It looks like the all-new CX-5 is poised to be a big hit for Mazda. In its home country of Japan, reservations have spiked to 9,055 units since order books opened last December. And with customer deliveries starting only five days ago, the Hiroshima-based carmaker is expected to move around 2,400 of them monthly.

With a more premium look and feel, it’s not surprising that 49 percent of customers are going for the “L Package” which has leather seats as standard. The next big chunk, a surprising 47 percent, opted for the PROACTIVE which adds advanced safety equipment. And since CX-5 buyers seem to gravitate towards higher grade models, it’s not surprising that 31 percent opted for the CX-5 exclusive Soul Red Crystalline Metallic while 17 percent opted for the Machine Gray Premium Metallic.

Though this data is reflective of the Japanese market, it’s a sign that Mazda’s move to bring the brand upmarket is working. As mentioned in a Q&A with Hidetoshi Kudo, Mazda’s Global PR Manager, Mazda believes that going for a premium look and feel combined with fun-to-drive characteristics (for both driver and passenger) will create a deep bond between car and driver.

The all-new Mazda CX-5 is expected to be launched in the Philippines within 2018.