Why oh why isn’t Mazda number one in the market? Their entire lineup of cars and SUVs look great, boast better than average

Stylish CX-9 certainly stands out in a crowd. (Photo: Karen Tuggay, Canadian Auto Press)

interiors filled with most of the latest features, perform well, are reliable and wonderfully efficient, but their sales never measure up.

If Subaru and Mitsubishi didn’t exist right now (both not even offering full model lineups) Mazda would be the slowest selling Japanese brand in Canada, while they only outsold VW last year because the German manufacturer was gutted from its own scandalous undoing. If you think that’s bad, the brand’s success in the U.S. can only be described as abysmal, with the lowest sales of any full line brand.

Let me be clear that I’m not trying to bash Mazda at all. I truly don’t understand why they’re not popular. Their products are excellent and have been a cut above most competitors for decades, but for some reason they’ve become the car industry’s version of Rodney Dangerfield, they get no respect.

OK,

The CX-9 looks good from all angles. (Photo: Karen Tuggay, Canadian Auto Press)

in some cases they deserved a little disdain. The first-generation CX-9 was decent when it debuted in 2006, but nearly a decade on the road with only a facelift in 2010 and another one in 2013 won’t cut it in today’s market. Making matters worse, it wasn’t even a Mazda under the skin anyway, but instead was based on the Ford Edge. What about now? Let’s just say the all-new CX-9, which is 100-percent Mazda from the ground up, is a wholly better automobile that not only deserves your respect, but should be on every mid-size crossover SUV buyers’ list, even if they’re considering a pricier premium brand.

First off, it looks fabulous. Seriously, I haven’t met anyone who disagrees with me about the CX-9’s styling, and it only gets better inside. Again, those who pay more for the luxury lifestyle should really give their heads a swift shake and look at

Standard full LED headlamps, just one premium-like feature that sets the CX-9 apart. (Photo: Karen Tuggay, Canadian Auto Press)

the CX-9 with earnest interest, as it delivers a premium experience while offering Porsche Cayenne levels of exclusivity. Really, Porsche sold 2,399 Cayennes last year and after more than doubling 2015 calendar year sales from 1,139 units in 2015 to 2,444 in 2016, the impressive new CX-9 only managed to outsell the ritzy German model by 45 units, plus of course VW’s embattled Touareg that’s priced higher than a number of premium branded “competitors” and experienced plummeting sales due to the aforementioned Dieselgate scandal. Then again, Q1 2017 sales results should be cause for celebration as the CX-9 actually outsold the long-in-tooth and always oddball Ford Flex within the first three months of the year (which means the Flex actually sold better than the CX-9 in 2016), but they might want to keep the brouhaha to a dull roar because, Flex and

Nice lower fascia detailing combine with 20-inch alloys for top-line Signature look. (Photo: Karen Tuggay, Canadian Auto Press)

beleaguered Touareg aside, the stylish, state-of-the-art Mazda pulls up the mid-size SUV rear.

So what are you doing Canada? Don’t you realize what a superb bit of kit the CX-9 is? Obviously not, which means Mazda needs to do a better job getting the word out. Of course, advertising is expensive and when you’re a relatively small, independent brand that pulls in less revenue than your competitors there’s no way you can sink as much coin into TV, radio, web and print media than, say, Ford or FCA (Dodge and Jeep) does, so Mazda relies more on word of mouth from satisfied owners and auto writers like yours truly. Full disclosure, like with all manufacturers I receive no monetary remuneration from Mazda, they simply loan me available test vehicles for a week at a time I tell you my unvarnished thoughts. As regular readers will know I can be brutally honest when a vehicle doesn’t

Complex LED taillights look as if they’re pulled right off a concept car. (Photo: Karen Tuggay, Canadian Auto Press)

measure up to its price point, and alternatively can be very positive when deserving. It just so happens the CX-9 is very deserving.

I’ll let you decide about styling as it’s subjective, but as noted it certainly works for me. Occupants get the same level of upscale visual wow factor that passersby enjoy, albeit with the added benefit of tactile enhancement. It’s a rich cabin, particularly with this top-line Signature trim’s standard Chroma Brown Nappa leather (a chestnut or reddish brown colour). That’s right, if you prefer black you’re out of luck, while exterior colours are limited to four in Signature guise too, my tester’s $300 Machine Grey, as well as $200 Snowflake White Pearl, plus no-cost Sonic Silver Metallic and Jet Black Mica. Those who want most of the Signature’s

A unique two-tone black and auburn-red interior is standard with Signature trim. (Photo: Karen Tuggay, Canadian Auto Press)

features along with more visual variety can opt for GT trim that can be had with black or beige leather, as well as three additional exterior hues including no-cost Titanium Flash Mica and Deep Crystal Blue Mica, and $300 Soul Red Metallic.

