The new Mazda2, the first of Mazda's second generation of Stylish, Insightful and Spirited vehicles is expected to appeal to a younger buyer.

Style is the number one reason for purchase in the light car segment and Mazda Australia's in-house research shows that the new Mazda2 is one of the most eye-catching in its class.

The Mazda2, first presented at this year's Geneva Motor Show, begins the next phase in the history of the company. This is not a simple model change, but the first product of a further developed new generation of Mazda automobiles. It not only continues the Zoom-Zoom idea, it stands out in an increasingly competitive environment with clever and fresh technical solutions. To achieve this, Mazda considered customer demands across the globe.

The main goal of the Mazda2 development team was a further sharpening of Mazda's brand values - its distinctive design, exceptional functionality and agile handling.

At the same time, the team aimed at a further improvement in ride comfort and operating smoothness, but always bearing in mind the need for safety and environmental friendliness. With this special combination of virtues, the new Mazda2 will strengthen the brand's DNA and Mazda's presence in the global light car segment.

The car's design appeal, as well as the new Mazda2's other class-leading attributes, is expected to see the percentage of potential buyers aged under 30 years increase to 55 per cent from 30 per cent for the superseded model.

Females buy more light cars than males and are again likely to make up about 75 per cent of Mazda2 sales.

The split between manual and automatic versions is expected to remain unchanged at 40 per cent manual, 60 per cent automatic.

Priced from $16,500, the new Mazda2 Neo offers outstanding value. At just $165 more than the superseded model the new car adds about $1000 of new standard features.

These include but are not limited to ABS with EBD and EBA, remote locking, driver's seat height adjustment, a centre rear headrest and an AUX jack that enables any MP3 player (including iPod®) to be played through the car's stereo.

Air-conditioning, power windows and mirrors, an MP3 compatible CD player with four speakers and whiplash minimising front seats are also part of the package.

Neo sales are expected to make up 55 per cent of new Mazda2 sales over the life of the car.

The new Mazda2 Maxx adds 15 inch alloy wheels, six-disc CD player, steering wheel mounted audio controls, silver trim highlights on the steering wheel and a rear spoiler. It is priced from $18,710 and is likely to account for 25 per cent of sales.

Boasting a body kit, the range-topping Genki model now comes with 16 inch alloys, unique seat trim, six airbags, leather-trimmed steering wheel and front fog lamps.

It is priced from $20,845 and is expected to represent 20 per cent of sales.

The new Mazda2 becomes the first Mazda and the first Japanese model in the light car class available with DSC and Traction Control System (TCS). DSC is a state-of-the-art automated anti-skid system that helps prevent front or rear wheel slides.

Together with front side and head protecting curtain airbags (taking the car's airbag count to six), about 20 per cent of Neo and Maxx customers are likely to tick the safety option box. The safety pack is priced at $1100.

Genki comes standard with six airbags, so DSC will be offered as a stand alone option. It is priced at just $700 and 5 per cent of customers are expected to buy it.

It is available in a range of 11 colours including several new hues. These are Spirited Green, Golden Yellow, Golden Red and Metropolitan Grey. Mazda does not charge extra for mica or metallic paint.

A range of dealer fit accessories will also be available including a Bluetooth hands free phone kit and rear park assist sensors.

Mazda Australia's National Marketing Manager, Alastair Doak, said: "The new Mazda2's great looks, added value, improved active and passive safety credentials and reduced environmental impact will be significant drawcards for the car's younger customer base.

"With a targeted launch campaign themed on fashion and style primarily aimed at younger female buyers, we expect the new car to immediately grab a larger slice of the booming light car market."

Mazda Australia expects to sell about 850 new Mazda2s a month, a significant 89 per cent gain on the 450 a month average life cycle sales of the superseded car.