2002 Mazda Protege5 and MP3...continued

Ford has partnered with Mazda for a long time, and now they take a more active part. They streamlined corporate operations, trimmed the confusing product line and closed down some lackadaisical dealers. Now Ford has given Mazda the opportunity to show its strength with leadership in small four cylinder engine development for the entire company, and has infused cash, purchasing and joint product development support.

This has resulted in the value packed MPV minivan, and recently the thrifty and capable Tribute sport ute. Last year's redesign of the ProtŽgŽ provides the basis for these specially focused models.

Ever since its last rework, this has been one of the under-rated cars, with great packaging and the handling that Mazda is famous for. They run all their designs through their Opti-space computer program that squeezes the last fractions of an inch of people space from a design, and when added up they wind up with small exterior packages with surprisingly large interiors. Last year they added a few more posh features and a bit larger engine to address the directions the buying public is heading.

A lot of the younger buyers are not as fixated on the big utes, and convenience is paramount. Americans seem to have forgotten the flexibility of the hatchback, but overseas buyers haven't and Mazda gives us a version of their most popular Euro and Asian body style in the Protege5. It has plenty of room in the rear seat, and still has a remarkably spacious rear storage, even enough for a four person weekend trip.

While not a powerhouse, the P5 has all the oomph needed to get three adults from sea level to the observatories on this island, the better part of three miles above sea level. Our 90 minute trek was not without some puffing from the noble little powerplant, but it was beyond the capability of many others.

Marketing VP Steve O'Dell points out, "With attention to the adventuresome products that people can't get elsewhere at a value price, Mazda is rebuilding its loyalty. Our recognition as a brand is the highest in ten years, and we are countering the gloom that the media seems to visit on us. This doesn't meet the facts, and if we keep this up we can talk ourselves into a recessionary industry."

Mazda predicts that ProtŽgŽ5 will account for 10-15 percent of their segment sales, and don't be surprised if that percentage rises. Focus has found acceptance with their hatch, and more are on the way, even from folks like Mercedes.

Everyone is trying to shape their products to gain a foothold with the youth market, and without any conscious effort Honda has typified what a lot of our kids seem to want. Instead of souping up Camaros and Explorers, an entire culture has grown up with small, highly modified 'rice rockets' based on Honda Civics, Toyota Paseos and Mitsubishi Colts. These gain expressive paint, graphics, body add-on and wheel modifications, and the more adventuresome owners modify or replace the engines.