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Want to Own a Luxury Vehicle, Buy Mazda!

What exactly is a luxury car in today’s day in age? Just about every new car is luxurious, but are they BMW or Mercedes luxurious? Some argue that the new line of Mazdas is. What do you say?

But is it a luxury brand? Masahiro Moro, now the chairman and CEO of Mazda North American Operations, explained their vehicles do tend to attract customers that are more affluent than the industry average, a strong indicator of the brand’s premium positioning, and an advantage other automakers would love to have.

“There are a number of different premiums, right? The German premiums, Japanese premiums, American premiums, super-premiums, there are many different territories,” explained Moro. “But we try to keep our unique position.” He wants Mazda “to always be unique to the mainstream,” which is something they seem to have achieved.

For Signature-equipped models, Moro noted, “Our customers’ average profile in terms of, for example, household income is more than $130,000, which is very high.” That certainly sounds like luxury, but with Mazda’s more mainstream models he noted that figure is around $80,000 or $90,000, certainly a good place to be and one that’s in the upper-middle range of premium brands.

“I think probably our approach to, for example, internal combustion engine design, everything is pretty unique compared to mainstream,” said Moro. Their 2.5-liter turbocharged four-cylinder unit that’s offered in the Mazda6 sedan and CX-9 crossover is specially tuned to deliver tons of low-speed torque, up to 310 pound-feet, which makes everyday driving a breeze. The firm’s naturally aspirated engines are likewise a joy to operate, free-revving and smooth.