Mazda Is Preparing a Major Shift in Strategy for Its Large SUVs

For car enthusiasts, news of a major overhaul of Mazda's large SUVs could signal changes in the SUV market. The reason is simple: weak sales of four models at once—the CX-60, CX-70, CX-80, and CX-90—have forced the Japanese brand to rethink its strategy and consider new solutions that could affect the entire segment.

According to Carscoops, Mazda CEO Masahiro Moro announced an “unprecedented” transformation of the large SUV lineup. In fiscal 2025, combined sales of these models totaled just 150,637 units, well below the target of 200,000 vehicles. The shortfall was especially significant in the U.S., where competition among SUVs is traditionally fierce. As a result, Mazda has decided not to limit the changes to cosmetic updates and instead completely rethink the concept of its flagship models.

In the coming years, the CX-60, CX-70, CX-80, and CX-90 will effectively be redesigned from the ground up. According to the company's leadership, the changes will affect not only the exterior and interior but also the powertrains. Mazda spent years pushing into the premium segment, relying on a rear-wheel-drive platform with available all-wheel drive. However, the company is now prepared to move away from its previous approach in favor of new technologies and hybrid solutions.

Experts believe the key part of the update will be the introduction of next-generation Skyactiv-Z powertrains. These engines are being developed specifically for use in hybrid systems and are designed to run on an ultra-lean air-fuel mixture, which will reduce fuel consumption and meet the strictest emissions standards. Based on available information, the first model to receive these powertrains will be the third-generation Mazda CX-5, which is expected to debut in 2027.

Among the large SUVs based on the rear-wheel-drive platform, the Mazda CX-60, introduced in 2022, is first in line for an overhaul. The timing for updates to the other models has not yet been disclosed, but it is clear that all four SUVs will not be updated at the same time. Interestingly, amid these changes, Mazda has decided to postpone a major overhaul of its compact front-wheel-drive models. The CX-30, in particular, is not expected to receive significant changes until 2030.

Against the backdrop of global changes in the hybrid and premium SUV segments, other automakers are also showing interest in new technologies. For example, the Voyah Taishan hybrid SUV recently went on sale in the Russian market and is also positioned as an important player in the large-SUV class.

For reference, Mazda is actively investing in hybrid technology and platform development to meet new market requirements and emissions standards. The introduction of Skyactiv-Z could become not only a technological breakthrough but also an important step toward strengthening the brand's position in the premium segment. Based on current trends, the updated Mazda SUVs will focus on efficiency, lower emissions, and modern safety standards, which is particularly relevant as emissions regulations become stricter and competition among SUV manufacturers increases.