2019 Honda Pilot vs 2020 Mazda CX-5

The 3-row crossover is the king of family vehicles. Sure, minivans remain a popular choice for large families, but there has been a pendulum swing from the days of blocky old Dodge Caravans to now. Having one or two children does not immediately necessitate a minivan, and there are plenty of useful, capable, and more nimble SUVs from which to choose.

The 2019 Honda Pilot stands as one of the cornerstones of this 3-row SUV market. It’s large, versatile, and designed specifically with families in mind. It may not have the sliding doors or built-in vacuum of the Honda Odyssey, but for active families, a vehicle like this truly rivals a minivan in actual usability.

The Pilot joined the SUV market in the early 2000s, at the height of the SUV craze and in the waning days of the minivan’s rule. With plenty of cabin space, moderate ability to get off the beaten trail, and V6 power, the Pilot was perfectly positioned for rising fuel prices later in the decade. As many consumers ditched their traditional truck-based SUVs to save on fuel, the Pilot only grew in popularity.

The Pilot is now in its third generation, having received a mild refresh for 2019 that includes slightly updated front and rear styling. It also receives an updated infotainment system and, more importantly, it brings the Honda Sensing suite of driver-assistance features as standard equipment.

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.