Mazda Teases CX-90 “Unboxed” Happens On January 12th

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We’re on the cusp of not one, but two big announcements from Mazda this month. In Europe, the rotary engine is back in production as a range-extender for the MX-30 R-EV. In the meantime, folks in the US will get to see the new CX-90 SUV – likely as early as January 12th.

We said can as Mazda USA’s latest teaser campaign on social media is not without mystery. It started on January 10 with a short video posted to YouTube, featuring Japanese actor Hiroyuki Sanada walking past a row of Mazda’s iconic vehicles. Stepping into a dark room full of boxes, he said, “we’re going to build Mazda’s future.” With electric power generally accepted as the future of automotive, we assume it’s a teaser with regards to the MX-30 R-EV, which is slated to debut at the Brussels Motor Show on January 13 with a new rotary engine as a range extension.

Now, we have another Mazda USA teaser featuring a box but this time, the CX-90 is clearly visible on the side. Furthermore, Mazda’s post on Twitter advises us to “find out tomorrow at the Mazda CX-90 Unboxed.” Shame on us for assuming Mazda wouldn’t be dropping two big announcements in a 24 hour period, but it looks like it is. Or is it?

Mazda confirmed last November that the new CX-90 will debut sometime in January. Unboxing is certainly a popular way to showcase something new, but we don’t see an SUV-sized box in this teaser. And whatever happens on January 12th, Mazda gives its official name: Unpackaged CX-90. So yes, we could get the CX-90 debut in the next 24 hours. Or, we can come up with something else. Suffice it to say, we’ve reached out to Mazda in hopes of learning more about this. We’ll jump in with updates when more information becomes available.

Mazda CX-90 teaser cut

Meanwhile, we know the CX-90 will feature a new inline-six engine. We also know it will be available as a plug-in hybrid vehicle, the first model offered by Mazda. What we don’t know is whether it will just be a PHEV. It could be part of the entire CX-90 Unboxed campaign.

Stay tuned for more Mazda news, coming soon.

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