Mazda

It may not set your pulse racing the same way an MX-5 does, but Mazda’s CX-5 is an important vehicle for the car company. Like it or not, the crossover is king in the US.

Buyers simply prefer SUVs and CUVs over hatchbacks, sedans, and station wagons, and Mazda’s sales for the CX-5 reflect that.
In fact, it’s the second-quickest Mazda to sell more than 1 million units—after the aforementioned MX-5.
Mazda says that the CX-5 accounts for a quarter of its total sales these days and moved more than 370,000 of them in 2016 alone.
So the car maker has a lot staked on the new model, particularly since—as we learned during the briefings that preceded being given the keys—its shifting its sights further upmarket than one might expect.

According to its data, the average Mazda customer today has a significantly higher income than even five years ago ($80,000 in 2011 vs. $93,000 in 2016).
So Mazda has decided to embrace that demographic and accept that it can’t compete with the likes of Toyota or Honda on volume.
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