Mazda finds itself in a tricky spot. The CX-5 is due for a refresh; however, it’s also the best-selling car in the company’s US line-up. Sales in 2016, in fact, accounted for a quarter of all Mazda purchases in the US. Get it wrong, and the 2017 CX-5 could end up doing more harm than good.

The temptation must’ve been to play it safe: tweak a few things here and there, polish up the styling, and push out a “new” CX-5 that would coast by on the positive reputation of its predecessor. Instead, the company chose to make its most popular produce the next major step in an attempt to redefine the brand. Mazda is going upmarket.

They’re calling it “Mazda Premium”, and it’s all about maximizing the emotional bond the automaker has with its customers. Less competition on price, and more rewarding of loyal repeat-buyers and “making people smile”. The cynics in the audience might argue it’s also what happens when you’re a niche, independent player in the automotive industry as a whole – Mazda has about 2-percent market share worldwide – and investing in electrification, autonomous driving, or anything too ambitious is pretty much out of reach for now.
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