Mazda is going to be moving from the mass market as they want to take on BMW and Mercedes.
If they want to reach this level they are going to need to make an image move that is progressive. If not then they stand to up just like Kia with the K900. Of course Mazda isn’t able to just come up with a luxury division along the same lines as Honda did with the Acura and Nissan did with the Infiniti. This is due to the fact that they don’t have the scale or the money to be able to do so.
The car maker doesn’t have hybrids and all-electric vehicles, so should then make the move to luxury cars they are going to have to start like Porsche did and begin with a range that is narrow. Porsche is well known for offering a big portfolio and they have the 911 series to thank for that, but success didn’t happen overnight, it took years.
So this should be how things will go for Mazda if they want to come closer to the likes of BMW, Audi and Mercedes. Before they manage this they are going to have to take on Acura, Genesis, Infiniti and Lexus first.
Mazda does have a formula that is going to mean the Mazda 6 and 3 can tackle the Lexus LS and Infiniti Q50 and this is due to the Kodo design language. They started the move to go upmarket with the 2016 Mazda CX-9 makeover and followed with the Mazda MX-5 RF.
The 2018 Mazda CX-5 should lose its bland looks and make the move to be more along the likes of the Mazda CX-9. If they do this they would be taking one step closer to breaking into the premium market and the lineup of vehicles should then follow suit.