The popularity of SUVs and crossovers isn’t fading any time soon, and many manufacturers know it. We’ve seen many non-SUV models dropped from lineups, with SUVs of all sizes taking their place as the go-to model for just about any kind of shopper. Mazda is well aware, considering its lineup is comprised almost exclusively of SUVs and small crossovers. But just because they already offer more utes than you can count on one hand, doesn’t mean they aren’t looking to strengthen their offering, especially seeing as SUVs are still the cash crop of the auto world.
Mazda Files A Trademark For “CX-40”
As mentioned, Mazda already offers a slew of SUVs and crossovers; from the entry-level CX-30 and CX-5 to the luxury-rivaling CX-70 and CX-90, there are plenty of options for potential buyers looking to get in on the popular vehicle type. And that’s just the U.S. market. A trademark filed on February 27, 2026, details a model dubbed CX-40 that some are theorizing will slot between the CX-30 and CX-50, naturally. This would place it in competition with the likes of Toyota Corolla Cross, Chevy Trax, and, if it is a tad larger, the Toyota RAV4 and Honda CR-V, as well as its CX-5 and CX-50 siblings.
Mazda’s Crossover Stable Is Getting Crowded
I know what you’re thinking: There’s an all-new CX-5 whose dimensions slot perfectly between the CX-30 and CX-50, and you’d be right. But this could be a bid by Mazda to satisfy every corner of the market. The RAV4 is the king of the compact segment, and right behind is the Honda CR-V, followed by quite the queue of solid opponents that offer models for all lifestyles.
This serves as motivation for Mazda to bolster its offerings in order to remain competitive in the highly-contested SUV and crossover markets. Just look at the CX-5 and CX-50. Along with being slightly larger, the CX-50 also adds a bit more to the recipe in the way of performance and rugged attitude, whereas the CX-5 is more tailored to city life, where situations are generally tamer. This gives Mazda an edge when it comes to picky buyers, of which the market is growing more populated with as modern buyers are more informed and are constantly cross-shopping to get the most out of their purchase.
What We Get From The Trademark Info
In short, not a whole lot. The trademark is still fresh and pending approval, so specifics are sparse. The USPTO provided Mazda with a filing receipt for a trademark/service mark application on March 27, 2026, though it could be months before it gets approved. That said, Mazda may not be stopping at CX-40. Reports reveal there are even more CX names in the database, including CX-10 and CX-20. This fuels speculation regarding Mazda’s next play, as we’ve seen various concepts from the Japanese brand in the past few years that could serve as the prototype for a new CX.
Mazda revealed the Vision X concepts last year at the Japan Mobility Show 2025, one a compact crossover (pictured above) and the other a four-door coupe. The Vision X-Compact could easily take the CX-10 name as the smallest CX sibling, or at least serve as a starting point. In 2025, Mazda revealed its plans for the future, which includes in-house hybrid development, a dedicated BEV platform, and an updated SKYACTIV engine. So, at this point, we could mix-and-match possibilities and come out with a compact crossover powered by a new hybrid, or even an EV carrying the CX name into the electric future. As of writing, Mazda has not confirmed the development of a new CX model, nor its potential specs.
Sources: Mazda, USPTO