Mazda management believes that what drivers really want are economically achievable cars with combustion engines. In 2024, the Japanese sold a record number of gasoline cars.
At a time when electrification dominates the car market in a few countries, Mazda has chosen to take a different path – and successfully.
Mazda's gasoline car sales set a record in 2024, surpassing the company's previous sales record in the North American market from 1986.
According to Automotive News, Mazda's sales in the United States are expected to exceed 420,000 vehicles in 2024. This is an increase of 16 percent compared to 2023. As of November 1, Mazda had already sold 350,759 vehicles, primarily consisting of their popular crossover models.
The best-selling model remains the CX-5, although sales fell by 7.8 percent compared to the previous year. Newer models such as the CX-50 and CX-90, on the other hand, experienced significant growth, with increases of 88.9 percent and 86.9 percent respectively. Even the Mazda3, a compact model in a declining segment, managed to hold its position.
Mazda's range of electrified cars is still limited. But it's growing.
Conversely, the brand does not break down sales figures for gasoline and hybrid cars, something that, at least on paper, helps the combustion engine.
The company's cautious approach to electrification is a cornerstone of its management. Mazda has invested in developing its own plug-in hybrid technology for models like the CX-90 and CX-70, while it uses hybrid engines from Toyota in cars like the CX-50 Hybrid.
There are rumors of a brand new plug-in hybrid system in development, as well as a sports car with a rotary engine. Read more about it here .
When it comes to pure electric vehicles, Mazda is taking it easy. Tom Donnelly, president of Mazda North American Operations, sums up the company's measured stance.
– Electric vehicle penetration is at 10 percent right now, and given recent events, it's unlikely to go much higher than that. We're not a brand that makes bold statements about reaching 100 percent within a specific timeframe.
While the rest of the industry has jumped on the bandwagon of electrification – and now appears to be slowing down – Mazda is showing that there is still potential in gasoline cars.
Mazda's success shows that there is still a significant customer base that prefers gasoline-powered vehicles. The company's six-fold increase in U.S. sales in 2024 compared to 1986 underscores this. Mazda has managed to meet customer needs and preferences, resulting in record sales growth.
While the future of the automotive industry may, may not be electric, Mazda's results show that gasoline cars still have a place in the market.
The car brand's strategy of offering a wide selection of both gasoline, hybrid and – in the long term – electric cars gives the Japanese a flexibility that many of its competitors crave.
