Mazda volume and market share increase on sales of new crossovers

Halfway through the year, Mazda is getting closer to achieving its goal of 450,000 U.S. sales in 2024.

Deliveries in the first six months of the year crested 200,000, a 10 percent increase over the same period in 2023, and market share continues to grow. Through June, the small Japanese brand accounted for 2.6 percent of the industry, compared with 2.4 percent at the same time last year.

Mazda has been working hard to shed its mainstream image, adding artfully designed, well-appointed crossovers designed for the U.S. to its curated lineup.

The new three-row CX-90 launched last year with Mazda's first plug-in hybrid variant for the U.S. The upscale kid hauler continues to gain traction and was joined this year by its fraternal twin, the CX-70.

The new midsize entry went on sale in the spring and has packaging similar to the CX-90, including a PHEV version, and provides empty nesters and active couples the flexible cargo hauling of a people mover thanks to the removal of the third row.

Mazda also is adding a hybrid variant to the CX-50 compact crossover, which the brand says will widen its appeal. It will help nudge volume closer to its CX-5 sibling, which typically tops 150,000.

All three vehicles also further emphasize Mazda's methodical approach to electrification. In 2025, it plans to enter its official transition, with a full-scale launch of electric vehicles planned to start in 2028.

Electric midsize crossover: An electric midsize crossover could turn up in mid-2028, but it's unlikely to replace the CX-90 or CX-70 in the lineup.

Hybrid compact sporty car: In 2028, Mazda could debut a production version of the Iconic SP concept it showed at the Japan Mobility Show last October. Mazda envisioned the sleek coupe-style concept running on an eco-friendly rotary engine that generates its electricity by burning renewable biofuel or hydrogen.

CX-90: The three-row went on sale last year as a 2024 model and carries over for 2025. A freshen to the CX-90 is expected in the first half of 2026, with a redesign in 2030.

CX-70: The CX-70 went on sale this year and is the CX-90's counterpart without the third row. The primary advantage of the five-seater is its functional cargo space. Like the CX-90, the CX-70 has two engine choices: a standard turbocharged 3.3-liter inline six-cylinder engine that uses a 48-volt mild-hybrid system and a 2.5-liter four-cylinder engine paired with a plug-in hybrid setup with a 17.8-kilowatt-hour battery pack. A freshen in early 2027 is likely.

CX-50: For the 2025 model year, the compact crossover adds a hybrid variant that is available in three trims. Its powertrain combines a 2.5-liter four-cylinder engine with a hybrid battery and three electric motors, as well as a continuously variable transmission and electric all-wheel drive. It's EPA-rated for 38 mpg combined city/highway. CX-50 hybrid models will go on sale this year. The rest of the lineup carries over. A redesign to the lineup is expected in the second half of 2027.

CX-5: Mazda's top-selling vehicle carries over except for the addition of a new all-wheel 2.5 S trim powered by a 2.5-liter four-cylinder engine and six-speed automatic transmission that delivers 187 hp and 186 pound-feet of torque. The 2.5 Turbo model also offers slightly improved fuel economy for 2025. It's expected the CX-5 will get a redesign in the second half of 2025 and a minor change in the second half of 2028. Mazda could add a hybrid model at the start of the next decade.

CX-30: Though Mazda's second-best seller is due for a freshen, it carries over for 2025. The subcompact crossover will likely continue with tweaks and additions to extend its life cycle.

Mazda3: The compact car carries over for the 2025 model year except for the expansion of the 2.5 S entry trim to hatchback models, which Mazda says expands the appeal of the car. A redesign could come in late 2028, but it's also possible Mazda discontinues the model by the end of the decade.

MX-5 Miata: Mazda's roadster carries over for 2025. The Miata — for which a longer life cycle is typical — will likely see a new generation in 2029.