We have a 2018 Mazda 6 GTR (turbo) and a 2018 Outback Limited. Someone mentioned earlier that Subie had more stock power - it doesn't - standard/base engines are both 2.5 liter and Mazda has a 2 hp and tq advantage over the Outback with the CX50. The upgraded engines (both 2.5 turbos) give Subie slightly more horsepower, but the Mazdas have vastly more torque - 320 lb-ft at 2000 rpm. The 6 speed transmission, although only 6 gears, is an infinitely better experience than the Subaru CVT, and bulletproof. The interiors blow Subaru away. Just sitting on the leather in either car reveals a ton about quality interior components.
And, just to clear things up, today's Mazda has no relationship with Ford at all. I'm guessing why their reliability ratings have soared since 2016.
We bought the Outback to replace a 18 year old, V8 4Runner with 365K miles, as we needed a wagon that could take us where we wanted to go. All the above being said, we love, truly love the Outback. When we needed to replace a 16 year old Camry, I wanted something with a bit more performance, and the Mazda got us that.
I imagine the CX-50 will be a solid vehicle. I'd also expect the Subaru to have a far better AWD system, and similar reliability.
I didn't think I'd like Mazda's infotainment, but I've come to prefer it to a touch screen, and I really like the retention of buttons and knobs for many functions.
Ultimately, Mazda will have a big hill to climb to compete with the Outback. But they really do have a solid product, reliable, performance oriented, and the interiors are fantastic.
All of the Mazdas are more driver oriented, and I imagine even the CX50 will be a great street car with mild snow and dirt capabilities. The Subie will probably continue to be far better in bad weather or on the moderate trails.
I think Mazda and Subaru are in many respects pretty similar companies - both smaller, scrappier, more clever, and more thoughtful in their vehicles. The boxer and Subaru's AWD are venerable designs, and Mazda's Skyactiv engines and transmissions are great with some very clever engineering that is standing the test of time.
For our family and purposes, the Subie and the Mazda are the right combination, at least until a reasonably priced and solidly AWD capable electric option opens up.