Mazda Plans Next Move, Aims to Break into Luxury Sector

For years now, Mazda has been the go-to automaker for stylish and engaging SUVs. With popular models like the CX-5, CX-9, and now the all-new CX-50, Mazda is considered one of the world’s leading automakers. The Japanese automaker also sells stylish sedans and sports cars like the Mazda 6 and Miata. Now, with the automotive industry on the brink of an EV revolution, Mazda is also looking into electric vehicles like the all-electric MX-30. With so many new vehicles in the works, one aspect that Mazda is leaning into is offering more upscale and luxury models. The reason? Higher profit margins. Although selling a lot of vehicles raises automakers’ overall standing, it’s the cost of those vehicles that really leads to overall profit. We’ll examine Mazda’s decision here and see how the automaker plans to move into a higher echelon. If done right, this may prove a great opportunity.

Mazda Aiming to Evolve into a Luxury Brand

Mazda is aiming to evolve into a more luxurious brand. The Japanese automaker has been acknowledged as a leading automaker for stylish sedans, SUVs, and sports cars. Now, according to the company’s United Kingdom managing director Jeremy Thomson, Mazda wants to bring its lineup into a higher vehicle class. Although the reasons for this decision seems to be purely for profit, Thomson says,

“Our aspirations are to become a credible alternative to the traditional mainstream premium and that means non-German,” said Jeremy Thomson. “We’re not looking to mimic German premium because that’s very well catered for with the existing incumbents and probably impossible to beat them at their own game.”

Mazda doesn’t want to bump heads with the likes of Mercedes, BMW, or Audi. Instead, the Japanese automaker wants to offer higher-end vehicles for those consumers interested in a more premium lineup. If Mazda can figure out a way to attract those consumers, this may be a great opportunity. Mazda’s image as a stylish and engaging brand already elevates its branding. By offering more upscale vehicles like the upcoming CX-60, we might see the automaker make progress on its new goal. 

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Photo Credit: Autocar