Why Does The 2020 Mazda CX-9 Sell So Poorly? Really, Why?
video description
Date: 2020-04-04
Related videos
Comments and reviews: 10
Stephen
I think I can answer the question of why the CX-9 is the worst selling midsize 3 row crossover. And it's not the worst by a little; it's the worst by a LOT with fewer than 27, 000 units sold in the US in 2019. The KIA Sorento, hardly a sales champ, sold 96, 000 units. The Telluride, available for only 10 months and hampered by limited supply, had twice as many sales. Comparisons with most other competitors is even worse. In a category where the U in CUV stands for UTILITY, the CX-9 simply doesn't offer what most customers are looking for compared to the competition. At 199 long, it's among the largest midsize crossovers in the category. Only the Durango and the Chevy Traverse are longer. It's even a fraction of an inch longer than the 2020 Explorer and the VW Atlas and a couple of inches longer than the Telluride. It's 4 longer than a 2020 Highlander and a full 10) longer than a KIA Sorento. Bottom line? It's a BIG vehicle. On the other hand, the interior space of the CX-9 isn't just below average. With only 71 cubic ft of overall cargo capacity, it's TINY. The much smaller Sorento offers more (73 cf. So does the compact CR-V And it's not just cargo space. The CX-9 has 135 cubic ft of passenger space; the Sorento has 154 cubic feet. Even more striking is the passenger room in the third row, presumably a major reason for opting for a 3 row crossover. A Ford Mustang provides 30 of legroom in the back seat. There are only two midsize crossovers that offer less, the ridiculously cramped Highlander at 27. 7 and the CX-9 at 29. 7. Again, the much smaller Sorento offers 31. 7. To be fair, the CX-9 does offer superior handling on twisting secondary roads. But who buys a 3 row crossover for its canyon carving prowess? Apparently not many consumers. And if Mazda's handling is a priority there's an alternative and a third row of seats isn't needed, the CX-5 offers the same engine/drivetrain as the CX-9. It, too, is relatively cramped compared to rival compact crossovers but with a deficit much less than the CX-9 vs its competition. The CX-5 has a curb weight over 550 lbs less than a CX-9 in a package that's 20 ) less in length. Better handling, better performance, and MUCH less expensive. It's no myster why Mazda sold about 6 times as many CX-5's as CX-9's in 2019.
reply
I think I can answer the question of why the CX-9 is the worst selling midsize 3 row crossover. And it's not the worst by a little; it's the worst by a LOT with fewer than 27, 000 units sold in the US in 2019. The KIA Sorento, hardly a sales champ, sold 96, 000 units. The Telluride, available for only 10 months and hampered by limited supply, had twice as many sales. Comparisons with most other competitors is even worse. In a category where the U in CUV stands for UTILITY, the CX-9 simply doesn't offer what most customers are looking for compared to the competition. At 199 long, it's among the largest midsize crossovers in the category. Only the Durango and the Chevy Traverse are longer. It's even a fraction of an inch longer than the 2020 Explorer and the VW Atlas and a couple of inches longer than the Telluride. It's 4 longer than a 2020 Highlander and a full 10) longer than a KIA Sorento. Bottom line? It's a BIG vehicle. On the other hand, the interior space of the CX-9 isn't just below average. With only 71 cubic ft of overall cargo capacity, it's TINY. The much smaller Sorento offers more (73 cf. So does the compact CR-V And it's not just cargo space. The CX-9 has 135 cubic ft of passenger space; the Sorento has 154 cubic feet. Even more striking is the passenger room in the third row, presumably a major reason for opting for a 3 row crossover. A Ford Mustang provides 30 of legroom in the back seat. There are only two midsize crossovers that offer less, the ridiculously cramped Highlander at 27. 7 and the CX-9 at 29. 7. Again, the much smaller Sorento offers 31. 7. To be fair, the CX-9 does offer superior handling on twisting secondary roads. But who buys a 3 row crossover for its canyon carving prowess? Apparently not many consumers. And if Mazda's handling is a priority there's an alternative and a third row of seats isn't needed, the CX-5 offers the same engine/drivetrain as the CX-9. It, too, is relatively cramped compared to rival compact crossovers but with a deficit much less than the CX-9 vs its competition. The CX-5 has a curb weight over 550 lbs less than a CX-9 in a package that's 20 ) less in length. Better handling, better performance, and MUCH less expensive. It's no myster why Mazda sold about 6 times as many CX-5's as CX-9's in 2019.
