Mazda‘s aspirations to join the Germans in the upper executive ranks do not seem to be working out. Mazda sold just 31,128 vehicles in the United States last month, a steep 17.3 percent drop compared to April of last year. Year-to-date, Mazda is down 15.1 percent, sitting at a disappointing 125,601 units sold. Mazda’s MX-5 remains the only standout performer from their portfolio.
The Story from the Numbers
These numbers deliver a harsh reality check to Mazda, not only from the perspective of not being able to make a mark in the $45,000-$60,000 segment, but also of the demands of its loyal consumer base. Enthusiasts still clearly demand light, rear-drive, and affordable sports cars. Mazda’s post-war roots, remember, lie in lightweight and well-engineered cars.
The biggest losses are coming directly from the exact models built to elevate the brand’s status. Mazda’s premium, high-margin, rear-drive-biased crossovers are sitting on dealer lots. The flagship CX-90 saw its sales plunge 39.2 percent in April. The slightly smaller, two-row CX-70 did even worse, dropping an agonizing 42.6 percent. When consumers are shopping in the $40,000 – $60,000 segment, they are shopping for cars from manufacturers such as BMW, Mercedes-Benz, Lexus, Acura, and Cadillac – the data shows that customers are walking away from the Mazdas.
Mazda
The entry-level and mid-tier SUVs are struggling to find traction as well. The compact CX-30 fell 35 percent, and the typically reliable CX-5 dropped 18.9 percent. The CX-50 offered a rare bright spot. It posted a 5.8 percent gain for the month, largely driven by the newly introduced hybrid powertrain. The Mazda3 hatchback managed to stay perfectly flat.
The Lesson for Mazda
There is a not-so-strange twist in the data, maybe even entirely predictable. Mazda’s most traditional, analog product is surging. Sales of the MX-5 Miata jumped a massive 60 percent in April. The soft-top version gained 44.8 percent, and the hardtop RF model spiked 81 percent. It is a low-volume sports car, but the growth shows that buyers still want exactly what made Mazda famous in the first place: lightweight, affordable, driver-focused cars.
Drew Phillips
If Mazda’s top brass are paying attention, they need to listen to their consumer base – they still want Mazdas that do not stray from their ethos. Not heavy, bulky, and expensive family wagons; instead, give us light, reliable, and soulful cars that won’t break the bank.
