by Key Facts
Mazda spent years trying to enter the premium segment: a new rear-wheel-drive platform, inline six-cylinder engines, and four large crossovers. For enthusiasts, this sounds great, but the company itself seems less than satisfied with the results. Mazda CEO Masahiro Moro has announced major changes for the CX-60, CX-70, CX-80 and CX-90 — and this is not a typical planned facelift.
What the CEO Promised
In a comment to the Japanese publication Chugoku Shimbun, Moro said the company intends to significantly update the exterior, interior and engines.
“We will make changes to the exterior, interior and powertrain and carry out an upgrade on a scale unprecedented to date,” Moro said, according to the translation of the interview.
Sales Fell Short of Plan
The reason for such attention is obvious. In fiscal year 2025, the four models together sold 150,637 units worldwide, well below the planned 200,000. This is especially important for the US, where more than half of all Mazda large SUVs are sold.
Earlier this month, CFO Jeff Guyton admitted that the company needs to grow the business, primarily in America, and confirmed that several product improvements are already being developed. Exactly what will change is still unknown. But Moro’s wording hints at something far more substantial than new bumpers, wheels or interior trim.
What to Expect from Engines
The mention of powertrains is the most interesting part. It is known that the new generation of Skyactiv-Z technology that Mazda is creating will not be limited to four-cylinder engines. This could well lead to a lineup of engines capable of competing properly in the modern hybrid industry. In addition, Mazda does not intend to abandon its flagship ambitions. On the contrary, Moro is determined to strengthen them.
“We will turn these models into products that people will recognize as Mazda’s flagship. It will take time, but we will definitely succeed,” he said.
The timing of the update has not been announced. It is quite possible that the four models will not receive changes at the same time. The CX-60 is the oldest, debuting in 2022, while the CX-70 only reached North America in 2024. Now all that remains is to wait to see how much better they will be made.
Photo: Mazda
What Lies Behind This Move
The large-scale update of four models at once is more than just a reaction to an unfulfilled plan. For Mazda, the key issue is positioning: the brand is trying to compete not only with mass-market manufacturers, but also with premium German brands. If the changes really turn out to be as deep as Moro hints, they could become the second stage of a strategy that is supposed to prove that Mazda’s large crossovers are worth their money.
A separate factor is the pressure of hybrid technologies. Even conservative buyers are increasingly paying attention to fuel economy, and the new Skyactiv-Z engines could be the answer to this demand. Given that the CX-60 and CX-80 are aimed primarily at Europe, and the CX-70 and CX-90 at North America, Mazda will have to take into account different market preferences. The success of such a large-scale update will largely determine whether the brand can establish itself in the upper segment for a long time.
