Not In The Big Leagues Yet, But Mazda 6 Sales Are Steadily Rising

For the eleventh time in twelve months and the third consecutive month, U.S. sales of the Mazda 6 increased in March 2015. Only a slight 42-unit decline in December broke what would now be a full year-long streak of year-over-year improvement for the 6.

With help from a refreshed-for-2016 model already making up the bulk of Mazda’s 6 inventory, Mazda USA is now on track to sell more than 65,000 6 sedans in calendar year 2015, a rate of sales that would return the midsize Mazda to a nine-year high.

Last month was a particularly productive period according to Mazda’s end-of-quarter sales report: “The refreshed 2016 Mazda6 recorded its best month of sales since March of 2012 with 7,570 vehicles sold, an increase of 32.1 percent over March of 2014.”

We’ll shortly see whether Mazda can buck a historical trend that sees their April sales tumble after strong third months. In 2014, for instance, as the overall new vehicle market became 10% smaller in April than in March, 6 volume plunged 33%. The year before, the industry reported a 12% decline between March and April; 6 sales in April 2013 were less than half what they were in March 2013.

Seasonal changes are to be expected. But for industry observers who want to see whether the Mazda 6 can maintain a roster position in the big leagues, another drop below 5000 units will be informative.

Yes, 6 sales are steadily on the rise. And it’s not as though Mazda can manage the kind of production volume to match the Toyota Camry or Honda Accord. But there’s no denying the 6, however highly praised by reviewers, is a lower-tier player in the midsize category. There are no optional powerplants, the enthusiast-oriented suspension tuning doesn’t deliver the softness of segment leaders, and the overall Mazda brand has long struggled to rise from low-volume status.

In other words, even when the 6 is surging, as it was in March, it still ranked tenth in the segment in U.S. sales, behind even the sharply declining Volkswagen Passat. Among conventional volume-brand midsize sedans, only the Subaru Legacy sold less often than the 6, though interestingly, the Legacy’s surging, as well. Subaru reported a 90% improvement to best-ever March levels for the Legacy last month.

At the moment, however, in the lead-up to the CX-3 and MX-5 launches, the 6 is a very bright spot for Mazda USA. Sales elsewhere at the Mazda brand are down 5.5% through the first-quarter of 2015. 6 volume is up 27% so far this year.

Timothy Cain is the founder of GoodCarBadCar.net, which obsesses over the free and frequent publication of U.S. and Canadian auto sales figures. Follow on Twitter @goodcarbadcar.