When Honda and Toyota emerged as mainstream automotive brands in the 1970s, it was probably true that Toyota benchmarked Mercedes and Honda benchmarked BMW. Over the decades, Toyota and Honda grew to outsell both of those premium German manufacturers and even become the equal of GM and Ford, sales wise.
Meanwhile, Mazda seemed lost.
In the 1970s they were like Subaru, selling quirky cars here that were nothing like the competition (remember the rotary engine RX2 and RX3 sedans? You probably don’t, but they were very quirky). Then in 1978 they introduced the popular RX7 sports car, which was a mainstream hit.
After that, Mazda seemingly decided to follow Honda and emulate BMW with later gen RX7s along with other sporty sedans and coupes. The company continued down that road with the legendary Miata sports car and a “Zoom Zoom” advertising campaign in the 1990s and 2000s.
Then about 10 years ago Mazda quietly changed tack and decided—I would argue, and no one knows because nobody at Mazda is talking—to be the Japanese Audi.
Here’s why I say that: the Zoom Zoom advertising campaign has been retired, the Miata is barely marketed, and the emphasis in all of Mazda’s promotional materials has been on interior quality and exterior design. And there have been many interesting exterior paint colors that mirror Audi’s.
With all that in mind, I drove a new Mazda CX-90 recently, and it confirmed my thoughts. Mazda’s three row crossover flagship is (fairly) luxurious and does mimic Audi in many important ways, but it doesn’t quite get there. That’s ok, because while the CX-90 isn’t as luxurious as an Audi, it costs a lot less than a comparable Audi.
The CX-90’s understated exterior design is Audi-esque with unadorned body panels, subtle aluminum highlights, and jeweled head- and taillights. On the one hand, the CX-90’s profile is they-kinda-all-look-the-same large crossover, but on the other, its elegant detailing differentiates it from its less attractive Highlander and Pilot competitors.
While the nice design is a major plus of the CX-90, cool color options help its cause. My personal favorite is Deep Crystal Blue Mica.
Inside, the CX-90 continues the Audi-ish vibe. Contrasting color options are possible, and unusual details, such as fabric inserts on the dash and door panels on high-end models, are available.
Driving the CX-90 is not particularly exceptional for the large SUV crossover category. It’s nice, which is what you’d expect, but certainly not great. This is a family vehicle not a sports car, after all. Is it better to drive than its competitors? No.
Ok some CX-90 deets: Leather upholstery is standard on CX-90s with the Preferred trim, and softer-feeling Nappa leather comes with Premium Plus models.
CX-90s come with a second-row bench seat standard, but the Premium Plus trim levels come with second-row captain's chairs, which are optional elsewhere (except for the base Select trim).
The third row is designed for two passengers in the upper trims or three in the more mainstream models. Whatever, the CX-90’s third row is a small space that’s best reserved for young children.
As you might expect, there's not much space behind the third row of seats if they’re deployed. Fold those third-row seats down, on the other hand, and you have 40ft3, sufficient for lots of stuff. With all seats folded, maximum cargo space expands to an impressive 75ft3.
The central screen is controlled by a rotary knob on the center console, which, supposedly, allows for less reaching and eyes-off-the-road time than a typical touchscreen (I’m skeptical). All models, except for the Select, have a nice 12.3-inch central display. Apple CarPlay and Android Auto are both standard, with wireless connectivity for all but Select models.
The CX-90 lower trims feature a 7.0-inch digital gauge display and an eight-speaker stereo system. A 12-speaker Bose premium stereo is included at the Premium Sport trim level and a fully digital gauge cluster with the Premium Plus.
All CX-90s feature a 3.3-liter turbocharged inline-six engine. The powertrain is good for 280HP in non-S trims and 340HP in the S models. A plug-in-hybrid variant is also offered, making 323HP. All models come with an eight-speed automatic transmission, and all-wheel drive is standard.
The EPA has rated all non-plug in CX-90s at 24MPG City and 28MPG Highway.
Pricing for the CX-90 is Select $40,330, Preferred $44,480, Premium Sport $48,510, Premium Plus $51,800, S Premium Sport $55,470, and S Premium Plus $58,900 (as noted above, S models have 340 rather than 280HP).
I think Mazda’s decision to “Audi-fy” their vehicles is a good one, and the full-size CX-90 crossover is proof. It looks good, has a nice interior, and drives well too. And you’ve got to love the price, which is well below Audi territory.
Stephen Schutz has covered the automotive world for more than 30 years as a syndicated writer and podcast host. Read his column monthly in The Cricket.
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