I actually drove a second-rung GS-L trimmed example in Titanium Flash with black leather before this Signature edition, and despite its more accessible $41,500 price tag it still delivered most of the style and interior refinement. The CX-9 starts off at $35,600 plus freight and dealer fees in GL trim, incidentally, while above GS-L trim is the $45,500 GT and my as-tested $50,100 Signature. Sure, that’s well into the first threshold of luxury-branded SUV territory, but the CX-9’s final tally is still considerably lower than many competitive mainstream volume

It looks like a premium-branded ride, don’t you agree? (Photo: Karen Tuggay, Canadian Auto Press)

brands’ mid-size SUVs, and all that’s offered makes its asking price reasonable.

For instance, along with that soft Nappa leather, the Signature gets tastefully applied contrast stitching in key areas including cross-stitching detail on steering wheel, beautiful open-pore, matte-finish genuine Rosewood inlays on the centre console panel and door switch panels, and LED accent lighting around the shifter, while the exterior is upgraded with exclusive grille illumination, LED courtesy lamps at all doors instead of just those up front, auto high beams, and stylish 20-inch twinned five-spoke alloys on 255/50 all-seasons.

Probably

That’s real open-pore Redwood trim, also found on the lower console. (Photo: Karen Tuggay, Canadian Auto Press)

most notable with the Signature are a host of standard active safety features including dynamic cruise control, Distance Recognition Support, Forward Obstruction Warning, autonomous mitigating Smart Brake Support (high speed) and Smart City (low speed) Brake Support, Lane Departure Warning, and autonomous Lane-keep Assist, all of these items and more available in aforementioned GT trim by opting for the Technology Package.

The Signature’s bright-finish lower body moulding and satin-silver finish roof rails get pulled up from standard GT trim, as does the LED front and rear signature lighting, and active cornering headlamps on the outside, plus the superb sounding 12-speaker Bose audio system with Centerpoint 2.0 surround technology, AudioPilot

A sporty yet classy driver-focused cockpit makes for an engaging experience at the wheel. (Photo: Karen Tuggay, Canadian Auto Press)

noise compensation, SurroundStage signal processing, and satellite radio. Additional GT kit pulled up to Signature trim includes real aluminum dash and door panel trim, satin chrome-plated power seat switches, two-way memory for the driver’s seat and side mirrors, a head-up display projected onto the windshield, a colour multi-information display within the primary gauges, navigation, a Homelink universal garage door remote, rear parking sensors, overhead LED illumination, rear side sunshades, and a black interior roofliner.

Features found on my first GS-L tester that carried over to the Signature include a satin-finish grille surround, auto on/off headlamps, LED fog lamps, proximity-sensing

The primary gauges look straightforward simple at first, but that’s a colour multi-info display on the right. (Photo: Karen Tuggay, Canadian Auto Press)

keyless access with pushbutton ignition, rain-sensing wipers, a heatable steering wheel, leather upholstery (although the Signature’s Nappa hides are nicer), a four-way powered front passenger seat, driver’s and front passenger’s double seatback pockets, illuminated vanity mirrors, a lined glove box, 8.0-inch colour touchscreen infotainment with the Mazda Connect interface, two additional USB ports and added storage within the rear centre armrest, powered glass sunroof, a powered liftgate, and advanced blindspot monitoring with rear cross-traffic alert.

