Mazda Says Buyers Care More About Features Than Luxury Badges

Mazda’s Upmarket PushMazda once occupied a similar space to brands like Toyota and Hyundai, but a number of changes gradually gave the brand a more premium feel. The introduction of Kodo design on the CX-5 in 2012 was one of them, though Mazda still isn’t on the same level as luxury brands like Lexus.Still, the Japanese marque is reinforcing its market position with a survey exploring what consumers today consider “premium” in a car. The survey, which polled 1,000 U.S. vehicle owners who purchased a car within the past five years, suggests that more buyers now associate premium with intuitive in-car technology, design, safety, generous space, and practicality rather than the status signaling of a brand badge.

Mazda

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