2020 Mazda CX-5 vs 2021 Lexus GX

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.

Most modern SUVs are really car-based crossovers—lifted station wagons, or minivans without the sliding doors. That’s not the case with the 2021 Lexus GX 460.

Like the mythical Loch Ness Monster, the GX is a creature that time forgot. It’s one of the last SUVs with truck-like body-on-frame construction and true off-road capability. That’s because the GX is actually a rebadged Toyota Land Cruiser Prado (a smaller version of the iconic Toyota Land Cruiser not sold in the United States), and is related to the Toyota 4Runner. It’s also genuinely old: the current generation dates back to the 2010 model year, and Lexus has kept it in production with some updates of styling and tech over the years.

That makes the GX a fairly odd proposition on the new-car market. It has the off-road capability, not as a lifestyle statement, but because that’s what was still expected of SUVs when it was launched. The GX sits between the RX and LX in Lexus’ lineup but has little direct competition. Its only real rival is the much newer Land Rover Discovery.

For the 2021 model year, the GX gets some minor updates, including a new Premium Plus Package, and acoustic front side glass. Lexus continues to offer only the GX 460 model, with a single powertrain option, standard four-wheel drive (4WD), and three trim levels: base, Premium, and Luxury. Our test car was the midlevel Premium version.