Mazda Sales By Model : 2013

The new CX-5 is selling well. It needs to.

Sales for the independent Japanese brand were slightly down for 2013. This surprised me as the new CX-5 came along and proved to be a big hit, already the second best seller in the range. The CX-7 ceased production in 2012 and that was part of the reason for the sales slip. Only one car/MPV model increased, while the BT-50 pick-up did well also.

11	12	13		Sales	Share	+/-
1	1	1	3	362,000	33.3%	-10%
-	7	2	CX-5	200,000	18.4%	900%
2	2	3	6	195,000	17.9%	-14%
3	3	4	2	184,000	16.9%	-17%
4	5	5	5	59,000	5.4%	-19%
6	6	6	CX-9	40,000	3.7%	-9%
5	4	7	CX-7	18,000	1.7%	-80%
7	8	8	MX-5	15,000	1.4%	-12%
8	10	9	Biante	9,000	0.8%	-10%
9	9	10	8	6,000	0.6%	-50%
10	-	-	RX-8	-
			Total	1,088,000		-2.6%

			BT-50	73,000	6.7%	43%

Sales data: Thanks to Mazda.

Mazda is in a difficult position. Volumes are at premium marque levels, but prices and margins are at mass markets brand level. It simply isn't big enough to go it alone. It did benefit for many years being part owned by Ford, and the cost savings that brought. That is over, and I assume the benefits have finished or will be scaling down.

On the positive side, the SUV CX-5 should be more profitable than car models. However, without a tie up of some sort with another manufacturer, it's hard to see how Mazda can continue indefinitely. The Japanese way of car makers having to support each other may come into play soon if an overseas collaboration isn't forthcoming.

The latest Mazda3 has arrived, and will improve sales for that model.