A new survey from Mazda finds that Americans are increasingly drawn to vehicles that offer comfort, safety, and intuitive technology — and are growing skeptical of paying a premium simply for a prestigious name. For decades, the luxury car market has run on aspiration: the belief that a certain logo on the grille signals something meaningful about the person behind the wheel. But a new survey suggests that calculus may be shifting — and the automakers who built empires on badge prestige might want to take note. Commissioned by Mazda North American Operations, the survey of recent car buyers found that 81 percent of respondents said the experience of driving — comfort, performance, and the feel of the cabin — is what makes a vehicle stand out. Only 19 percent said a brand’s badge was the defining factor. The findings, released Monday, arrive as the American automotive market contends with elevated prices, evolving consumer tastes, and a generation of buyers who have grown up scrutinizing value in ways their parents did not. “Drivers are shifting their focus to what genuinely improves their time on the road,” said Jennifer Morrison, director of vehicle safety strategy at Mazda North American Operations. “Comfort, safety, and features that support real life are winning out over labels.” The Practical Premium When respondents were asked what they wanted more of in a vehicle, space and practicality ranked first at 40 percent, followed by value paired with quality at 36 percent. Advanced technology, driving enjoyment, and performance each drew 30 percent. Status or social recognition, by contrast, registered at just 7 percent. That skepticism extends to the price tag attached to traditional luxury. Seventy-six percent of those surveyed said they did not believe a premium markup for a heritage luxury brand was worth it, and 83 percent