Mazda’s Flagship SUVs Are Exploding, But The Rescue Strategy Ignores This Crucial Step

Mazda is pivoting to emphasize its top-tier safety ratings and product updates to boost lagging CX-70 and CX-90 sales, rather than relying on price cuts or power upgrades.

During the first half of the year, US sales for the three-row CX-90 declined by 24 percent to 21,271 units, while the two-row CX-70 experienced a sharper downturn, falling 29 percent to 5,974 deliveries. These figures fell short of the performance expectations Mazda held when specifically designing these models for the American market.

Following Mazda’s return to profitability in the most recent financial quarter, CFO Jeffrey Guyton acknowledged that the current sales trajectory for both vehicles is unacceptable and indicated that the company is implementing strategic measures to enhance their market appeal.

“This situation is unacceptable to us,” Guyton told Automotive News, while outlining a new safety-focused communication strategy that has already garnered favourable attention for the brand’s smaller SUV models. Having recently secured the Insurance Institute for Highway Safety’s highest rating for the redesigned CX-5, Mazda now holds more Top Safety Pick Plus awards across its vehicle lineup than any other competitor.

Beyond consumer awareness, Mazda’s CX-70 and CX-90 sales face challenges from Japanese import tariffs, reduced plug-in hybrid incentives, and cooling demand for premium models. Meanwhile, the older Mazda3 remains a success, with July deliveries up 88% and year-to-date sales rising 28% despite minimal updates.

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