Mike (Michel) Benchimol became president of Mazda Canada Inc. in 1997.

He joined Mazda Canada in 1987 as vice-president of sales after working for Nissan for 12 years. Before that, he was with American Motors until its merger with Renault in 1974. He has a bachelor of commerce degree from Sir George Williams University in Montreal.

A passionate golfer, he is 58, married and has two children.

Vaughan: I know, I know, Mazda3 is Canada's hottest-selling passenger car, taking the title from the aging Honda Civic. But, Mike, what amazes me about this is that you're selling as many 3s in Canada as in all of the United States -- the market's 10 times bigger. What's this telling you about the differences between Canadian and American buyers?

Benchimol: Actually, Michael, this is a very good example of what makes Canadian consumers different from American consumers. You know, the Mazda3 has been a resounding success in every market where it has been launched, and our American counterparts are very pleased with its acceptance there, where the compact segment represents a much smaller proportion of the total market than it does in Canada.

Why is that? Well, we have much less disposable, after-tax income than our American neighbours and consequently we have to make our loonies stretch as far as possible. We also face higher gasoline prices.

So, the bottom line is Canadians, more so than Americans, place a greater emphasis on value and that leads to the purchase of smaller vehicles.

Vaughan: In ancient history Mazda also used to have the best-selling small pickup truck in Canada. Now you don't even make one -- of course, you do sell that Ford Ranger rebadged as a Mazda.

Why doesn't your controlling partner Ford give you enough dough to design your own pickup, which would probably blow the doors off the Ranger?

Benchimol: You are right, Mazda's B-Series pickup trucks have a long history in Canada. In fact, Mazda has been selling pickup trucks since it began operations in Canada back in 1968. Even to this day, the B-series pickup truck is very popular. It is the best-selling compact pickup of any import brand and has been for the past 16 years.

As for the dough, our business partner is very shrewd. Their position is "if you want it, earn it," which is, generally speaking, a good business philosophy.

Vaughan: While we're talking rebadging, the Ford Freestar isn't exactly flying off the dealers' lots. Maybe Ford should cancel it in and rebadge your MPV as a Ford.

Benchimol: Michael, rebadging is a dirty word in our industry now. Even the term "platform sharing" is becoming passé. We have some excellent partners to work with within Ford Motor Co. that allow us to cost-effectively design and build some outstanding vehicles and realize cost efficiencies through design co-operation.

The Mazda3 is a very good example. It was designed alongside the new Volvo S40 and the European version of the Ford Focus, yet each of these vehicles looks, feels and drives totally differently from one another.

And if, in the future, we work on a minivan together (and I'm not saying that we are), the same principles will apply.

Vaughan: The Miata has been around for 14 years and hasn't changed all that much because it works as a simple, lightweight, convertible sports car. But now you're loading it up with some turbocharged engine. Is this a sign that the Miata's on its last legs -- or worse still that it's going to change into another muscle car?

Benchimol: Let me reassure you, and the 700,000 Miata owners around the world, the Miata continues to be true to its original mission.

It is still the best example of an affordable, lightweight roadster. You know, the Miata is not about muscle, it is about finesse. The original design team likened it to the "one-ness between horse and rider" and Mazda has not strayed from that intention.

Sure, over the years the Miata has increased in size and weight, but for anyone who really loves to drive, there isn't a more satisfying car available, anywhere, at any price. And the limited availability of a turbo and 178-horsepower just whets the appetite even more.

Vaughan: And speaking of muscle, the RX8 "as is" will easily do 150 miles an hour (excuse me; 242 kilometres per hour). Anyway, that should be enough. I hear you are almost doubling the horsepower in a new model? How fast do you have to go?

Benchimol: Michael, you must know something I don't about the RX-8.

Michael Vaughan is the co-host with Jeremy Cato of Car/Business, Monday nights at 8:30 p.m. on Report on Business Television. Michael Vaughan Live is on at 8 p.m. Monday to Friday.