The 2025 Mazda CX-70 debuted last week, delivering dealerships and customers a gap-filling model that will compete directly with the Honda Passport, Chevrolet Blazer, Nissan Murano and Ford Edge. Unlike those models, the CX-70 does not stand alone, but rather fall into line as a rehash of existing product, experts say.
The CX-70 is simply a two-row version of the Mazda CX-90, an SUV with three rows that competes with the Toyota Highlander, Nissan Pathfinder, Kia Sorento and Honda Pilot, among others. It has different bumpers, which give it a semi-unique appearance, but inside the looks are essentially unchanged.
“The CX-70 is a very low-investment product that does get Mazda into the two-row mid-size SUV category,” Ed Kim, President and Chief Analyst at Auto Pacific told Newsweek. “Unlike those models, however, the CX-70 is little more than a CX-90 with a third-row delete package, sharing all of its sheetmetal, glass, interior (except the deleted third row), and powertrains. It’s visually almost indistinguishable from the three-row CX-90.”
Like in the CX-90, buyers can choose between a mild-hybrid 3.3-liter inline six-cylinder engine or a plug-in hybrid electric vehicle (PHEV) configuration. The two electrified configurations are a unique offering among the competitive set with only Kia selling a hybrid (Toyota’s Venza is leaving the market soon).
Mazda North American Operations
“Mazda continues to fight for recognition and appreciation in highly competitive segments, including the two-row midsize SUV category, where its all-new CX-70 will enter the fray this year,” Karl Brauer, executive analyst at iSeeCars.com told Newsweek.
“The success of established players puts added pressure on Mazda, a brand with an unfortunate history of releasing competitive product that often struggles to find a following,” he said.
With electrified vehicle sales on the rise, Mazda may be using CX-70’s hybrid and PHEV powertrains to appeal to a niche audience that is growing less niche by the moment. PHEV sales rose substantially between 2021 and 2022, globally, moving from 1.9 million to 2.9 million.
PHEVs made up 1.8 percent of new vehicle registrations in the U.S. in 2023, about 251,000 units. That is an increase of nearly 52 percent over 2022’s figure. Hybrid vehicles made up 7.46 percent of registrations, 1.042 million units.
The overall new light-duty vehicle market in the U.S. last year was 15.5 million.
“Style and sportiness are common qualities for Mazda, but the introduction of a plug-in hybrid drivetrain is new for the company, with the CX-70 being only the second model to offer it. PHEVs are increasingly resonating with U.S. consumers, and by including one in the new CX-70, Mazda will be on the leading edge of a market trend.
Mazda North American Operations
Mazda North American Operations
“A PHEV option could give the automaker’s new SUV the advantage it needs to outflank established players, appealing to both longstanding Mazda fans and shoppers new to the brand,” Brauer said.
Mazda has also been getting scorn from automotive industry enthusiasts who are hard pressed to understand why the company opted to go in the direction of CX-70 instead of just bringing the CX-60 it sells in other regions to the U.S. market.
“Why not simply offer the overseas CX-60 instead, which is on the same platform, has two rows, and markedly different styling and proportions from the CX-90? It’s likely the size. CX-60 is about the same size on the outside and actually smaller on the inside compared to the CX-50 (a North America exclusive model), making for significant product overlap if the two were offered side by side,” Kim explained.
Mazda believes CX-70 is the right product at the right time for the company. “The two-row, mid-size category is continuing to grow, and we see a greater sense of emotion behind the purchasing decisions of these customers. The nature of two-row SUVs speaks to customers who are looking for performance, functionality and style,” Mazda North American Operations President and CEO Tom Donnelly told Newsweek.
“This segment and its discerning customers demand sporty design, which CX-70 delivers with a captivating exterior and exceptional interior,” he said.
Uncommon Knowledge
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Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.