reply
theconformist
I think it's the fact that most buyers simply do not care for sporty handling. And, when brands do sell sporty handling, I'd argue it sells more because of the badge than anything (e. g, the German trio. Are suburban moms and dads actually buying RS, M, and AMG SUVs to go vroom-vroom everyday and push lateral G's? No. I'd argue most of them just buying those models to show they have the best trim level compared to others. The other issue is that the SkyActiv tech requires longer exhaust travel, forcing Mazda to make their hoods longer, which eats into interior volume. So you end up with a car that's large on the outside, but smaller on the inside than rivals due to the space lost to the engine bay. In the US, interior volume sells cars - especially in the SUV segment. Sporty handling is a bonus, but low on the priority list (if on it at all. So, outside of the luxury space, I can understand why people would rather opt for something like a Kia Telluride or Palisade instead. More efficient use of space(And models like the Toyota Highlander and Honda Pilot basically sell themselves at this point, due to brand/model name recognition. Everyone by default assumes both those cars are reliable, which in turn leads to higher resale values, which in turn leads to higher popularity among the general public, and so forth. Mazda doesn't have this luxury)I also think Mazda is somewhat out of tune with American buyers, instead excelling far better with European and Asian demographics abroad. Even the new Mazda3 hatch/sedan appears to be designed with European tastes in mind, rather than American ones. If it was designed first and foremost with American tastes in mind, they would have just made the car larger overall, like Honda did with their 10th-gen Civic (which has continuously gotten larger. While I have tastes more similar to Europeans, most Americans logically do not. And so that alone might explain why a company like Subaru does great in the US (but poorly abroad, while Mazda does poorly in the US (but excels abroad.
reply
I think it's the fact that most buyers simply do not care for sporty handling. And, when brands do sell sporty handling, I'd argue it sells more because of the badge than anything (e. g, the German trio. Are suburban moms and dads actually buying RS, M, and AMG SUVs to go vroom-vroom everyday and push lateral G's? No. I'd argue most of them just buying those models to show they have the best trim level compared to others. The other issue is that the SkyActiv tech requires longer exhaust travel, forcing Mazda to make their hoods longer, which eats into interior volume. So you end up with a car that's large on the outside, but smaller on the inside than rivals due to the space lost to the engine bay. In the US, interior volume sells cars - especially in the SUV segment. Sporty handling is a bonus, but low on the priority list (if on it at all. So, outside of the luxury space, I can understand why people would rather opt for something like a Kia Telluride or Palisade instead. More efficient use of space(And models like the Toyota Highlander and Honda Pilot basically sell themselves at this point, due to brand/model name recognition. Everyone by default assumes both those cars are reliable, which in turn leads to higher resale values, which in turn leads to higher popularity among the general public, and so forth. Mazda doesn't have this luxury)I also think Mazda is somewhat out of tune with American buyers, instead excelling far better with European and Asian demographics abroad. Even the new Mazda3 hatch/sedan appears to be designed with European tastes in mind, rather than American ones. If it was designed first and foremost with American tastes in mind, they would have just made the car larger overall, like Honda did with their 10th-gen Civic (which has continuously gotten larger. While I have tastes more similar to Europeans, most Americans logically do not. And so that alone might explain why a company like Subaru does great in the US (but poorly abroad, while Mazda does poorly in the US (but excels abroad.
reply
kevinlreynolds
I have had a 2020 CX-9 Signature for about three months and I can tell you that it is a joy to drive every day. Sure, it does not have the complexity nor the high-quality graphics that the X5 and Q7 have, but the layout is very easy to use, and the learning curve was very short. Little things like having a volume knob right next to the circular controller is excellent. It has a very quiet but energetic ride, that remains composed. I had a 2017 MDX advance very loaded up for three years, and the infotainment on the MDX was god awful. Everything you did was accompanied by a very loud beep which you could not disable. One of the happiest days Ive had in quite a while was when I traded that MDX in and started driving the Mazda. The CX-9 has a much higher reliability record per consumer reports than either the X5 or the Q7, The two cars I was comparing it to. At that point, the Mazda was much less expensive and much more reliable. My ownership goal was also different in that I dont expect to have this car for longer than 3 to 5 years. Normally I buy in run cars for 10 years, with the exception of the MDX, which I could not wait to get rid of. Of course, this was just my story, but I do believe that the Mazda CX-9 Signature is highly underrated and has an extremely premium interior and great driving dynamics. I love driving it.
