Mazda wants to make the move away from the mass market as they are hoping to take on the likes of the Mercedes and BMW.
However if Mazda wants to get to this point they are going to need a progressive image move. If they don’t do this they risk ending up looking like Kia with the K900. Mazda won’t be able to just make a luxury division as Honda did with the Acura and Nissan did with the Infiniti. The reason being that they don’t have the money or the scale to be able to do it.
Mazda doesn’t offer up all-electric vehicles or hybrids and this means that they will need to start like Porsche and offer a narrow range. Of course Porsche is well known for their big portfolio and this is due to the 911 series of vehicles, which did take them many years, it didn’t just happen overnight.
So it looks like this is how Mazda are going to have to do things if they want to take on the vehicles offered by Mercedes, Audi and BMW. Of course before they do this Mazda is going to have to tackle vehicles such as those from Acura, Infiniti, Lexus and Genesis.
Thankfully Mazda do have a formula and so they can take on the Lexus LS and Infiniti Q50 thanks to the Mazda 6 along with the Mazda 3 and its Kodo design language. Mazda did start to make the move with the 2016 Mazda CX-9 and they followed it up with the Mazda MX-5 RF.
The 2018 Mazda CX-5 needs to have to lose the looks that have been described as being bland. Now it needs to move closer to the likes of the Mazda CX-9. If this happens they would at least be a step closer to coming to the premium market and the rest of the line-up should then follow on.