Against the backdrop of a wave of electrification sweeping the world, Mazda has been enjoying phenomenal sales in the North American market with its premium combustion engine and hybrid models.According to recent reports, Tom Donnelly, president of Mazda's North American operations, said that Mazda's momentum in U.S. vehicle sales growth will continue through 2025, even though the company doesn't have a purely electric vehicle in its lineup.
Tom Donnelly said that Mazda is on track to deliver more than 420,000 vehicles in the U.S. in 2024, a 16 percent increase year-over-year, driven by strong demand for its gasoline-powered compact crossovers and midsize SUVs, breaking the company's annual U.S. sales record, which was set in 1986.Tom Donnelly added that the company is aiming to deliver more than 420,000 vehicles in the U.S. in 2025, a 16 percent increase year-over-year, breaking the company's annual U.S. sales record, which was set in 1986.U.S. by 2025, Tom Donnelly added.
In fact, through September 2024, Mazda has delivered 313,452 vehicles in the U.S., which is a 15 percent increase year-over-year.And for all of 2023, Mazda's North American sales have soared 23 percent to 363,354 vehicles.Such numbers are simply unimaginable in China's electrified market, and double-digit gains are basically only going to be seen in new markets, with traditional markets like Europe being a near impossibility.
North American Market
Mazda's sales growth in the North American market is largely attributed to its popular combustion engine and hybrid models, especially the CX series of SUVs.North American consumers' preference for space and power has made Mazda's CX-5, CX-50, and CX-70 popular SUVs, which not only stand out for their high quality, consistent performance, and classic design, but also for the detailing of Mazda's "human-centered" design philosophy.
One of Mazda's core philosophies is "Driving Pleasure," which emphasizes advanced engine technology and driving dynamics to attract consumers.Mazda has adhered to this philosophy in the North American market, making the "human-car driving experience" the brand's hallmark.
The hybrid model of the CX-70 is powered by a 2.5-liter naturally aspirated engine, an electric motor and a 17.8 kWh battery pack, with a pure electric range of just 42 kilometers, a maximum power of 241 kilowatts, a maximum horse power of 327 horsepower and a peak torque at 500 Nm.The starting price is 54,400 dollars (about SAR 205,000).
The other model, the hybrid CX-50, borrows technology from Toyota with a naturally aspirated 2.5-liter engine + three electric motors + an electronically controlled CVT and a small battery pack.Maximum horsepower is 219 and peak torque is 221 Nm.
Although the technology is borrowed from Toyota, in Mazda engineers are tweaking the original, so that there is a faster acceleration response, as well as a smoother ride. So in the North American market, Mazda in addition to maintaining the obsession with technology, but also take the initiative to seek cooperation, which can also explain in the North American market, Mazda sales can grow significantly.
Tom Donnelly also said that Mazda plans to develop a new system in-house for expanding its lineup of hybrid vehicles and testing a pure electric vehicle by 2027.
Mazda's best-selling model in the U.S. is one of its oldest: the CX-5 compact crossover, built in Japan, which Tom Donnelly says will be getting a facelift in the next 12 to 24 months.
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All new Mazda CX-5 to debut in 2025, 2.5L+Hybrid, 332HP
Cox Automotive's Kelley Blue Book expects total U.S. new-vehicle sales to grow 2.3 percent year-over-year in 2024 to about 15.9 million units.Mazda has already outsold luxury car brands such as BMW and Mercedes-Benz in the U.S. this year, but remains well below peers such as Subaru, Kia Motors and Nissan Motor.Mazda's surge in U.S. car sales this year marks a major shift for the company since 2019, when Mazda's U.S. sales touched a six-year low (278,552 units).
China Market
While Mazda has achieved excellent results in the western North American market, on the contrary, Mazda has hit a new low in its other biggest market, the eastern powerhouse of China.
The Japanese automaker is now facing a huge challenge in China as its sales continue to slump and its shortcomings become apparent, as electrified vehicles have gained momentum in China in recent years and local domestic models have risen rapidly.
Looking back over the past few years, Mazda's sales have shown a steady decline in China.Since 2017, when sales in China exceeded 300,000 for the first time, Mazda has been on a downhill slope, with sales declining year by year. 2023, Mazda's cumulative sales in China were only 88,600, compared to 300,000 at its peak, less than one-third of the total, which is also its sixth consecutive year of sales decline in the Chinese market.
In terms of model-specific sales, the mainstay models, the Mazda3 and CX-5, have underperformed.
Mazda3 sales fluctuated from month to month, always hovering at one or two thousand sales before September, with a low market share and a significant decline.September sales, although improved to reach 7,707 units, but the Internet rumor is that the subsidies and other activities are caused by, but the gap is still very large compared with the past glorious stage, 2018, 2019 monthly average breaking 10,000 to compare.
Mazda CX-30 and Mazda CX-50 sales in the industry are similarly underwhelming, with only a few hundred units sold per month, hardly supporting Mazda's overall performance in China.
Facing the plight of declining sales and weakening brand influence, China's Mazda is also beginning to transform, with the electrification sector becoming its only direction of develpopment. In recent years, Mazda has cooperated with Changan Automobile to jointly develop electrified models. 2024 Beijing Auto Show, Mazda launched the MAZDA EZ-6 is an electrified sedan based on Changan's Deep Blue SL03 technology.
The MAZDA EZ-6 design inherits Mazda's proud "KODO (Soul of Motion)" design aesthetic and "Jinba ittai ("person and horse as one body")" driving pleasure DNA."The new car is available in two power options: pure electric BEV and extended range REEV. In addition, Mazda plans to launch more electric models based on pure electric platforms in China in the next few years, gradually realizing the brand's full electrification.
However, Mazda's layout in the field of electrification also faces many difficulties.China's electric vehicle market competition is fierce, local autonomous brands have increased investment, launch more competitive products, Mazda in order to occupy a place in China's electrification market, must continue to improve the competitiveness of products and brand influence. In addition, Mazda lacks core technology in the field of electrification, three electric systems, chassis architecture are dependent on Changan, the brand lacks premium capacity and strong visibility, just set a shell, obviously no way to attract consumers.
Write in the end
The difference in sales between the United States and China is big, in the Chinese market has been gradually marginalized car brand "Mazda", in North America has achieved double-digit growth, look at the differences between the two countries, we think that the electric car will be the future trend?
Mazda's dedication to technology in the past is worth learning from other automakers.However, in the face of the current rapidly evolving technological environment in the global market, brands should pay more attention to the real market demand that can drive sales.
In terms of product strategy, in addition to accelerating the launch of electrified models, intelligent upgrades to popular models such as the Mazda3 and CX-5 are also crucial.For today's Mazda, expect continued progress in innovation and technology to better meet market demands.
Senior Writer The quest for automotive knowledge began as soon as the earliest memories. Various sources information, even questionable ones, have been explored including video games, television, magazines, or even internet forums. Still stuck in that rabbit hole.