Of note, Mazda’s i-ACTIV AWD only comes standard in GS-L trim and above, whereas the base CX-9 GS makes do with FWD or optional AWD. This gives it better

Clear graphics and mostly good functionality make the Mazda Connect infotainment interface a helpful digital assistant. (Photo: Karen Tuggay, Canadian Auto Press)

fuel economy, its five-cycle Transport Canada rating being 10.6 L/100km in the city and 8.4 on the highway compared to the AWD models’ still commendable 11.5 city and 8.9 highway rating, while standard features that should get mentioned include full LED headlamps with off-off and auto-leveling, LED DRLs, LED taillights, UV protecting/noise-isolating front glass, rear privacy glass, dual chromed exhaust pipes, an electromechanical parking brake, powered heatable body-colour side mirrors with integrated turn signals, a leather-wrapped multifunctional steering wheel, a leather-wrapped shift knob, variable intermittent wipers, sunglasses storage in the overhead console, tri-zone automatic climate control with rear controls, an auto-dimming rearview mirror, a wide-angle rearview camera (albeit from a 7.0-inch touchscreen), navigation ready (requires an SD card upgrade), AM/FM/HD radio (from a six-speaker system), two front USB

No paddle shifters, but a nicely shaped shift lever with manual mode and a Sport mode found in the metal rocker switch just in front. (Photo: Karen Tuggay, Canadian Auto Press)

ports and an aux-in, Bluetooth phone and audio, Aha and Stitcher internet radio functionality, SMS text message functionality, an eight-way powered driver’s seat with powered lumbar support, heatable front seats, reclining second-row seats, Trailer Stability Assist, Hill Launch Assist, tire pressure monitoring, Smart City Brake Support, and plenty more.

As you may have noted, even the fully loaded CX-9 Signature is missing some key options to qualify it for top-tier premium status, such as a powered steering column, a surround parking camera, front parking sensors, ventilated front seats, heatable rear seats, a panoramic sunroof, and the list goes on, but it mostly pulls off the luxury brand look. Soft touch surfacing can be found where your fingers might land and sound absorption is most critical, such as the dash top and much of the

This deeply sculpted, eight-way powered, Nappa leather-covered driver’s seat is sublime. (Photo: Karen Tuggay, Canadian Auto Press)

instrument panel, the door uppers front and rear, plus of course the door inserts and armrests, while the roof pillars are fabric-wrapped too, an unusually welcome addition for a mainstream branded SUV, but not without precedent from mid-size SUV challengers. All of the switchgear is nicely crafted from premium materials as well, with tight fitment and nice high-quality damping, while some is even metal-edged with fancy knurled detailing.

The most prominent of these latter items is the rotating dial for controlling the infotainment system, the layout of which is similar to BMW’s in that the display sits above the dash in fixed-tablet design instead of embedded into the centre stack like the base model’s smaller touchscreen, while it’s controllable via the just noted

Comfort is king front to back, these second-row seats ideal. (Photo: Karen Tuggay, Canadian Auto Press)

dial and surrounding quick-access buttons. The screen resolution, depth of colour and graphics are very good, and it’s easy to find your way around its various functions, although sometimes requires too many steps to do simple tasks like setting a radio preset. Its navigation mapping was easy to read, route guidance very accurate and response to changes (like passing by a prompt to turn) very quick, but take note that new industry features like Apple CarPlay and/or Android Auto aren’t included. The upgraded Bose audio system is excellent though, even featuring visible tweeters in the dash-mounted speakers that helped deliver superb sound all-round.

At first glance the primary gauges appear pretty stock, at least until realizing the rightmost dial is actually a colour TFT multi-information display (albeit monochrome in my first tester). Its lower third incorporates a digital fuel gauge, the

Retractable sunshades are helpful with rear passengers old and young. (Photo: Karen Tuggay, Canadian Auto Press)

odometer, estimated range, and an exterior temperature readout, while the upper two thirds is configurable to your needs via steering wheel controls. As noted earlier, a helpful head-up display projects info onto the windscreen, the posted speed limit indicator situated next to actual speed an especially good reminder to rein in the CX-9’s natural inclination to move quickly.

The three-way seat heaters make the leather nice and hot, but the heatable steering wheel only warms the 9 and 3 o’clock positions from about 1 to 4 and 8 to 10, with all the other areas remaining cold. Mazda isn’t alone in this, but I always appreciate a manufacturer that goes the extra step by heating the entire rim.

Ergonomics

The third row provides much better room than previous CX-9s. (Photo: Karen Tuggay, Canadian Auto Press)

are excellent either way, with plenty of rake and reach adjustability from the manual tilt and telescopic steering column, and even more adjustability from the powered driver’s seat. The seat itself is inherently comfortable and plenty supportive, while overall front seat roominess should satisfy the majority of body types. I found the second-row seating area quite accommodating, especially when the third row wasn’t in use, as the middle row needs to be pulled forward to best house third-row passengers. The second-row seats pop up and out of the way to do so, providing fairly good access to the back, which is much roomier than the previous CX-9.

