They need to really convince the RAV4, Rogue and CRV people that the CX-5 is a worthy option. I spend lots of time in a Rogue - which must get the majority of its sales from the rental market - and it is a terrible vehicle with a sole exception. The infotainment system is much better than the Mazda. CarPlay starts in less than a nano second and the screen is a higher resolution so everything looks better. And the touch method works very well in CarPlay.
I bought my CX-5 before Android Auto was an option. I had my phone stuck to the windshield with a suction cup. I loved the car then, but am much happier now that it also has Android Auto, even and the expensive upgrade price. The stock navigation is in many ways worse than my 20 year old Acura's.
Now if only I could get the turn by turn directions from Android Auto in the heads up display