Jil McIntosh: We’re always up for something new, and that’s the case with this comparison. Both the Mazda CX-70 and Toyota Crown Signia are all-new models for 2025 in the two-row, five-seater SUV segment.
The Crown Signia is the second vehicle to wear the revived Crown name, following the new-for-2023 Crown sedan, and ours is $60,335 as tested. Crown is Toyota’s highest nameplate before you move up to Lexus, and the Crown Signia basically replaces the discontinued Toyota Venza. The CX-70 is sorta all-new — it’s the three-row CX-90, which was an all-new model for 2024, with virtually no changes save for the third row taken out. Mazda doesn’t have a luxury division as Toyota does with Lexus, but we’re in the top Signature trim, which is Mazda’s poshest. Ours is $62,300 as equipped. Both are hybrids, although their systems are considerably different. Brian, what’s the story on that?
Brian Harper: Toyota has been building hybrids for decades, and the Crown Signia’s powertrain is similar to that in models like the Prius or RAV4 Hybrid. Its Toyota Hybrid System (THS), as the company calls it, consists of a 2.5L four-cylinder engine, a hybrid transaxle, and a nickel-metal hydride (NiMH) battery. Hybrid technology puts all these systems to work together, using a combination of gas and electric motors to drive the Signia’s front wheels. Standard all-wheel drive (AWD) is achieved with a rear-mounted electric motor to power the rear wheels fuel-free. The Crown Signia drives on gasoline, electricity, or a combination, balancing power and fuel efficiency depending on the driving conditions. It makes a combined 240 horsepower and 178 lb-ft of torque.
The Mazda CX-70 uses a turbocharged 3.3L inline six-cylinder engine with 48-volt mild hybrid system, and it’s also AWD. Some lower trims make 280 horsepower and 332 lb-ft of torque, while the Signature gets a high-output version of that engine. It makes 369 lb-ft of torque, along with 340 horsepower if you use 93-octane gasoline, and 319 horsepower on plain ol’ regular-grade. What Mazda calls M Hybrid Boost is an electric motor that supports the engine in the “light load” range, meaning idle to low speed, where gas engines aren’t particularly efficient, and it improves fuel economy and environmental performance. Note that neither crossover requires any plugging in.
JM: The Toyota Crown Signia is rated by Natural Resources Canada (NRCan) at 6.2 L/100 km in combined city/highway driving, while the Mazda CX-70 rates 9.3. That’s quite a difference, partly because the Toyota can drive on electricity alone. The CX-70 can’t — its mild hybrid system assists the engine, but the engine is always running. Both charge their batteries using regenerative braking, capturing and storing the energy otherwise lost during deceleration, so as mentioned, you don’t plug them in. That said, you can get the CX-70 as a plug-in hybrid (PHEV), which has the same gas-electric hybrid operation as the Crown Signia does, plus an all-electric range when charged from a plug, like the Prius Prime and RAV4 Prime (which change their names from Prime to Plug-in Hybrid for 2025).
Both the Crown Signia and CX-70 are really decent drivers, but they differ in how they do it. The Mazda has a much sportier feel, with tighter and firmer steering, while the Crown Signia is also responsive but feels more relaxed. One isn’t inherently better than the other; instead, it depends on each driver’s preference for steering feel and handling.
The CX-70’s transmission could use a tweak. It goes into the higher gears quickly for better fuel efficiency, but so fast that acceleration tends to be bumpy. It gets smoother with a firm foot or when it’s in Sport mode, but now the engine’s revving higher and that’s not what I want in a daily commute. And neither shift lever is intuitive, but the Mazda’s is the worse of the two.
BH: I mostly agree with you on their drivability, Jil. My only “but” is the Crown Signia’s 2.5L four-cylinder: under heavier load, such as passing acceleration or when climbing steeper inclines, the engine produces a rather discordant note. At steady cruising speed, it’s as quiet as a church mouse. There’s no inherent sportiness to the way it handles itself, and I’m not saying that with any negative connotation. Being very middle-of-the-road works for it. The CX’s inline six, however, is a thing of beauty, silky smooth and responsive to a prod of the gas pedal. If I paid complete attention to the eight-speed’s shifting, I felt what you felt. But in traffic situations and with my fave Sirius XM station going, I found it barely perceptible.
