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Power Profile: Mazda CX-9

Power Profile: Mazda CX-9

By Christian Wardlaw, May 29, 2016
Just in time for summer, Mazda is rolling out a redesigned 2016 CX-9, a 7-passenger crossover SUV that replaces a design that is nearly a decade old. Despite its advanced age, however, the previous-generation CX-9 ranked 13th among 18 Midsize SUV models in the J.D. Power 2015 U.S. Automotive Performance, Execution and Layout (APEAL) Study,SM performing better than popular models like the Ford Explorer, GMC Acadia, Nissan Pathfinder, and Honda Pilot.

Featuring sleek new styling, an upscale interior, turbocharged 4-cylinder engine, and the latest in safety, collision-avoidance, and infotainment technologies, Mazda stands a good chance with the 2016 CX-9 of improving its standing in the annual APEAL Study, and in pleasing consumers who have purchased the SUV in the past.

To get a sense of who typically buys this midsize SUV, and what owners like most about them, this Mazda CX-9 Power Profile will provide some insights.

Who Buys the Mazda CX-9?
Generally, Mazda CX-9 buyer demographics align with Midsize SUV buyers, according to J.D. Power research data. More of them are men (63% for the CX-9, compared with 57% for the segment); they are slightly younger (53 years vs. 54); and they make slightly more money in terms of annual household income ($113,362 vs. $109,901).

The main differences between CX-9 buyers and Midsize SUV buyers relate to vehicle performance. According to J.D. Power data, 30% of CX-9 buyers identify themselves as performance buyers (vs. 16% for the segment), and 96% agree that they like a vehicle with responsive handling and powerful acceleration (vs. 90%).

Logically, then, just 40% of CX-9 owners agree that they are willing to pay more for a vehicle that is environmentally friendly (vs. 53% for the segment), and only 48% agree that their first consideration in choosing a vehicle is miles per gallon (vs. 61%).

What Do Owners Most Like about the CX-9?
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-9 are (in descending order) exterior styling, driving dynamics, visibility and safety, engine/transmission, and interior design.

Additional Research:

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