Mazda is expecting its new Mazda3 to boost its C-segment sales by 66.6% in the UK compared to the outgoing model.
The current generation Mazda3 will sell 6,000 this year and Mazda UK managing director Jeremy Thomson believes the new model will sell 10,000 in 2014.
He said: “Dealer reaction has been very positive so I think that 10,000 is a conservative estimate.”
The C segment is dominated by fleet which accounts for 70% of total sales. Thomson expects that to be reversed with 70% of Mazda3 sales to private customers and only 30% to fleet.
Mazda will be using the image of athlete Dick Fosbury and his famous backward flip high jump of 1968 to launch the new Mazda3.
Thomson said: "It's one of many examples of people who have challenged convention that we will use and is an easy way to show what Mazda is doing.
"You don't have to be a sports fan to know about Dick Fosbury."
Previous campaigns, introducing customers to SKYACTIV technology and Kodo design, have been more introspective, focusing on how Mazda as a company has changed and challenges convention, said Thomson.
"We're moving on, looking outside the company at how other people have challenged convention, adding substance to our promise," he said.