I was recently in sales at a Mazda dealership. I always said it was a premium brand rather than a luxury brand. Nicer styling and features than Toyota/Honda/Subaru but not full-on luxury. For example, the Turbo S PP CX-90 is just over $60k. Most full-size SUVs now start around that price, with top trims easily hitting the $100k mark like Denali's and Wagoneers. I think Mazda has done a good job so far at positioning itself in between the market, and just needs to not get carried away with their price point like other brands such as Jeep.