2019 Volvo XC40 vs 2020 Mazda CX-5

If any brand is experiencing a revival in terms of both form and function, it's Volvo. The Swedish automaker is experiencing a renaissance, delivering new cars that are not only breathtaking to look at inside and out, but that also provide fantastic technology, safety, and performance.

Volvo was once the Safety Brand, but with the advent of advanced safety technology, many other brands have caught up. Volvo has found its niche in high fashion, backed by continually improving safety technology that rivals the best in the world.

This recent trend started with the XC90 SUV and was followed by the V90 wagon. These are world-class vehicles, but they also fetch high prices.

Enter the 2019 Volvo XC40. It scales down much of what makes those high-end models so great, offering it in a (comparatively) more affordable subcompact SUV package. The XC40 offers ingenious cargo solutions, incredibly advanced technology, and even a new way to go about car ownership. Is that enough to make it stand out compared to other subcompact SUVs? Read on to find out.

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.