2019 Buick Envision vs 2020 Mazda CX-5

What defines a luxury car? In the past, it was pretty easy to quantify, and just as easy to differentiate one from the economy cars of the world. But now a traditionally inexpensive brand like Mazda can make cars as nice as Lexus does. Automakers can no longer rely on reputation.

So the 2019 Buick Envision faces a conundrum. Buick calls it a compact luxury SUV, positioning it as a viable option for younger luxury shoppers. That pits it against some of the most popular and best-selling upscale SUVs on the market, including the Acura RDX, Lexus NX, BMW X3, and Audi Q5. Yet the Envision’s true competition more likely comes from another GM vehicle, the GMC Acadia. Both are for aspirational shoppers looking to move up-market from a high-volume vehicle like the Chevy Equinox.

If you are in the market for a compact, upscale sport-utility vehicle, should you consider the Envision? Read on to find out and learn which trim CarGurus recommends.

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.