Mazda wants to move away from the mass market and head into the luxury division to go up against vehicles that come from Mercedes and BMW.
In order to do this they will have to ensure that they have a progressive image, if they don’t they may well end up like Kia with the K900. Mazda isn’t able to move into the luxury division in the same way that Honda managed to do with the Aura or Nissan with the Infiniti and this is down to the fact that they don’t have the scale or the money to be able to do it it.
Mazda does have all-electric vehicles or hybrids in the stable and so they would have to make the move into the luxury division in the same way that Porsche was able to, with a narrow range. Porsche of course now have a big portfolio and the 911 series is to thank for that. However success didn’t just happen overnight and in fact it took Porsche many years to get where they are today.
This however is the way that Mazda is going to have to go if they want to compete against Mercedes, Audi and BMW. However before they set their sights on these vehicles they will have to meet the Infiniti, Acura, Lexus and Genesis first.
Thankfully Mazda has the Mazda 3 and 6 behind them with the Kodo design language and they can take on the Infiniti Q50 and Lexus LS. The upmarket move began with the 2016 Mazda CX-9 and was followed on by the Mazda MX-5 RF.
The 2018 Mazda CX-5 should do away with the bland looks and it should be more like the 2016 Mazda CX-9. If Mazda is able to do this they will be closer to entering into the premium market and the remainder of the vehicles should follow on.