Mazda want to make the move away from the mass market and instead go up against vehicles from companies such as Mercedes and BMW.
They do need to get themselves an image that is more progressive if they wish to reach this level. If they fail to do this then they could end up like Kia did with the K9000. Mazda don’t have what it takes to just come up with a luxury division as Honda managed to do with the Acura and Nissan managed to do with the Infiniti. Honda simply doesn’t have the spare cash or the scale to be able to do this.
Honda doesn’t have a stable of all-electric or hybrid vehicles and this means that they will have to start out in much the same way as Porsche did with a narrow range. Porsche is known for its big portfolio and the 911 series, however success for them didn’t happen overnight.
If Mazda wants to get closer to BMW, Mercedes and Audi, this is what they are going to have to do. But before they takes these steps they should take on Lexus, Genesis and Acura first.
Thankfully Mazda does have the Mazda 6 and Mazda 3, this means that they can go up against the Lexus LS and the Infiniti Q50. Mazda began the upmarket move with the 2016 Mazda CX-9 makeover and they followed it up with the Mazda MX-5 RF.
Now they should offer the 2018 Mazda CX-5 without the bland looks and it needs to be more along the same lines as the Mazda CX-9. If Mazda is able to do this they are taking a step closer to entering the premium market and the rest of their vehicles should naturally follow on.