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From tech-forward to value-driven, consumers across Albany, Columbus, Denver, Indianapolis, and Kansas City seek vehicles that align with their lifestyles

IRVINE, Calif. (April 13, 2026) – New research commissioned by Mazda North American Operations (MNAO) provides a granular look at how modern drivers in five key U.S. markets are redefining what makes a vehicle feel premium. While a significant 93% of Americans nationally prioritize personalized features over a costly luxury badge, drivers in Albany-Schenectady-Troy, Columbus (OH), Denver, Indianapolis, and Kansas City articulate distinct regional interpretations of what premium truly means.

Indianapolis: The Practicality Powerhouses

Drivers in Indianapolis stand out for their pragmatic view of vehicle ownership. More than half (65%) of respondents in Indianapolis consider a vehicle primarily as a way to get from point A to point B. This is 14% higher than most Americans.

This focus on the fundamentals translates into an aversion to paying a premium for brand status. 54% of Indianapolis respondents stated they "would not pay anything more" for a luxury brand vehicle if it were identical in every other aspect to a mainstream option, significantly surpassing the national average of 43%. 

Indianapolis respondents are also likely to consider “vehicle dupes,” as this market showed a strong inclination (24%) to "prefer alternatives that look and feel premium, even if they aren't well-known brands," indicating a clear preference for substance over label.

Columbus: Value-Driven and Space-Conscious Leaders

Columbus residents are keenly focused on receiving premium quality without the premium price tag. In defining “more” in a vehicle, this market was the most cost-conscious, with 35% defining value as “getting premium quality without overpaying.”

This mindset remains the same even if respondents received a cash windfall. When asked what they would put a cash windfall of $75,000 toward, with only 38% of Columbus respondents indicated they would put it toward a new vehicle, demonstrating a strong emphasis on fiscal responsibility compared to the 49% national average.

When purchasing a vehicle, practicality reigns supreme for Columbus drivers. The top priority for 45% of respondents was "more space and practicality for my lifestyle.”

Denver: Where the Drive is the Destination

Denver drivers are very much connected to the driving experience, displaying a willingness to make lifestyle sacrifices for their ideal vehicle. Denver respondents agree that "how a vehicle feels to drive, not the badge or logo on the hood, is what makes it stand out" (82% vs. 78% nationally).

In addition to how the vehicle feels, drivers in Denver are prioritizing safety with 80% ranking “the most advanced active safety and driver-assist features” as the top features that make a vehicle feel high-quality and well-made. 

When asked what they would give up for a year to drive their dream car for free, respondents in Denver were significantly more likely to forego their "favorite podcast" (67%), "dating apps" (67%), and even "manicures/pedicures" (68%), underscoring the impact their vehicles have on their lifestyles.

Kansas City: Tech-Forward, Performance Driven

In Kansas City, the definition of "more" in a vehicle is all about advanced capabilities and quality performance. When asked what truly matters in a vehicle, 38% of respondents prioritize "more advanced technology and connectivity features" and 18% prioritize "more horsepower and performance capabilities.”

Kansas City drivers also showed a strong appreciation for responsive handling, with 80% identifying "the responsiveness of the steering" as an "essential" or "very important" indicator of a high-quality vehicle.

Aligning with the national findings, nearly a quarter (26%) of Kansas City drivers define "more" as “getting premium quality without overpaying," merging their desire for performance and tech with a smart financial perspective.

Albany: Smart Tech and Value Minded

Drivers in the Albany-Schenectady-Troy area place a premium on advanced technology. When considering what "more" means in a vehicle Albany respondents were most inclined (41%) to prioritize "more advanced technology and connectivity features." 

While Albany drivers prioritize technology, a car’s brand or logo falls to the wayside. They are among the highest respondents to strongly agree they'd rather own a vehicle with "more of what truly matters to me, than own a vehicle with a luxury nameplate that costs thousands more" at 65%.

In line with their cautious approach to financial windfalls, with only 34% would put a cash windfall to a new vehicle, further cementing their prudent, value-conscious mindset.

About Mazda North American Operations
Proudly founded in Hiroshima, Japan, Mazda has a history of sophisticated craftsmanship and innovation, and a purpose to enrich life-in-motion for those it serves. By putting humans at the center of everything it does, Mazda aspires to create uplifting experiences with our vehicles and for people. Mazda North American Operations is headquartered in Irvine, California, and oversees the sales, marketing, parts and customer service support of Mazda vehicles in the United States, Canada, Mexico and Colombia through approximately 795 dealers. Operations in Canada are managed by Mazda Canada Inc. in Richmond Hill, Ontario; operations in Mexico are managed by Mazda Motor de Mexico in Mexico City; and operations in Colombia are managed by Mazda de Colombia in Bogota, Colombia. For more information on Mazda vehicles, including photography and B-roll, please visit the online Mazda media center at news.mazdausa.com.

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SOURCE Mazda North American Operations

For further information: Drew Cary, Mazda North American Operations, media@mazdausa.com; Justin Pagtalunan, Mazda North American Operations, media@mazdausa.com