Mazda wants to make the move away from the mass market and eventually hope to be able to compete with the likes of Mercedes and BMW. Before they are able to do this they will first have to reach out to Infiniti and Acura.
Mazda is going to have to make a move when it comes to image and this should be a progressive move. Without doing so they risk ending up the same as Kia did with the K900. Mazda has some work to do as they cannot just go into the luxury division in the same way that Honda was able to do with the Acura and Nissan with the Infiniti. They simply don’t have the scale or the finances to be able to do this.
Mazda doesn’t have a stable of all-electric vehicles or hybrids, this means that they will have to follow Porsche and start off with a narrow range. Porsche does have a big portfolio but then they have the 911 series and bear in mind that they had to work hard and success didn’t happen overnight.
This is how Mazda is going to have to go if they want to be able to compete with Mercedes, Audi and BMW. Before doing so they are going to have come closer to Lexus, Acura, Infiniti and Genesis first.
Mazda does have something going for them and this is the Kodo design language and the Mazda 3 and 6 can take on the Lexus LS along with the Infiniti Q50. They did make a move to go more upmarket with the 2016 Mazda CX-9 makeover and followed it up with the Mazda MX-5RF.
The 2018 Mazda CX-5 needs to get rid of the looks that are bland and they should make a move so that they are more along the same lines as the Mazda CX-9. If the car maker is able to do this then they are one step closer to being able to enter into the premium market and the rest of the line-up will follow on.