Mazda will be making a move away from the mass market as it seems that they want to take on vehicles from Mercedes and BMW.
However if Mazda does want to get to this level they need a more progressive image. They need this as they don’t want to risk ending up like the Kia K900. Mazda doesn’t have what is needed to come up with a luxury division in the same way that Honda did when they launched the Honda Acura or Nissan with the Infiniti. They simply don’t have the cash to spend or the scale to be able to do this.
Bear in mind also that Mazda doesn’t offer a line-up of all-electric vehicles or hybrids. This means that they will have to move to the luxury arena in much the same way that Porsche did and this is with a narrow range. Porsche does have a big portfolio and the 911 is to thank, however this success didn’t occur overnight.
Mazda is going to have to do the same before they can get alongside the vehicles of Mercedes, Audi and BMW. Before they get anywhere near they are first going to need to tackle Lexus, Infiniti, Acura and Genesis first.
Mazda does have the Mazda 3 and 6 with the Kodo design language and this means they can take on the Infiniti Q50 and the Lexus LS. Mazda did begin to go upmarket with the 2016 Mazda CX-9 and then the Mazda MX-5 RF.
What does need to happen is for the 2018 Mazda CX-5 to ditch the bland looks and be more like the Mazda CX-9. If Mazda is able to do this they stand more chance of getting into the premium market and their vehicles should then follow suit.