Mazda Overhauls Large SUVs After Missed Sales Targets

Key Takeaways

• Mazda’s four Large Platform SUVs reportedly fell well short of their combined global sales target in fiscal 2025.
• The CX-60, CX-70, CX-80 and CX-90 are reportedly set for major changes to their exterior design, interiors and powertrains.
• Mazda CEO Masahiro Moro has described the planned upgrades as being on an “unprecedented” scale for the company.
• The four SUVs sold a combined 150,637 units globally during Mazda’s 2025 fiscal year, compared with a target of 200,000 units.
• Mazda wants the Large Platform SUVs to become products customers recognize as genuine flagship models.
• The United States and broader North American market are particularly important to Mazda’s strategy for increasing sales of its larger SUVs.
• Future powertrain changes could become increasingly important as Mazda expands its next-generation Skyactiv technology and responds to the global shift toward electrification.
• The four SUVs are unlikely to receive identical updates at exactly the same time, meaning changes could arrive in stages across global markets.

Why Is Mazda Overhauling Its Large SUVs?

Mazda is preparing a major rethink of its four Large Platform SUVs after the models failed to reach the company’s combined global sales expectations.

The Mazda CX-60, CX-70, CX-80 and CX-90 represent one of the most ambitious product strategies in Mazda’s modern history. Built around a rear-drive-based Large Platform architecture, the SUVs were intended to move the Japanese automaker further into the premium market while increasing its global sales volume.

Instead, the four models have struggled to reach the level of sales Mazda originally envisioned. During the fiscal year ended March 2025, the four Large Platform SUVs reportedly generated a combined 150,637 global sales, significantly below the company’s 200,000-unit target.

That gap appears to have convinced Mazda that incremental improvements will not be enough. CEO Masahiro Moro has indicated that the company intends to make substantial changes to the exterior, interior and powertrains of the four SUVs, describing the scale of the planned upgrades as unprecedented for Mazda.

The objective is not simply to refresh aging models. Mazda wants the CX-60, CX-70, CX-80 and CX-90 to establish themselves as genuine flagship products and play a larger role in the company’s future growth.

What Are Mazda’s Large Platform SUVs?

Mazda’s Large Platform family consists of four SUVs designed around the company’s rear-wheel-drive-based architecture.

The CX-60 was the first of the group, debuting in 2022 primarily for markets outside North America. It was followed by the CX-90, which was developed for North America and other selected markets. The CX-70 subsequently joined the range as a two-row SUV for North America and other markets, while the CX-80 was introduced as a three-row model for markets including Europe and Japan.

This strategy allowed Mazda to use one core vehicle architecture for different regional requirements rather than creating completely separate large SUVs for each market.

The four models share important engineering characteristics, including longitudinally mounted powertrains and a chassis architecture designed to support rear-wheel-drive-based dynamics. Depending on the market and model, customers can choose from six-cylinder engines, mild-hybrid systems and plug-in hybrid powertrains.

Mazda initially expected the four-model strategy to provide a substantial boost to global sales. The company’s earlier plans called for the Large Platform models to reach approximately 200,000 global sales annually once the full lineup was established.

Actual results have fallen short of that ambition.

How Many Mazda Large SUVs Were Sold Globally?

Mazda’s four Large Platform SUVs sold a combined 150,637 units globally during fiscal 2025, according to the latest reporting on the company’s plans.

That figure represents a significant shortfall against the company’s 200,000-unit target. The difference of roughly 49,000 vehicles is large enough to matter for a company of Mazda’s size, particularly because the Large Platform SUVs were intended to generate meaningful growth and improve Mazda’s position in higher-value segments.

The result does not mean the vehicles have failed everywhere. Mazda has reported strong performance in North America, and the company has previously highlighted the importance of the CX-70 and CX-90 to its regional strategy.

Instead, the numbers suggest that the overall global performance of the Large Platform family has not yet matched Mazda’s expectations.

