The Mazda CX-90 The large three-row luxury SUV has been teased once again ahead of its “unboxing” on January 12 in the US.
It’s expected to be the full product reveal as the automaker previously said it’s set for a world premiere this month.
The latest teaser has been uploaded to Mazda USA’s social media and shows Japanese actor and martial artist Hiroyuki Sanada walking between some of the company’s iconic road and racing vehicles.
There’s no Mazda CX-90 imagery in the minute-long teaser video other than some weird stacked black boxes that Sanada says will shape the company’s future.
The CX-90 is not the only new Mazda vehicle to be revealed in the coming 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 be launched locally at the end of this year and will occupy the top spot in the brand’s SUV line-up. It is expected to be Mazda’s answer to vehicles like the Volvo XC90.
The CX-90 will be based on the brand’s Grand Architecture – which also underpins the CX-60 – and will offer three rows of seats.
Think of it as a big brother to the two-row CX-60 which will also go on sale in Australia in 2023 (around June). We expect it to use the 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 trim, and price, the CX-60 and CX-90 enter new territory for the company – unless you count the brief Eunos experiment we profiled here.
Like the CX-60, expect the CX-90 to undergo (or perhaps it already has) some level of testing and tuning in Australia for local conditions. More about it here.
Once the CX-60 and CX-90 arrive in Australia, Mazda will have a sprawling SUV range that also includes compacts, the CX-3, CX-30, and MX-30, the mid-size CX-5, and the seven-seat CX- 8 and CX-9.
But the company, which is second in the sales charts behind Toyota here and therefore has a large audience, said it wanted to offer SUV buyers “as much choice” as possible.
We recently asked Mazda Australia managing director Vinesh Bhindi about the demographic breakdown of the CX-60, to better understand who this vehicle is for, and this same logic can easily be applied to the larger CX-90.
“As a business, it gives us the opportunity to expand where our product offering is, and maybe even attract customers who wouldn’t have considered us before,” he said.
“But more importantly, it actually gives our fans a choice before they leave us, because their status in life has reached a point where they can probably go more towards ultra-luxury brands, right?
“… Our strategy has long been that we want the customer to make the decision, and if Mazda Corporation produces something and the vehicle is available to us and it makes business sense, we will make that option available to Australian consumers.”
MORE: Mazda CX-90 large SUV teased again ahead of January debut
MORE: 2024 Mazda CX-90 teased, confirmed for Australia