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Are you ready for a $110k Mazda? Why the 2023 Mazda CX-90, and the coming CX-70 and CX-80, will push Australia's second-favourite car brand to new premium heights

The CX-90 was revealed in January and will become the flagship of the Mazda range in Australia.

Mazda says the premium price tags affixed to its new SUV range won't deter Aussie buyers, with six-figure asking prices forecasted for the brand's most expensive models.

The Mazda CX-90 will be among the most expensive models the brand has ever launched in Australia, at least when its plug-in hybrid powertrain arrives, while the CX-70 and CX-80 – both of which are firming for our market – will likely be positioned above the CX-8, too.

But Mazda says the models will be viewed on their 'value' rather than just their sticker price, suggesting Australian buyers won't be deterred by breaking through the six-figure barrier.

"We have declared our direction is 'Mazda Premium', so there can't be a ceiling to say that's where we have to stop and fit everything under this price range," says Mazda Australia's managing director Vinesh Bhindi.

"Our plan is to bring innovation in technology, in design, in craftsmanship, and offer it to a consumer. We still have to provide value, but if that is over $100k."

The brand says that offering a car north of $100k won't be an impediment provided the models stack up on value against their premium competitors.

"If you are in the market as a consumer, you are saying, 'okay, I want to spend $120k. What's around? Well actually I can get this Mazda for $110k (for example). But actually I get all this stuff and it looks pretty cool, and I know its dealers have a good reputation'," says Mazda Australia marketing director, Alastair Doak.

The brand also says "our hands are in the air" for the incoming CX-70 and CX-80, both of which are expected to be revealed this year. The brand also says "our hands are in the air" for the incoming CX-70 and CX-80, both of which are expected to be revealed this year.

"So it's a value story. It all becomes value. It's not, 'oh well, it's over a hundred grand, therefore it's off my list'.  It doesn't quite work that way. You need to give value no matter what price point you're at."

The Mazda CX-90 will soon join the CX-60 as the second of the brand's more upmarket models, but the brand also says "our hands are in the air" for the incoming CX-70 and CX-80, both of which are expected to be revealed this year.

While local pricing hasn't been confirmed, we know it will be positioned above the CX-9, which climbs from $47,250 to $74,710, which would push the most expensive CX-90 well on its way to - or beyond - $100k.

The plug-in hybrid variant - tipped to launch in 2024 - is expected to be more expensive again. That setup that pairs a 2.5-litre, four-cylinder petrol engine with an electric motor and 17.8kWh battery, producing a total 240kW and 500Nm.

The Mazda CX-90 will soon join the CX-60 as the second of the brand's more upmarket models. The Mazda CX-90 will soon join the CX-60 as the second of the brand's more upmarket models.

The CX-90 will join the CX-60 in Australia in the second half of 2023, acting as the next rungs in Mazda's climb up the premium ladder.

Like its smaller CX-60 sibling, the CX-90 will appear with two potent inline six-cylinder engines, one petrol and one diesel, both supplemented by a 48-volt mild-hybrid system.

The cabin is a well-equipped and premium-looking space. Second-row captain's chairs are an option, and the tech appears strong too, with a big head-up display, a 12.3-inch centre screen, and USB-C charging points in all three rows.

In the cabin, expect a a focus on high-quality materials like Nappa leather, real wood and soft, layered tones across the dash and doors. The fabric on the dash, for example, using "hanging stitches" (a technique Mazda borrowed from hand bookbinding), and a Japanese weaving technique known as Kumihimo.