Hyundai gave some public statements in which they expressed confidence in their potential to steal a little bit of the CX-5’s market share, which is currently a little over 20%. That’s a pretty big portion of the market, and unless Mazda start making mistakes – which is not very likely – they shouldn’t lose any of it anytime soon.
So with that in mind, the battle that Hyundai have ahead of them is significant, and the company should plan ahead very carefully. The Tucson offers great features and Hyundai might have a chance at beating the CX-5 without lowering their own price too much if they focus on the positive features offered by the model and accent them as much as possible in their marketing.
Other than that, there’s probably not much they could do to make the CX-5 budge from its current stable position anytime soon. Unless, of course, they’ve got a secret ace up their sleeve, which we have no way to predict.