And, yes, both shifters were annoying; the CX-70’s moreso, requiring a sideways movement from Park before pulling down to engage Drive or Reverse. Whatever happened to the KISS keep-it-simple principle? Still, I’m sure it would become second nature with prolonged practise.
My beef, if it can be called that, is that the Crown Signia’s monotone cabin didn’t feel “special,” at least for $60,335. Which is a shame because it is exceedingly stylish on the outside. That said, I have no real complaint about the various — and numerous — comfort and infotainment features in either vehicle.
JM: I don’t dislike the Crown Signia’s all-black interior as you do, but there are more firm-plastic surfaces than one would expect for what you’re paying. It also didn’t help the Toyota that the CX-70’s top-trim Signature cabin is gorgeous, with that two-tone colour scheme and high-quality feel to everything. That includes a generous amount of faux-suede material on the dash and doors, although I wonder how good it’ll look long-term, as this stuff tends to trap dirt and turn shiny with use after a while.
On both, I found the seats comfortable, and with simple controls for climate functions. Their infotainment screens differ though. The Toyota has a touchscreen, equipped with Google Built-In which works very well but will eventually require a subscription to keep it going. The Mazda has an embedded system, including navigation, but it’s operated by a controller on the console. It’s easy to use for the most part, although if the voice control doesn’t recognize your spoken destination, you have to awkwardly spin and tap the numbers and letters with the joystick. But here’s the thing: If you connect your phone through Apple CarPlay or Android Auto, its functions are touch-activated. It’s very odd to have a screen that’s both joystick-only or sure, give it a tap-and-swipe.
BH: At 5,100 mm, the Mazda CX-70 is 170 mm longer than the Toyota Crown Signia. With that third row absent, it can press its length — and height — advantage in both passenger and cargo room. Passenger volume is far more generous, 4,010 litres versus the Toyota’s 2,731 litres. Give the Toyota its due, it offers an extra half-inch of front-seat legroom; other than that, however, the Mazda has more headroom, more shoulder room and hip room in both rows, and 58 mm more legroom for second-row occupants — as one who has been tagged as “leggy,” it is greatly appreciated.
As for cargo capacity, the CX-70 can pack way more suitcases, hockey equipment, camping gear, etc., than can the Crown Signia. Behind the back seats, there’s 1,122 litres (39.6 cubic feet) of space versus 702 litres (24.8 cu. ft.). With the back seats stowed, capacity stretches to 2,132 litres (75.3 cu. ft.) compared to 1,872 litres (66.1 cu. ft). And since both of these crossovers could be described as family-oriented rides, towing capacity for active cohorts greatly favours the Mazda, which can haul up to 5,000 pounds, versus 2,700 pounds for the Toyota.
JM: Both are equally good people-haulers on their individual merits, but they’re pricey and therefore aimed at a select audience, and that’s influencing my decision. Buyers at this level want something special for their cash. The CX-70 has a few more features, such as a head-up display; its engine is quieter and more powerful; and its interior is spectacular. As tested, it’s $1,965 more than the Crown Signia, but it looks and feels its price more than the Toyota does its tag, and that’s the clincher for me.
About the only thing I’d add is that the Mazda CX-70 is the CX-90 without its third row – second-row legroom wasn’t increased, and even the third-row cupholders are still there, now out of anyone’s useful reach. If you’re leaning toward the “70” then also give some consideration to the “90.” It’s $1,000 more but you’re at this upper level anyway; fold down the third row and you get that same impressive cargo capacity, and the seats are there if you ever need to carry extra people. That said, Brian, do you concur that the CX-70 wins this comparo?
BH: Sure do, and essentially for the same reasons you listed. The Mazda CX-70 is bigger, roomier, has a smoother engine, carries more, hauls more and, in Signature trim, is fitted a cabin décor that would not look out of place on an even more expensive SUV. This is not a slam of the Crown Signia. I genuinely enjoyed driving it. It has a distinctly attractive look to it that helps it stand out. It delivers superior fuel economy and will likely benefit from Toyota’s deserved rep for reliability, although the 2.5L four could use some refinement.
You’re right about me disliking all-black interiors. Fine 20 years ago when black was the de facto colour used in luxury car interiors; now it looks drab and uninspired, especially in a vehicle with a $60K price tag. If the Crown Signia Limited was about $5,000 less expensive, I’m sure I’d be switching my vote. But it isn’t and I haven’t. The CX-70 takes the “crown” here.
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