Mazda doesn’t want to be among the mass market anymore as they are looking to go up against Mercedes and BMW.
They do have a lot of work to do before this though as if they want to get to that level they will have to make a progressive image move. If they fail to do so they could end up just like Kia did with the K900.
Mazda cannot just enter into the luxury division like Honda were able to with the Acura or Nissan with the Infiniti. This is due to the fact that Mazda doesn’t have money or the scale to do it.
They don’t have all-electric vehicles or hybrids, so if they are going to move into the market of luxury cars they will have to start along the same lines as Porsche did, with a range that is narrow. Porsche of course is well known for offering up a huge portfolio and thankfully they have the 911 series. However success for Porsche didn’t happen overnight, they had to work hard for many years.
Mazda would have to go down the same route if they want to eventually take on Mercedes, BMW and Audi. Before they can even think about this they would need to do battle with Lexus, Acura and Genesis first.
One thing in their favour is that thanks to the Mazda 3 and 6 and the Kodo design language they can go up against the Lexus LS and Infiniti Q50. Maybe they made the first move to go upmarket with the 2016 Mazda CX-9 and the Mazda MX-5 RF.
One thing that Mazda need to do is ensure that the 2018 Mazda CX-5 loses the bland looks and it moves to being more along the same as the CX-9. If Mazda is able to do this then they would be getting closer to the premium market and their line-up should then follow on.