A confluence of factors including parts shortages and inflation are driving prices up across the automotive market. Now, after a very rough first quarter for Mazda in terms of operating profits, the Japanese brand is recognizing the opportunity to raise prices as demand for its products swells. Led by the all-new CX-50 here in America and the new CX-60 overseas, Mazda believes volume will increase for the full fiscal year.

Having driven the new CX-50 we can assure you that it’s a well-rounded performer. A new report in Automotive News says that the SUV is helping Mazda to recover lost profits through the sale of higher trim levels. Due to a combination of factors that led to missed production goals, the automaker posted a ¥19.5 billion ($143 million) operating loss during the first quarter.

Like many other automakers, lockdowns in Shanghai contributed to the production slowdowns. Ultimately, Mazda is betting that if it improves production speed and raises prices that it can start to claw back some of that lost revenue. In fact, it says that it’s already rebounding now that Shanghai is back online.

Read More: Someone Has Already Wrecked A 2023 Mazda CX-50

“To offset higher raw material and logistic costs, we have raised prices in markets where we can do so, including the U.S.,” Yasuhiro Aoyama, Mazda’s global sales chief said at Mazda’s financial results announcement on Tuesday. “We will fetch higher prices as we continue to monitor market competition and reassess the competitiveness of our products.”

He believes that raising prices by around $350 per car will be enough to make an impact. That’s after the 2023 model already received a $750 price hike. At the same time, Mazda reduced its incentive spending to just $650 per car during the month of July. The two strategies could come together to make for a very good last half of the year for the brand.

Senior Managing Executive Officer Masahiro Moro says that “the quality of sales and unit sales have improved, and our new models are well received. So we have high resilience and will take the necessary steps to recover as soon as possible.”

Of course, the USA isn’t the only market Mazda is focused on. In China, the new CX-60 has already received some 6,400 orders along with another 11,600 for Europe. We won’t get that vehicle here in the States but instead will get two other unique SUVs, the CX-70 and the CX-90.