TTAC Reverse Bump: Mazda USA Rebounds In April After Dreadful First Quarter

After Mazda reported dreadful first-quarter U.S. sales results, this article, which surveyed some of the potential reasons consumers would turn away from specific Mazda products, was read more often than any other TTAC article in April. Even as critics, myself included, endlessly point out the driver-centric ideology that makes Mazdas so fun, first-quarter sales plunged 17 percent, a loss of more than 13,000 sales for Mazda dealers.

Perhaps there’s a reverse TTAC bump. Maybe we were just practicing our latest reverse psychology techniques, attempting to lure buyers into Mazda showrooms. Like parents who tell their constipated toddlers, “You won’t like this bran muffin, no, not one bit,” to develop an inexplicable craving, we may have told you about road noise, odd ride height, poor equipment choices, and cramped rear quarters simply to stoke Mazda curiosity.

It worked. Sort of. “Mazda achieved its best April since 1995 with 26,195 vehicles sold,” the company said on Tuesday. Mazda’s market share climbed to a four-month high. Year-over-year, Mazda’s volume grew more than twice as fast as the industry average.

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  • Dukeisduke I don't like how they've changed their nameplates and font from the Star Trek-ish LEXUS, to L E X U S, kinda like VW's lettering on the back of the T A O S, or those stick-on letters you can buy at the parts store that people use to their own names on the back of their cars.
  • Dukeisduke So, the screen goes blank for two-tenths of a second, every once in a while - what could go wrong?
  • Dukeisduke "Hello, IT. Have you tried turning it off and on again?"(Roy in The IT Crowd)
  • Dukeisduke Just Say No To Bugs!
  • Dukeisduke So, avoid calcium? You're going to increase osteoporosis, among other things.