reply
I have had a 2020 CX-9 Signature for about three months and I can tell you that it is a joy to drive every day. Sure, it does not have the complexity nor the high-quality graphics that the X5 and Q7 have, but the layout is very easy to use, and the learning curve was very short. Little things like having a volume knob right next to the circular controller is excellent. It has a very quiet but energetic ride, that remains composed. I had a 2017 MDX advance very loaded up for three years, and the infotainment on the MDX was god awful. Everything you did was accompanied by a very loud beep which you could not disable. One of the happiest days Ive had in quite a while was when I traded that MDX in and started driving the Mazda. The CX-9 has a much higher reliability record per consumer reports than either the X5 or the Q7, The two cars I was comparing it to. At that point, the Mazda was much less expensive and much more reliable. My ownership goal was also different in that I dont expect to have this car for longer than 3 to 5 years. Normally I buy in run cars for 10 years, with the exception of the MDX, which I could not wait to get rid of. Of course, this was just my story, but I do believe that the Mazda CX-9 Signature is highly underrated and has an extremely premium interior and great driving dynamics. I love driving it.
reply
BadVegan
CX-9 window of opportunity was pre-Telluride/Palisade. It just can't compete with the feature packed Kia/Hyundai. They offer a balance of luxury, host of electronic content, and style at a banger of a price. CX-9 looks great but they gambled consumers would sacrifice interior space for style on a 3-row, and they gambled wrong. Also, the CX-9 was hit with some reliability issues out of the gate with this generation. Compared to rivals, CX-9 is not fast enough to qualify as a sports suv. CX-9 looks like upscale sport/lux but a 240hp 4 cyl sounds disappointing on a large suv. Americans look at HP numbers. Mazda should have not dropped the V6. It's no longer the budget luxury 3 row and other players offer much more content at similar or far lower prices. I think consumers see it as a good looking, big suv, with cramped interior and econobox motor. Mazda should have gone with the German playbook: Make a true, 3 row box with class competitive interior and then offer a CX-10 with a slammed roof(BMW X5/X6, Audi Q7/Q8, VW Atlas/Cross Sport)Mazda needs to revamp product planning. Only thing they can do with the existing CX-9 is offer a V6, cut the price and add more content as standard. Love Mazda's style. I hope they succeed. It's just a highly competitive segment.
reply
CX-9 window of opportunity was pre-Telluride/Palisade. It just can't compete with the feature packed Kia/Hyundai. They offer a balance of luxury, host of electronic content, and style at a banger of a price. CX-9 looks great but they gambled consumers would sacrifice interior space for style on a 3-row, and they gambled wrong. Also, the CX-9 was hit with some reliability issues out of the gate with this generation. Compared to rivals, CX-9 is not fast enough to qualify as a sports suv. CX-9 looks like upscale sport/lux but a 240hp 4 cyl sounds disappointing on a large suv. Americans look at HP numbers. Mazda should have not dropped the V6. It's no longer the budget luxury 3 row and other players offer much more content at similar or far lower prices. I think consumers see it as a good looking, big suv, with cramped interior and econobox motor. Mazda should have gone with the German playbook: Make a true, 3 row box with class competitive interior and then offer a CX-10 with a slammed roof(BMW X5/X6, Audi Q7/Q8, VW Atlas/Cross Sport)Mazda needs to revamp product planning. Only thing they can do with the existing CX-9 is offer a V6, cut the price and add more content as standard. Love Mazda's style. I hope they succeed. It's just a highly competitive segment.
reply
naveenthemachine
To me Mazda doesnt have a focus on why they should be a top seller. Toyota has reliability and fuel economySubaru has AWDKia and Hyundai are valuesHonda has utilityThe Americans are large overpriced with discounts. Mazda somehow just doesnt have enough of a motto for them to be a top seller. They are really trying to convince others Hey look at me. Im classyLooks outside and inside may be one, but honestly most people care about familiarity and functionality. Im definitely one of those people. For example, when I was car shopping months back, the Mazda6 Signature was one of my top contenders. I loved how it looks outside and inside. Driving it, it was very comfortable and quiet. But I had to unfortunately slice it off the list because I found out that it wasnt very spacious inside. At my seating position, I couldnt sit behind myself. The trunk was also quite small. The interior was unquestionably beautiful with the real wood and brown leather, but the ergonomics were disappointing. The infotainments touchscreen lockout when in drive was a dealbreaker for me. Despite hearing that the Mazda6 has great steering feel, I didnt feel any more communication than I did in the Camry.
