“Hey Tara! When did you get the BMW?”
“That’s a really nice-looking car! Is it a BMW?”
“Which BMW is that?”
When you own a 2018 Mazda CX-9, you can expect that it will be mistaken for a BMW X5. Seriously, these are all real comments from friends and parents at my kids’ school when I’ve driven up in our long-term Mazda SUV. This is definitely a compliment, by the way.
Ya Don’t Say
And these are the typical reactions when I tell them it’s actually a Mazda:
“Wow! Seriously?”
“I totally thought it was a BMW or another luxury car!”
“I had no idea Mazda made something this good-looking.”
This is both good and bad news for Mazda. In a previous article about the CX-9, I mentioned that some evidence shows Mazda is trying to position itself as a premium brand. My friends’ comments make me think the automaker hasn’t achieved that goal yet. However, the good news is that most people are blown away by a top-trim Mazda like our CX-9 Signature. So that tells me the brand just needs to improve marketing for their more premium offerings. When I drive into the parking lot of our suburban elementary school, I’m surrounded by Buick Enclaves ($55,500), Acura MDXs ($56,000), BMW X5s ($58,000) and Infiniti QX60s ($51,500). The parents driving those vehicles have no idea a 2018 Mazda CX-9 Signature would rival any of those luxury offerings, at a significant discount (our fully loaded tester is $45,500). So I believe Mazda needs to focus its time and energy on distinguishing its brand.
Go On
In the meantime, I’ll just continue to laugh and correct my friends when they ask me which BMW I’m driving … Find a Mazda CX-9 for sale
Check out our 2018 Mazda CX-9 New Car Review
