Glorified hatches are fine for those markets, but Mazda NA has been their most successful market and they’ve been offering the same two SUVs for nearly a decade. That’s just bad business.
North America represents only 27% of Mazda’s market.
If Mazda really wanted to increase sales in North America, they would invest in pick-up trucks — by far the best selling vehicle type in the USA.
Further, there aren’t having any difficulty selling their crossovers even without major updates — Hell, I just bought one because I judged my 2020 CX-5 to be the best of the bunch of all 2020 models available ... coming in as a completely open book in my search. I had zero brand loyalty going in after having only owned two vehicles in the past 20 years.
My shopping search included both mid-size sedans and 5-seat crossovers from EVERY major manufacturer. I visited dealerships to sit in (and in some cases test drive) brand new Hondas, Toyotas, Fords, Hyundais, Kias, Subarus, Mitsubishi’s, and Nissans.
Further, while the CX-5 hasn’t had a major redesign in a while, that’s allowed them time to iron out the majority of the kinks (and that’s important, too, as any redesign will inevitably include new ones). And to be fair, there have been some model year over year updates (to my understanding include better noise reduction, more standard advanced safety features on every trim, the addition of CarPlay and Android Auto ... )
This is subjective, but I think it’s still got the best curb appeal and the best looking interior (in the GT/GTR) in its class (though I liked the Rouge’s interior, too). I was shocked by how cheap and uncomfortable (cheap plastics and rock-hard armrests) even top end trims on the market leaders (such as Toyota and Honda) were.
I would have preferred a hybrid option, remote start, and a way to adjust the cargo floor to provide a truly flat floor with the rear seats folded down, but other than that, I’m pretty damn happy.