Mazda's Flagship SUVs Struggle in Sales, Rescue Plan Focuses on Safety
Mazda's CX-70 and CX-90 sales have declined, prompting a safety-focused rescue plan
Key Takeaways
- Mazda’s CX-70 and CX-90 sales have declined significantly in the US market.
- The company plans to focus on safety features to boost sales.
- The Mazda3 is experiencing a surge in sales despite being an older model.
- Tariffs and loss of incentives for plug-in hybrids have impacted CX-70 and CX-90 sales.
- Mazda is searching for new strategies to revive sales of its flagship SUVs.
What’s Behind the Decline in CX-70 and CX-90 Sales?
Mazda’s CX-70 and CX-90 sales have declined significantly in the US market, with the CX-90 dropping 24 percent to 21,271 units and the CX-70 tumbling 29 percent to 5,974 deliveries in the first half of the year.
According to Mazda’s CFO, Jeffrey Guyton, the decline is not acceptable and the company is taking steps to make the vehicles more appealing to buyers.
Why is Mazda Focusing on Safety Features?
Mazda plans to focus on safety features to boost sales of the CX-70 and CX-90. The company has already seen success with its safety-messaging plan, which helped the redesigned CX-5 earn the Insurance Institute for Highway Safety’s highest rating.
Mazda now boasts more Top Safety Pick Plus awards across its lineup than any rival, and the company hopes to leverage this to attract more buyers.
How Are Tariffs and Incentives Impacting Sales?
The CX-70 and CX-90 were hit by tariffs because they’re imported from Japan, and the loss of incentives for plug-in hybrids hasn’t helped either.
Additionally, cooling demand for pricier plug-in models has contributed to the decline in sales.
What’s Behind the Surge in Mazda3 Sales?
Despite being an older model, the Mazda3 is experiencing a surge in sales, with July deliveries jumping almost 88 percent and year-to-date sales up 28 percent.
This is a surprising turn of events, especially considering the car is approaching its tenth birthday with remarkably few meaningful changes.
What’s Next for Mazda’s Flagship SUVs?
Mazda is searching for new strategies to revive sales of its flagship SUVs, and the company is hoping that its focus on safety features will pay off.
Only time will tell if this approach will be enough to turn things around for the CX-70 and CX-90.
Frequently Asked Questions
Q: What’s behind the decline in CX-70 and CX-90 sales?
A: The decline is attributed to various factors, including tariffs, loss of incentives for plug-in hybrids, and cooling demand for pricier plug-in models.
Q: What’s Mazda’s plan to boost sales?
A: Mazda plans to focus on safety features to boost sales, leveraging its success with safety-messaging and Top Safety Pick Plus awards.
Q: How is the Mazda3 performing in terms of sales?
A: The Mazda3 is experiencing a surge in sales, with July deliveries jumping almost 88 percent and year-to-date sales up 28 percent.
Specifications
| Specification | Value |
|---|---|
| US CX-90 sales (first half of the year) | 21,271 units |
| US CX-70 sales (first half of the year) | 5,974 deliveries |
| Mazda3 sales increase (July) | almost 88 percent |
| Mazda3 year-to-date sales increase | 28 percent |
