Why Mazda Ultimately Decided to Introduce Its First Touchscreen in the New CX-5

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      For several years, Mazda has been the only major brand resisting the industry trend toward touch-based infotainment systems, opting instead for a somewhat outdated, console-mounted dial. While it was user-friendly and aligned with Mazda’s philosophy of “hands on the wheel, eyes on the road” for safety, the company is now making a shift towards a standard touchscreen experience and removing most physical controls.

      “It’s entirely new,” Stefan Meisterfeld, Mazda’s U.S. VP of operations, told The Drive during an exclusive interview.

      This transition is not merely an appearance update; Mazda emphasizes it as a complete redesign rather than just a superficial modification of its current operating system.

      “The new system will utilize Google built-in technology, including native integration of Google Maps and access to the Google Play Store. The Google Assistant will improve voice control, which is crucial for us. Despite the large touchscreen, we still prioritize our safety principle of keeping hands on the wheel and eyes on the road,” Meisterfeld stated.

      The first vehicle to adopt this new approach is the redesigned CX-5, Mazda's top-selling model by a significant margin. The CX-5, along with its closely related model, the CX-50, accounts for over 50% of Mazda’s total sales within just one segment. This redesign carries considerable importance for Mazda.

      In addition to navigation and other digital features moving to the touchscreen interface, Mazda has eliminated most knobs and switches from the dashboard, including those for audio and climate control, both of which are now located on the central 15.6-inch screen.

      Meisterfeld noted that this change was in response to customer desires.

      “We conducted customer research and have been developing this for an extended period, aiming for intuitiveness and ease of use while adhering to our safety philosophy,” he explained. “Customer feedback has played a significant role in our decision-making.”

      However, since Mazda was slow to embrace touchscreen technology, it may find itself at a disadvantage. Feedback from industry observers indicates that while customers enjoy large touchscreens, they often do not favor their functionality. Some manufacturers, including Hyundai, are even forecasting a potential industry-wide retreat from touchscreen interfaces in the near future.

      To address this, Mazda has revamped the steering wheel for the CX-5.

      “We have developed a completely new steering wheel layout with physical buttons that allow drivers to intuitively manage essential functions while on the road, keeping hands on the wheel and eyes focused ahead. This is fundamental to our safety philosophy,” Meisterfeld shared.

      He mentioned that more information regarding the steering wheel controls will be disclosed closer to the vehicle's launch, but initial insights suggest that there will be more than just a simple set of redundant shortcuts.

      “With the integration of Google Assistant, which is vital for voice commands, combined with the newly designed steering wheel and the large touchscreen, we aim to ensure that drivers can control vehicle functions without losing focus on the road,” Meisterfeld said.

      Mazda hopes this blend of various technologies will meet customer demands for modern tech while maintaining occupant safety—a significant risk-taking move at a curious time; we will see if Mazda succeeds.

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