2020 Mazda CX-5 vs 2021 Toyota RAV4

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.

Since its launch in 1997, the Toyota RAV4 has ridden a wave of crossover SUV popularity to become one of Toyota’s bestselling models. Introduced for the 2019 model year, the current-generation RAV4 tries to offer the rugged style of a traditional SUV, but underneath it’s still a car-based crossover pitched against the likes of the Ford Escape, Honda CR-V, Hyundai Tucson, Kia Sportage, Nissan Rogue, Subaru Forester, and Volkswagen Tiguan.

Because it’s only in its third model year, this fifth-generation RAV4 doesn’t get many updates for 2021. The biggest news is the addition of the RAV4 Prime plug-in hybrid to the lineup, but that model actually went on sale last year. The only other changes are a new XLE Premium trim level for the RAV4 Hybrid, and a new front stainless steel front skid plate for the gasoline RAV4 TRD Off-Road model.

Toyota offers compact SUV buyers more choices than most competitors. The RAV4 LE, XLE, XLE Premium, and Limited trim levels are available with hybrid and non-hybrid powertrains. Toyota also offers the gasoline-only RAV4 Adventure and TRD Off-Road trim levels, plus the RAV4 Hybrid XSE. The RAV4 Prime is also available in two trim levels—SE and XSE.

We’ve covered the RAV4 Hybrid and RAV4 Prime in separate reviews, so this review will focus on the gasoline RAV4. Our test car was a RAV4 TRD Off-Road, which joined the lineup for the 2020 model year and is the first RAV4 model tuned by Toyota Racing Development, the automaker’s North American performance division.

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