Mazda is hoping to make the move away from the mass market and they want to cuddle up alongside BMW and Mercedes.
If they want to do this they are going to have to come up with an aggressive move for their image if they don’t want to end up like the Kia K900. Of course making the move to form a luxury division isn’t possible, like Honda and Nissan, due to the fact that Mazda doesn’t have the scale or the finances to be able to do so.
Mazda doesn’t offer hybrids or all-electric vehicles and this means that if they want to make the move to luxury vehicles they would need to copy the narrow range that Porsche offers. Porsche does have a big portfolio due to the 911 series, but then this took many years to achieve.
Before Mazda can cosy up alongside the likes of BMW, Audi and Mercedes, they are first going to have to take on Acura, Lexus and Infiniti.
Mazda does have the Kodo design language and this does mean that the Mazda 3 and 6 is able to match up to the Lexus LS along with the Infiniti Q50. The upmarket move started with the 2016 Mazda CX-9 and it has moved to the Mazda MX-5 RF.
The 2018 Mazda CX-5 did manage to get rid of its bland looks and now it looks more like the CX-9. Mazda is going to move a step nearer to getting into the premium market and the remainder of the Mazda vehicles is going to follow on.