That underperformance is particularly important because Mazda invested heavily in developing the platform, new inline-six engines, electrification technology and premium interiors. The company therefore needs these vehicles to generate stronger returns and establish a clearer position in the market.

Why Does Mazda Want the SUVs to Be Flagships?

Mazda has been trying to move upmarket for several years.

The Large Platform SUVs are central to that strategy. Rather than competing only with mainstream compact and midsize SUVs, Mazda wants its larger vehicles to challenge premium brands through design, materials, driving dynamics and powertrain technology.

The CX-60, CX-70, CX-80 and CX-90 were designed to support that ambition. Their longitudinal powertrains, available inline-six engines, premium cabin materials and rear-drive-based architecture give them a technical foundation that is different from many conventional front-wheel-drive crossover platforms.

But premium positioning requires more than an expensive platform.

Customers need to immediately understand why a vehicle deserves to be considered a flagship. That means refinement, comfort, technology, design quality, powertrain smoothness and overall execution must be competitive with established premium rivals.

Moro has indicated that Mazda intends to push the four SUVs further in this direction. The company wants customers to recognize them as Mazda’s flagship products, rather than simply larger versions of the brand’s existing crossover lineup.

That could explain why the planned changes are expected to extend beyond styling.

What Changes Are Coming to the CX-60, CX-70, CX-80 and CX-90?

Mazda has not revealed a complete list of specifications for the planned overhaul, but the company’s comments indicate that the changes will cover three major areas: exterior design, interior refinement and powertrains.

The exterior changes could give the four SUVs a more distinctive family identity. Mazda’s current Large Platform models already share a recognizable design language, but the company may use the next round of updates to make them appear more premium and visually differentiated.

Interior changes could be even more important.

Mazda has traditionally emphasized craftsmanship and driver-focused design, but the Large Platform SUVs compete in a segment where buyers increasingly expect advanced infotainment, high-quality materials, sophisticated seating systems, quieter cabins and extensive comfort technology.

The company’s goal of making these vehicles recognizable as flagships suggests that Mazda could place greater emphasis on perceived quality and refinement rather than simply adding more equipment.

The powertrain changes are potentially the most significant part of the overhaul.

Could Mazda Change the Powertrains?

Mazda’s reference to powertrain changes is particularly interesting because the company is developing its next-generation Skyactiv-Z engine technology.

Skyactiv-Z is expected to form an important part of Mazda’s next generation of internal-combustion and electrified powertrains. The technology is being developed with greater thermal efficiency and compatibility with electrification in mind, reflecting Mazda’s approach of combining combustion engines with hybrid systems rather than immediately abandoning combustion powertrains across every market.

The Large Platform SUVs already use a range of electrified powertrains. Depending on the model and market, the lineup includes mild-hybrid inline-six engines and plug-in hybrid systems.

Future updates could therefore involve more than simply replacing one engine with another. Mazda could revise the relationship between combustion engines, electric motors, batteries and transmission calibration to improve efficiency, drivability and emissions performance.

The exact details remain unknown. Mazda has not confirmed which Large Platform models will receive which engines or whether Skyactiv-Z will immediately replace existing powertrains in all four SUVs.

What is clear is that the powertrain strategy will be a central part of Mazda’s attempt to make the Large Platform family more competitive in a market where hybrid and plug-in hybrid technology is becoming increasingly important.

Why Is the United States Important to Mazda’s SUV Strategy?

The United States is one of the most important markets for Mazda’s Large Platform SUVs.

Unlike Europe and Japan, where vehicle dimensions, fuel efficiency and taxation can place greater emphasis on smaller vehicles, the U.S. market has a strong appetite for larger two-row and three-row SUVs.

Mazda specifically developed the CX-90 and CX-70 for North American customer requirements, with the CX-70 offering a two-row configuration and the CX-90 providing three rows of seating.

The United States has also been one of Mazda’s strongest global markets. The company reported record U.S. sales in fiscal 2025, with its larger products contributing to that performance.

