Skip to main content

Mazda Is America's New "High-Volume" Premium Crossover Automaker

Mazda's newest sales report held some interesting milestones. Mazda is not just a premium automaker, it is also becoming pretty big.

Mazda is emerging as America's newest high-volume premium crossover manufacturer. Like Acura and Lexus before it, Mazda has steadily improved its product beyond conventional brand levels. Read any review of a Mazda product and terms like premium, quality, and luxury features are common. Once a company that relied on Zoom-Zoom to capture buyers, Mazda has evolved into an automaker with a product that has a perceived quality that goes beyond the lamestream.

In addition to being a premium brand, Mazda is also morphing into a high-volume manufacturer of its key models. The Mazda CX-5 is the company's top seller. This model isn't just outselling its competitors like the Acura RDX and Lexus RX, but now also traditional high-volume models. In May, Mazda's CX-5 outsold the Ford Escape.

Related Topic: Mazda's CX-5 Crossover Outsold the Subaru Forester This Month

This leap by Mazda was not a one-month glitch. The CX-5 has been a top-20-selling vehicle in America before. And the CX-5 is not alone. Mazda's new CX-30 crossover doubled in sales year over year in May. The market share gains that Mazda is making are not due to its competitors stumbling so much as Mazda just being at the top of its game. “Last month, Mazda sold more vehicles in the US than in any other single month in our history and our market share rose to an all-time high of 2.7 percent,” said Mazda North American Operations President Jeff Guyton. “This success is due to due to several factors including overall increased consumer spending, having stronger inventory than some of our competitors, switching up dealer allocation orders and the numerous accolades Mazda has achieved for its outstanding safety, reliability, and elegant design craftsmanship. The result was the perfect intersection of opportunity and preparation.”

Mazda's sales success isn't limited to crossovers either. Everyone loves the Mazda Miata. In May it was the top-selling affordable convertible sports car in America. Sales increased by over 25% year over year. During the market upheaval of the past year, Mazda's Miata has somehow been growing in sales regularly. While other automakers are moving away from convertible sports cars, Mazda is continuing its four-generation long dominance.

Mazda is the company to watch this year. The company is planning to begin the production of an all-new crossover made in an American production facility. Additionally, Jeff Guyton, President of Mazda North American Operations, said in an April statement that “The battery-powered MX-30 will begin the introduction of additional electrified models, including a series plug-in hybrid with a rotary generator for MX-30, a plug-in hybrid for our new large platform, and a traditional hybrid for our new American-made crossover."

John Goreham is a long-time New England Motor Press Association member and recovering engineer. John's interest in EVs goes back to 1990 when he designed the thermal control system for an EV battery as part of an academic team. After earning his mechanical engineering degree, John completed a marketing program at Northeastern University and worked with automotive component manufacturers, in the semiconductor industry, and in biotech. In addition to Torque News, John's work has appeared in print in dozens of American newspapers and he provides reviews to many vehicle shopping sites. You can follow John on TikTok @ToknCars, on Twitter, and view his credentials at Linkedin

Comments

Scorpion (not verified)    June 10, 2021 - 9:44AM

Premium car manufacturer should have a premium service department not the one like in Farmington hills Michigan.
They do have a recall for control arm 3 years ago, and its get bad again. 2009 Mazda cx7 control arm been replaced 3 times. Overall Ok but not premium!

Jenna B (not verified)    June 10, 2021 - 10:52AM

I had a 2010 Mazda 3 and I am currently driving a basic model 2015 Mazda 3 Skyactiv. I've driven a Mitsubishi, Nissan, Ford, Toyota, Audi, Volkswagen, BMW, Cadillac, Lexus, and Chevy....I have to liken my Mazda to the upper class vehicles, even with it being 6 years old. I got the car from a Georgia dealer with 18k miles on it and one previous owner, no accidents.

Since I got the car in early 2018, I have only had to make routine replacements, such as the oil, tires, coolant, battery and brakes. I'm so impressed with this car that I actually consider it to be better than my former 2004 BMW 325i, which handled in much the same way. Firm, friction steering. Moderate brakes (not touchy), excellent stamina and grace on turns and curves, and Mazda has always been great for long term driving. I am on the road nearly 12 hours a day, 7 days a week, so I get a bit more wear and tear than most drivers. The meter reads 114,461 miles now. The only issue I've really had was with the electrical system, which may not even be common, as I had an accident in the vehicle before it started happening. I had flickering interior lights, a reduction in battery power, some surges, but it went away as the weather warmed up.

