Mazda's Big Bet on Bigger SUVs: Are They Finally Finding Their Groove?
It’s always a fascinating dance when a car manufacturer rolls out a whole new family of vehicles, especially when they’re aiming for the premium end of the market. Mazda's latest gambit with their CX-60, CX-70, CX-80, and CX-90 models is a prime example of this. Personally, I think it's a bold move to introduce four distinct, yet closely related, SUVs simultaneously. The initial reception, while not a complete flop, has been a bit of a mixed bag, and it's intriguing to see how Mazda is navigating this. They're now reporting that these larger platforms are starting to hit their stride, drawing parallels to the sales figures of their predecessors, the CX-8 and CX-9. What makes this particularly interesting is that the older models were, frankly, getting a bit long in the tooth. So, seeing the new kids on the block match them is a sign of progress, but perhaps not the runaway success they might have initially hoped for.
The Numbers Game: Progress, But Not Perfection
Let's look at the figures. In the past year, these four SUVs collectively shifted 10,355 units. The CX-60 led the charge with 5,410 sales, followed by the CX-80 at 3,851. This is indeed comparable to the 10,105 units the CX-8 and CX-9 managed together in 2023. From my perspective, this parity is a double-edged sword. On one hand, it shows that Mazda has successfully transitioned customers from their older, well-established models to these new ones. On the other hand, Mazda’s initial forecast was for 16,800 sales by the end of 2024. This means they're currently only hitting about 60% of their ambitious target. What many people don't realize is the sheer pressure that comes with setting such high expectations; falling short, even by a significant margin, can create a perception of underperformance, regardless of the actual progress.
Addressing the Bumps in the Road
One thing that immediately stands out is Mazda's willingness to listen and adapt. The initial feedback on the CX-60, particularly regarding ride comfort and transmission smoothness, wasn't entirely positive. They've since made significant tweaks, including revising pricing on the six-cylinder variants and introducing a more accessible 2.5-litre four-cylinder engine starting at around $44,740 before on-road costs. This is a crucial point, in my opinion. In the premium SUV segment, refinement and comfort are paramount. If a car feels too harsh or the gearbox is jerky, it can be a deal-breaker. The fact that Mazda has actively addressed these criticisms, and that the CX-70 and CX-80 launched with these improvements already baked in, speaks volumes about their commitment to customer satisfaction. It shows they're not just about launching a product and walking away; they're invested in its long-term success.
Finding the Right Customers: A Slow Burn?
Mazda Australia's boss, Vinesh Bhindi, is understandably pleased with the progress, describing the current sales trajectory as "finding its footing." He’s aiming for a consistent 900 to 1000 units per month for the quartet. This is where the "two years in, still very early days" sentiment comes into play. What this really suggests is that building a reputation for a new, more premium offering takes time. It's not just about the product itself, but also about educating the market and shifting perceptions. I believe Mazda is doing the right thing by continuing to invest resources and ensure the value proposition remains sharp. The addition of the 2.5-litre engine to the CX-60, for instance, is a smart move to broaden its appeal beyond those seeking the more powerful, and likely more expensive, six-cylinder options.
The Bigger Picture: Premium Aspirations and Market Realities
If you take a step back and think about it, Mazda's push with these larger SUVs is a clear indication of their broader ambition to move further upmarket. They're not content with just being a reliable, stylish mainstream brand; they want to compete with the established luxury players. This requires not only a strong product but also a consistent brand message and a customer experience that justifies a higher price point. The journey for the CX-60, CX-70, CX-80, and CX-90 is far from over. While they may not have hit the ground running at full speed, the fact that they are steadily gaining traction and that Mazda is actively refining the offering suggests a promising future. It will be fascinating to watch how these models evolve and whether they can truly carve out a significant niche in an increasingly competitive segment. What this really implies is that the automotive market is always in flux, and brands that are agile and responsive to feedback are the ones most likely to thrive.
