Mazda has always been the go-to choice for offering luxury at a fair price without compromising on the values of quality and reliability. The Japanese manufacturer is also known for its driver-centric DNA.
From the agile MX-5 Miata to the precise rotary-engine RX-7, Mazda’s history is filled with cars that prioritize the connection between driver and machine — what they call Jinba Ittai (horse and rider as one). The CX-90 carries that heritage into the luxury SUV world, but with a new level of refinement. Let’s take a look at how Mazda is shaking up the luxury market, as well as why it poses a threat to the legacy luxury names.
Excellent Build And Craftsmanship
I’ve been fortunate enough to sample a few from the stunning Mazda CX-60 Takumi, which offers every creamy, delicious goodness delivered from the 3.0-liter inline diesel motor to the base CX-60 model packing the 2.5-liter four-cylinder Skyactive-G engine, which, granted, needs more oomph to compensate for the weight of the shell. Still, apart from that, I own a 12-year-old Mazda 3 Astina, which is brilliant by all stretches of the imagination to paint a picture.
You see, it’s not an outlandish car like a BMW 3 Series or Audi A4; in fact, it’s simple, elegant, and still drives beautifully, having 140,000 kilometers (~87,000 miles) on the odometer. I reside in South Africa. As a family mover, it’s perfect and doesn’t require much use or maintenance, so the pressure is off my car because I drive everything new under the sun every week as a journalist. So, with the premise of this narrative being the most underrated Japanese luxury SUV, Mazda piqued my interest due to that very notion of reliability and plushness.
Quick Thoughts: Why The CX-90?
The Japanese marque has been revered for its fine-tuning and precise handling dynamics, catering to the driver who steers the steed. So the 2025 Mazda CX-90 is what I’d like to draw your attention to. I can’t really put my finger on it, but it strikes me as having been cushioned in the realm of all the luxury goodies one could think of.
In addition to the CX-80, which embodies the essence of Mazda and combines those two traits to offer a taste of Japanese luxury. Its platform has been rejuvenated from the Mazda stable, offering a newer and fresher experience. You can tell there is commitment from the brand, with an eye for detail from design to build quality and reliability overall.
Take legacy German brands Mercedes-Benz, BMW, and Audi; these heavyweights often lean on status and prestige, but something is refreshing about opting for a Japanese brand. There’s a sense of quiet confidence with refinement, and not to forget, it’s plentiful and delightful. Yes, the BMW X5 has its place, but its premium price raises questions: Am I paying a premium for the badge?
Being the flagship SUV in the Mazda stable, it lends itself to the most refined expression of Mazda’s “Kodo: Soul of Motion” design. The devil is in the details, being wider, longer, and more composed and sculpted than any Mazda to date. A striking elongated hood adorns this masterpiece, not only for style, but it also leaves room for what’s underneath. There lies a potent inline-six engine, befitting this humble beast. And those arches and stance? Just shows off the confidence and athleticism bestowed upon this steed.
Apart from its dashing looks, the interior, in fine detail, adopts a minimalist Japanese luxury approach. Upon entering, it’s kitted with maple wood trim and unique stitching inspired by traditional Japanese textiles. There are no gimmicky elements that stand out; it appears to be straightforward and strikes a balance between class and purpose.
I wish they would bring the CX-90 to my country, South Africa, but there’s really no market for it; we love our Volkswagen Tiguan, Audis, BMWs, Toyotas, as well as Suzukis. So, Mazda has fallen under the radar in my home country. But let’s move away from my pains more to the interior, which offers a sense of quietness and comfort, and peace. The cabin features thick insulation and sound-deadening materials, creating a hushed atmosphere.
Versatility And Capability Meet Refinement
The Mazda CX-90 is also versatile, offering an abundance of space, making it a smart choice for growing families or those who often travel in groups. Depending on the configuration, it can seat up to seven or eight passengers, with the option of captain’s chairs or a second-row bench. Comfort is a defining trait, with front seats that feel both supportive and plush, ideal for long drives or daily commutes. The third row is handy for extra passengers, though, as with most large SUVs, it limits luggage capacity when in use. With all rows upright, you get 14.9 cubic feet of cargo space, expanding to 74.2 cubic feet when the rear seats are folded down.
The CX-90 can also tow up to 5,000 pounds, adding versatility for hauling small trailers or weekend adventure gear. The overall aesthetic is one of elegant restraint, where European rivals may overwhelm themselves with excessive chrome or massive touchscreens. The CX-90 feels calming and human-centred.
