Mazda continues to win with both its small cars and SUVs even as other automakers struggle to meet the market where it is. The company just came off its second-best September ever in terms of sales. Overall the brand is up 15 percent compared to last year, in a down automotive industry sales market.
Amid the growth, Mazda wants to reposition its brand through experiences, products and marketing, while staying true to its driver-centric roots. Starting even before the two-seat MX-5 Miata sports car gained cult-like popularity in the U.S., it has always been a brand focusing on driving enjoyment.
Its new commercial package “Move and Be Moved,” is a part of that repositioning. It is airing now. A launch film, “Choose to Be Moved”, is also available on Amazon Prime.
Mazda says that while consumers are faced with so many choices, it wants to celebrate those who appreciate the journey their vehicle takes them on, surrounding themselves with people, places and things that move them.
2025 Mazda CX-50 front view parked. The 2025 Mazda CX-50 comes in front- or all-wheel drive.
Mazda North American Operations
“We’re connecting with customers who crave more than just a way to get around – and our record sales, on track to top 400,000 in the U.S. for the first time in our 54-year history, reflect that,” Tom Donnelly, President and CEO of Mazda North American Operations told Newsweek.
“An important part of our business strategy is customer connection and meeting customers where they are. Beyond a seamless dealership experience, that means offering vehicles that outperform competitors on performance while also being competitive on pricing. As a company, Mazda is agile, decisive, and committed to delivering meaningful experiences.”
Donnelly explained that Mazda has a vehicle for every driver, no matter their lifestyle or what life stage they’re in. The CX-90 sport utility vehicle (SUV) caters to families with its third row, the CX-70 SUV is intended for empty-nesters who want the extra cargo space. It also has hybrid and plug-in options in the CX-50.
Mazda recently invested in its dealerships to move them upscale, 70 percent of which of have converted, representing 90 percent of total retail sales.
.compass-container{background-color:#ced9e5;margin:20px 0;position:relative}.compass-container .what-is{background-color:#1b365c;color:#fff;cursor:pointer;padding:5px;text-align:center;text-decoration:underline;font-size:13px;font-weight:600;line-height:24px}.compass-container #what-link{letter-spacing:.7px}.compass-container .compass-header{padding:40px 60px 15px 60px;text-align:center;display:flex}.compass-container .compass-header .compass-title{width:75%;text-align:left}.compass-container .compass-header h3{color:var(–art-text-color);font-family:var(–font-family);font-size:20px;font-style:normal;font-weight:600;line-height:28px;text-transform:capitalize;margin-bottom:15px}.compass-container .compass-logo{background-image:url(‘https://g.newsweek.com/www/images/NW_ICON_CompassViewpoint_logo.svg’);background-position:right;background-repeat:no-repeat;font-style:normal;display:block;width:160px;height:136px;background-size:100%;margin-right:40px}.compass-container .compass-text{padding:0 60px 40px 60px}.compass-container .compass-text,.compass-container .compass-text p,.compass-container .compass-text p:first-child::first-letter {color:#333;font-family:var(–font-family-secondary);font-size:16px;font-style:italic;font-weight:700;line-height:24px;margin:0}.compass-container .news-author-container{border-bottom:0;border-top:1px solid #000;padding-top:15px;width:100%}.compass-container .news-author-container a{border-bottom:0}.news-author-container .author-data,.news-author-container .author-data a{font-size:18px;font-weight:600;line-height:26px;color:#1b365c;font-family:var(–font-family-primary);text-transform:capitalize}.news-author-container .author-data span{font-size:16px;font-style:italic;font-weight:400;line-height:22px;color:#1b365c;font-family:var(–font-family-primary);text-transform:capitalize}.ht:hover .tooltip{display:block}.compass-tooltip{display:none;color:#000;position:absolute;right:32px;top:15px;z-index:1000;font-family:var(–font-family-secondary);cursor:default;font-size:14px;font-weight:700;line-height:22px;text-align:left;background-color:#FFF;width:250px;height:180px;padding:30px 20px 20px 20px;box-shadow:0 4px 4px 0 rgba(0,0,0,.25);text-transform:none}.compass-tooltip #close-tooltip{position:absolute;top:13px;right:18px;cursor:pointer}@media(max-width:768px){.compass-container .compass-header{padding:20px}.compass-container .compass-logo{width:111px;height:95px;margin-right:15px}.compass-container .compass-header .compass-title{width:60%}.compass-container .compass-header h3{font-size:16px;line-height:24px;margin-top:0}.compass-container .compass-content{padding:0 20px}.news-author-container .author-data span{font-size:14px;line-height:22px}.compass-container .compass-text,.compass-container .compass-text p{font-size:16px;line-height:24px;padding:0 0 30px 0}}
Mazda’s New Lineup Upgrades Company’s Standing
Mazda’s lineup has generally been regarded as a fun-to-drive alternative to the traditional car or SUV. Its latest offerings push further with high-quality interiors and stylish design that put Mazda against Infiniti more than Nissan. Higher price points will also drive comparisons to premium products from Lexus, Cadillac and Volvo. Mazda isn’t ready to dominate the competition just yet, but it makes a compelling argument for cross shoppers.
“Our Retail Evolution program, digital tools, and Mazda Financial Services empower dealers to deliver exceptional customer experiences and drive profitability – and because of this, dealer confidence is at an all-time high. Our dealers have ranked Mazda number three as a brand in terms of dealer optimism and National Automobile Dealers Association surveys show they are delivering the best levels of customer experience,” said Donnelly.
Analysts say that the success that Mazda is seeing is result of a push the automaker initiated years ago to move upmarket.
“Not only does their lineup now look and feel more like a Lexus than a Toyota, but the entire brand experience — from its marketing to its dealerships — have been upgraded. These things take a lot of time, money, and discipline so this growth is well-earned,” Dave Undercoffler, Editor-in-Chief of Autolist told Newsweek.
He also noted that this ascent isn’t without its risks. Existing owners can get alienated by higher prices when they shop again. Additionally, Mazda this year has spent huge amounts of money on incentives for its vehicles, which isn’t a sustainable way to grow sales and profits.
A handout photo of the 2025 Mazda CX-70. The two-row SUV goes on sale in North America this year.
Mazda North American Operations
Mazda hangs its current success on its partnerships with dealers, its diverse lineup and its improvement of customer service, noting that while the market is down 1 percent, Mazda is up 10 percent with record sales. To continue that momentum in 2025 it wants to connect more deeply with its customers so when they go to buy a new car, they think Mazda.
“Part of that is evolving to ensure that Mazda is not just considered, but preferred, well before the customer enters the dealership, since we know car buyers tend to start making buying decisions before they even go to the lot. This strategy touches every aspect of our business, from product development and customer connections to marketing and brand perception,” Donnelly said.
