Not sure if its also true in the rest of the world, but here in New Zealand Mazda has started an advertising campaign claiming 'You'll always remember your first Mazda3' which sounds suspiciously like the old Mini advert 'You never forget your first Mini'.
Of when British Leyland did it back in the 20th Century the Mini has a record of sporting and consumer success behind it, it was already an all-time classic and it had transcended class boundaries to truly become a car of the people.
The Mazda3? Not so much. An innocuous enough hatchback or sedan with barely a family tree behind it at all.
No, Mazda, you may be a byword for reliability, but advertising excellence remains firmly out of your grasp.