Does Mazda market it? I'm not sure. And it's true that Americans just don't see Mazda as a major player. When I was driving in the US, I noticed a distinct lack of Mazda cars - hell, here you can barely change lanes without side-swiping a 3, but there? Nope. Americans don't see Mazda because no trucks, no van and mostly oddball cars that are on the small side.
Toyota has 15% of the US SUV market with the Highlander and 4Runner and Ford takes a another big chunk with the Explorer and Edge. Want big sales numbers? Forget quirky. Make a box on wheels with amenities and a good sized V-6 engine. Only Subaru makes much of a dent with the Outback that's not a "conventional" product.
Americans like homogeneous products. If you want to really succeed there in terms of volume, you need to either set the segment (Lexus RX) or offer something similar to everyone else - like the standard SUV market. It's possible to "buck the system" ala Subaru, but it takes a lot of effort. Subaru's invested a lot of time and effort.
Thankfully, Canadians will buy more quirky and interesting products, so Mazda has done much better here. But, that said, we still like a big box on wheels with a V-6 for our SUVs.
