Adding a “Signature” trim was a risky proposition for Mazda. When Mazda’s marketing and vehicle managers kicked off the second-generation Mazda CX-9 crossover SUV program, they aimed higher than they ever had in the U.S. Here was a concerted, North American-led effort to move Mazda to a higher plane.
Everyone knew that the cars and crossover SUVs were standouts in their classes. Now, there was a trim level to prove it—and to take premium automakers on at their own game.
Ultimately, Mazda CX-9, adorned with rosewood, Auburn Nappa leather and real aluminum accents, proved highly successful. Approximately 55 percent of all CX-9s sold are equipped with the high-level CX-9 Grand Touring trim or top-level CX-9 Signature trim. Compare that with the industry average of competitors of just around 20 percent of higher-level trims in the three-row crossover SUV segment.
Mazda CX-9 buyers used to come from mainstream competitors; now, they’re cross-shopping with the best Germany and Japan have to offer. And, it’s all because of the halo effect caused by the Mazda CX-9 Signature.
After a few model years of CX-9 Signature standing alone, it is finally being joined by yet another “Signature” Mazda—the Mazda6 Signature.
Adorned with Japanese Sen wood, which is used in Taiko drums; Deep Chestnut-colored Nappa leather and gilded UltraSuede NU accents, which use a coloring process shared with traditional Japanese kimonos, Mazda6 Signature brings truly crafted design and human touch to everyone. Where some reviews of competitive vehicles have remarked how nice their faux wood accents are, Mazda6 Signature actually comes equipped with the real deal.
Why would Mazda do this? It’s all about creating a “Mazda Premium” experience.
So what is Mazda Premium? It’s not about a higher price tag; it’s about delivering an experience that exceeds an owner’s expectations and builds lifelong customers. That sounds an awful lot like a marketing spiel, but it’s more than that. When was the last time you switched smartphone brands? Clothes? Even a favorite restaurant?
When you consistently exceed the expectations of your owners, fans and enthusiasts, it’s hard for them to not come back.
Between its design, refinement, turbocharged performance, quality and craftsmanship, Mazda hasn’t simply raised the bar with the 2018 Mazda6 Signature. It has created a whole new type of midsize sedan, elevating the Mazda6 beyond the mainstream in all facets. Much as its CX-9 Signature sibling punched well above its weight, expect no less from theMazda6 Signature.