That makes improving the Large Platform SUVs particularly important. Mazda does not necessarily need to transform the entire lineup equally across every region. It needs to ensure that its largest and most expensive SUVs are compelling enough to compete in markets where customers have many alternatives.

The U.S. market is therefore likely to remain a major focus as Mazda develops the next stage of the CX-60, CX-70, CX-80 and CX-90.

Will All Four Mazda SUVs Get the Same Changes?

Not necessarily.

Although the CX-60, CX-70, CX-80 and CX-90 share the Large Platform architecture, they serve different markets and customer requirements.

The CX-60 was introduced in 2022 and is primarily sold in markets outside North America. The CX-70 was introduced much later, with North American sales beginning in 2024. The CX-80 also entered global markets during 2024, while the CX-90 was developed with North American requirements in mind.

That means Mazda has little reason to update all four models at exactly the same time.

The company could introduce changes when individual models reach appropriate points in their product cycles, while powertrain technology could be phased in according to regional emissions regulations, customer demand and manufacturing requirements.

As a result, global buyers should not necessarily expect a single universal “Mazda Large SUV facelift.” The changes could arrive progressively across the family.

Could the CX-60 Become More Premium?

The CX-60 is particularly important because it was the first production vehicle based on Mazda’s Large Platform strategy.

Its original mission was to move Mazda into a more premium part of the midsize SUV market while introducing the company’s longitudinal powertrain architecture and new inline-six engines.

However, the CX-60 also faced criticism in some markets over ride comfort and refinement. Mazda has already demonstrated a willingness to make significant suspension and driving-dynamics revisions to improve the vehicle.

Future changes could therefore focus heavily on refinement. A more compliant ride, improved noise insulation, smoother powertrain operation and upgraded cabin materials would help support Mazda’s flagship ambitions.

The CX-60 does not necessarily need to become radically different in appearance. Improving the areas that customers interact with every day could have a greater effect on its premium positioning.

What About the CX-70 and CX-90?

The CX-70 and CX-90 have an especially important role in Mazda’s global strategy because they target the North American market and other regions where larger SUVs are popular.

The two models share much of their underlying architecture, with the CX-70 providing two rows and the CX-90 offering three rows. Both use Mazda’s Large Platform and offer electrified powertrains.

The challenge is differentiation.

Mazda needs customers to understand why each model exists while maintaining enough commonality to keep development and manufacturing costs under control. Future design and interior changes could help create clearer identities for the two SUVs while preserving their shared engineering foundation.

The CX-90 is also positioned as a flagship crossover in Mazda’s North American range. Any major refinement of the Large Platform family will therefore have a direct impact on the company’s premium ambitions in the United States and other markets where the CX-90 is sold.

What Role Does the CX-80 Play Globally?

The CX-80 gives Mazda a three-row Large Platform SUV for markets where the CX-90 is not offered.

It was introduced in Europe, Japan, Australia and other selected markets during 2024, completing Mazda’s initial four-model Large Platform strategy.

The CX-80 is especially important because it demonstrates how Mazda has adapted the same architecture to different regional preferences. Its dimensions, seating configuration and powertrain choices are designed around markets with different regulatory and customer requirements from North America.

That means future updates to the CX-80 may not exactly mirror those applied to the CX-90.

Mazda can use the same fundamental engineering improvements across the family while adjusting equipment, powertrains and specifications according to each market.

Could Hybrid Technology Become More Important?

Hybrid technology is likely to play a growing role in the next phase of Mazda’s Large Platform strategy.

The existing lineup already includes mild-hybrid and plug-in hybrid systems, but the global automotive industry has continued moving toward electrified powertrains at a rapid pace.

For Mazda, the challenge is balancing efficiency with the driving characteristics that have historically defined the brand.

The company has chosen a multi-solution approach rather than relying exclusively on battery-electric vehicles. That means hybrids, plug-in hybrids, efficient combustion engines and battery-electric vehicles can all play roles depending on the market.

For the Large Platform SUVs, this approach could allow Mazda to offer different powertrain solutions in different regions without abandoning its core engine technology.

