Comparing the 2026 Mazda CX-90 and Range Rover Sport PHEV Hybrid

Does Brand Loyalty Mean Anything in 2026?

How many of us have switched from a brand-name item to an off-brand item at a grocery store because it was cheaper, and the quality was basically the same?

If 2026 has taught us anything, it’s that brand loyalty doesn’t hold water like it used to. We’ve seen brands trying to win back their customer base after a major misstep (Stellantis), while others seemed to forget who their customers were and drop the ball completely (Jaguar).

We’ve also seen people’s loyalty to a specific brand or message shaken by recent events. Popular opinion can shift with one viral post or headline. But more importantly, given the rising cost of pretty much everything, have we, as consumers, reached a point where price outweighs brand recognition?

Comparing Two Premium Hybrid SUVs

That notion brings me to today’s topic: comparing two premium plug-in hybrid SUVs. The Mazda CX-90 and the Range Rover Sport SE are, on paper, two vehicles that are miles apart in terms of brand status.

One’s a Mazda, known for affordable performance with style, and the other is a Range Rover, a name associated with celebrity endorsements and unlimited lines of credit. I’m comparing JCPenney to Burberry, but the nearly $30,000 price gap between them may make you think twice about choosing a vehicle based solely on the name on its grille.

The CX-90 is the biggest SUV in Mazda’s lineup. While still midsize, this three-row SUV serves as the vessel for everything Mazda has to offer in terms of luxury.

In terms of styling, it punches above its weight class. Its standout exterior design incorporates a touch of chrome around the Sam Elliott mustache-inspired front grille and air ducts that puff out its face. The SUV’s profile is slim and streamlined before reaching the rear, which curves around the rear window and bumper like the brim of a cowboy hat.

2026 Mazda CX-90 PHEV, The Flagship

Photos of the 2026 Mazda CX-90 Premium Plus plug-in hybrid showoff the SUV’s Deep Crystal Blue paintwork. The color changes shades depending on the number of clouds in the sky. The 21-inch wheels come standard on Premium Plus models.

The interior is modest and functional, with a decent blend of analog and digital controls. The black leather interior is stitched together with bronze piping for a dash of color. Ergonomics are great for the driver, as a Mazda should be, while the rest of the cabin provides a comfortable, breathable atmosphere for passengers.

When the third-row seats are up, there is still enough rear cargo space to be useful, although taller passengers may find the third row a little tight around the knees.

The standout feature on the CX-90 is the Mazda steering wheel. You can actually feel the road and what the front tires are doing while driving. It’s an absolutely delightful, refreshing sensation that so many modern SUVs fail to achieve.

2026 Range Rover Sport SE, The Blue Blood

Unlike the Mazda CX-90, the Range Rover Sport SE offers an ice cream parlor’s level of variety. You can have a power-snorting supercharged V8 with interior upgrades that would make the royal family envious. But this article focuses on its more restrained model, the Range Rover Sport SE PHEV.

Even as an entry model, the Range Rover Sport, shown in blue blooded shade of Varesine Blue ($710), exudes an upper-crust sense of superiority with buttery-smooth body lines. Its face appears smoothed out and pulled back with the precision of a Beverly Hills plastic surgeon. The rest of the SUV’s bodywork is minimalist, streamlined by hurricane winds to be as sleek as possible.

Inside, the Range Rover Sport wastes no time reassuring you that the ride is worth the price. It has big, plush leather seats with perfectly appointed armrests for the driver to lounge in. No third row means rear cargo space is practical and accommodating.

The only drawback is the mostly digital controls and Land Rover’s unique infotainment system. If you’re new to the brand, this interface will take some time to become familiar with. It’s not complicated, but it is different.

CX-90 and Range Rover Sport All-Electric Range

Both SUVs are plug-in hybrids. An onboard electric motor and battery pack provide an all-electric range to boost overall fuel economy. For example, if you commute 40 miles to and from work, a PHEV can use its battery to cover many of those miles before burning gasoline.

The Mazda CX-90 uses a 2.5-liter inline-four engine and a 68-kW motor to generate 323 horsepower with premium fuel. Its all-electric range is estimated at 27 miles, with a total estimated range of about 500 miles on a full tank.

The Range Rover Sport PHEV features a 3.0-liter inline-six engine and a 160-kW motor, producing 355 horsepower. Its all-electric range is estimated at 51 miles, with a projected total range of about 450 miles on a full tank of premium gas.

Between the two, the Range Rover delivers its power with more gusto. Both SUVs are quiet and smooth, but the Range Rover Sport offers a level of tranquility on the road that is hard to beat.

Punching the throttle in the Range Rover Sport is like slapping a horse on the backside; it kicks and scurries off in a flash.

But the Mazda feels livelier at lower speeds when running day-to-day errands around town.

Both SUVs come standard with all-wheel-drive systems that can handle mild to challenging terrain, but I highly doubt either of these models will ever touch dirt, sand or mud.

The $30,000 Price Gap

The Mazda CX-90 starts at about $51,000 and surpasses $60,000 with options on the Premium Plus trim. It is possible to get a mid-tier CX-90 with standard features such as leather seats and 21-inch wheels for under $60,000.

The Range Rover Sport starts at $84,000 and easily leaps into six-figure territory as you move up the trim ladder. But it comes well-equipped, so you can save on pricey options like $5,200 deployable side steps. Nevertheless, the final price gets awfully close to $90,000.

Side by side, there is a noticeable difference between the CX-90 and Range Rover Sport. But if you forget the brand and squint your eyes, both SUVs are plug-in hybrids with stubby gear shifters, leather interiors, fancy wheels, blue paintwork, sunroofs and a preference for premium fuel.

One commands its status through proven brand recognition, while the other earns it by surpassing expectations.