My car does not have the horsepower or gadgets that the GT version hatchback has, but it's a fantastic car and I wouldn't want anything else. This is great if you're looking to gift a car to your first-time-driver and you don't want them fiddling with touch screen devices and hundreds of buttons while they drive, or having too much power in their hands...155 HP tops. I might also add that I've been in two severe accidents with both of my Mazda vehicles and the cars took it like a champ. Hardly any body damage for what had actually occurred. They're like steel cages during impact. Watch some of the crash test videos on YouTube.

Overall I give Mazda 5 stars and would really push the idea for teenagers/new drivers, old folks, people with pets and kids (they're super spacey), and anyone on a budget. I'm a mid-20's driver myself and as I've learned to drive more maturely, the car has been my best friend on the road. Just make sure you're taking proper precautions when you're buying one. Try to buy from a dealer that's located in a wealthy city or town...affluent folks are more willing to start a ruckus when dealers sell them low quality vehicles, and lawsuits arise simply because those people love money. Think smart. Also, have the vehicle inspected before purchase at a mechanic that ISN'T near the dealership...I once had an issue with a dealership being in cahoots with the mechanic across the street. They lied to me and cleared a vehicle that had severe rot and rust from being submerged during a hurricane. I was charged full price and not notified on my title about its condition. Test all of the gadgets before you buy, drive it, feel it.

Most of all, make sure you take care of the car. Get filters replaced on time, keep up with the maintenance on a regular schedule. I change my oil out every 3,000 miles on the dot, regardless of what anyone tells me. No issues at all. Keep the tires and brake pads up to date or you may have issues with a set of dash lights that show TRAC and TPMS...if left untreated it can cause the gear shift to freeze up and start/stop button may not function. If you have this issue it's either brake light sensor or brake pads. Try to keep one kind of gas in it...top tier detergent. Don't go for the cheap option. And my last piece of advice...be gentle. It doesn't like being forced.

Six Rotors (not verified)    June 10, 2021 - 10:23PM

I lease a 2018 Mazda 6 Turbo and own a 2021 Mazda CX-30. I am currently in Regina driving my Mazda 6 Turbo from Toronto to Canmore, Alberta. So in the past 2 days I have driven about 2700 kms, in weather ranging from 17C to 34C, bright sun to nighttime darkness and thunderstorms. So this car has covered 47,500kms, is all original, has had only normal servicing and Mazda covered software updates, has white leather interior which still looks and smells like new. My gas consumption on this trip so far has been 7.1L/100kms over the 2700kms and used no measurable quantity of oil. My running average speed has been about 100kph. Try that in your Kia Optima!!

Rbalest (not verified)    June 12, 2021 - 11:18PM

We currently have 3 Mazda’s: ‘14 Mazda3, ‘16 CX-5, ‘08 MX-5. Absolutely no problems with any of them as it should be.

Mr. Kitzelman (not verified)    July 21, 2021 - 4:08PM

My experience with Mazda began with a new 2003 Protege5 for my son who drove it through college and law school. Flawless from day 1 and still in service. I leased a 2010 Mazda6 Touring and bought it at lease end, also flawless. My daughter drove it for several years. I then picked up a new 2016 Mazda3 GT 2.0 Touring, same experience. It drove like a BMW 3 without the sticker shock or service aggravation. It was fun but a bit cramped, so I traded it for a 2018 CX-5 Touring, which I just bought off lease because it is as close to perfect as a vehicle comes. I hope to drive it until I exit stage right. Mazda builds great cars with great driving dynamics. I’m a little concerned because I disagree with their strategy to go upmarket, especially in these times. Another premium brand is unnecessary, there are more than enough luxury vehicles with bloated price tags. Mazda should stick with what they know: build high quality entertaining cars at an affordable price. Oh, and two things more: make the 3 more spacious, and do not stop selling the Mazda6. SUV mania will die down eventually. I feel smart when I buy a Mazda. It’s the thinking man’s BMW.