reply
To me Mazda doesnt have a focus on why they should be a top seller. Toyota has reliability and fuel economySubaru has AWDKia and Hyundai are valuesHonda has utilityThe Americans are large overpriced with discounts. Mazda somehow just doesnt have enough of a motto for them to be a top seller. They are really trying to convince others Hey look at me. Im classyLooks outside and inside may be one, but honestly most people care about familiarity and functionality. Im definitely one of those people. For example, when I was car shopping months back, the Mazda6 Signature was one of my top contenders. I loved how it looks outside and inside. Driving it, it was very comfortable and quiet. But I had to unfortunately slice it off the list because I found out that it wasnt very spacious inside. At my seating position, I couldnt sit behind myself. The trunk was also quite small. The interior was unquestionably beautiful with the real wood and brown leather, but the ergonomics were disappointing. The infotainments touchscreen lockout when in drive was a dealbreaker for me. Despite hearing that the Mazda6 has great steering feel, I didnt feel any more communication than I did in the Camry.
reply
tjs114
I think the reasons the CX9 doesn't sell well are many. Mazda's tend to be the darling of automotive journalists, but in real world usage; they fail miserably. Living with a Mazda tends to include gas mileage that rarely reaches the EPA ratings, usually lower by 20-25% and I've never driven a Mazda that wasn't busy and droning at highway speeds. Mazda's also seem to spend a lot of time in the shop with minor problems that often lead to large bills and Mazda likes to disallow a lot of warranty work. Mazda's warranty and dealership network are also suspect, with regular problems when trying to service a Mazda under warranty at a dealership other than the one you bought it from. And that's a common issue since Mazda dealerships seem to be the most capricious beats and seem close often, only to be reborn under a new name/ownership/management/whatever and thus abandoning the prior buyers. The 3 Mazda dealerships within 30 miles of where I live have 'transitioned' or downright shuttered no less than 8 times in the past 10 years and I remember the same thing when I lived in the SF East Bay with the 4 dealerships I used.
reply
I think the reasons the CX9 doesn't sell well are many. Mazda's tend to be the darling of automotive journalists, but in real world usage; they fail miserably. Living with a Mazda tends to include gas mileage that rarely reaches the EPA ratings, usually lower by 20-25% and I've never driven a Mazda that wasn't busy and droning at highway speeds. Mazda's also seem to spend a lot of time in the shop with minor problems that often lead to large bills and Mazda likes to disallow a lot of warranty work. Mazda's warranty and dealership network are also suspect, with regular problems when trying to service a Mazda under warranty at a dealership other than the one you bought it from. And that's a common issue since Mazda dealerships seem to be the most capricious beats and seem close often, only to be reborn under a new name/ownership/management/whatever and thus abandoning the prior buyers. The 3 Mazda dealerships within 30 miles of where I live have 'transitioned' or downright shuttered no less than 8 times in the past 10 years and I remember the same thing when I lived in the SF East Bay with the 4 dealerships I used.
reply
Omar
I just feel like Mazda in general doesnt have a strong hold on the American car buyer market (I own a 2019 Mazda 6 and 2016 CX5 and love the amount of car for the money)While none of their cars sell incredibly well, you just dont think of the CX9 when you think Mazda, you think of the cx5 or the 3 or a Miata. A lot of the other brands already have the reputation/marketing/design language that interest people and/or provide an arguably better package for the money (i. e, telluride and palisade) I own 2 Mazdas and if you asked me if I were to get a large suv, I wouldnt even have the cx9 on my radar. Kia/Hyundai/Toyota/Honda would all be my first trips before stepping foot into Mazda. And if the explorer wasnt so expensive for a decent spec, Id even consider that despite not trusting ford products. It just looks better/tougher/rugged. cx9 looks a little feminine to me and expensive
reply
I just feel like Mazda in general doesnt have a strong hold on the American car buyer market (I own a 2019 Mazda 6 and 2016 CX5 and love the amount of car for the money)While none of their cars sell incredibly well, you just dont think of the CX9 when you think Mazda, you think of the cx5 or the 3 or a Miata. A lot of the other brands already have the reputation/marketing/design language that interest people and/or provide an arguably better package for the money (i. e, telluride and palisade) I own 2 Mazdas and if you asked me if I were to get a large suv, I wouldnt even have the cx9 on my radar. Kia/Hyundai/Toyota/Honda would all be my first trips before stepping foot into Mazda. And if the explorer wasnt so expensive for a decent spec, Id even consider that despite not trusting ford products. It just looks better/tougher/rugged. cx9 looks a little feminine to me and expensive
reply
WhoCares
Design is subjective. It does not look bad, but it is not the best looking ever on the market. Retention of value. It is known that Mazda does not retain value as good as Toyota or Honda. Huge reason that is the case with any brand that does not retain value is that simple customers have tried it and they stick with what works. Brand loyalty. Mazda may be good to purchase after having an american made car (dodge, chrysler, etc) but after the test drives of either Honda or Toyota, Mazda is simply not there with the quality, reliability, etc. Most importantly - reviewers live in a different world because your full time job is to review. while the review of new units are great, there are no reviews of these same cars after ownership of 3-5-7-10 years. that is what keeps people from changing cars. review does not equall sales will go up because this model of a car is amazing.
