Mazda wants to move away from the mass market and they are looking to take on the likes of Mercedes and BMW one day.
However for them to be able to reach that level they know that they have to make a progressive move when it comes to image. Otherwise they may end up like the Kia and the K900.
They cannot just form a luxury division along the same lines as Nissan did for the Infiniti or Honda for the Acura as Mazda doesn’t have the finances or the scale to do that.
They don’t offer up all electric vehicles or hybrids at the moment, so if they should move into luxury vehicles, they would have to copy the narrow range of Porsche. Of course they have a huge portfolio thanks to the 911 series, which has taken them many years to achieve.
Still, this is how things are going for Mazda and before they can get alongside with Mercedes, Audi and BMW, they are going to have to tackle Lexus, Infiniti, Genesis and Acura first.
Thanks to the Kodo design language, Mazda has come up with a formula that will allow the Mazda 3 and 6 to match up to the Lexus LS and Infiniti Q50. The move to go more upmarket started with the 2016 Mazda CX-9 overhaul and then the Mazda MX-5 RF.
The 2018 Mazda CX-5 may shed off the bland looks and take on looks more akin to the CX-9 and they would be able to move one step closer to their ambitions to break into the premium market. We are expecting the rest of the lineup of Mazda vehicles to follow suit.