The 1.5 Vios has decent sound insulation, but it's still noisier. The new Mazda3 also has softer springs. It's not as rigidly controlled as the old Mazda3 (which is bad if you're a boy-racer), but it's still 100% better than any non-Mazda/Ford compact on the market right now.

And the funny thing... A Toyota will understeer no matter how sticky the tires you put on it (found this out at the World of Toyota, where I had a chance to drive a "G" on low-profile Potenzas), whereas a Mazda3 will turn in beautifully on the crappiest rubber known to man.

True, the "3" is a questionable value in terms of economy and resale compared to the Vios... but for the same price, you're buying more luxury and solidity. That's got to count for something.