Mazda CX-9 could continue alongside bigger, pricier CX-90

Mazda Australia has confirmed the seven-year-old CX-9 will remain on sale alongside the CX-90 premium large SUV once that new-generation model launches here during the second half of 2023.

And Mazda says that not only will the full range of CX-9 variants continue, but that the company won’t make any decision about the future of CX-9 production until 2024.

Speaking to Wheels after the CX-90’s global unveiling, Mazda Australia boss Vinesh Bhindi said that while he couldn’t confirm any details about a potential new third-generation CX-9, ongoing production for the existing model remained open-ended – even though North America has decided to discontinue the CX-9 in favour of the new CX-90 and forthcoming five-seat CX-70 premium large SUV.

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“When you have CX-60, CX-8, CX-9 and CX-90 on offer [in Australia], and a consideration of CX-70 and CX-80 [for our market], we need to make the call on which one best suits us,” Bhindi said.

“Now, we might be in a privileged position to make the call when we’re ready. Or maybe the factory will make the call on what they’re producing – or not producing – and therefore we have to fit in,” said Mr Bhindi.

“So rather than just saying it’s a hardcore yes or no [in terms of CX-9 ending production], it’s driven by what I’ve just described … you have to give us a bit more time to settle down and see what the Australian consumer is saying – that’s what we’re waiting for,” he said.

In other words, if Australian demand for the CX-9 remains relatively consistent, then its chances of continuing production into 2024 will be significantly enhanced.

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And if the relationship between existing CX-9 and large new CX-90 follows the precedent set by the CX-9 (launched July 2016) and its narrower, shorter seven-seat cousin, the CX-8 (launched June 2018), then CX-90 has the potential to further expand Mazda’s SUV sales, rather than eat into CX-9 volume.

Interestingly, while the current variant split for the CX-9 in Australia favours the entry-level Sport (15%) and next-rung-up Touring (35%), the flagship Azami and Azami LE still account for a sizeable proportion (27%).

Where do those CX-9 Azami buyers go if they want to upgrade their SUV to the next level? That’s what the CX-90 is for.

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So if the still-handsome, still-impressive CX-9 maintains its popularity alongside the fresher and fancier CX-90, could it remain in production indefinitely for Australia and other niche markets?

“There’s a chance, but I wouldn’t want to say absolutely,” said Mr Bhindi. “At least for 2023 we have got good supply [of CX-9] and we’ve locked in a production plan. So it will [continue to] be on offer. But at some point, when we’re ready to make that call [about CX-9 staying or going], we will.”

CX-9 still a strong seller

In 2022, Mazda’s CX-9 achieved 6460 sales in Australia – down slightly from its 2021 volume of 6630 sales. The best sales year for the second-generation CX-9 in our market was 2017 with 9012 sales, followed by 2018 with 8094 sales.

Last year, the CX-9 set an all-time sales record for the nameplate in the US with 34,580 sales.