Mazda is going to getting closer to the likes of the Mercedes and BMW and to do this they are going to have to make the move away from the mass market.
Before Mazda is able to take on the BMW and Mercedes they are first going to have to creep closer to the Honda Acura and the Infiniti. Before they do anything they will need to make a move for image that is progressive, if they don’t they will end up just like Kia and the K900.
Mazda is going to have to work hard as they cannot just make a luxury division the same as Honda did for the Acura and Nissan did for the Infiniti. They simply don’t have the money or the scale to do this.
Mazda doesn’t have all-electric or hybrid vehicles and this means they will have to move into making luxury vehicles just the same as Porsche did when they started out and this is with a range that is narrow. Porsche does have a portfolio that is big thanks to the 911 series. Of course this didn’t happen overnight as it took Porsche many years to enjoy what they have today.
If Mazda does want to come closer to BMW, Mercedes and Audi they will first have to take on such as Lexus, Genesis, Acura and Infiniti first. Thankfully they do have a winning formula thanks to the Mazda 3 and 6 and they can take on the Infiniti Q50 and Lexus LS with the Modo design language.
Mazda began to make the move upmarket when they designed the 2016 Mazda CX-9 makeover and then followed it up with the Mazda MX-5 RF.
The 2018 Mazda CX-5 does have to lose the bland looks if the car maker wants to move to be like the Mazda CX-9. If Mazda can do this with the CX-5 they will have taken another step closer to getting into the luxury market and their line-up of vehicles should then follow suit.