The fact that Audi, BMW, and Volvo are frequently mentioned in this CX-5 forum by cross-shoppers proves that Mazda is succeeding in its developing a luxury-competitive reputation. No one is saying CX-5 is better quality than those brands - after all, that $10k+ price difference isnt entirely for the badge. But its a big development that the CX-5 is so good that it is convincing people to buy down from the established luxury brands.