Mazda Says Buyers Care More About Features Than Luxury Badges

Mazda’s Upmarket Push

Mazda once occupied a similar space to brands like Toyota and Hyundai, but a number of changes gradually gave the brand a more premium feel. The introduction of Kodo design on the CX-5 in 2012 was one of them, though Mazda still isn’t on the same level as luxury brands like Lexus.

Still, the Japanese marque is reinforcing its market position with a survey exploring what consumers today consider “premium” in a car. The survey, which polled 1,000 U.S. vehicle owners who purchased a car within the past five years, suggests that more buyers now associate premium with intuitive in-car technology, design, safety, generous space, and practicality rather than the status signaling of a brand badge.

Rethinking Premium

The results bolster Mazda’s case, given that its lineup delivers a near-luxury feel without the premium pricing. Looking at the numbers, 93% of respondents said they would rather own a vehicle with “more of what matters” to them than a more expensive one. That “more” was most commonly defined as space and practicality (40%), value and quality (36%), and advanced technology and connectivity, driving enjoyment, and performance capability (30% each).

On the other hand, 7% of respondents said “more” refers to status or social recognition, while 19% said a brand’s badge elevates a vehicle above others.

While many would love to own a Mercedes-Benz or a Porsche, the survey suggests more buyers today are making more considered choices – looking beyond the badge and evaluating a vehicle’s specs rather than relying solely on brand reputation to determine its worth. Mazda leaned into that idea with a strong statement of its own, saying that “modern luxury is practical, purposeful, and deeply personal – not performative.”

Mazda Draws the Line

Other notable findings include 76% of respondents saying a premium markup is not worth it, while 83% believe a mainstream vehicle with a premium feel is the smarter luxury choice. In fact, even with an extra $75,000 to spend, more respondents said they would rather save the money for financial security, although 46% still said they would put it toward a high-end car.

Some recent developments that support Mazda’s broader narrative include earning more 2026 Top Safety Pick+ awards than any other brand and winning the 2026 World Car Design of the Year award with the 6e (or EZ-6 in China), an electrified sedan considered as a successor to the Mazda6 that is not currently sold in the U.S.

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