Future Skyactiv-Z applications could therefore become an important part of the company’s strategy to make these large SUVs more efficient while preserving performance and refinement.

Why Did Mazda Miss Its 200,000-Unit Target?

There is no single confirmed reason for the shortfall.

The Large Platform family was introduced gradually, with the CX-60 arriving first and the CX-70 and CX-80 only becoming available during 2024. That meant the full four-model lineup did not have an extended period to establish itself globally.

Mazda itself previously acknowledged that the 200,000-unit target was ambitious. The company initially expected the addition of the CX-70 and CX-80 to roughly double Large Platform sales.

Market competition is another factor. The global midsize and large SUV segments are crowded with established products from Toyota, Lexus, Hyundai, Kia, BMW, Mercedes-Benz, Volvo and other manufacturers.

Mazda is attempting to move into a more premium part of the market without having the same brand recognition or dealer scale as traditional luxury manufacturers.

The Large Platform SUVs therefore have to overcome both product competition and the challenge of convincing customers that Mazda deserves a place in the premium SUV conversation.

Is Mazda Giving Up on the Large Platform?

No. The planned overhaul suggests the opposite.

Mazda’s decision to invest in major changes to the CX-60, CX-70, CX-80 and CX-90 indicates that the company still sees significant potential in the platform.

If Mazda believed the architecture was fundamentally unviable, a complete product overhaul would make little strategic sense. Instead, the company appears to be trying to correct weaknesses and improve the appeal of vehicles that were designed to support its long-term growth.

The Large Platform also gives Mazda an important technical foundation for higher-output engines, electrification and rear-drive-based vehicle dynamics.

The question is whether Mazda can make those strengths visible enough to customers.

When Will the Updated Mazda SUVs Arrive?

Mazda has not announced a definitive global timetable for the full overhaul.

The company has indicated that substantial changes are coming, but it has not confirmed whether the CX-60, CX-70, CX-80 and CX-90 will all receive their revisions simultaneously.

That staggered approach would make sense given the different launch dates and market positions of the four vehicles.

The CX-60 is the oldest model in the family, having debuted in 2022, while the CX-70 and CX-80 only entered key markets in 2024. The CX-90 sits between them in terms of market strategy, having been developed primarily for North America.

As a result, Mazda could introduce improvements in stages rather than waiting for all four vehicles to reach the same point in their product cycles.

What Could the Mazda Large SUV Overhaul Change?

Area	Potential Changes	Why It Matters
Exterior	Revised styling, lighting, grille and detailing	Stronger flagship identity
Interior	Improved materials, comfort, technology and refinement	Better premium positioning
Powertrains	Updated engines, hybrid systems and calibration	Improved efficiency and competitiveness
Suspension	Potential revisions to ride and handling	Greater comfort and refinement
Electrification	Further development of hybrid and plug-in hybrid technology	Better response to global emissions and efficiency requirements
Brand Positioning	More distinctive flagship presentation	Stronger competition with premium SUV brands

These are areas identified or suggested by Mazda’s stated plans and the company’s broader product strategy. Final specifications for the updated models have not been announced.

What Does This Mean for Mazda?

The Large Platform program is more important to Mazda than four individual SUVs.

These vehicles represent the company’s attempt to increase transaction prices, strengthen its premium image and generate greater global revenue from larger vehicles. Their success therefore has implications for Mazda’s broader business strategy.

If the revised models attract more buyers, Mazda could strengthen its position in the midsize and large SUV markets while generating the additional revenue needed to fund future electrification and product development.

If sales continue to fall short, the company may eventually need to reconsider how much of its future product strategy should depend on large premium-oriented vehicles.

For now, Mazda appears committed to making the concept work.

Conclusion

Mazda is preparing a major rethink of its Large Platform SUVs after the CX-60, CX-70, CX-80 and CX-90 collectively missed their global sales target.

The 150,637 units sold during fiscal 2025 were well below the company’s 200,000-unit objective, making the underperformance difficult to ignore. Mazda’s response appears to be more substantial than a conventional facelift. CEO Masahiro Moro has said the company plans changes to the exterior, interior and powertrains on an unprecedented scale.

