car format, the problem here is that it can be a little too discreet. If it carries those little Gti letters on its tail - or even RS - then enough people get the message.
For virtually every other road user we came across, MPS was something you needed to see a doctor about.
The only distinguishing marks on this Mazda3 were 18-inch alloys, a really discreet rear spoiler and a set of big bore exhausts. That means only the most ardent rally jacket-clad enthusiast will be able to spot the fact that you've spent over €15,000 more than the average Mazda3 owner. And let's be honest: nobody wants to suffer that sort of expenditure only to go unnoticed by the neighbours.
VW suffered that fate with the last generation's GTi, which was too discreet for its own good. This time they've changed the front significantly and for all its driving ability, the more prominent look has certainly helped sales.
If the looks are a disappointment to the performance brigade, then the performance should go some way to easing their pain. From the moment you tickle the throttle, you know that whatever about no one noticing the extra cash outlay, at least from behind the wheel you're going to notice the difference.
With all that power going through the same two wheels that are also responsible for directing the car, the end result can often mean that those two tyres up front have just too much responsibility for keeping everything in order. There's an increasingly outdated rule of thumb for front-wheel-drives: more than 200bhp and you're becoming a passenger.
As with all these rules, engineers are pushing out the boundaries and 200bhp is no longer the limit. However, 255bhp may just be over it for the moment.
From the driver's seat, there's the little matter of "torque steer". In layman's terms this means that while the 255 horses try to lay their hooves on the ground and you try and point them in the right direction, there are moments when it seems they prefer to do their own thing.
Mazda has made some allowances for this, with a revised steering system, stiffer springs and better dampers, but the experience is still rather off-putting. It's not quite in the same league as the previous Ford Focus RS, which left many drivers feeling as if they've had their morning workout during the run to the shops for the paper, but the tyres would need to have glue-like adhesiveness to avoid the inevitable spinning wheels when you take off from lights.
It's a popular way to announce yourself if you're a baseball-clad yob, but it's not ideal when you're pulling off from in front of a neighbouring national school; as I can attest.
Apart from this minor inconvenience - the cross you must bare to have such a powerful stable out front - we found that once up and running, the handling was impressively accurate. Mazda has fitted this MPS with a new limited slip differential to provide torque to the inner wheel during hard cornering, while volume and boost pressure controls suppress sudden torque peaks.
OF COURSE THE RIDE will rattle your granny's dentures, but then every hot hatch will, and it's the price you pay for being able to get through corners without the slightest bodyroll; as if the car was on rails.
That's when you are in the mid-rev range and the turbo whine is singing. Change gear in the six-speed manual transmission and that evident torque steer returns - even in second and third gear. The short-throw changes are well-suited to the car, even if the gates are rather clunky.
Interior changes are as subtle as the exterior, with only wide-berth bucket seats to tell it's something special. Our test car came with the optional leather trim that added €2,000 to the price tag and you'd have to wonder if you'd ever get that sort of outlay back in the resale.
There's no questioning the MPS performance on paper. It's faster in the 0-100km/h sprint and has more power from its 2.3-litre unit than either the Astra OPC or Focus ST. For all that though, it lacks the prestige of the Golf - and its premium feel. It also lacks the raciness and driving pleasure of the ST.
Starting at €35,000, it's a lot of money for a car that doesn't really stand out from the crowd and doesn't give its owners the pride of ownership that comes with competitors. Mazda needs to make more of its MPS range and perhaps the subtle approach was the wrong one to take when trying to introduce a new hot hatch version to market.
Factfile:Mazda3 MPS CC: 2261 BHP:260 0-100km/h: 6.1 seconds Top Speed:250km/h Consumption:9.7 L/100km (29.1 mpg) Price:€35,995
ENGINE:
2261cc 16V turbocharged four-cylinder engine putting out 255bhp @ 5,500rpm and 380Nm of torque @ 3000rpm. It features a six-speed manual, front-wheel drive with limited slip differential for maximum traction.
SPECIFICATION:
Leather steering wheel with steering wheel audio controls; trip computer; front and rear electric windows; driver, front passenger and front side airbags.
Over and above the regular Mazda3 features: Dynamic Stability Control (DSC), Traction Control System (TCS) and Limited Slip Differential (LSD); 18" alloy wheels in 10-spoke design. MPS Sports styling with bodycoloured front grille and bonnet designs, aerodynamic front and rear bumpers, side skirts and rear lip spoiler, optional leather sports seats with stitched MPS logo (€2,000), large chrome exhaust trim.6-disc CD autochanger, Climate control air conditioning.
L/100km (MPG)
Urban: 13.5 (20.9)
extra urban: 7.5 (37.7)
combined: 9.7 (29.1)
CO2 emissions:231g/km
Annual road tax: €755
Price:€35,995