The automobile industry is buzzing with the launch of the all-new 2024 Mazda CX-90. The three-row SUV has taken the automaker into a new direction, moving them towards the premium market. The CX-90 comes with an inline-six engine and a PHEV powertrain, and 11 different trim models, with eight of them being turbo models.
The Turbo models start off with the $40,970 3.3-liter Turbo Select that comes with several standard features. The infotainment system features a 10.25-inch touchscreen, Android Auto and Apple CarPlay, and an eight-speaker audio system. Keyless entry, push-button start, and second-row USB ports are some of the other standard tech offerings inside the car. The Turbo Select, S, and Preferred trims are well-equipped, ranging from $44,820 for the Turbo Preferred up to $53,125 for the Turbo S.
The Turbo S Premium Plus is where the CX-90 really starts to step into premium territory. With a starting price of $61,325 before additional options and packages are added, it is clear that Mazda is making its first steps towards entering the luxury SUV market. This is a continuation of the brand’s efforts to move upmarket, which started with the latest Mazda3 redesign. Although they are not looking to compete directly with BMW, Audi, and Mercedes-Benz, Mazda is aiming to find a sweet spot between mainstream and luxury brands.
The Mazda CX-90 is an exciting new entrant in the premium SUV market. With prices ranging from roughly $40k to $51k for the lower models, the automaker is hedging its bets. However, if Mazda’s bet pays off, they may be on the front line of a lucrative new market. Only time will tell if this experimental approach will pay off for the automaker, but for now, the future looks bright for the all-new Mazda CX-90.