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Depends, really. I think you're going to find people opting for the VW versus the Mazda based solely on the diesel powerplant and the overall "refined" nature of the car. Nothing against the Mazda, I'd probably end up choosing it by days end as well, but we all know how crazy Volkswagen fans are (myself included).
Just a hunch here, but the VW is likely to become even more of a "hairdresser's car" than the Mazda has got the reputation of, simply because of the people who buy VWs just for the badge. I doubt anybody buys an MX-5 because it's a Mazda, but I expect people will buy the BlueSport because it's a VW.
But certainly the diesel thing will be popular, I think. But in the UK, the BlueSport will be a good £6k more than the base MX-5 so buying the VW because it's a diesel would be nonsensical - £6k would get you years and years of (cheaper) petrol before the VW's economy advantage would finally come into effect. So people will really have to want the VW for it to be a success over here. Doubtless it will, because the UK has a very high proportion of badge snobs.