Enjoy this limited sneak peek at the first edition of Beyond the Buy, a new biweekly column by Gear Patrol Founder Eric Yang, available exclusively via email newsletter.
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In this issue:
- First, an introduction
- How do you get a BMW X7 on a Kia budget? Also, the 3-row SUV industrial complex
- Lego G-Wagon, Costco S’Mores bites and the Balenciaga Potato Chip bag
First, introductions: Hi. I’m Eric Yang, the founder of Gear Patrol. Happy Saturday and welcome to Beyond the Buy, a newsletter where I try to make sense of the world, one product at a time.
Here’s what to expect:
- Who am I? For over 20 years, I’ve been working in media, 17 of those have been on a media business whose sole mission is to help people discover and understand products.
- What is it? A newsletter that takes you along my own journey to rediscover the curiosities and culture of products – and hopefully answer some questions you may or may not have been asking.
- When does it come out? Saturday mornings. Maybe more if you tell me you like it (just reply).
- What products will it cover? I’m curious about products of all kinds, but a lot of it will be through the lens of a busy parent and media business operator. If you want to know more specifics, I’ve listed out my personal interests at the bottom of this issue.
- How much does it cost? It’s free! If you don’t like it, you can have your money back. Sometimes, there will be sponsors but they can’t have their money back. Shh … that’s how we keep it free.
- How can I support this? Forward it to a friend. Respond and say, “hi.” Sponsor it. Do all three.
Why am I doing this? I believe products are so much more than just things to buy; they’re a lens to see the world. Products are the things we invent, the things we use for work and the things we spend our hard earned money and time on. We even build entire communities around the them. So if you’re a curious product person and like getting a peek around the curtain, this newsletter is or you.
Important: We’re going on this journey together and I want your feedback. Send ideas, tips (anonymity guaranteed!) or thoughts by replying directly to this email.
With that out of the way, let’s get started with Issue 1. 💪🏼
Something Interesting
Reddit is getting unwieldy and it’s full of bots. It’s also taking away clicks from Gear Patrol, but there’s something magical about finding a new subreddit you instantly love. Meet r/Plantfi. People who love plants and hi-fi. That’s it. Wonderful.
Have a cool setup? Send it to me with details and I’ll share it in an upcoming newsletter.
Something I’m Testing
In each issue, I’ll ask a product question and aim to answer it through authentic, real-world testing notes. My goal is to key in on things that offer notable value or represent a niche corner of product culture, though I may occasionally just test things I find interesting. Expect a range.
Question: What SUV options are there for a car enthusiast with a growing family that 1) doesn’t crush the soul, and 2) doesn’t crush the wallet? In other words, how do I get a BMW X7 on a Kia budget? 😵💫
Verdict: Mazda CX-90 (starts at $38K) 💡
State of play: I’ve been test-driving a wide variety of vehicles because I need to replace my Jeep Wrangler. More kids, more aspirations, same budget. This is 40.
Spring is also when car buying heats up. That process led me to the all-new, criminally under-marketed Mazda CX-90, which in turn, put me down a rabbit hole on the state of the American 3-row SUV industrial complex.
Stop yawning, this all comes back around to your wallet.
- The family frontier: The war for 3-row SUVs and crossovers is massive and now make up 10 percent of all car purchases. Drive to any Westfield and that percentage may even seem low. This phenomenon only accelerated during and after the pandemic. Americans want practical appliances (crossovers) to haul around their kids and dogs and car brands want that profit.
- People are happy, profits are good: If you’re an automaker you can take an existing car platform, raise it a couple inches, design an SUV looking body (Bronco Sport, etc) and sell it at high-margin prices to underwrite your electric vehicle strategy. Consumers believe they have a more practical, safer car and brands roll in the dough. Toyota just announced they’re spending $1.4 billion to build yet another electric 3-row SUV in Indiana on top of the one they’re building in Kentucky. Americans have an insatiable thirst for these things.
