Mazda Thrives in US Market with Sizzling Success of Internal Combustion SUVs

Mazda’s Quiet Success: Gas-Powered Crossovers Drive Sales

Mazda is making a comeback in the United States, and it’s happening without much fanfare. According to Automotive News, the Japanese automaker is on track to deliver over 420,000 cars in 2024, a 16% increase from 2023 and a new record for its North American Operations. What’s even more impressive is that this success is largely driven by gas-powered cars.

Crossovers Reign Supreme

Through November 1, 2024, Mazda sold 350,759 vehicles, with almost all of them being crossovers. The aging CX-5 was still the best-seller, but its sales actually decreased by 7.8% from 2023. However, CX-50 sales skyrocketed by 88.9%, and CX-90 sales closely followed with an 86.9% increase in its first full year on the market. Even the Mazda 3 saw a respectable boost of about 24% through most of 2024, bucking the trend of other brands dropping their compact cars in favor of SUVs.

Mazda’s Electrification Efforts

Mazda currently offers only three electrified vehicles in the US: the CX-90 plug-in hybrid, CX-70 plug-in hybrid, and CX-50 hybrid. Only the CX-90 hybrid was available throughout 2024, with the CX-70 and CX-50 hybrids launching later in the year. While the company doesn’t break down its sales figures by fuel type, it’s likely that the majority of its vehicles sold were gas-powered.

A New Direction

Although Mazda’s current mix of pure-ICE and electrified models appears to be working well, the company isn’t resting on its laurels. Mazda is developing its own plug-in hybrid systems for future models and has a rotary-powered hybrid sports car in the works. However, don’t expect to see many pure battery-electric Mazdas anytime soon.

A Patient Approach

"We’re not a brand that is out there making a bold proclamation about 100 percent by any particular time frame," said Tom Donnelly, president of Mazda North American Operations. "BEV penetration is at 10 percent right now and, given recent events, not likely to accelerate much beyond that." Mazda’s success selling gas-powered crossovers will give it time to hone its electrification efforts for the future.

The Future of Mazda

For now, Mazda is focusing on perfecting its gas-powered crossovers and developing its electrification strategy. With its current success, the company has the luxury of taking its time to get things right. And who knows? Maybe one day, Mazda will surprise us with a bold new direction.