Over the last two months, Mazda, that
great tiny bastion of four-cylinder engines and SkyActiv and adding lightness, has sold more crossovers than cars in the United States.
Yes, that Mazda. The Mazda that had to rebadge Fords to bring its first two SUVs to market. The Mazda that, only four years ago, produced two-thirds of its U.S. sales with passenger cars.
Unfortunately, the gains now produced by Mazda’s CX crossover division aren’t enough to counteract the plunging sales of Mazda’s three remaining cars. As a result, Mazda’s U.S. market share is down to just 1.7 percent through 2016’s first eight months.
The good news for Mazda? Company bosses saw this coming. As part of a long-term strategy, Mazda is sticking to its guns, unwilling to overreact to disappointing short-term results with short-term fixes. (Read More…)