the thing is just that the size doesn't really make sense in most places, and it's not even as cheap as the competition.
the 1.4 engine with some 15" wheels and standard power/safety features is like 20 grand.
my 3 (approximate representation here) was thousands less than that for crying out loud.
and i'm not even that crazy about its looks...but it is a lot more classy than the 500, i think (and i admit to liking the psycho grin in the front fascia). for 18k i got 16" aluminum wheels, all your standard power/tilt/cruise type stuff, bluetooth...it's just a different level of car.
and i don't say that to be snobbish. anyone who brags about their car (especially a japanese compact) is a tool, obviously. i'm just expressing what i've observed, which is that you can get a great compact for the price of most of these new subs (the 500 is almost...sub-subcompact. sub^2). i previously owned a versa which only saved me about 3k. although it was a very competent car and a hell of a roomy 'people carrier,' it just wasn't that special. it had a 6spd manual and the engine was in the 'good enough' range; even the suspension, while fairly soft and compliant, was very competent at holding a corner and responding to 'oh shit' situations.
but the mazda only lost a bit of rear legroom and a superfluous gear (the versa did kinda need the extra gear; first was really steep to help the slightly anemic low end). everything else improved. indepenent rear suspension, a stiffer chassis and generally much sportier handling, a much better feeling gearbox, more powerful engine, more seat/wheel adjustment and way better seat support, projector (halogen, but quite nice) headlamps...lots of the same stuff it had over the mazda2, also, which seemed to cost even more than the versa (~16k with basic options).
even without mazda, i would've sooner bought a civic...or am impreza...even a corolla...
i thought this thing would be like 10k. but as it's priced, it's just another 'smart' car. useless unless fitting into tight parallel parking spots is 90% of your concern when buying a car.