If you are going for a Mazda 3, from my recollections of past years they don't do any better deals in January. They have a new 3 coming out in Feb? the 3 is already advertised at $19,990 da, I doubt you'll see much better advertised. I think Mazda have the benefit of demand, selling everything they bring in, so they don't have to do big discounts to move stock, but obviously once the new model is here they will want the old ones gone. It sounds like the new 3 will be more expensive than the current car, so if you want a new 3 now, I would say go for it. If you are thinking Toyota, perhaps January deals may be a little better than December. I don't think you can go wrong with either, Toyota has the capped price servicing, but probably not a big deal in the overall buying decision.