Mazda's 2025 US Sales Dip Amid a Pivot to Premium and Safety

IRVINE, CA – January 05, 2026 – Mazda North American Operations (MNAO) reported a year of strategic contrasts in 2025, navigating a complex automotive landscape with a full-year US sales decline of 3.3 percent, even as the broader American market saw modest growth. The company announced total 2025 sales of 410,346 vehicles, capping the year with a challenging December that saw sales of 32,610 vehicles, an 18.9 percent drop from the same month in 2024.

These headline figures, however, belie a deeper story of intentional recalibration. While new vehicle sales in the US market dipped, Mazda celebrated significant achievements in other key areas, including record-breaking Certified Pre-Owned (CPO) sales, stellar performance from specific SUV models, and a sweep of top-tier safety awards. The diverging results, which also saw strong sales growth in Canada and Mexico, suggest Mazda is executing a deliberate pivot—one less focused on pure volume and more on elevating brand value, customer experience, and profitability.

A Divergent Path in a Challenging Market

Mazda’s 3.3 percent annual sales decrease stands in contrast to the overall US auto industry, which posted a slight sales increase of approximately 2 percent for 2025, reaching its highest volume since 2019. Market leaders like Toyota and Hyundai leveraged strong hybrid demand to post significant gains of around 8 percent. However, Mazda was not entirely alone in its struggle, as other Japanese automakers, including Honda and Subaru, also faced sales headwinds in the latter part of the year, grappling with market pressures and supply chain echoes.

The data reveals a sharp decline in some of Mazda's traditional sedan and compact SUV segments. Sales of the Mazda3 family fell by nearly 25 percent for the year, and the popular CX-30 saw a steep 41.3 percent drop. This performance reflects a tough market where persistent affordability concerns and high average vehicle prices, which crested $50,000, have created a 'K-shaped' recovery, pushing some buyers towards the used market or out of the new car market altogether.

In a statement reflecting on the year, Tom Donnelly, president & CEO of Mazda North American Operations, focused on the company's broader achievements. "2025 was a landmark year for Mazda in the U.S. We delivered strong sales, introduced exciting new products like the upcoming CX-5, and earned eight IIHS Top Safety Pick+ awards—underscoring our commitment to safety," he said. Donnelly also highlighted investments in communities through the Mazda Foundation, framing the year as one of holistic progress.

The Silver Lining: CPO Records and SUV Strength

While new vehicle sales faced pressure, Mazda found remarkable success in the Certified Pre-Owned market. The company reported its second consecutive record-setting year for CPO sales, moving 76,009 units. December CPO sales alone jumped 14 percent compared to the prior year. This performance indicates Mazda is effectively capitalizing on the robust demand for high-quality used vehicles, providing an accessible entry point to the brand for value-conscious consumers and strengthening owner loyalty.

Within its new vehicle lineup, the brand's SUV-centric strategy showed clear pockets of strength. The rugged CX-50 crossover had a banner month, achieving its best-ever December sales with 10,783 vehicles sold. For the full year, CX-50 sales surged by an impressive 35.5 percent, demonstrating its growing appeal to American buyers. Meanwhile, the venerable CX-5, a long-time bestseller for the brand, held its ground with a slight 1.7 percent increase in annual sales, proving its continued relevance in the hyper-competitive compact SUV segment. Looking ahead, Mazda has already revealed the redesigned 2026 CX-5, signaling its commitment to keeping this core model fresh and competitive.

The newer, larger additions to the lineup, the CX-70 and CX-90, are central to Mazda's push into more premium territory. While still ramping up, these models are designed to attract a different buyer and command higher transaction prices, prioritizing margin over sheer volume.

Building a Brand Beyond the Balance Sheet

Perhaps the most significant indicator of Mazda's long-term strategy lies in its non-sales achievements for 2025. The company distinguished itself by earning an exceptional eight Top Safety Pick+ awards from the Insurance Institute for Highway Safety (IIHS), the organization's highest honor. The accolades covered a wide swath of its lineup, including the Mazda3 Sedan and Hatchback, CX-30, CX-50, and the new CX-70 and CX-90 models, along with their PHEV variants. In a market where safety is a top consumer priority, this sweep provides a powerful competitive advantage and reinforces the brand's reputation for meticulous engineering.

Furthering its commitment to a premium customer journey, Mazda celebrated the 10th anniversary of its 'Retail Evolution' dealership program, opening its 354th modernized facility. These updated dealerships, which feature a more upscale and customer-focused environment, now account for nearly 90 percent of MNAO's retail sales, representing a decade-long investment in elevating the brand experience from the showroom floor onward.

Mazda also deepened its community engagement through significant philanthropic efforts. The Mazda Foundation (USA) Inc. awarded over $500,000 to organizations fighting food insecurity and its root causes, while the 'Be Moved' program donated $250,000 to the education non-profit DonorsChoose, directly supporting students and teachers nationwide.

A Tale of Two Neighbors: Growth in Canada and Mexico

Adding another layer of complexity to Mazda's 2025 story is its strong performance in other North American markets, which contrasts sharply with the US results. Mazda Canada Inc. reported a robust 13.2 percent increase in full-year sales, with 81,746 vehicles sold. Similarly, Mazda Motor de Mexico saw annual sales climb by 7 percent, reaching 107,004 vehicles.

This regional divergence underscores that the challenges faced were largely specific to the US market's unique economic conditions and competitive pressures. The success in Canada and Mexico suggests that Mazda's product lineup and brand message are resonating strongly where market dynamics are different, providing a stabilizing force for its overall North American operations. The launch of the redesigned 2026 CX-5 early next year will be a critical test of this refined strategy, determining if the brand's focus on quality and experience can successfully reinvigorate its core volume seller in the competitive American market.