The Hiroshima-based automaker's ambitious bid to enter the premium segment with its new architecture of rear-wheel drive, longitudinally-engined SUVs has hit a threshold of reality. The Japanese manufacturer wanted to test the waters in the upper league with the models in the Large Product Group series — CX-60, CX-70, CX-80 and CX-90 — but the market response was not as enthusiastic as management's initial estimates indicated.
Last year, cumulative sales of the four SUVs totaled 150,637 units globally. A decent result at first glance, but which remained significantly below the target set by management, of 200,000 units.
To correct the trajectory and bring the models closer to the demands of premium car customers, Mazda CEO Masahiro Moro has announced drastic measures. It will not be a simple mid-career cosmetic change, but a profound transformation.
"We will make changes to the exterior, interior and powertrain, and implement improvements on an unprecedented scale," Masahiro Moro told the Japanese press.
The Japanese official's message confirms that the upcoming facelift will go far beyond the industry's classic recipe (slightly redesigned spoilers, new wheels and additional upholstery shades). Mazda is considering recalibrating the suspension, improving the transmission, optimizing soundproofing and a serious overhaul of the infotainment and assistance systems.
While management didn't provide an exact release schedule or specify whether all four SUVs will be updated simultaneously, the timeline points to a clear favorite: the Mazda CX-60. As the oldest model in this new series (launched in 2022), the CX-60 is the most likely candidate to lead the way for this wave of upgrades.
In Romania, as in all of Europe, the equation is slightly different from North America. While overseas the representative models are the "wide-curved" CX-70 and CX-90, Romanian customers have at their disposal the models adapted to European roads: the CX-60 (with 5 seats) and the newly launched CX-80 (with 3 rows of seats).
Mazda's strategy in Romania relied on an unexpected element in an era of downsizing: the launch of the spectacular 3.3-liter inline 6-cylinder diesel engine (e-Skyactiv D), along with the Plug-in Hybrid (PHEV) variant.
● 3.3-liter engine, a magnet for Romanians: In a country where large-displacement diesel engines remain highly appreciated on SUVs, the introduction of the 3.3-liter engine was an inspired move. The diesel variant represented a large part of CX-60 sales in Romania, being praised for its low consumption on long distances and the refinement of the 6-cylinder.
● Tough competition with the German premium segment: Romanians in the premium segment tend to remain loyal to traditional German brands (BMW X3/X5, Audi Q5/Q7, Mercedes GLC/GLE). Although the CX-60 offered top-notch finishes at a significantly lower price than its direct German competition, attracting customers from established luxury brands proved to be a slow process.
● Aspects that need improvement: The reactions of Romanian buyers have put the finishing touches on the aspects that will be improved by the new facelift: the stiffness of the suspension on our secondary roads and the sometimes jerky operation of the automatic gearbox in electric/hybrid mode at low speeds.
Mazda's large SUV segment remains a niche presence on Romanian roads — a choice for connoisseurs who want a non-conformist alternative to German classics. The arrival of the new CX-80 and the promise of "unprecedented" updates announced by the Japanese could provide the necessary impetus for the brand to gain significant ground on the domestic auto market.