Mazda is preparing significant changes to its SUV lineup after falling short of its sales targets, with President and CEO Masahiro Moro saying the upcoming overhaul will be on a scale “unprecedented to date.” The automaker has been among the brands most affected by a volatile automotive year, as sales declined and the market moved away from the SUVs that have been central to Mazda’s recent strategy.
Mazda Reconsiders Its SUV Strategy
After years of success with new, more upmarket models aimed at enthusiasts, Mazda is facing a market that has largely turned away from the brand’s SUVs. The company’s leadership has expressed concern about the decline in sales, prompting a reconsideration of its current offerings and the announcement of upcoming changes.
While Mazda continues to lead in safety, the company appears to recognize that other aspects of its vehicles have not convinced enough buyers.
Changes Will Cover Design, Interior and Powertrains
According to various reports, Mazda is planning to upgrade and refresh its entire SUV lineup. The automaker has acknowledged the need to increase sales, with Moro quoted in a report by Chuguko Shimbun as saying the changes will be “on a scale unprecedented to date.”
The planned updates will extend beyond exterior styling. Moro said the overhaul will encompass the exterior, interior and, crucially, the powertrain.
Moro also expressed confidence in the strategy, saying the upgrades will take time but that the resulting vehicles will eventually be seen as Mazda’s flagships once they are rolled out.
Large Platform SUVs Expected to Be the Focus
The changes are expected to focus on Mazda’s Large Platform vehicles, meaning updates could be applied to the CX-60, CX-70, CX-80 and CX-90.
No timeline for the updated models has been revealed.
Sales Results Add Pressure for Change
Mazda’s decision to rethink its SUV lineup follows a shortfall in its 2025 fiscal year sales targets. The company reportedly targeted global sales of 200,000 units for its SUVs but sold only 150,637.
The results are particularly important in the U.S., where Mazda sells more than half of its total Large Platform vehicles. Mazda CFO Jeff Guyton also emphasized the importance of improving the company’s sales numbers in America.
Mazda Continues to Emphasize Safety
Alongside the major SUV changes under development, Mazda already has a strategy focused on promoting the safety of its vehicles in an effort to attract buyers.
The company is now preparing a broader overhaul of its SUV range while relying on that safety-focused strategy as it works to improve sales.
