The Japanese SUV That Feels Like A Luxury Upgrade — Not A Practical Compromise
At this point in the segment, the three-row family SUV is not aspirational, it just feels more like a necessity. Oftentimes, they are bland and uninspiring. They’ve also ostensibly replaced minivan titans like the Chryslers and Hondas of yesterday (even though they’re both still in production). That’s not to say that they are all like this, but the vast majority of this segment are somewhat cookie-cutter. Oftentimes, buyers have to forgo a lot of what they want for something they’re just “fine” with.
There is one brand, however, that is doing things differently and placing itself in a more “luxury-lite” or premium positioning. It also might not be the brand that you would expect. It makes a compromise that most buyers have to make obsolete because it is not only premium, but it’s also fun to drive. It just took one Japanese automaker to ignore all the rules that midsize three-row family SUVs play by to make it exciting.
Why “Practical” Became A Polite Word For “Boring”
“Practical” is a buzzkill of a word for any automotive enthusiast relating to any kind of vehicle. It’s a nice way of saying, “It works, but there’s better out there.” Ironically enough, this segment has leaned on that word heavily because it signals to a regular buyer that it’s going to do everything that they need without any of the extra nonsense. The caveat to that, however, is unimagined exterior and interior design work with a bin-borrowed engine that objectively gets the job done, but doesn’t raise any beats per minute.
They’re Not All Bad
In fairness to the automakers, they have recently tried to make these three-row SUVs a little bit more exciting in recent years. Families want capability and practicality, but they also want something that they enjoy being in. Take General Motors, for example. The Chevrolet Traverse, the GMC Acadia, and the Buick Enclave were all very boring in their own right, but the newest generations try to offer something a little different for each one. Ford upped the ante with the Explorer, offering better infotainment and cooler exterior styling.
What You’re Actually Surrendering When You Play It Safe
Unfortunately, however, playing it safe with one of the aforementioned family-haulers means giving up a more powerful powertrain. Sure, the Ford Explorer comes optional with a V6, but it’s far and above what you might want to pay for an Explorer. The other GM products strictly come with an anemic four-cylinder that, on its face, does offer everything you would need from it, but just feels like something is missing. You shouldn’t have to compromise.
The Japanese SUV That Quietly Became The Safe Choice For Long-Term Owners
This well-rounded Japanese SUV is built to stand the test of time.
Luxury Was Never About The Badge
The lines between premium and full-blown luxury are very blurred at this point. Not that long ago, it was very easy to distinguish between a standard vehicle and a luxury one. Now, more and more automakers are offering more premium features like open-pore woodgrain and seat memory that you would’ve found standard in a luxury car 10 to 15 years ago. This is also a ploy by more standard brands to get luxury buyers to maybe see the light of their own vehicles.
The Small Details That Separate Premium From Merely Pricey
There’s a huge debate online right now on whether certain vehicles pass the luxury test. For example, the Acura Integra. Sure, it’s Support the Acura badge, but many people believe it to be more of a premium vehicle, even though it comes with Brand Prestige. Truly, about the only thing that separates it from the Civic is the dashboard and the materials on there, and the fact that it comes with a higher-end, sound system, and seat memory.
Other than that, it is ostensibly the same thing. You can tell that a BMW is more luxurious because it comes with more creature comforts, like a nearly 40-inch theater, screen, and pillows in the back. Basically, redefining what it means to be luxurious.
How A Mainstream Nameplate Quietly Closed The Gap
What a lot of this brand prestige does for the luxury automakers is allow them to coast on their reputation alone. This, however, has caught up to them, and many people have, rightfully so, complained about the quality of the interiors on Brand Titans like Mercedes-Benz. You can find plenty of videos online of people pushing in on the dashboards and watching them creak and crack. More mainstream brands see this as an opportunity to lift their vehicles out of the more standard positioning, and put them in a place that still gives standard offerings to their normal customers and something more fancy for others.
The Mainstream SUV That Quietly Matches Lexus In Long-Term Owner Satisfaction
This Japanese SUV proves you don’t need a luxury badge to enjoy Lexus-like ownership satisfaction over the long haul.
The Mazda CX-90 Doesn’t Look Like A Disruptor
That one brand in particular is Mazda. Mazda has gotten so good lately at confusing buyers on what it actually is. Is it a luxury car or is it a standard offering? That all really depends on what you consider to be luxury and what you’re really looking for out of something like a Mazda. The CX-90 does a great job of balancing something that somehow looks standard, premium and near luxury all wrapped up in one great package.
An Inline-Six And Rear-Drive Bones You Didn’t See Coming
Remember how we said you had to pay the opportunity cost of a three-row family SUV with a four-cylinder? Well, the 2026 Mazda CX-90 doesn’t make you pay that boring tax. Instead, they offer a mild hybrid, inline six-cylinder engines. This base model engine can pull itself up to the plate with the luxury offerings like Mercedes-Benz and BMW that offer six-cylinders as standard.
|
Powertrain |
Turbocharged 3.3-liter inline-six |
|---|---|
|
Horsepower |
340 hp |
|
Torque |
369 lb-ft |
|
Drivetrain |
Standard AWD |
|
Towing |
5,000 lbs on most models |
A Cabin That Embarrasses SUVs Costing More
Well, the exterior does look premium; the real premium nature of the CX-90 comes into full force in the cabin. It is a Mazda interior turned up to 11. It comes with a laundry list of premium features that we have already mentioned, like open-pore wood grain, chrome accents, and even suede dashboards. Not to mention, there is an optional six-passenger version that has a comfortable center console in between the two captains’ chairs in the second row. To really up the premium amenities, they also offer available Napa leather, a 12-speaker Bose sound system, and a standard driver assistance suite featuring adaptive cruise control and automatic emergency braking.
The Sticker Price Is The Real Plot Twist
If you think that a power train of that nature and a cabin with that kind of offering is going to leave you penniless, then you would be mistaken. It’s understandable that you would assume something like this would be top dollar when, in fact, they positioned it in the premium category so that it could be affordable. If you really want to be pennyless, then go for the BMW X7, which can cost upwards of $180,000 depending on which kind you get.
Where It Stacks Up Against The Luxury Establishment
In looking at the real data, the gas vehicles are the CX-90’s real winners. Up front, plug-in hybrid electric vehicles might cost more, but they might also cost less in the long run. The base model gas variant of the CX-90 is only going to cost you around $39,000, with the top trim only $58,000. If you compare that to other browns that vacillate between premium and luxury, the Acura MDX starts around $53,000, with the loaded type S model coming in around $78,000. Meanwhile, the Volvo XC90 starts around $62,000.
Who Should Ignore The Badge And Buy This Instead?
Does the Mazda CX 90 come with massage chairs? No. Does somebody ironing a Mazda necessarily need massage chairs? Also, no — and that’s the point. Mazda isn’t trying to attract those kinds of buyers. They’re trying to attract buyers who can stay within that aforementioned price range and not feel the pinch in their wallet. If you’re the kind of person who can forgo the badge premium but still want something nice, then this one is absolutely for you. If you even remotely bark at the idea of being seen in a Mazda, then maybe you should head over to the BMW dealer.
Sources: Mazda, RepairPal
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