Mazda Trademarks CX-40 and CX-10: What’s Next for Its Expanding SUV Lineup?

Mazda has filed a U.S. trademark for a new model called the CX-40, positioning it between the existing CX-30 and the larger CX-50 in its crossover lineup. The trademark filing, registered on February 27 and spotted by Autoblog, suggests Mazda is expanding its SUV strategy with additional models.

The brand has also separately trademarked the names CX-10 and CX-20, signaling potential new entries in its SUV range. The CX-10 could represent a smaller SUV, while the CX-20—first trademarked in 2020—may serve as a successor to the aging CX-3.

Mazda’s Current SUV Lineup in the U.S.

In the U.S., Mazda already sells five SUVs:

• CX-30
• CX-5
• CX-50
• CX-70
• CX-90

Internationally, the brand offers additional models, including the CX-3, CX-6e, CX-60, and CX-80. Despite their visual similarities, Mazda appears to be targeting every conceivable SUV niche with these offerings.

Potential Design and Positioning of the CX-40

While details remain scarce, the CX-40 could adopt a lower-profile roofline, resembling the CX-4—a model Mazda introduced in 2016 exclusively for the Chinese market. The CX-4 blended SUV and estate styling, suggesting the CX-40 might follow a similar design language.

Could the CX-40 Be an SUV Coupe?

If Mazda pursues this direction, the CX-40 could appeal to buyers seeking a sportier, more compact SUV. However, the platform, engines, and exact specifications remain unconfirmed.

What’s Next for Mazda’s SUV Expansion?

The trademark filings for CX-10 and CX-20 indicate Mazda is exploring smaller and larger SUV segments. The CX-10 could compete in the subcompact SUV market, potentially rivaling models like the Hyundai Casper Electric (also known as the Inster in some regions). Meanwhile, the CX-20 may replace the CX-3, which has seen declining sales in recent years.

With its growing lineup, Mazda is clearly doubling down on SUVs, ensuring it covers a broad range of consumer preferences and market segments.