- Women decide: Women are now responsible for 62 percent of all new car purchases and wield even more influence on car purchasing decisions. In my house, there’s an understood agreement that come new car time, I will diligently present options and my wife will sign-off, Last Crusade style. Enthusiasts and car reviewers love wagons and classic 4x4s, but manufacturers go to where the money is. I know way more women that drive G-Wagons, Tahoes and Broncos than I do men. Very SoCal, but still anecdotal.
- Mazda is being original: Mazda is focused on enthusiasts and they’re avoiding the mainstream morass by targeting design-minded, status-conscious consumers on a budget. I applaud the differentiation and appreciate the underdog story, but the big question is: are there enough of you out there?
- A deal to be had: Mazda just cut prices on the CX-90. This isn’t a good sign for sales, but it presents a unique opportunity for you to score a deal.
What is it? The CX-90 is Mazda’s flagship in the 3-row battle. Mazda threw out the previous playbook, discontinued its middling predecessor, and went with a clean-sheet approach to the CX-90. It comes equipped with up to a 340 horsepower (369 lb ft torque), 3.3 liter turbocharged inline-six engine and AWD. It also set up the car with a German-like, rear-wheel biased driving experience. Rare in this category at this price point.
The CX-90 is built in Japan and you can tell in the fit and finish. Compare the panel gaps to a Tesla and laugh. A plug-in hybrid (PHEV) is offered and can be configured with seating up to eight – a quasi mini-van alternative. It’s also designed for the aesthetes — just look at that dash-to-axle ratio prestige gap.
- Mazda basically made a budget-friendly BMW. A Cayenne from some angles
- The new CX-90 oozes Daikanyama style. Top spec trims even offer a suede dash and two-tone steering wheel, very Bentley-esque.
- To give you a sense of size, it’s as long as an S-Class.
- 0-60 mph comes as quick as 5.9 seconds
- Tows 5,000 pounds — enough to haul any of these. There’s an available 1,500 watt outlet in back for bike and air mattress pumps. Golf clubs, small stroller or multiple carry-ons fit with the third row up.
- Mazda even slipped in some F1-banned driving tech called brake steer, which keeps the car planted in curves. Good when you’re barreling off the West Side Highway onto the George Washington Bridge.
Who is it for?
- Archetype: An American elder millennial parent (or youthful boomer) with kids, a pack of Threes and a biodynamic chilling in their fridge, own some Heath Ceramics, and considers traffic avoidance a competitive mandate. They casually follow the Premier League.
- Product Venn: Buyers who ultimately want a 3-row BMW or Benz but need more space and are allergic to the idea of being another Volkswagen Atlas, Kia Telluride, or Toyota Highlander at Whole Foods. It might even work as an option for an X7 shopper and regrets their ARM (paywall).
How I’d spec it:
- There are 11 versions, which is eight too many. I’d go for the Turbo S Premium Plus in rhodium white with premium white Nappa leather. I’d add the tow package and ambiance package because I’m a sucker for mood lighting. The CX-90 is one of the only cars in the world I’ve ever been tempted to buy in burgundy. Sorry, I mean “artisan red.” No one does reds like Mazda.
- The extra 10 percent: Tint the front passenger windows with ceramic XPEL (at legal limits), throw in some Weathertechs and call it a day. Maybe install some Thule Wingbar Evos crossbars (I own; do recommend) if you’re a skier.
Point of view: There aren’t many options for discerning drivers who need a family hauler and want to tighten the budget belt. The CX-90 proffers a feasible, premium solution for enthusiasts in a category where individualism and dynamics are not the mandate. The $4K price cut means Mazda got out in front of their skis in pricing, but that also makes it worth another look.
Be smarter than the salesman: Mazda has lost some of its zoom since the Zoom Zoom days, but the CX-90 knocks it out of the park and embodies Mazda’s newly differentiated strategy. You can also see that with the adventure-oriented CX-50, the gorgeous Mazda3 hatch, and of course the Miata is an icon. If you pull the trigger, make sure all the recalls and software updates have been applied to yours before driving off the lot. This is 1st gen.
