2020 Toyota Sienna vs 2020 Mazda CX-5

Since the second half of the 20th century, each decade has had a hot-topic family car, and, as we’ve noted in a number of reviews this year, the crossover is our current darling vehicle. Before the crossover, there were big, truck-based SUVs. Before that, there were station wagons.

And for the past 35 years, there's always been the minivan.

The Dodge Caravan has been widely considered the Patient Zero of the minivan segment. From there, seemingly everyone joined the party, including Toyota, Nissan, Ford, Chevy, GMC, Volkswagen, Oldsmobile, and more. Heck, even Mercury had a “Nautica Edition” version of the Villager.

The minivan was king once, the crossover is king now, and some other type of vehicle will likely dominate in the near future. But in all this, the 7- and 8-passenger minivans will always represent the ultimate in versatility. The crossover is an image-forward fad with a dash of usability, but the minivan continues to prove itself as the pinnacle of practicality.

The 2020 Toyota Sienna is neither the newest nor flashiest minivan out there, but when you absolutely need space for people and gear, there’s nothing better. Additionally, as of 2020 the Sienna is the only minivan to offer all-wheel drive (AWD), which is something specifically desired by many car buyers.

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.