- Mazda expects its U.S. sales to hit a record 410,000-420,000 units in 2024.
- The automaker has sold 384,181 vehicles year-to-date by the end of November.
- The CEO highlighted the ongoing development of ICE, hybrid, and EV powertrains.
Mazda is riding high in the U.S. market in 2024, on track to smash its all-time sales record with expectations to hit over 400,000 units. In an industry still reeling from uncertainty, the Japanese automaker is sticking to its guns, pursuing a multi-pronged approach to powertrain development that spans combustion, hybrid, plug-in hybrid, range-extender, and electric models. It’s a strategy that seems to be paying off, at least for now.
2024: A Year of Record-Breaking Sales
Speaking with Auto News, CEO Masahiro Moro forecasted U.S. sales will reach between 410,000 and 420,000 units by the end of 2024, with growth possibly extending into 2025—up to 450,000 units, no less. Quite the prediction, especially when you consider the volatility in the market. So far, Mazda has moved 384,181 vehicles year-to-date, marking an 18.6% uptick compared to 2023. November alone was a record-setter, with 33,422 units sold, making it the brand’s best November performance to date.
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Despite being a relative old-timer, the CX-5 remains the best-selling Mazda with 8,733 units in November and 122,954 units year-to-date. Other key models like the CX-30 (87,640 units), the CX-50 (73,358 units), and the CX-90 (48,681 units). round out the top-sellers.
As for non-SUV offerings, the Mazda3 hatchback and sedan have sold a cumulative 34,830 units so far in 2024. Meanwhile, the MX-5 had its best November since 2006, with 798 monthly sales, representing a 76.9% increase compared to November 2023. However, its year-to-date figure of 7,489 units is down a significant 12.4%.
EV, Hybrid, And ICE Development
While Mazda has made some strides in hybrid and electric technology, Moro remains clear-eyed about the brand’s powertrain direction. His expectation? By 2030, hybrid and internal combustion engine (ICE) vehicles will still make up about two-thirds of Mazda’s U.S. sales. That leaves a third for plug-in hybrids (PHEVs) and full EVs, a reasonable outlook given the current landscape. In the short term, Moro predicts that hybrids will account for roughly 40% of Mazda’s U.S. sales, a notable shift toward electrification, but still firmly rooted in the present.
EV Investment, But Not a Rush to the Finish Line
Despite the slower-than-anticipated EV uptake, Mazda isn’t abandoning its electric dreams. The company is continuing to pour resources into the development of fully electric vehicles, but with a more measured approach. According to Moro, pushing back the EV rollout gives them “a little more time for technology development,” a reassuring spin on an otherwise cautious strategy.
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By 2027, Mazda will have completed the in-house development of its first EV-dedicated platform and its own hybrid powertrain. Furthermore, the company is working on next-gen, high-density lithium-ion batteries, also being developed in-house, with a 2030 target for PHEVs and EVs. Mazda is also building a “very advanced research base” for solid-state battery technology.
The Rotary Is Coming Back
We also have official confirmation that Mazda is developing a twin-rotor rotary engine for the U.S. market, likely to serve as a range extender in a hybrid setup. While Moro didn’t provide a specific launch timeline, he did mention that Mazda is close to meeting the emissions regulation targets.
Skyactiv-Z: Mazda’s Ultimate ICE Engine
Finally, the brand’s focus isn’t solely on electrification. Mazda is deep into developing its Skyactiv-Z powertrain, described by Moro as the “ultimate” combustion engine, with “unprecedented efficiency.” Set to arrive by 2027, the Skyactiv-Z promises to push Mazda’s internal combustion efforts “beyond 2030,” likely extending the lifespan of its gasoline engines in a world that’s increasingly electrifying. Alongside this, Mazda is working on the successor to the ever-popular CX-5, with high hopes of keeping its sales momentum alive for years to come.
