2007~2015 CX-9 Address Book Sync With iPhone

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2009 Mazda CX-9 GT
2009 CX-9 Grand Touring w/Bose
iPhone 11

Tried (for the first time) to sync my iPhone address book with the car, and all I got was "failed to sync". Tried 4 more times with the same result. Any ideas what else one can do?