New vehicle prices currently sit at record levels in the United States, floating right around $50,000 on average. That $50,000 figure is an all-time high for the automotive industry, which has seen new vehicle prices steadily rise over the last few years. For many, the rising MSRP of a new vehicle has become much harder to justify. And for those who do make a purchase, it’s important that every last dollar of the monthly payment counts. To this end, mainstream manufacturers now offer vehicles with materials and technology that rival those of established luxury brands. In particular, automakers like Hyundai, Mazda, and Toyota have been steadily moving upmarket, yet still manage to keep their product lines affordable and fuel-efficient. In an era where vehicles are at their most expensive, these manufacturers realize if they can offer the same leather appointments, digital cockpits, and quiet ride as a luxury brand (and with a longer warranty), they can capture a segment that others have priced out.If you want a three-row SUV with an upscale interior and an efficient powertrain without paying a prestige tax, Hyundai, Mazda, and Toyota make a strong case against their luxury counterparts. 2026 Hyundai Palisade Luxury Target: BMW X7 ($87,500 – $115,900) Side profile shot of a 2026 Hyundai PalisadeHyundai Palisade Calligraphy (Top Trim): ~$56,000 BMW X7 xDrive40i (Base Trim): ~$89,050 The Gap: $33,050 Verdict: Even with the Palisade fully loaded with Nappa leather and Relaxation seats, it is over $33,000 less than the X7. The 2026 Palisade benefits from a full redesign that adopts a commanding on-road silhouette and an architectural boxiness that mirrors the presence of a full-size German luxury SUV. The wheelbase was extended to 116.9 inches, and the body now spans 2.5 inches longer than the previous generation for more interior room.The Calligraphy trim features Nappa leather and a horizontal dashboard with soft-touch materials. New for 2026 are Hyundai’s Relaxation seats in the first and second rows that offer deployable upper-leg supports and increased recline angles, features that directly rival the X7's executive-class seating options.Front 3/4 shot of a 2026 Hyundai PalisadeHyundai has introduced a 2.5-liter turbocharged hybrid powertrain for the Palisade with 329 horsepower and 339 lb-ft. of torque, achieving up to 34 mpg combined. While the BMW X7 xDrive40i is more powerful at 375 horsepower, the Palisade Hybrid targets a range of 619 miles per tank.Buyers who prioritize traditional gas power and towing can opt instead for Hyundai’s new 3.5-liter V6, which produces 287 horsepower and 260 lb-ft. of torque. Whereas the Palisade Hybrid is capped at a max towing capacity of 4,000 lbs, the V6 can tow up to 5,000 lbs.In a first for Hyundai, a built-in, two-camera dash cam provides continuous recording while driving or parked. The cabin features a curved panoramic display with dual 12.3-inch screens and an available UV-C sterilization compartment in the center console for disinfecting small items. 2026 Toyota Grand Highlander Luxury Target: Audi Q7 ($60,500 – $77,000+) Static side profile shot of a gray 2026 Toyota Grand Highlander.Toyota Grand Highlander Platinum (Top Trim): ~$55,000 Audi Q7 55 TFSI (Base Trim): ~$77,815 The Gap: $22,815 Verdict: If you add Audi's Premium Plus or Prestige packages to match Toyota's standard Platinum features, it will push the Q7’s MSRP higher yet. The Audi Q7 emphasizes athletic performance (and does so quite well), but the Grand Highlander counters with a larger footprint and more functional third-row seating. Although there is rarely a substitute for an Audi, the Grand Highlander can give the Q7 a run for its money when it comes to everyday utility.The Platinum Grand Highlander has leather-trimmed, heated, and ventilated seats for the first and second rows. Audi offers a Valcona leather interior, but the Toyota includes 13 cupholders, seven USB-C ports, and 33.5 inches of third-row legroom, sufficient for adults, whereas the Q7's third row is best suited for children.Static front 3/4 shot of a red 2026 Toyota Grand Highlander.Toyota’s Hybrid MAX powertrain (2.4-liter turbo engine and two electric motors) delivers 362 horsepower and 400 lb-ft. of torque, plenty of power for everyday driving. The Grand Highlander outpaces the Audi Q7 55 TFSI, which produces 335 horsepower and 369 lb-ft. from its turbocharged V6.With all seats folded, the Grand Highlander offers 97.5 cubic feet of cargo space. The Audi Q7 offers 69.6 cubic feet, representing a nearly 30-cubic-foot deficit for the European luxury model. 2026 Mazda CX-90 Luxury Target: Acura MDX ($51,800 – $76,000+) 2026 Mazda CX-90 Mazda CX-90 Turbo S Premium Plus (Top Trim): ~$60,450 Acura MDX A-Spec / Advance (Mid-to-High Trim): ~$68,380 – $75,000 The Gap: $8,000 – $14,000 Verdict: While this gap between the MDX and CX-90 is smaller than that of X7 and Palisade and Q7 and Grand Highlander, it’s still a gap nonetheless. And Mazda offers the more powerful engine and interior materials that are arguably on par with Acura. The Mazda CX-90 is characterized by a rear-biased platform and a longitudinally mounted turbocharged inline-six, a mechanical layout typically reserved for rear-wheel drive high-end sedans and performance SUVs.Since its debut for the 2024 model year, the CX-90 has kept pace with offerings from Acura, BMW, and Infiniti. Specific to Acura and the MDX, the CX-90 is a solid alternative. While Acura offers Milano leather, the CX-90 Turbo S Premium Plus has Nappa leather, sleek maple wood accents, and a Kakenui hanging-stitch textile pattern. Mazda has added more tech and comfort features to the CX-90, such as Amazon Alexa Built-In and ventilated seats, and expanded the standard equipment list across more trim levels.The core Acura MDX trims are powered by a 3.5-liter V6 producing 290 horsepower and 267 lb-ft. of torque. By comparison, the entry-level Mazda CX-90 delivers 280 horsepower and 332 lb-ft. of torque. While the horsepower is nearly identical, Mazda offers more standard torque for towing and merging with traffic. CX-90 Turbo S variants jump to 340 horsepower and 369 lb-ft. of torque, surpassing the standard Acura V6 in every metric.Dynamic side profile shot of a white 2025 Mazda CX-90 towing a trailer with motorbikes on over a bridge in a city.The CX-90 also sits on a 122.8-inch wheelbase, nearly nine inches longer than the Acura MDX. This extra length allows for cabin configurations that seat six, seven, or eight passengers.As a result, the CX-90 does have a heavier curb weight (approximately 4,846 lbs.), whereas the MDX is lighter, ranging from 4,268 lbs. to about 4,548 lbs. with all-wheel drive. However, the CX-90 provides a higher torque output (about 24% more) while carrying only seven to 10% more weight. Premium experience for less Beyond the lower sticker price, the Palisade, Grand Highlander, and CX-90 will provide many faithful years of service with a little routine maintenance. If you are in the market for a new three-row SUV, these offerings from Hyundai, Toyota, and Mazda are worth a test drive, as each can deliver a premium experience for less than expected.
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