Talking Tech And Engine Specs
In retrospect, Mazda could compete head-to-head with some of the heavyweight champions in the tech department and with rivals in its class. Powertrains-wise, one has three engine options, all paired with Mazda’s new and improved rear-wheel-drive-based platform and standard i-Activ AWD.
First up is the 3.3-liter turbocharged inline-six (280 horsepower) – smooth, powerful, and refined, found in base trims. The second choice is the higher-output 3.3-liter turbo inline-six (340 horsepower) – available in “S” trims, giving the CX-90 a true performance edge. Now I can attest that hybridization in general is brilliant. These days, especially with everyone geared towards EVs, this is a more viable solution. I much prefer this. If you’d like to be conservative, you’ll be pleased to know that a Plug-in Hybrid (PHEV, 323 horsepower) option is also available. It combines a 2.5-liter four-cylinder engine with an electric motor for strong acceleration and an EPA-estimated 26 miles of all-electric driving — perfect for city commutes.
A Stacked Safety Suite And Premium Amenities
The Mazda CX-90 comes well-equipped with a comprehensive list of safety and driver-assistance technologies under its i-Activsense suite. Standard features include Adaptive Cruise Control with Stop & Go, Lane Departure Warning paired with Lane-Keep Assist, Blind-Spot Monitoring with Rear Cross-Traffic Alert, Automatic Emergency Braking, and a 360-degree surround-view camera. Higher trims step things up with Traffic Jam Assist, which enables limited semi-autonomous driving in slow-moving traffic.
One small drawback, however, is the infotainment control setup: instead of a fully touch-responsive interface, most functions are operated through a rotary dial on the center console, which can feel slightly dated in an era where touchscreens dominate. A large 12.3-inch infotainment screen is available in higher trims, featuring crisp graphics, wireless Apple CarPlay & Android Auto, a premium Bose 12-speaker surround sound system, digital driver display, and head-up display for navigation and driver alerts. Mazda’s approach is deliberately driver-focused: fewer distractions, intuitive controls, and clean digital interfaces on the brighter side.
Its Underdog Positioning Doesn’t Reflect Its Quality
Perhaps you haven’t been left feeling keen on hopping on board with the CX-90; it’s fair to say that not all SUVs are perfect. Naturally, one would think of the BMW X5, Audi Q7, Mercedes-Benz GLE, or even Range Rover. Japanese models often aren’t considered in reality, with Lexus mentioned in passing in the same breath. Mazda appears to be shaking things up, from what I can see. Mazda has deliberately priced the CX-90 below its German rivals, making it a value-rich alternative. Starting at $38,800 in the U.S., it undercuts the BMW X5, Audi Q7, and Mercedes GLE by tens of thousands of dollars.
The CX-90 is not geared to compete with the ultra-high-end SUVs, but it delivers features, design, and refinement that easily hold its own. Where European rivals often carry a premium badge price tag, Mazda offers a more attainable form of luxury — without sacrificing quality or capability.
By entering this space, Mazda is positioning itself as an underdog challenger, much like Lexus did when it disrupted the luxury sedan market in the 1990s with the introduction of the LS. And much like Lexus, Mazda’s approach could resonate with buyers who want quality and refinement without the weight of badge snobbery. Despite its strengths, the CX-90 remains underrated in the luxury SUV world.
Cost Of Ownership And Lifestyle Suitability
So, if you’re daring enough to go against the grain and improve the notion of having the understated sense of luxury and class, then I think the Mazda CX-90 might be for you. In a world where some luxury SUVs feel like rolling billboards, the CX-90 offers a different kind of appeal: refined, understated, and deeply satisfying.
Owning the CX-90, you’re backed by a three-year/36,000-mile basic warranty and five-year/60,000-mile powertrain warranty in the U.S. Regarding service plans, Mazda offers prepaid maintenance options covering one to five years. Due to Mazda’s strong reliability, the CX-90 would be a smarter long-term investment compared to some German rivals, which tend to have higher depreciation rates.
The Mazda CX-90 isn’t just another entrant in the SUV segment — it stands out as a confident expression of modern Japanese luxury. Combining traditional craftsmanship with sleek design and refined driving dynamics, it challenges the dominance of established European rivals. From its meticulously finished cabin to its advanced technology suite, every element reflects Mazda’s pursuit of understated excellence.
In a market often driven by brand prestige, the CX-90 shifts the focus back to substance. Its appeal lies in how it feels to drive, how thoughtfully it’s built, and how gracefully it balances comfort with capability. For those seeking a three-row SUV that values authenticity over excess, the CX-90 makes a compelling and refreshing alternative.