Mazda’s SUVs Are Struggling but the Miata Is Booming

Mazda's aspirations to join the Germans in the upper executive ranks do not seem to be working out. Mazda sold just 31,128 vehicles in the United States last month, a steep 17.3 percent drop compared to April of last year. Year-to-date, Mazda is down 15.1 percent, sitting at a disappointing 125,601 units sold. Mazda's MX-5 remains the only standout performer from their portfolio.

The Story from the Numbers

These numbers deliver a harsh reality check to Mazda, not only from the perspective of not being able to make a mark in the $45,000-$60,000 segment, but also of the demands of its loyal consumer base. Enthusiasts still clearly demand light, rear-drive, and affordable sports cars. Mazda's post-war roots, remember, lie in lightweight and well-engineered cars.

The biggest losses are coming directly from the exact models built to elevate the brand's status. Mazda’s premium, high-margin, rear-drive-biased crossovers are sitting on dealer lots. The flagship CX-90 saw its sales plunge 39.2 percent in April. The slightly smaller, two-row CX-70 did even worse, dropping an agonizing 42.6 percent. When consumers are shopping in the $40,000 - $60,000 segment, they are shopping for cars from manufacturers such as BMW, Mercedes-Benz, Lexus, Acura, and Cadillac - the data shows that customers are walking away from the Mazdas.

The entry-level and mid-tier SUVs are struggling to find traction as well. The compact CX-30 fell 35 percent, and the typically reliable CX-5 dropped 18.9 percent. The CX-50 offered a rare bright spot. It posted a 5.8 percent gain for the month, largely driven by the newly introduced hybrid powertrain. The Mazda3 hatchback managed to stay perfectly flat.

The Lesson for Mazda

There is a not-so-strange twist in the data, maybe even entirely predictable. Mazda’s most traditional, analog product is surging. Sales of the MX-5 Miata jumped a massive 60 percent in April. The soft-top version gained 44.8 percent, and the hardtop RF model spiked 81 percent. It is a low-volume sports car, but the growth shows that buyers still want exactly what made Mazda famous in the first place: lightweight, affordable, driver-focused cars.

If Mazda's top brass are paying attention, they need to listen to their consumer base - they still want Mazdas that do not stray from their ethos. Not heavy, bulky, and expensive family wagons; instead, give us light, reliable, and soulful cars that won't break the bank.

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