I think that the 5 is getting a boost from gas prices, but I really believe that a couple things are happening to really pus the sales:
-Due to the lack of advertising, most people 'stumble' across the 5 as a recommendation or by research. Most major and minor media outlets have reviewed the 5 with mostly positive results. This seems to lead to 5 owners being educated buyers, and educated buyers choosing the 5.
-While there is competition out there from other vehicles )Small CUVs, KIA Rondo, etc), The 5 is still the only vehicle with sliding doors. LEt's face it, for the small family set, these are a blessing. I know other vehicles have large rear doors with large openings, but parking is parking, and there is usually not room to open these Coupe De ville sized monsters. Also, large doors require large effort to open the the 5's sliders, making the 5 appeal to kids and parents with their hands full needing to glide the door open.
-The 5, while have some slight sporting character, is not boldly styled like say a Subaru WRX, or Dodge SRT anything, appealing to a wider demographic. When we had our 1st on the way and knew we needed a family car, minivan was the logical choice. But traditional vans were expensive, big and well minivans! To me, the 5 screams Hip People Mover, or at least as Peyton Manning asks in the commercial "Is it at least a sport (or turbo) minivan?" I get to have the Mazda zoom zoom, but still satisfy the practical side.
-For a young or even just new family like min, look at the choices for a "family" car out there:
-The Mid-Sized SUV is Big, Expensive and a gas hog
-Standard Minivan: Big, Expensive, Comfortable, Gas Hog (in town at least)
-Small SUV/CUM: Can be expensive, OK gas mileage, Basically seats 4
-Mid-Sized Car: Seats 4, ok-good gas mileage, Moderate Price
-Small Car/Hatch: seats 4, Good gas Mileage, Not much cargo Room, cheap
The 5 is less than mot other choices and offers the most flexibility. There are cheaper routes, but often things like Side/curtain airbags, ABS, cruise are extra. Not to mention the face that 17" wheels and a sport suspension are usually not available.
The 5 isn't really for everyone, perhaps part of the motivation behind the lack of advertising. The thing is that people are willing to make compromises, or might have lesser needs the the 5 fills. I don't need a dog in the car, or to pull a trailer. Cargo is tight with 5/6 on board, but I knew that, and even with 4 I am planning a roof box at some point. And honestly, it seems that Mazda (at least Mazda NA in the dealer accessory guides) though that people would want the rails for bikes/kayaks/extra cargo and made them easily available.
