18 May 2020

Mazda Euro Sales (By Model) : 2000-2019

Mazda is a small mass production car maker. That is not a place that any manufacturer can sustain as an independent company. Toyota recently took a 5% share which will assist greatly with the increasing costs associated with technologies needed in today's operating conditions It is also trying to move up market to improve its margins for the volumes it produces. That isn't an easy positional change to make and will take time. So how has its attempt at cracking the European market gone?

They seem happy with their car

2000-04. Sales bounced around a fair bit in this period. A low was reached in 2001 of just 140,000 sales and then a strong move upward through to 2004 at 262,000. The 2, 3 and 6 models were the driving force in this mini revival but the question was could that lead to better things for the brand in Europe?


Model / Year 2004 2003 2002 2001 2000

2 / Demio 89,389 29,632 14,597 18,276 26,860

3 / 323 68,604 31,732 40,268 43,336 54,130

6 / 626 42,229 93,736 46,070 27,599 45,275

Premacy 19,572 21,557 25,892 23,010 30,012

RX-8 18,136 3,669



MX-5 14,165 18,744 19,204 15,693 18,483

MPV 6,663 6,365 5,194 2,650 4,398

Tribute 3,193 4,495 6,686 6,787 36

Xedos 9
167 493 912 719

121
98 1,538 1,796 2,141

Others 266 32 18 74 150

Total 262,217 210,227 159,960 140,133 182,204

% Europe 1.7 1.4 1.1 0.9 1.2

2005-09. The answer was that they kept things on a even keel as each model went though cyclical ups and downs. Volumes were roughly in the 200-250,000 bracket with market share very even between 1.5-1.7%. The SUV segment was in full swing but Mazda wasn't there yet. Would that prove costly?


Model / Year 2009 2008 2007 2006 2005

2 74,591 72,638 34,781 32,541 34,957

3 51,227 49,355 67,604 74,802 82,158

6 46,463 65,208 63,979 74,462 70,616

5/Premacy 21,189 32,106 44,661 45,022 22,608

CX-7 5,265 6,541 4,115


MX-5 9,572 13,281 19,007 19,296 9,782

RX-8 1,101 2,565 5,327 8,338 9,921

CX-9 500 33



Tribute


? 2,253

MPV


? 2,146

Others 47 57 292 1,260 63

Total 209,955 241,784 239,766 255,721 234,504

% Europe 1.5 1.7 1.5 1.6 1.5

2010-14. It certainly was as market share fell to just 1% and the car range wasn't selling as it had in the past. The critical mid-sized SUV was finally entered through the CX-5 and that immediately had an effect. It zoom-zoomed to the top of the Mazda sales chart. Overall penetration was climbing and was up to 1.3% but with plenty to do to get back to where the brand had been not so long ago.


Model / Year 2014 2013 2012 2011 2010

CX-5 57,127 50,167 25,510


3 47,748 25,328 24,823 33,474 47,211

2 24,398 23,500 29,972 38,022 52,431

6 30,817 31,597 19,296 28,017 38,476

5 6,614 8,312 12,254 18,189 18,163

MX-5 5,794 6,045 7,118 8,069 10,224

CX-7
979 4,200 10,138 13,078

RX-8



343

Others 99 15 99 800 1,050

Total 172,597 145,943 123,272 136,709 180,976

% Europe 1.3 1.2 1.0 1.0 1.3

The CX-5 didn't arrive a moment too soon

2015-19. The compact CX-3 crossover SUV joined the lineup and it had the same effect as its big brother. Unsurprisingly, they are now clearly the top two selling models in Europe. It's share of the pie was back up to 1.6% while the car range was now a useful support team. The CX-30 has now been added to slip between the two other CX models.


Model / Year 2019 2018 2017 2016 2015

CX-5 65,863 70,105 60,151 55,723 55,996

CX-3 62,771 56,243 54,309 53,701 24,332

2 37,117 32,766 31,565 36,291 35,428

3 34,825 39,108 44,808 46,368 49,425

6 21,686 19,763 23,297 29,585 30,327

CX-30 14,747




MX-5 14,248 13,746 15,796 14,080 6,803

CX-9 27 26 23 153 1,064

5



5,259

Others 24 25 20 92 21

Total 251,308 231,782 229,969 235,993 208,655

% Europe 1.6 1.5 1.5 1.6 1.5

In 2020, market share is falling back as the aforementioned shift upward in price is costing it sales as expected. If that can be achieved with an improved profit margin, it will be a case of job well done. Will Europeans see Mazda as an upmarket mainstream brand? We shall see.

For others in the series, please click on the brand name below.

Alfa Romeo - DR Motors - Fiat Part 1 - Honda - Hyundai Part 1 - Infiniti - Jaguar -
Kia - Lancia - Land Rover - Mitsubishi - Nissan - Opel/Vauxhall - Peugeot Part 1 -
Renault Part 1 - Saab - SEAT - ┼ákoda - Subaru - Volvo

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