How Mazda Outpaced Mitsubishi by Staying True to Its Identity

In the 1990s, both Mazda and Mitsubishi were scrappy Japanese automakers trying to carve out space against giants like Honda and Toyota. Mitsubishi built reliable cars and tuner favorites, but by the 2000s, things unraveled. A 2004 admission that the company had covered up defects, including brake failures and fuel leaks, since 1993 was devastating in Japan.

S. temporarily boosted sales, but widespread loan defaults deepened the crisis. S. sales evaporate.

Mazda faced its own challenges. After a long partnership with Ford, which once owned a third of the company, Mazda went independent in the late 2000s. But unlike Mitsubishi, Mazda had already found its footing. It launched the Skyactiv engine and transmission technology, introduced the striking Kodo design language, and bet big on the CX-5 SUV.

The result was a string of stylish, efficient, and genuinely fun-to-drive cars that stood out in a crowded market. By the 2010s, Mazda wasn't just surviving, it was setting new standards for affordable interiors and driving dynamics.

The 2020s cemented the gap. Mazda introduced rear-wheel-drive platforms with inline-six engines, launching the CX-70 and CX-90 SUVs that rival far more expensive models. It also took aim at Subaru with the off-road-ready CX-50. S. market, surviving mainly as a powertrain supplier for Nissan.

Its lineup, Outlander, Eclipse Cross, struggles to compete. The lesson is clear: Mazda evolved its identity and doubled down on quality, while Mitsubishi lost its way with scandals and short-term fixes.