2020 Mazda CX-5 vs 2021 Subaru Forester

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.

The Subaru Forester was one of the original compact crossover SUVs. Along with the Ford Escape, Honda CR-V, and Toyota RAV4, it helped introduce a vehicular genre that is now displacing traditional sedans from American driveways. That means the Forester has more competition than ever.

What was once a small market segment has swelled with the addition of compact SUVs like the Hyundai Tucson, Kia Sportage, Mazda CX-5, Nissan Rogue, Volkswagen Tiguan, and the modern version of the Jeep Cherokee.

To keep pace with the competition, the Forester has packed on technology—and pounds. While the first-generation Forester (affectionately nicknamed “toaster” by fans because of its boxy shape) was genuinely compact, the current version has the footprint of a midsize SUV from two decades ago. This version was introduced for the 2019 model year, so it doesn’t change much for 2021. The only news is the addition of three standard safety features—steering-responsive LED headlights, automatic high beams, and a rear seatbelt reminder—standard fog lights and keyless access with push-button start for the Premium trim level, and additional equipment reshuffling on other trim levels.

The 2021 Subaru Forester is available in five trim levels—Base, Premium, Sport, Limited, and Touring—all with standard all-wheel drive (AWD). Our test car was the mid-range Sport model.