CX-5 name game: Is Mazda about to make a huge mistake with its Toyota RAV4 rival?

Mazda could be about to make one of its most significant changes, one that has the potential to damage its most popular model - the CX-5.

The brand has already confirmed that a replacement for the CX-5 is coming, which is good news for the local operation as the mid-size SUV is its best-selling vehicle and one of the closest challengers to the class-leading Toyota RAV4.

What Mazda Australia won’t do is confirm what this new model will be called, very much leaving the door open to ditch one of the country’s most popular nameplates. This could have a significant impact on the sales potential of this highly anticipated model, with the industry littered with ill-conceived name changes.

The most infamous is arguably Nissan’s decision to drop the Pulsar badge in favour of Tiida. This was done against the wish of Nissan Australia, who rightfully as it would turn out, believed there was a lot of goodwill caught up in the Pulsar name and no attachment to the new badge.

History shows the Tiida was a sales flop and despite a return to the Pulsar name eventually, Nissan never again had a rival to the Toyota Corolla in the sales race.

Asked about the future of the CX-5, Mazda Australia managing director Vinesh Bhindi made an ominous statement about its future.

“There will be another CX-5, what the nameplate is [pause],” he said.

Asked directly if the nameplate could change, Bhindi added: “I don’t know. Let’s not worry about the nameplate, but a replacement for CX-5 is confirmed. What it is, when it is, is not something that can be shared today.”

Bhindi is adamant that the name is a secondary concern, with the priority simply to have a mainstream mid-size SUV to rival the RAV4, Hyundai Tucson, Kia Sportage and others. This quashes any speculation that Mazda would drop the CX-5 entirely to focus on its more premium focused CX-50, CX-60 and CX-70 models that are similar in size.

Mazda's CX-5 is it's best-selling vehicle and one of the closest challengers to the class-leading Toyota RAV4. (Image: Tom White)

Still, changing such a popular name would be a bold and highly questionable move from Mazda.

“They would have to have a very good reason to [change it],” Bhindi said. “But we’re not going to get caught up in [the name]. As long as we have the product, we’ll be very, very happy.”

With Bhindi not willing to comment on the plans for the CX-5 future we’re left to speculate. The key difference between the CX-5 replacement - whatever it is called - and the CX-60 will be under the bonnet, with the former set to continue with four-cylinder power while the other SUV opts for the newer six-cylinder engines. Although, given Mazda is accelerating its electrification plans, expect a hybrid option too.

Given the secrecy around the new model and the current focus on the new CX-60, CX-70, CX-80 and CX-90 models, it’s most likely that we won’t see the CX-5 replacement until 2025 at the earliest. The current, second-generation CX-5 launched in 2017, so it will be eight years old by then, which is three years longer than the first-generation lasted.