Mazda is trying to change buyers' attitudes towards its flagship CX-70 and CX-90 crossovers. Instead of another price reduction, the company is focusing on safety, expanded equipment, and clearer model positioning.

In 2026, both vehicles received the highest IIHS Top Safety Pick+ award. To receive it, a car must successfully pass several crash tests, and its standard collision avoidance systems must show good results.

However, Mazda's problem lies not so much in technical specifications as in demand. According to data cited by Automotive News, CX-90 sales in the US for the first half of the year decreased by 24%, to 21,271 vehicles. The CX-70 showed an even sharper drop – by 29%, to 5,974 cars.

For the CX-90, Mazda also expanded the set of electronic assistants. In the 2026 model year, front cross-traffic alert systems, automatic reverse braking, and driver monitoring were introduced.