The Mazda CX-90 three-row large luxury SUV has been teased once again ahead of its “unboxing” on January 12 in the US.
It’s expected this will be the full product reveal as the carmaker previously said it was set for a world premiere this month.
This latest teaser was uploaded to Mazda USA’s social media and shows Japanese actor and martial artist Hiroyuki Sanada walking among some of the company’s iconic road-going and racing vehicles.
There isn’t any imagery of the Mazda CX-90 in the minute-long teaser video whatsoever besides some strange stacked black boxes that Mr Sanada says will form the company’s future.
The CX-90 won’t be the only new Mazda vehicle revealed in the next few days as the MX-30 rotary range-extender plug-in hybrid (PHEV) will be unveiled in Brussels on January 13.
As previously reported, the Mazda CX-90 is confirmed to launch locally later this year and will sit above at the top of the brand’s SUV lineup. It’s expected to be Mazda’s answer to vehicles such as the Volvo XC90.
The CX-90 will be based on the brand’s Large Architecture – which also underpins the CX-60 – and will offer three rows of seating.
Think of it as a big brother to the two-row CX-60 also due in Australia in 2023 (around June). We’d expect it to use that vehicle’s new inline-six petrol and diesel engines, as well as its plug-in hybrid drivetrain.
In terms of performance, technology, interior design and finish, and price, the CX-60 and CX-90 nudge into new territory for the company – unless you count the brief Eunos experiment which we profiled here.
As with the CX-60, expect the CX-90 to undergo (or perhaps it already has undergone) some degree of testing and tuning in Australia for local conditions. More on that here.
Once the CX-60 and CX-90 arrive in Australia, Mazda will have a cluttered SUV range which also includes the compact, CX-3, CX-30, and MX-30, the mid-sized CX-5, and the seven-seat CX-8 and CX-9.
Yet the company, which sits second on the sales charts behind Toyota here and therefore has a large audience, says it wants to offer SUV buyers “as much choice” as it possibly can.
We recently asked Mazda Australia managing director Vinesh Bhindi about the CX-60’s demographic breakdowns, to better understand who this vehicle is for, and this same logic can easily be applied to the bigger CX-90.
“As a business, it gives us an opportunity to expand where our product offerings are, and possibly even attract customers that wouldn’t have considered us before,” he said.
“But more importantly, it’s actually giving an option to our fan base before they exit us, because their status in life has gotten to a point where they can maybe go more towards the ultra luxury brands, right?
“… Our strategy has been for a while that we want the customers to decide, and if Mazda Corporation is producing something and that vehicle is available to us and makes business sense, we will have that option available for Australian consumers.”
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