- 🛞 Drive (A): Handling and powertrain are properly dialed in with a firm suspension that feels planted with minimal float and does so without a complicated air suspension. These are not words people shopping for 3-row family SUVs talk about.
- ⚙️ Tech (B-): Has all the basic tech you expect at this price. The lane-keeping assist feels junior varsity for 2024, but the heads-up display is a peach. Wireless Apple CarPlay goes full screen but is only touchscreen on the 12” version (watch out). Wireless charging is included but it’s useless due to the tray angle and lack of grip. Don’t forget, you get lower-quality audio when using wireless.
- 🔈 Audio (B): Bose, 12 speakers. Good for Van Morrison, Beck, podcasts and whatever “Kids Songs that Don’t Suck” playlist you’ve made. Mazda: embrace the Japanese provenance and partner up with Technics and embrace the two-channel revolution. I’m happy to broker a meeting. Avoid the standard audio system.
- 🚸 Safety (A): It’s ultra safe.
- ⛽ MPG (B+): 24 mpg city, 28 mpg highway. 400+ miles on a tank. PHEV gets more + 25 miles in electric only. From my tests, the plug-in hybrid is a less refined drive. I’m resolutely bullish on PHEVs but the siren’s call of a Japanese inline-six is just too strong.
- 💰 Price (B): Price will be the deciding factor for most buyers in this category, but the CX-90 starts at $38,000. You’ll need to go higher for the stronger engine and nicer trims. Note: my tricked out build clocked in at $60K, which sounds like a lot until you start shopping it. An X7 starts at $85K and that might get you a steering wheel. It may not be an M5 Wagon or a new GX550, but it can be had without stealership markup and you’ll have more leverage at the negotiating table. If you lease and are savvy online, trust me and visit Leasehackr.
- 🗒️ Also consider: Genesis is crushing it (go, Korea!). Peep the the GV. Make sure the salesperson knows that too. And of course, I always recommend pre-owned.
Pro tip: Leasing the PHEV will save you a cool $7,500, which could net you a lease payment in the $500’s (this is not financial advice). Mazda is underwriting the cash incentive because the EV/PHEV federal tax-credit is no longer unavailable to the CX-90 PHEV because it’s built in Japan. It may be an election year, but saving money is something we can all agree on.
Don’t take my word for it:
- Car & Driver gave the CX-90 1st place in their 3-row shootout
- Consumer Reports recommends it (paywall), I often disagree with CR but their choices command respect
- Kelly offers her mom’s POV
- Here’s Doug’s take
- 7 reasons why an engineer loves the CX-90
What problem are you trying to solve with a product? Reply and let me know.
Some Things I Read
Jack Seemer- Fire: Gear Patrol’s executive editor Jack Seemer got an exclusive preview on the new Chiminea (above) from Big Green Egg. ICYMI.
- Vintage: Forget the Best Buy and CNet partnership and peruse every RadioShack catalog ever, going back to 1939.
- Toys: Is inflation hitting the Lego aisle? Speaking of Legos… check out this upcoming Lego G-Wagon (until the URL goes down).
- Pens: Wes Anderson directed a commercial for Montblanc. No surprises.
- Haute: Balenciaga potato chips bag is the most bizarre and awesome thing I discovered from the Met Gala press releases that flooded my inbox. Michael Shannon rocked one.
- Car: Savage Geese took one last trip down memory lane with the grail-worthy Acura NSX.
- Cameras: Richard Butler — one of the world’s foremost camera reviewers — doesn’t give a shit about high-res modes.
- PC Load Letter: David Heinemeier Hansson reviewed, and loved, the Framework 13 because of its imperfections. Verdict: it’s a real MacBook alternative.
- Costco: I was originally going to link to something else but I’m eating one of these Kirkland s’mores bites as I type this. I don’t have a sweet tooth but dang, so good.
- Encore: Dune 2 (FWIW: life-changing in 70mm IMAX) director Denis Villeneuve’s four favorite films are …
Aren’t products great?
Eric