Mazda is hoping to make the move from the mass market and tackle the likes of BMW and Mercedes.
If they want to reach the level they are going to have to move progressively for image. If they don’t they stand to end up just the same as the Kia K900. Mazda is unable to make a luxury division like Nissan and Honda did with the Infiniti and Acura because they simply don’t have the scale or the finances to be able to do this.
Mazda doesn’t offer hybrids or all-electric vehicles right now and if they were to make the move to luxury vehicles they would be doing so along the same lines as Porsche did with the 911. Of course the Porsche 911 series does offer up a big portfolio which did take the company many years to achieve.
As things are at the moment with Mazda, before they are able to tackle the likes of BMW and Mercedes they will need to overcome Lexus, Infiniti, Acura and Genesis first.
Mazda has the Kodo design language and this is a formula that allows the Mazda 3 and the 6 to go up against the Infiniti Q50 and the Lexus LS. The upmarket move began with the 2016 Mazda CX-9 overhaul and followed with the Mazda MX-5 RF.
The 2018 Mazda CX-5 is going to lose the looks that are bland and it should come with looks that are more along the lines of the CX-9. Which would allow them to move another step towards getting into the premium market, the remainder of the Mazda vehicles would then follow on.