For Mazda being catching up from behind, they need to find a "niche" to win against Highlander or Pilot.
Without a proper AWD and engine, it will be hard.
The #1 complaint about CX9 is MPG (using Ford's Duratec). AWD reliability is a second.
Other than these, the chassis is better than Pilot or Hignlander.
A good strategy would be the 2.2D diesel. Too bad that they are having issue with that engine meeting US emission standard w/o urea.
My '08 only had a couple minor issues that were fixed at oil changes. So, no complaints from me on reliability.