Mazda’s Flagship SUVs Are Struggling, But The Rescue Plan Ignores The Obvious

Mazda’s flagship SUVs, the CX-70 and CX-90, are not performing well in the market, with sales dropping 29 percent and 24 percent respectively in the first half of the year. Despite being designed specifically for American buyers, the large SUVs have failed to deliver the expected success. Instead of offering bigger discounts or more horsepower, Mazda plans to focus on updates and a safety push to revive sales. The company will remind buyers of the safety features of the CX-70 and CX-90, alongside a handful of product updates. Meanwhile, the aging Mazda3 is experiencing one of its strongest sales years, with July deliveries jumping almost 88 percent and year-to-date sales up 28 percent. The CX-5 recently earned the Insurance Institute for Highway Safety’s highest rating, and Mazda now boasts more Top Safety Pick Plus awards across its lineup than any rival. However, the CX-70 and CX-90 face challenges such as tariffs, cooling demand for pricier plug-in models, and the loss of incentives for plug-in hybrids.