Mazda is renowned for its sharp focus on driving dynamics. The essence of its brand-defining sports car, the Miata, influences every vehicle in its lineup, ranging from the chic 3 sedan and hatchback to the fresh CX-50 crossover. This appeal resonates with enthusiasts; however, 50 percent of Mazda’s sales in North America come from the CX-5. The company requires more sizeable vehicles, and it is acutely conscious of this need, as reported by Automotive News.
The Japanese automaker aims to elevate its sales to unprecedented levels within four years, prompting a shift in focus from building cars its engineers might desire to construct to the ones they must create. The forthcoming years will witness a surge in production of predominantly electrified SUVs, including two larger companions to the CX-50 in North America: the CX-70 and the CX-90. This does not imply that smaller cars or sedans are excluded from the equation, but rather, they do not hold the apex position in Mazda’s priorities.
Mazda’s head of global marketing and sales, Yasuhiro Aoyama, affirms, “We anticipate enduring, robust growth from the U.S. moving forward,” and indeed, the brand has no alternative but to concentrate on the United States. As per AN, Mazda’s sales are thriving solely in North America. Consequently, the company recently invested millions in a new facility in Huntsville, Alabama to manufacture the CX-50 and upcoming models. During the CX-50 launch event I attended, company representatives emphasized the versatility of this new plant, co-located with a Toyota facility on the same premises, which can accommodate production of various vehicle types on a unified assembly line.
All these developments raise queries about Mazda’s ability to produce non-SUV vehicles such as the Miata and the highly anticipated Mazda 6 sedan successor, which faces skepticism. While the Miata appears secure, Mazda has been securing patents for potentially intriguing details regarding the new car’s powertrain. However, regarding a rear-wheel-drive sedan, the company has not officially confirmed its existence. Nonetheless, reports from other sources suggest that such plans have not been entirely discarded.
Mazda
The United States and China, particularly, maintain robust markets for midsize sedans, indicating potential sales opportunities. Noteworthy, certain Japanese sedans and sports cars are sold in their home markets and in the U.S., including the upcoming Nissan Z, new Subaru WRX, and current Lexus IS, whereas they are absent or will be absent in the UK. Considering Mazda’s development of multiple vehicles on a new platform with RWD architecture, the cost of creating a sedan, even for a smaller automaker like Mazda, is significantly reduced. If the company can align pricing with its upscale aspirations, a strategy reportedly well-received by AN, there is a viable path for the sedan’s success at an optimal scale.
In essence, the model of offering a range of profitable SUVs to complement a signature vehicle is a proven strategy, adopted by numerous German automakers from BMW to Porsche. Mazda’s popularity and reputation in the U.S., driven by the Miata, alongside its anticipated profitability surge from the new vehicle lineup, pave the path for a promising future. The foundation is laid; all that remains is to observe the unfolding narrative.
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