Mazda CX-90 sales to come from brand’s own ‘fanbase’

The all-new 2023 Mazda CX-90 is the most expensive and most powerful SUV the Japanese car-maker has ever developed, but rather than stealing sales from established luxury brands, Mazda is targeting its own buyer base.

In an interview with carsales, Mazda Australia managing director Vinesh Bhindi was asked where buyers for the new CX-90 will come from and what vehicles they would be trading in.

“Our main goal is to focus on the Mazda fanbase,” he said.

Current Mazda CX-5, CX-8 and CX-9 owners appear to be the main targets for both the CX-90 family SUV and the recently-launched CX-60 mid-size SUV.

“Our goal in bringing CX-60 and CX-90 and then obviously in the future CX-80, is really to provide I suppose another next option for Mazda fans,” said Bhindi.

The Mazda CX-90 starts from $73,800 plus on-road costs and tops out at $93,655 plus ORCs, the latter moving past the $100,000 mark to get to a drive-away price. 

Are Mazda buyers ready to go that high?

“It’s not about the sticker price, or the starting price, as long as the value makes sense,” said Bhindi.

“And that’s where we remain focused.”

All CX-90 models are feature-packed, with headline equipment including a panoramic sunroof, leather seats, three-zone climate control, wireless phone charging and automatic LED headlights.

Also contributing to the CX-90’s elevated price points are the new 3.3-litre turbocharged inline six-cylinder petrol and diesel engines, which combine with an eight-speed automatic transmission and a rear-biased all-wheel drive system to create a premium driving experience.

Mazda wouldn’t divulge sales forecasts but said around half of all CX-90 sales would be for the mid-spec GT models, around 30 per cent for Touring and 20 per cent for the flagship Azami.

Bhindhi was reticent to propose any direct rivals for the Mazda CX-90, such as emerging Korean competitors like Genesis or high-end German metal from Audi, BMW and Mercedes-Benz.

“You could probably say some of our buyers who we haven’t been able to satisfy at a point in time probably have gone to those German brands and alternative brands, but they’re familiar with our brand,” he said.

“So there’s a good chance maybe we’ll attract them back, but maybe we won’t. So we’re not focused on any particular brand or country of origin.”

Mazda is Australia’s second most popular car brand in terms of new car sales, behind only Toyota, and Bhindi points out that brand loyalty is very strong.

“Currently, we have Mazda fans who maybe start the journey with a Mazda2 or Mazda3. As the family expands, they might go to CX-30 or CX-5, but if they need a three-row [model], CX-8, CX-9 comes into play,” he said.

“And then at some point in time, as their status in life grows there, I suppose income levels grow and we don’t actually have something to offer.

“So that gave us confidence that our fanbase would consider a [luxury] proposition as long as the value makes sense.

“So what the CX-60 and CX-90 in particular does is offer that opportunity.”

See our launch review of the new Mazda CX-90 here

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