2020 Mazda CX-5 vs 2021 Volvo XC90

According to a Harvard Business Review marketing study, there is such a thing as too much choice. And when the marketplace presents consumers with too much choice, there is a chance they won’t buy anything at all.

For the 2020 model year, there are more than 40 small or compact SUVs available, half of them sold by luxury brands. Small and scrappy Mazda offers three of them: the CX-3, the CX-30, and the CX-5. However, in a marketplace awash in Chevys, Fords, Hondas, and Toyotas, Mazda has trouble standing apart from the established crowd.

What’s the solution? Move upscale into “premium” territory.

Premium is where Buick, Fiat, GMC, Jeep, Mini, and Volkswagen play to varying levels of success. Combining the value inherent in a mainstream brand with the design, materials, and technology common to luxury brands, these premium vehicles attempt to provide more than mainstream for less than luxury.

At the same time, less is more. Because the 2020 Mazda CX-5 has but four similarly sized competitors in the premium class, that makes it easier for a consumer to choose, and more likely that a consumer will buy. The trick is convincing people that Mazda is a premium brand, and the automaker is taking a pragmatic approach to this emotionally charged solution.

Volvo may be known for sensible station wagons, but the XC90 SUV is the Swedish automaker’s de facto flagship. The current generation debuted design features, technology, and powertrains that have since found their way into most other Volvo models. Several years into the current-generation model’s lifecycle, the XC90 is no longer a trendsetter, but remains Volvo’s contender in the competitive midsize luxury SUV segment, with the automaker’s typical emphasis on safety features.

The current-generation XC90 launched for the 2016 model year, so most competitors—including the Audi Q7, Acura MDX, BMW X5, and Mercedes-Benz GLE—have been updated or redesigned since then. The Cadillac XT6 and Lincoln Aviator didn’t even exist when this generation of XC90 launched.

A redesigned version is expected to arrive soon, so changes to the 2021 XC90 are minimal. All 2021 Volvo models are now limited to 180 kilometres per hour for safety reasons. The XC90 also gets a handful of newly standard tech features, and some small cosmetic changes.

Volvo offers the XC90 in three trim levels—Momentum, R-Design, and Inscription—with three powertrain options: T5 and T6 gasoline engines, and the T8 plug-in hybrid. Our test car was a range-topping T8 Recharge Inscription, combining the top Inscription trim level with the plug-in hybrid powertrain, which has the highest output of the three.