Mazda CX-90

Gone are the days when Mazda billed itself as the “Zoom, Zoom” brand. While it still sells the little Miata roadster, it’s effectively abandoned sporty passenger cars in favor of sport-utility vehicles like the CX-5 and CX-9.

- Paul A. Eisenstein

Now, with a subtle nameplate inflation for the 2024 season, the Mazda CX-90, the new flagship model is meant to “change the face of Mazda,” suggests Jeff Guyton, the Japanese automaker’s senior managing executive officer and overseer of its North American operations.

The old CX-9 was reasonably attractive, but it got lost in the crowded three-row SUV market. The new CX-90 is a standout. And it delivers on Mazda’s plan to position itself as more of a luxury player.