Mazda Already Has Five Suvs In America. It Just Trademarked A Sixth

If you thought Mazda’s crossover lineup was already a numerical maze, brace yourself. A fresh trademark filing with the U.S. Patent and Trademark Office shows the brand has staked a claim to the CX-40 name. Shockingly, it may even be working on additional models like the CX-10 and CX-20.

In the US, Mazda already sells several SUVs, including the CX-30, CX-5, CX-50, CX-70, and CX-90, while in other markets it also offers the CX-3, CX-6e, CX-60, and CX-80. Most of them look very similar, and it can be difficult to differentiate one from the other. Evidently, Mazda appears to be doubling down on its strategy of offering a different SUV in every conceivable niche.

Read: A Fresh Face Is Coming To Replace Mazda’s Aging Small SUV

The recent filing for CX-40 with the US Patent and Trademark Office was registered on February 27 and spotted by Autoblog. It’s safe to presume that a model with this nameplate would slot between the CX-30 and the CX-5 / CX-50, although it’s unclear what platform it would be based on and which engines it would borrow from other Mazda models.

An SUV Coupe?

One possibility would be for it to adopt a lower profile and roofline, similar to the old CX-4 that Mazda introduced in 2016 exclusively for the Chinese market. That vehicle looked like an intriguing cross between an SUV and an estate, and there’s certainly room in Mazda’s current line-up for a vehicle like this.

This might not be the only new SUV Mazda is working on. The brand has also filed to trademark the CX-10 nameplate, which could conceivably be used by a pint-sized model, perhaps similar in scale to the Hyundai Casper Electric, also known as the Inster in some markets. Mazda also trademarked the CX-20 badge back in 2020 and is hard at work on this new model, developing it as a successor to the aging CX-3.