How do they do it? Hopping into Mazda’s wonderful seven-seater, I realize how woeful most cars’ steering has become. And this is a big, heavy crossover, not a sportscar!

It also shows in stark contrast to Lexus’ brand new RX-series luxury SUV, whose electric steering assist is—while better than the Toyota Highlander with which it shares much of its architecture—videogame virtual in comparison.

It’s all part of Mazda’s ‘brand DNA’; marketing shorthand for a car company’s core attributes. In this case, the little Japanese firm really does have a background in building products for enthusiasts. Despite having only a two-percent market share here, Mazdas are the most popular racecars in America. And that spirit imbues everything they build.

Another example of this is the way the six-speed automatic transmission’s selector moves. In its manual mode, and you push forward for downshifts and pull back for upshifts. That’s true sequential race ‘box logic: when your going up through the gears, you’re forced back into the seat, so yank back; when your squished forward in your six-point harness by 2g’s of braking, push forward. Only BMW and Mazda do it this way, and it demonstrates both firms’ competition background and passion.

As does the way this large, heavy vehicle tackles a sequence of bends. Of course the CX-9 exhibits some body roll, but it’s manageable, and gives an indication of how hard you’re driving. Beyond that is a level of interaction and neutrality that few—if any—can match. Especially combined with a tolerably decent (if firm) ride. As a counterexample, the Highlander Sport is sprung much stiffer. But its false-feeling steering saps any enjoyment the rest of the chassis tries to impart, while resulting in a susceptibility to impact harshness that the CX-9 doesn’t succumb to.

That’s not the only way in which the Mazda trumps its much better selling competitor. In terms of practicality, it also pulls ahead. Both sides of its second row seats pivot and slide forward; Toyota demands the driver move around to the passenger side. And the CX-9’s 3rd row seat is split, so long objects can be slid in while still allowing for an occupant back there. It also has more room behind that final pew. About the only trick it misses is that you can’t get rear entertainment and a moonroof from the factory together. And, the Highlander does get better fuel economy in the real world.

As an automotive consultant, people frequently ask for my input on similar vehicles. I always suggest we drive all the competitors back-to-back, so the differences stand out. To date every single person has gone for either the Highlander or the CX-9 over anything else—with the Mazda taking the most buyers. Which shows that Mazda’s biggest challenge may just be educating people about how good its offerings really are.

PRICE AS TESTED: $40,135

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