Mazda Subtly Surpassed a 38-Year Sales Record Due to Its Transformation from the Mazda You Once Knew.

      Do you recall how Mazda marketed its vehicles two decades ago as versatile explorers?

      When Mazda comes to mind, what do you envision? Perhaps two-door sports cars such as the Miata and RX-7? Unique models like the RX-8 and MX-30? Or sporty sedans like the Mazda6? Each of these has its own appeal, but currently, Mazda is heavily focused on SUVs. Out of the 12 U.S. models offered by the brand, eight of them are SUVs. This shift, along with the company’s move toward electrification and a successful upscale transition, seems to be beneficial for the Japanese automaker—especially in the U.S., where it surpassed its previous sales record from 1986 of 379,883 cars by approximately 45,000 units last year.

      This is part of a broader strategy, as Tom Donnelly, Mazda's CEO of North American operations, explained in a recent interview with U.S. News & World Report. In terms of marketing, models like the CX-50 embody an adventurous spirit—think Subaru, but with a more premium touch. This rebranding is quite different from the “zoom-zoom” mantra of the early 2000s, yet it has gained significant popularity today. In fact, the company successfully markets two SUVs, the CX-5 and CX-50, that target the same segment but attract distinct audiences.

      “This is the largest segment in the market, and several other brands also have multiple offerings,” Donnelly mentioned. “When you compare the CX-5 and CX-50 side by side, they look different and are designed with different purposes in mind. We see the CX-5 as more urban and refined, while the CX-50—thanks to its styling and features, including the Meridian edition—has a more adventurous appeal.”

      The vehicles themselves are just part of the narrative. Over the last decade, Mazda has worked tirelessly to revamp its dealerships and enhance the customer experience. The retailers now feature a modern open-plan layout filled with glass, and service technicians have begun to record videos of vehicles in the shop to highlight necessary repairs and reasons for them, preventing unexpected charges. Mazda refers to this initiative as “Retail Evolution,” and although only 70% of its dealers have opted to invest in this renovation, those dealers accounted for 90% of Mazda's national sales last year.

      Moving upmarket can be a risky endeavor in this industry as it often comes with a decrease in volume. Customers don't instantly change their perception of a brand. It’s a continual journey, and through careful planning and perhaps some fortunate timing—such as the normalization of supply constraints leading to higher prices, along with a surge in post-COVID overlanding—Mazda introduced a whole range of appealing new SUVs right when the market was ready for them.

      As a fan of some of Mazda's more unique models mentioned earlier, I find optimism in Donnelly’s assurance that the brand does not intend to completely abandon its past. He pointed out the Mazda3 Sedan’s impressive nearly 40% year-over-year sales increase despite a struggling category. While he didn’t provide any new details regarding the electrification of the upcoming Miata, he confirmed the roadster’s continued importance to the brand.

      “It’s undeniably a halo vehicle for us that transcends just sales figures,” Donnelly stated. “I assume you’ve seen the Iconic SP [concept car from 2023]? The response to that has been remarkable, which was part of the goal in introducing it.

      “I would advise you to stay tuned regarding the Miata’s future, but it’s integral to our history, heritage, and future,” he added.

      As an enthusiast, you can interpret Mazda’s recent success in a couple of ways. Those with a pessimistic outlook might see the shift toward outdoorsy SUVs and the absence of rotary engines as a further departure from Mazda's core identity. Conversely, the optimistic perspective could view the Miata as Mazda’s Porsche 911, with the surrounding SUVs providing necessary protection as long as they continue to sell. Additionally, the company has made headlines by forming a team of engineers dedicated to reviving the rotary in an exciting vehicle. Congrats, Mazda—you’ve achieved this, and we eagerly anticipate your future endeavors.

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