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.

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