Today, Mazda unveiled its new flagship SUV, the CX-90.

Targeting entry level luxury players like the Acura MDX and Volvo XC90, the CX-90 leans on its high end materials and sophisticated engineering to validate its positioning.

Two Powertrains will be available at launch: a 3-liter inline-6 turbo making 340hp and a PHEV turbo 4-cylinder delivering 323hp. Both configurations will produce 369 lb-ft of torque and are mated to a new 8-speed automatic. All-electric range for the PHEV is TBD.

Larger exterior dimensions and a new platform facilitate a sizable bump in third row space, and both CarPlay and Auto are now wireless connections on the 12.3-inch screen.

A new Artisan red pops when the light hits it, though the exterior isn’t as ravishing as other Mazda designs. The infotainment update is welcomed, but the lack of in-motion touchscreen functionality is frustrating.

Ultimately, the most critical piece to the CX-90’s viability remains unannounced: the price. If the CX-90 is gunning for luxury shoppers, it needs to (at least initially) offer a strong value proposition. $50-60K? It’s a winner. $65-70K? There may not be enough here.

I’ll wait for pricing and driving impressions to finalize my opinion.