Since we’ve been discussing Mazda the past few days, Timothy Cain, TTAC’s favorite indepndent sales analyst, has taken a look at how well the much-loved Mazda CX-5 is doing.
From Mazda’s point of view, the CX-5 has likely been a roaring success. But Mazda’s point of view doesn’t require success to be measured against other popular vehicles. Other than the 3, Mazda simply does not sell a high-volume product. Even the 3, which accounted for 45% of Mazda sales in the U.S. in 2012, sells once for every two-and-a-half Civics.
To understand the CX-5’s success, you have to understand that Mazda, as a whole, sold fewer vehicles in 2012 than Honda sold Civics. 40,863 fewer, in fact.
So when we say the CX-5 is a roaring success, that’s because it’s not forgettable like the old Escape’s Tribute twin, poorly marketed like the surprisingly fun 5 mini-minivan, or awkwardly sized and priced like the CX-7. Compared with its classmates – Escape, CR-V, Rogue, Forester, for example – the CX-5 has been mostly ignored since it went on sale last February. The CX-5 outsold the Jeep Compass last year, and the Volkswagen Tiguan, and Mitsubishi’s small crossover duo. But even the GMC Terrain sold more than twice as often as the CX-5.
Measuring success on Mazda’s in-house success-ometer, the CX-5 is popular enough to be considered a vital part of the family. With only ten full months on the market, the CX-5 outsold all Mazdas save for the 3, and did so by a hefty margin, beating the soon-to-be-replaced 6 by 9563 units.
The CX-5 accounted for nearly 16% of Mazda USA volume in 2012. Good, right? Unfortunately, “good” at Mazda equals “alright” everywhere else. The CX-5 was America’s 88th-best-selling nameplate last year, behind the Toyota 4Runner, Subaru Legacy, BMW X5, and Fiat 500, to name a few.