2021 Volkswagen ID.4 vs 2020 Mazda CX-5

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.

The “Dieselgate” emissions scandal forced Volkswagen to double down on electric cars, and now we’re finally seeing the first result of that: the 2021 Volkswagen ID.4 electric crossover.

VW has made an electric car before, but its last attempt, the e-Golf, was built to satisfy emissions standards, not rack up sales. It was barely advertised, and it was sold only in certain locations. With the ID.4, it will launch in the three largest Canadian EV markets—British Columbia, Quebec, and Ontario—and will even be built in North America, in Chattanooga, Tennessee, starting in 2022. Volkswagen views the ID.4 as a rival not to other EVs, but to mainstream gasoline vehicles like the Honda CR-V and Toyota RAV4.

Being late to the party means there are already several other EVs trying to coax new-car buyers away from internal combustion, however. If you want a reasonably priced EV, the Nissan Leaf, Hyundai Kona Electric, and Kia Niro EV already exist, and General Motors has the 2022 Chevrolet Bolt EUV—a new variant of the Chevy Bolt EV with a crossover body style similar to the Volkswagen.

Our test car was an ID.4 1st Edition, a U.S.-only model released to commemorates the car’s launch. Its closest Canadian equivalent is the ID.4 RWD Pro with the Statement Package.