Mazda’s Seating Strategy: Understanding the CX-70 and CX-90 Pricing Shifts

Since the recent debut of the Mazda CX-70, which occurred just a month ago, there’s been a sense of perplexity rather than the usual excitement associated with Mazda’s launches. The reason for this confusion lies more in our expectations than in any failure on Mazda’s part to deliver on its promises. It’s simply unexpected to see a single brand selling essentially the same car under two different names, with the number of seats being the differentiator. One could liken this situation to Mazda’s version of the Porsche Boxster vs. Cayman, where seating arrangement rather than roof material sets them apart.

Delving into the CX-70 pricing, which was unveiled two days ago, reveals further intrigue. We previously noted that the prices for the CX-70 align exactly with those of the CX-90. However, what we failed to clarify was that Mazda achieved this alignment by significantly reducing the Manufacturer’s Suggested Retail Prices (MSRPs) for the mild hybrid CX-90 models while increasing prices for the CX-90 PHEV variants.

The savings on the turbocharged 3.3-liter mild hybrid inline-six CX-90 trims range from $1,750 to $4,050. After accounting for the $1,375 destination charge, the revised MSRPs and their changes relative to the launch pricing are as follows:

• Select: $39,220 ($1,750 less)
• Preferred: $41,820 ($3,000 less)
• Preferred Plus: $44,365 ($2,910 less)
• Premium: $47,275 ($3,000 less)
• Premium Plus: $50,275 ($4,050 less)
• S: $51,225 ($1,900 less)
• S Premium: $53,825 ($4,000 less)
• S Premium Plus: $57,325 ($4,000 less)

The CX-90 lineup offers two additional mild hybrid trims compared to the CX-70, likely reflecting the higher popularity of three-row midsizers. Notably, CX-70 buyers do not have access to the entry-level Select trim or an entry-level S trim.

Shifting focus to the PHEV side, the plug-in CX-90 experiences price increases compared to earlier pricing. The revised MSRPs and their changes, after destination charges, are as follows:

• Preferred: $51,320 ($2,500 increase)
• Premium: $55,775 ($1,500 increase)
• Premium Plus: $58,825 ($500 increase)

Once again, an additional trim exists in the CX-90 lineup compared to the CX-70, namely the entry-level Preferred.

While the rationale behind marketing two separate vehicles instead of investing in a single vehicle with the option of a third row remains unclear to us, what matters is that buyers have the flexibility of choosing based solely on seating requirements. Furthermore, Mazda doesn’t impose any premium for accommodating two additional passengers, which is certainly a boon for families.

Photo Source: Mazda USA