I've been keeping a close eye on the Mazda CX-90 competition lately, and it's pretty wild how much the three-row SUV market has shifted in just a couple of years. Not long ago, if you wanted a big family hauler, you basically chose between a minivan or a boxy crossover that felt like driving a kitchen appliance. But Mazda decided to throw a wrench in that plan by launching the CX-90, aiming it squarely at the premium brands while keeping the price tag somewhat grounded in reality.
It's a bold move. Mazda basically built a rear-biased, inline-six-powered SUV—the kind of layout you usually only see from the Germans—and told the world they were ready to play in the big leagues. But when you're looking at what else is out there, the competition is fierce. You've got the reliable heavy hitters from Toyota and Honda, the stylish disruptors from Korea, and the actual luxury brands that Mazda is trying to lure customers away from.
The Sporty Rivalry: Acura MDX
If you're looking at a CX-90, there's a good chance the Acura MDX is also on your shortlist. Both of these cars try to convince you that having kids doesn't mean you have to stop enjoying the drive. Honestly, the Acura MDX is probably the most direct Mazda CX-90 competition when it comes to "vibes."
The MDX has been the go-to for people who want luxury without being too flashy about it. It handles well, it looks sharp, and it has that legendary Honda-adjacent reliability. However, Mazda really stepped up with their interior materials. If you sit in a top-trim CX-90 and then jump into an MDX, you might actually find the Mazda feels more expensive. The Nappa leather and real wood trim in the Mazda are top-tier. On the flip side, the MDX still uses a touchpad for its infotainment, which drives some people absolutely crazy. Mazda's system isn't perfect, but at least it's a bit more intuitive once you get used to the rotary dial.
The Practical Giants: Telluride and Palisade
We can't talk about the Mazda CX-90 competition without mentioning the Korean twins: the Kia Telluride and the Hyundai Palisade. These two basically redefined what people expect from a non-luxury SUV. They are packed with tech, they have loads of room, and they look like they cost $20,000 more than they actually do.
The Telluride is the one people usually flock to because of its rugged, "baby Range Rover" styling. If your main goal is to fit as much stuff as possible and keep everyone in the third row happy, the Telluride probably wins. It's boxier, which means more headroom and a more usable cargo area when all the seats are up.
But here's the thing: the CX-90 drives circles around them. The Kia and Hyundai feel like big, comfortable cruisers—which is fine for a road trip—but they don't have that "connected" feeling. Mazda's inline-six engine is silky smooth and sounds way better than the V6s found in the Kia or Hyundai. It's a trade-off between utility and emotion.
The Efficiency King: Toyota Grand Highlander
Toyota saw what everyone else was doing and decided to drop the Grand Highlander, which has quickly become a massive player in the Mazda CX-90 competition. This is the one you buy if you're worried about gas prices but still need to haul a small army.
The Grand Highlander Hybrid Max is a beast. It's fast, it's efficient, and it's huge inside. While the CX-90 offers a Plug-in Hybrid (PHEV) version, Toyota's regular hybrid system is just so seamless and easy to live with. You don't have to worry about plugging it in to get great mileage.
However, "exciting" is not a word I'd use to describe the Grand Highlander. It's an amazing tool—kind of like a high-end Swiss Army knife—but it doesn't have the soul that Mazda tried to bake into the CX-90. The Mazda feels like a driver's car that happens to have seven seats. The Toyota feels like a living room on wheels. Depending on your lifestyle, one of those is going to appeal to you way more than the other.
Luxury Aspirations vs. Reality
Mazda is definitely punching up, but can it really compete with the likes of the BMW X5 or the Lexus TX? It's a tough sell for some. There's a certain prestige that comes with a luxury badge that Mazda is still working toward.
The Lexus TX is a relatively new entry in the Mazda CX-90 competition, and it's essentially a fancy version of the Grand Highlander. It offers a level of dealership service and brand recognition that Mazda can't quite match yet. But when you look at the price, the CX-90 starts to look like a bargain. You can get a fully loaded CX-90 for the price of a base-model Lexus or BMW.
If you care more about how the leather feels and how the car takes a corner than what the badge on the steering wheel says, the Mazda makes a very compelling case for itself. It's for the person who appreciates engineering and design but doesn't feel the need to show off their bank account to the neighbors.
The Third-Row Dilemma
Let's get real for a second: the third row in the CX-90 isn't the biggest in its class. If you're regularly putting adults back there, the Honda Pilot or the Grand Highlander are much better options. Mazda went with a long hood to fit that beautiful inline-six engine, and that space had to come from somewhere.
In the Mazda CX-90 competition, the Honda Pilot is often overlooked because it looks a bit more traditional, but its interior packaging is genius. It has a removable middle seat in the second row that you can actually stow inside the car. Mazda doesn't have any "magic" tricks like that. The CX-90 is more about the experience of being in the front two seats. If your kids are small, the Mazda is great. If they're teenage basketball players, they might complain about the legroom in the back.
Why the Inline-Six Matters
You might wonder why I keep mentioning the engine. In this segment, almost everyone has moved to turbocharged four-cylinder engines. They're fine, but they can sound a bit buzzy and strained when you're merging onto the highway with a full load of passengers.
Mazda's decision to develop a brand-new 3.3-liter inline-six was a gift to enthusiasts. It's balanced, it's powerful, and it gives the CX-90 a character that most of the Mazda CX-90 competition simply lacks. There's a "whoosh" of power that feels effortless. It makes the car feel lighter than it actually is. For some buyers, that engine alone is enough to close the deal, regardless of how many cupholders the competition has.
Making the Choice
At the end of the day, picking a winner in the Mazda CX-90 competition depends on what you value most.
- If you want the best bang for your buck and the most features, the Kia Telluride is hard to beat.
- If you want maximum space and hybrid efficiency, the Toyota Grand Highlander is the clear choice.
- If you want luxury and brand prestige but have a bigger budget, you look at Lexus or Acura.
- But if you want a car that actually feels special to drive, has a stunning interior, and looks like a piece of art in your driveway, that's where the Mazda CX-90 shines.
It's not the "perfect" SUV for everyone—the tight third row and the sometimes-stiff suspension see to that. But it's definitely the most interesting one in the segment right now. Mazda didn't just build another SUV; they built something with a personality, and in a sea of generic crossovers, that really counts for something. Whether you're cross-shopping it against a Honda or a BMW, the CX-90 holds its own in ways that might surprise you once you get behind the wheel.