Business
The New Premium: New Mazda Survey Finds Experience and Design Outpace the Badge
Americans are rethinking what makes a vehicle feel truly premium—and the logo isn't it. According to a new survey commissioned by Mazda North American Operations (MNAO)1, 81% of recent car buyers say the experience behind the wheel, from comfort to performance to intuitive technology, is what makes a car stand out. The findings underscore a growing shift: "premium" now means smart, human-centric design rather than status signaling.
About this update from Mazda Motor Corp.
[{"type":"text","content":"Modern drivers define luxury through intuitive technology, safety, and the joy of the drive","length":91,"tagName":"p","attribs":{}},{"type":"text","content":"IRVINE, Calif., April 7, 2026 /PRNewswire/ -- Americans are rethinking what makes a vehicle feel truly premium—and the logo isn't it. According to a new survey commissioned by Mazda North American Operations (MNAO)1, 81% of recent car buyers say the experience behind the wheel, from comfort to performance to intuitive technology, is what makes a car stand out. The findings underscore a growing shift: "premium" now means smart, human-centric design rather than status signaling.","length":495,"tagName":"p"},{"type":"image","alt":"New Mazda Survey Finds Experience and Design Outpace the Badge","displaySize":"","headline":null,"caption":"New Mazda Survey Finds Experience and Design Outpace the Badge","className":"","disableSlideshowImg":false,"size":{"original":{"width":400,"height":400,"url":"https://media.zenfs.com/en/prnewswire.com/3f1d3732d0c38ae236152b3ec90e022a"},"resized":{"url":"https://s.yimg.com/ny/api/res/1.2/bp0Dt1nycR0z0XE_EWdP2g--/YXBwaWQ9aGlnaGxhbmRlcjt3PTcwNTtoPTcwNQ--/https://media.zenfs.com/en/prnewswire.com/3f1d3732d0c38ae236152b3ec90e022a","width":400,"height":400}},"href":"https://mma.prnewswire.com/media/2951015/Mazda_PressRelease_Graphic_01.html","hrefExternal":true,"rel":"nofollow"},{"type":"text","content":"When asked about their priorities, 93% of respondents said they would rather own a vehicle with more of what matters to them than a nameplate that costs thousands more. What counts as "more"? Space and practicality (40%), value with quality (36%), advanced technology and connectivity, dynamic driving enjoyment, and performance capabilities (30% each) topped the list.","length":379,"tagName":"p"},{"type":"text","content":"Prestige barely made the cut. Only 7% of those surveyed defined "more" as status or social recognition, and just 19% said a brand's badge is what makes a vehicle stand out.","length":186,"tagName":"p"},{"type":"text","content":"Safety has also emerged as a defining luxury trait, with 75% of respondents identifying advanced active safety and driver-assist features as essential markers of a high-quality vehicle. Mazda's engineering directly mirrors this consumer demand. In fact, the automotive...