#Cannibalism

There are three main criteria for measuring the degree to which 2019 was a disastrous year for the Mazda 3 in the United States small car marketplace.

First, judge the Mazda 3 based on key competitors. Mazda 3 sales tumbled 21 percent to 50,741 units during a year in which the Honda Civic and Toyota Corolla levelled off north of 300,000 units, in excess of six times the Mazda’s total. The Nissan Sentra, Hyundai Elantra, and Volkswagen Jetta were all at least twice as popular as the Mazda 3; the Kia Forte nearly so. The Subaru Impreza outsold the Mazda, too.

Second, consider how the Mazda 3 fared in comparison with its own historical impact. Over the course of the previous 29 years, Mazda USA averaged nearly 84,000 annual compact Mazda sales – 2019’s total was 39-percent shy of that average; 59-percent below the 3’s 2012 peak performance.

Finally, there’s a method that involves adding a rider to either one of the first two functions: the Mazda 3 accomplished these ignominious feats as a highly regarded, all-wheel-drive-available, new-generation car. Imagine Ford launching an all-new F-150 and watching sales plummet to a 29-year low.

And yet, could 2020 be even worse for the Mazda 3? An Outback-ified version of the 3, the CX-30, is sliding into the lineup at a time when sales of small crossovers are surging. The Mazda 3 can’t compete with the Civic and Corolla. It can’t compete with its own memory. What if it can’t compete with its own sibling?

The US won’t be receiving the hatchback version of the forthcoming, front-drive Mercedes A-series, but we will be getting this “CLC” four-door coupe based on the same platform. But, if American owners can’t tell the difference between front- and rear-drive, will this CLC cannibalize the C-Class? According to AutoBild, it will be only 2cm shorter than the C-Class sedan, and its wheelbase is only 6cm shorter. In Europe, they say the CLC will be bought by 45-50 year-olds with two kids and enough money to spend €5k more than the average A-Class buyer. But in the US, where this will form the Mercedes entry level, and where shoppers tend to be more value-oriented, couldn’t you see a cheaper, front-drive/AWD CLS lookalike stealing sales from the rather subdued C-Class?