Mazda wants crossovers to be 50 percent of US sales
It’s no secret that consumers can’t get enough of crossovers, and in light of that Mazda wants at least 50 percent of its US sales to be such vehicles.
Speaking with Automotive News, Mazda’s global marketing chief Masahiro Moro said that would like to see, in two to three years, Mazda achieve annual sales of 300,000 vehicles in the US. The quickest path he sees to that goal is by feeding America’s insatiable hunger for crossovers.
Currently, sales of Mazda’s CX-3, CX-5 and CX-9 represent about 40 percent of Mazda’s sales. However, that the Mazda CX-5 is the one doing all the heavy lifting in that figure, as the sprightly new Mazda CX-3 has just debuted very competitively in the compact crossover segment, and a completely redesigned Mazda CX-9 is scheduled to launch soon.
Until now, Mazda has been too dependent on sales of low-margin compacts like the Mazda 3, thinks Moro. The model accounted for 46 percent of the company’s sales in 2010. Moreover, those customers saw the car as a stepping stone brand, and would leave Mazda for another brand in their next purchase. Brand loyalty is at an all-time low, but Moro believes crossover buyers are much more likely to stay with the marque.
Live Photos by Ronan Glon.