Mazda’s larger, more premium SUVs to be updated as sales fall short of expectations

Mazda is working on updates for its quartet of Large Architecture-based SUVs – the CX-60, CX-70, CX-80 and CX-90 – amid sales that have fallen short of projections.

"We will be working on the exterior, interior, and powertrain, and will be upgrading them on a scale never seen before," said Mazda President Masahiro Moro in translated remarks reported by Japanese outlet Chugoku Shimbun.

"We will cultivate these into products that people will say are Mazda's flagship. It will take time, but we will definitely achieve this."

It’s unclear just how extensive these updates will be for the quartet, which not only use a new platform but also new inline six-cylinder mild-hybrid powertrains and a new transmission, among other components developed specifically for these vehicles.

Mazda confirmed in March 2025 it would add its new Skyactiv-Z compression ignition engine technology to its Large Architecture-based SUVs between 2028 and 2030, and was looking to add "technical elements" of its new in-house-developed hybrid system to these models.

While all four model lines feature mild-hybrid technology and, depending on the market, plug-in hybrid (PHEV) powertrains, none are available with conventional, Toyota-style hybrid systems.

The CX-60 entered production in 2022, followed by the CX-90 in 2023 and the CX-70 and CX-80 in 2024.

While the CX-60 has received multiple updates to address criticism of its ride quality, the other members of Mazda’s Large Product Group have received only minor specification updates and, in Australia at least, pricing updates.

Chugoku Shimbun reports Mazda had targeted 200,000 global sales across the four-member Large Architecture range in fiscal year 2025, but total sales tallied only 150,637 units.

The CX-70 and CX-90, the members of the quartet developed primarily for North America, have been battered by tariffs imposed by the US government on imported vehicles.

In the first half of 2026, US sales of the CX-70 were down by 29 per cent compared with the same period last year, with 5974 vehicles delivered. The CX-90 fell 24 per cent to 21,271 vehicles.

“That situation is not acceptable to us, and we need to grow our Large Platform business,” Mazda's North American chief financial officer Jeffrey Guyton said last month while announcing company financial results, per a report from Automotive News.

“Especially in the US market, where we sell more than half of large platform vehicles globally, we are making CX-90 and large platform the face of the safety campaign. We are also developing a number of product enhancements. We intend to expand both the awareness and product appeal of large platform vehicles.”

The CX-60 and CX-80, developed with the Japanese and European markets as a key focus, have also posted sales drops in these markets.

For example, per Best Selling Cars Blog, European CX-60 sales are down by 23.6 per cent year-to-date to 9985 units, while the CX-80 is down 17.6 per cent to 4251 units; Japanese outlet Carview also reports the CX-80 was averaging around 950 sales per month against a launch target of 1400 monthly units.

In November 2024, Mazda Australia said it expected to sell 6600 CX-60s, 720 CX-70s, 7800 CX-80s, and 1200 CX-90s annually.

Last year, however, the company delivered 5410 CX-60s, 379 CX-70s, 3851 CX-80s and 715 CX-90s, which meant every vehicle fell short of its respective target.

From January to July of this year, sales have dropped further. The CX-60 is down 7.0 per cent on the same period last year, the CX-70 is down by 30.4 per cent, the CX-80 is down by 30.1 per cent, and the CX-90 has dropped 12.7 per cent.

In July, Mazda Australia announced price cuts of up to $7150 for the CX-60, up to $8051 for the CX-70, up to $8687 for the CX-80, and up to $7401 for the CX-90, among other pricing updates.

These changes also saw Mazda align the pricing of petrol- and diesel-powered models across these lineups.

MORE: Everything Mazda CX-60 • CX-70 • CX-80 • CX-90