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Power Profile: Mazda CX-5

Power Profile: Mazda CX-5

By Christian Wardlaw, May 11, 2016

Mazda reinvented itself on the back of the CX-5, the automaker’s popular compact crossover SUV. Introduced for the 2013 model year, the CX-5 debuted Mazda’s “Kodo” design theme, employed the company’s new SkyActiv family of fuel-efficient engines, and proved to be exactly the right product at exactly the right time.

Since the CX-5’s arrival, the automaker has completely redesigned every model in its lineup. Despite the fact that the CX-5 is now the oldest vehicle design in Mazda showrooms, it was the highest-ranked model in the Small SUV segment in the J.D. Power 2015 U.S. Automotive Performance, Execution and Layout (APEAL) Study.SM


If you’ve ever wondered who buys this Small SUV and what owners like the most about them, this Mazda CX-5 Power Profile will give you some of the answers.

Who Buys the Mazda CX-5?
Compared with the Small SUV segment average, CX-5 buyers are younger. In 2015, 47% of CX-5 owners identified themselves as members of Gen X (those born from 1965-1976) or Gen Y (1977-1994), compared with 37% of Compact SUV buyers.

Additionally, CX-5 owners earn more money. On average, owners have a median household income of $93,000, compared with $90,130 for the Small SUV segment in general.

Price and performance sell the CX-5, with 52% of owners identifying themselves as one or the other type of buyer. Compare this to the segment average, in which 35% of owners identify as a price buyer or a performance buyer.

Logically then, Mazda CX-5 buyers more frequently cite responsive handling and powerful acceleration as a purchase preference when choosing a new vehicle (92% vs. 88% segment average). Nevertheless, fewer CX-5 buyers believe that their friends and family think of them as knowing a great deal about autos, compared with the segment average (53% vs. 54%, respectively).

When asked whether a vehicle is just a way to get from place to place, only 39% of CX-5 owners agreed, compared with 45% of Small SUV buyers in general.

In other respects, Mazda CX-5 owner demographics are closely aligned with the Small SUV segment.

What Do Owners Most Like about the CX-5?
Based on the results of the 2015 U.S. APEAL Study, and according to the people who own one, the five most appealing attributes of the Mazda CX-5 are (in descending order) the exterior styling, driving dynamics, interior design, visibility and safety, and storage and space.

Additional Research:

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