I always think (with no proof) that while there’s a lot of wealth in Massachusetts, people here are often careful not to be showy with it, at least compared to some other places. Sort of a New England ethos. That is true in Cambridge which is socially progressive even for MA (though you do now see tech and venture capital bros in supercars in Cambridge…). Anyway, hence the popularity of brands like Volkswagen and Volvo (and Saab back in the day), which have a bit of Euro style and quality, and aren’t cheap, but also aren’t perceived as show-off “I’ve made it” cars like BMW, Audi and Mercedes. They’re also from Northern Europe and good in bad weather.

Among Japanese cars, Mazdas are also often a little nicer (and a little more expensive) than entry level Hondas and Nissans while being non-luxury cars. Basically another option for people who aren’t shopping solely on price, and can pay a little more for a nicer option.