With the 2010 Mazda CX-7, the Mazda development team chose a product positioning strategy that targets both the athletic and emotional elements associated with sports cars, as well as the dynamism of a more unconventional SUV. While practical utility was still a significant consideration in the overall design concept, it is not prioritized in the production vehicle as it is in many traditional SUVs. The Mazda CX-7 is arguably more of a "sport crossover" than a "crossover utility" vehicle, aiming at those who find car-like SUVs with an athletic character infinitely more appealing.