I wouldn't ever think of VW as "premium"--they're in there with Toyota and Honda but with poorer reliability. If some VWs happen to share some parts bins with Audi that would say something more about Audi than VW.I even think they mentioned they don't want to go full luxury, they want to go premium at VW level type of money. Which is not a bad thing, IMO.
Like I said, at the least Mazda could come up with a name other than CX-50, so closely associated with the others in the line. That costs nothing.