The goal is equally ambitious: Mazda wants these SUVs to be recognized as genuine flagship products.

That could mean more sophisticated interiors, stronger design identities, improved ride comfort, revised powertrains and greater use of advanced hybrid technology. The company’s developing Skyactiv-Z technology could also become an important part of the next stage of the Large Platform strategy.

The United States will remain particularly important because the CX-70 and CX-90 are central to Mazda’s North American growth plans, while the CX-60 and CX-80 serve important roles in other global markets.

The exact timing and specifications remain unknown, and the four SUVs may not be updated simultaneously. What is clear is that Mazda does not appear ready to walk away from its flagship SUV strategy. Instead, the company is preparing to make significant changes in an effort to turn the Large Platform family into the premium success it originally envisioned.

Specifications and Current Position

Model	Primary Configuration	Key Markets	Platform	Current Status
Mazda CX-60	Two-row midsize SUV	Europe, Japan, Australia and other markets	Large Platform	Launched in 2022; further updates underway
Mazda CX-70	Two-row midsize SUV	North America and selected global markets	Large Platform	Introduced in 2024
Mazda CX-80	Three-row midsize SUV	Europe, Japan, Australia and other markets	Large Platform	Introduced in 2024
Mazda CX-90	Three-row midsize SUV	North America and selected global markets	Large Platform	Introduced in 2023

Frequently Asked Questions

Q: Why is Mazda overhauling the CX-60, CX-70, CX-80 and CX-90?

Mazda’s four Large Platform SUVs missed their combined global sales target. The company sold 150,637 units during fiscal 2025 compared with a target of 200,000. Mazda wants to improve their competitiveness and establish them as true flagship products.

Q: How many Large Platform SUVs did Mazda sell globally?

Mazda’s CX-60, CX-70, CX-80 and CX-90 recorded a combined 150,637 global sales during fiscal 2025, according to reports on the company’s Large Platform strategy.

Q: What is Mazda’s sales target for its Large Platform SUVs?

Mazda previously targeted approximately 200,000 annual global sales for its four Large Platform SUVs once the complete lineup was established.

Q: What changes are coming to the Mazda CX-60, CX-70, CX-80 and CX-90?

Mazda CEO Masahiro Moro has indicated that the four SUVs will receive substantial changes to their exterior design, interiors and powertrains. The company has described the scale of the upgrades as unprecedented.

Q: Will Mazda change the engines in its Large Platform SUVs?

Powertrain changes are part of Mazda’s planned overhaul, although the company has not provided a complete list of future engines or specifications. Next-generation Skyactiv technology could play a role in the future powertrain strategy.

Q: Will the Mazda CX-60, CX-70, CX-80 and CX-90 become more premium?

That is one of Mazda’s stated objectives. The company wants the four Large Platform SUVs to become products customers recognize as Mazda’s flagship models, which could lead to greater emphasis on refinement, materials, technology and comfort.

Q: Will all four Mazda SUVs receive their updates at the same time?

Not necessarily. Mazda has not announced a synchronized launch schedule, and the different ages and market positions of the CX-60, CX-70, CX-80 and CX-90 make staggered updates possible.

Q: Which markets are most important for Mazda’s Large Platform SUVs?

North America, particularly the United States, is a major priority for Mazda’s larger SUV strategy. The CX-60 and CX-80 also play important roles in Europe, Japan, Australia and other international markets.

Q: What is the Mazda Large Platform?

The Mazda Large Platform is a rear-wheel-drive-based vehicle architecture developed for larger SUVs and other vehicles. It supports longitudinally mounted engines, six-cylinder powertrains and various electrification technologies depending on the model and market.

Q: Is Mazda abandoning its Large Platform SUVs?

No. Mazda’s decision to invest in major exterior, interior and powertrain changes indicates that the company remains committed to the Large Platform family and wants to improve its global sales and premium positioning.