Mazda Breaks Sales Record Set in 1986 Thanks To A Major Shift

Mazda has successfully shifted its focus toward SUVs, which now make up the majority of its U.S. lineup. This shift brought the company massive success driven by a combination of an upmarket repositioning, electrification, and a revamped customer experience, including dealership renovations and improved service transparency. The brand has leaned on models like the Mazda CX-50 to cater to an outdoorsy demographic, while the CX-5 remains urban computer-focused, allowing Mazda to sell multiple SUVs in the same segment.

Despite this SUV push, Mazda remains cognizant of its heritage, as evidenced by the growing popularity of the Mazda3 and the company's continued dedication to the most popular little sports car of all time, the Miata. While no new rotary-powered cars have been announced, Mazda continues to explore the niche technology. Enthusiasts may view the brand’s evolution in different ways, but its strategy ensures financial stability while keeping its performance roots alive.

2024 Mazda CX-50 front 3/4 action shot

Every Mazda SUV Model Ranked By Reliability

With Mazda's SUV range growing by the year, here's how the Japanese brand's sports utility vehicles rank against each other in terms of reliability.

Mazda Sold So Many SUVs That It Broke A Record From The ‘80s

Mazda

Of the 12 models Mazda currently offers in the U.S., eight are SUVs, reflecting the automaker’s strategic realignment. This move has paid off, as Mazda broke its previous 1986 U.S. sales record of 379,883 units by approximately 45,000 in 2024, reaching a total of 424,382 units sold.

All 12 Mazda Models Sold In The U.S.

Mazda CX-3
Mazda CX-5
Mazda CX-50
Mazda CX-70
Mazda CX-90
Mazda3 Sedan
Mazda3 Hatchback
Mazda MX-5 Miata
Mazda MX-5 Miata RF
Mazda CX-90 Plug-In Hybrid
Mazda CX-70 Plug-In Hybrid
Mazda CX-50 Hybrid

Aside from just focusing on SUVs, Mazda’s resurgence is also due to a multifaceted strategy that includes refined marketing, an upmarket repositioning, dealership modernization, and a focus on customer experience.

Tom Donnelly, CEO of Mazda’s North American operations, explained in an interview with U.S News & World Report that the brand has successfully tapped into the growing demand for adventure-ready vehicles. The CX-50, for example, competes with Subaru by offering a rugged, outdoorsy feel while maintaining a more premium aesthetic.

Mazda ICONIC SP Concept (23)-1

Mazda's Rotary Engine Efforts Are Alive And Well

Mazda continues work on the rotary engine and is developing a new two-rotor design.

What’s The Secret to Mazda’s Marketing Success?

Mazda

Beyond the vehicles themselves, Mazda is also remaking its dealership strategy, aimed at improving the experience. This initiative includes open-concept showroom designs with more glass and an enhanced service model where technicians record video explanations of necessary repairs to foster greater transparency. Though only 70% of Mazda dealerships have adopted these updates, they accounted for 90% of the brand’s sales last year, indicating a strong consumer response to the changes.

Mazda Makes Fancy Cars Now

Mazda’s push upmarket is a calculated risk. Typically, when a brand shifts to a more premium segment, it sacrifices sales volume. However, Mazda’s timing has been fortunate, aligning with a market that was already shifting toward higher-priced SUVs due to supply chain constraints and post-pandemic consumer trends favoring adventure-oriented vehicles. The result has been a lineup of stylish and competitive SUVs that still have wide appeal.

Zoom Zoom

Mazda

Despite its heavy focus on SUVs, Mazda isn’t abandoning its enthusiast roots. Donnelly pointed to the strong year-over-year sales growth of the Mazda3 sedan, suggesting that there is still demand for the brand’s more traditional models. While he did not confirm whether the next-generation Miata will be electrified or not, he emphasized that the roadster remains a crucial part of Mazda’s identity, whatever that means. The company has also hinted at a potential return of the rotary engine. This would be quite an entry into the new car market and a breath of very fresh air.

Ultimately, Mazda’s transformation can be seen in two ways: while some enthusiasts may lament the brand’s shift away from its sports car legacy, others recognize that the success of its SUV lineup ensures the survival of its most beloved models. One way or the other, Mazda has cemented its place in the modern automotive landscape, proving that it can evolve while staying true to its roots.