CX model reaction ‘overwhelmingly positive’

MAZDA is readying its CX-90 SUV range for sale in Australia this August, the model arriving with bragging rights that will see it become the most premium and most powerful model ever sold in the land Down Under.

It will also be among the most expensive, with high-grade CX-90 variants nudging $100,000 on-the-road.

But according to Mazda Australia’s senior manager of public relations and corporate communications, Angus Thompson, the CX-90’s substantial list price has not deterred interest in the model, with the reaction from both potential buyers and dealers alike ‘overwhelmingly positive’.

“The best indication for the future success of the CX-90 is the response we’ve had in terms of pre-orders, which also extends to the CX-60. The gauge on that response and people’s reaction to the product has be overwhelmingly positive, but at this stage I can’t give you any firm details on the kinds of volume we’re looking at,” Mr Thompson told GoAuto.

“What I can say is that we are very, very pleased with the response that we’ve seen here in Australia at this early stage, and it’s a reaction we think we will continue to see going forward.”

When questioned about the starting price of the first Mazda Premium model to be sold on these shores, Mr Thompson was keen to differentiate the position of the CX-90 when viewed against the outgoing CX-9, indicating that the maturation of the offering – and the associated benefits of its newly developed driveline, luxurious cabin and state-of-the art infotainment and safety technology – would see it occupy a different market segment from that of which the Japanese brand was familiar.

“You need to look at this car in terms of its positioning, and its price point, and its value. It is the most powerful production Mazda we have ever produced in the SUV space, and also the most luxurious. You need to also consider the technical specifications, especially in terms of the level of safety equipment now offered,” he emphasised.

“(Even at the price point), it is a very competitive offering within the market space. I know our customers will draw their own conclusions, as they did when the CX-9 was first introduced … but the sales success of that model over the years shows how moving up and into a more premium space can be successful for the brand – and even help to shape the brand.

“What I think people will see with the CX-60 and CX-90 is that Mazda is doing that (reinventing itself) again.”

Internally, Mr Thompson said the Mazda Australia dealer network was equally confident in the success of its newest SUV, with most outlets indicating pre-orders favoured high grade, petrol-powered Azami variants (from $95,185 in petrol).

“Our dealers have said that reception has been very strong, and they’re certainly very impressed with the quality and driveability of the car … they’re very excited about the product, which of course makes us feel very confident with where the car is positioned,” he explained.

“And of course, that also means that ultimately our dealers are able to offer more choice for customers – both those already in the brand and those customers coming into the brand (for the first time).

“From an initial point of view, I can tell you the feedback is that most interest has been locked from within the petrol space – and that’s true of the CX-60 as well as the CX-90 – and very much in top-line specification. This is a car that has resonated with a lot of people already, and it has a lot of people excited.”

And from indications at this stage, interest in the newest CX models is paying dividends for local supply…

Strong sales of the Mazda product Down Under have enabled Hiroshima to allocate a steady supply of stock to Australian dealerships, meaning those with pre-orders are likely to receive their vehicle immediately upon launch (which is slated for August), or even as early as July.

“As you know, Australia is one of the largest markets for Mazda globally, and we’re fortunate that because of that status we receive preferred stock allocation from Japan. Head office is hugely supportive, and in terms of stock that means we are looking very good in the months going forward,” said Mr Thompson.

“We have a really good mix of models coming through, so I’m confident people will be able to go to their local dealer and secure the car they want and purchase that car right now. We’re very happy that we’re able to offer these products into the market straightaway.”