Mazda Sales Data & Trends for the U.S Automotive Market
Mazda used to be the fourth of the Japanese manufacturers in the United States until it was overtaken in 2009 by an on-fire Subaru. Despite a very positively-received range of mainstream cars and SUVs with a sporty bend Mazda has been struggling to break out of the 200-300k/year band, though it finally managed that in 2014, 2015 and 2018 before dropping below 300k again in 2019.
Part of Mazda’s problem is that its mainstream cars have struggled to connect with the buyers, with the Mazda3 hovering around 100k/year and the Mazda6 even lower at around 60k/year, but both dropped to half of that in 2019, while cars like the Honda Civic and Accord easily reach 300k and 250k per year respectively. Even the CX-5 and CX-9, which often topped comparison tests, struggled to sell a third of what rivals from Honda or Toyota managed.
The second part of Mazda’s problem is that, as an independent manufacturer, it cannot afford to cover every segment, and often has to pull out of those it does not do very well in (Minivans with the MPV and Mazda5, sporty SUV with the CX-7, subcompact with the Mazda2). Still, niche cars such as the MX-5 Miata and in the past the RX-8 ensure the manufacturer has a certain cult following even though that may never quite be converted into sales.
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