Mazda's Products Keep Getting Better, Mazda's Market Share Isn't Improving

USA Canada Mazda market share chart
It's not just GoodCarBadCar. Across a wide spectrum of automotive publications, Mazda reviews often begin and end with effusive praise.

The Mazda 3 is among the best small cars.

The Mazda 6 handles like no other midsize car.

The Mazda MX-5 is the best affordable sports car.


U.S. Vehicle Sales Rankings By Make & Model - September 2015 YTD
Canada Vehicle Sales Rankings By Make & Model - September 2015 YTD
Historical Monthly & Yearly Mazda Brand Sales Figures


The Mazda CX-3 and CX-5 are the most fun-to-drive crossovers in their categories. Even the aging Mazda CX-9 still brings an aura of Miata to the three-row crossover arena.

Every time Mazda introduces a new vehicle, the response from media outlets is predictably favourable. Indeed, the response is increasingly favourable.

Yet Mazda's North American operations are unable to improve the brand's share of the market. 

In Canada, the Mazda brand may fail to sell more than 70,000 new vehicles in calendar year 2015, which would make it the first sub-70K sales year since 2011, when the market was much smaller. 

Even if Mazda Canada can creep forward in the fourth quarter to match last year's disappointing sales pace, total volume would still be down 17% compared with the company's peak in 2007. Mazda owned more than 5% of the Canadian market as recently as 2010 but now manages to claim less than 4% of the market.

South of the border, Mazda's decline isn't so sharp. In fact, Mazda sales are rising as quickly as the market average in 2015. The problem, however, is that Mazda USA still isn't a force. 

Mazda was healthier than the typical auto brand through the recession – the brand's share climbed to 2% between 2008 and 2011 – but it was an ignored brand then and is equally ignored now.

Click the market share chart above to enlarge. Click column headers in the tables below to sort.

Mazda USA
September
2015
September
2014
%
Change
2015
YTD
2014
YTD

Change
Mazda 2
4
1,585
-99.7%
292
12,697
-97.7%
Mazda 3
7,757
7,859
-1.3%
82,300
80,259
2.5%
Mazda 6
4,528
4,263
6.2%
47,072
41,855
12.5%
Mazda MX-5 Miata
940
414
127%
6,068
3,855
57.4%
Mazda 5
381
535
-28.8%
7,758
10,021
-22.6%
Mazda CX-3
1,340
---
---
2,038
---
---
Mazda CX-5
9,107
8,097
12.5%
82,013
78,190
4.9%
Mazda CX-9
1,559
1,227
27.1%
14,160
14,070
0.6%
Total Mazda
25,616
23,980
6.8%
241,701
240,947
0.3%

Mazda Canada
September
2015
September
2014
%
Change
2015
YTD
2014
YTD

Change
Mazda 2
22
184
-88.0%
736
1,836
-59.9%
Mazda 3
2,864
3,849
-25.6%
27,626
33,016
-16.3%
Mazda 6
363
225
61.3%
2,180
2,428
-10.2%
Mazda MX-5 Miata
108
29
272%
531
480
10.6%
Mazda 5
139
263
-47.1%
2,187
3,105
-29.6%
Mazda CX-3
916
---
---
4,353
---
---
Mazda CX-5
2,124
1,719
23.6%
16,842
15,047
11.9%
Mazda CX-9
100
69
44.9%
948
1,009
-6.0%
Mazda Brand
6,636
6,338
4.7%
55,403
56,921
-2.7%

Timothy Cain is the founder of GoodCarBadCar.net, which obsesses over the free and frequent publication of U.S. and Canadian auto sales figures. Follow on Twitter @goodcarbadcar and on Facebook.

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