reply
Design is subjective. It does not look bad, but it is not the best looking ever on the market. Retention of value. It is known that Mazda does not retain value as good as Toyota or Honda. Huge reason that is the case with any brand that does not retain value is that simple customers have tried it and they stick with what works. Brand loyalty. Mazda may be good to purchase after having an american made car (dodge, chrysler, etc) but after the test drives of either Honda or Toyota, Mazda is simply not there with the quality, reliability, etc. Most importantly - reviewers live in a different world because your full time job is to review. while the review of new units are great, there are no reviews of these same cars after ownership of 3-5-7-10 years. that is what keeps people from changing cars. review does not equall sales will go up because this model of a car is amazing.
reply
smack9x
I rented a CX-9 for week long road trip and found it uncomfortable and small on the inside this is in comparison to a Infiniti QX60. Why get such a large vehicle to feel cramped. The CX-9 felt like a compact cuv. I disagree with Alex's rating of front seat comfort of 9/10 I would give it a 4/10. Alex didn't mention about the placement of the door mirrors. You have to set the seat far back to see appropriately out the mirrors. Also the dash and armrest protrudes into your legs. While it does handle well that also lowers its comfort making it a harsh ride. I don't see why anyone wants a sporty large crossover. Make the harsh suspension for a sport trim of some sort. Gas mileage was great on trip I recorded 27 mpg highway. What also probably scares customers away is the previous turbo 4 suv the CX-7 which was a guaranteed engine failure
reply
I rented a CX-9 for week long road trip and found it uncomfortable and small on the inside this is in comparison to a Infiniti QX60. Why get such a large vehicle to feel cramped. The CX-9 felt like a compact cuv. I disagree with Alex's rating of front seat comfort of 9/10 I would give it a 4/10. Alex didn't mention about the placement of the door mirrors. You have to set the seat far back to see appropriately out the mirrors. Also the dash and armrest protrudes into your legs. While it does handle well that also lowers its comfort making it a harsh ride. I don't see why anyone wants a sporty large crossover. Make the harsh suspension for a sport trim of some sort. Gas mileage was great on trip I recorded 27 mpg highway. What also probably scares customers away is the previous turbo 4 suv the CX-7 which was a guaranteed engine failure
reply
John
For some reason I have simply never been able to warm up to Mazda. except the Miata. That grill shape reminds me of a glass sucker in an aquarium. And yes, it has a pretty profile but still somehow manages to leave me cold. All the good stuff aside, I simply can not see myself in a Mazda. I'd happily buy the Telluride or Palisade long before I'd ever consider a CX9. In Canada in 2019 Mazda ranked #9 with a 10% decline is sales, just a few hundred ahead of Kia at #10 who had a 5% increase in sales; and far behind Hyundai, and the other Japanese car makers. A few discrepancies - The CX9 has a CR top reliability rating but it's ranked 4th, 6 points behind the Telluride. Surprisingly, its road test score is 17 points behind the Telluride. In the breaking you got 115' but Consumers got 139) - 12' more than the Telluride. very odd.
reply
For some reason I have simply never been able to warm up to Mazda. except the Miata. That grill shape reminds me of a glass sucker in an aquarium. And yes, it has a pretty profile but still somehow manages to leave me cold. All the good stuff aside, I simply can not see myself in a Mazda. I'd happily buy the Telluride or Palisade long before I'd ever consider a CX9. In Canada in 2019 Mazda ranked #9 with a 10% decline is sales, just a few hundred ahead of Kia at #10 who had a 5% increase in sales; and far behind Hyundai, and the other Japanese car makers. A few discrepancies - The CX9 has a CR top reliability rating but it's ranked 4th, 6 points behind the Telluride. Surprisingly, its road test score is 17 points behind the Telluride. In the breaking you got 115' but Consumers got 139) - 12' more than the Telluride. very odd.
reply
Add a review, comment
Other channel videos
