Mazda’s US sales fell 14% in the first month of 2024, hitting all models including the CX-5. Learn the reasons and what’s next for the brand. Read more now.
In the first month of 2024, Mazda’s performance in the United States fell short of expectations. The company sold a total of 28,958 vehicles – a 14% drop compared with the same period last year. When the figure is adjusted for the actual number of selling days, the decline deepens to 17.3%.
Optimism in the Face of Decline
Despite the dip, Mazda highlighted that January remains the third‑best sales month in its 55‑year U.S. history. The upbeat tone, however, contrasts sharply with the numbers across most of its model line‑up, all of which posted lower sales.
Model‑by‑Model Breakdown
- Mazda3: Overall sales fell 17.1%. The sedan variant took a major hit, sliding almost 40% year‑over‑year, while the hatchback bucked the trend, climbing 35.6%.
- MX‑5 Miata: The iconic roadster virtually froze, with sales down 42%.
- CX‑30: Delivered the steepest slump, a 63.6% reduction in deliveries.
- CX‑5: Mazda’s long‑time bestseller slipped 8%, a milder decline but still negative.
- CX‑70: Sales dropped 29%.
- CX‑90: Nearly half the units sold compared with a year earlier, a dip linked to recent technical investigations that have made buyers cautious.
A Bright Spot: CX‑50
Amid the gloom, the CX‑50 emerged as a clear winner. With 10,415 units sold, the compact crossover posted a remarkable 64.4% year‑over‑year increase, setting a new record for the model.
Regional Differences
While the U.S. market struggled, Mazda saw modest gains in neighboring territories: sales rose 4.9% in Canada and 11% in Mexico.
Industry Insight
Analysts suggest the U.S. slowdown mirrors a broader economic trend. Elevated new‑car prices are stretching consumer budgets, leaving fewer buyers capable of affording a Mazda.
What’s Next for Mazda?
Going forward, the Japanese automaker will need to address pricing pressures, reassuring customers about reliability (especially for the CX‑90) and capitalising on the momentum of high‑performing models like the CX‑50. The coming months will reveal whether Mazda can reverse the dip and regain its footing in the competitive U.S. market.