The 50/50-split third row lies flat by tugging on nice big, chunky handles that automatically

A handy storage area can be found under the load floor. (Photo: Karen Tuggay, Canadian Auto Press)

flip down the headrests, this growing cargo capacity from 407 litres (14.4 cubic feet) to 1,082 litres (38.2 cubic feet), while dropping the 60/40-split second-row seats flat provides up to 2,017 litres (71.2 cubic feet) of gear-toting space. If you plan on towing, the CX-9 is capable of an industry average 1,588 kilos (3,500 lbs) of trailer weight. The cargo area is very nicely finished too, with high-quality carpeting on the load floor, seatbacks, and sidewalls, the latter of which are carved out to create more space. Mazda includes some grocery bag hooks on each sidewall too, while below the removable load floor is a shallow but useful hidden cavity for stowing valuables, winter blankets, first aid and/or roadside assistance kits, or what-have-you.

Top-line CX-9 Signature trim was the clear winner over the GS-L when it came to pampering,

The CX-9 provides plenty of cargo space. (Photo: Karen Tuggay, Canadian Auto Press)

but it also drove a little bit better with a slightly more planted and responsive feel. This was all to do with its two-inch larger diameter rims (base and GS-L models use 18s) because there’s no mention of any other upgrades made to the CX-9’s fully independent MacPherson strut front and multi-link rear suspensions, both incorporating stabilizer bars, or its engine-rev-sensing variable power assist rack-and-pinion steering.

To be honest, I initially didn’t find the CX-9 very sporty, because it’s sole four-cylinder engine is set up for fuel-efficiency first and foremost, causing it to download early in order to minimize consumption, but then I pulled the gear lever over to manual mode, flicked the metal rocker switch on the lower console to “SPORT” mode, pressed hard on the throttle and it really got up and went with more verve than its 250 horsepower (or rather 227 hp with regular unleaded, which is probably how the last journo filled it) lets on. This is because it’s maximum

Small but powerful turbocharged 2.5-litre four provides efficient performance. (Photo: Karen Tuggay, Canadian Auto Press)

torque is a magnificent 310 lb-ft, making the CX-9 one of the more potent performers in its class, which is an especially impressive feat considering its engine displacement of only 2.5 litres. Small engines have come a long way over the past half decade, this the most powerful of Mazda’s reduced resistance Skyactiv-G designs that combines relatively high compression at 10.5:1, with a Dynamic Pressure Turbo (DPT) for linear V6-like performance with a bit more fun-loving attitude.

It really feels lively through the corners, and I don’t mean “live axle” lively, but agile and confidence inspiring. Even when thrown into fast left, right, left transitions it kept its composure, while high-speed panic braking proved stable and secure. The CX-9 lacks paddles, even the top-line Signature trim, which seems strange being that it’s Mazda’s most expensive product and the brand could’ve easily sourced a set from one of its cheaper models like the 3 or CX-3. Yes I know, most CX-9 drivers will never use them, but it’s about marketing after all.

That autobox is probably the drivetrain’s weakest link as it only incorporates six forward gears in a world that’s steadily gravitating to seven-, eight-, and even nine-speed automatics, but it still provides amply quick shifts and will likely prove more reliable than some of the multi-speed units currently on offer by competitors. As noted both my testers featured AWD, a system that goes mostly unnoticed until slippery conditions cause it to come into play. I’d get it just so I wouldn’t have to chain up on snowy drives up to the ski hill (mandatory where I ski if you don’t have AWD or 4WD), but, if purchasing a base model, probably wouldn’t bother if I didn’t regularly hit the slopes as the CX-9’s standard assortment of active safety gear, such as traction and stability control, make urban winter driving pretty easy (although you may feel differently if you’re somewhere colder than Vancouver).

I’ve been mostly talking performance, but keep in mind both GS-L and Signature trims were also comfortable and compliant over rough patches of road, plus quiet and easy to drive, which is exactly what the CX-9 needs to be in order to pull more seven-passenger SUV buyers into the Mazda fold. And of course it’s doing just that, as noted earlier. If you dare to differ from your Ford Explorer, Toyota Highlander, and Nissan Pathfinder equipped neighbours, take a CX-9 for a drive, as you’ll likely be pleasantly surprised. It stands out in the crowd for all the right reasons, and rewards with a premium level experience that few of its peers can match.
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