Mazda Plans Fix for Slumping Large SUVs

Mazda's biggest SUVs are losing momentum, but the automaker says help is on the way. The CX-90 and its two-row sibling, the CX-70, have struggled to gain traction despite strong reviews, and sales have dropped sharply this year.

Mazda launched the CX-90 for the 2024 model year on a new rear-wheel-drive platform, offering turbocharged inline-six engines, a plug-in hybrid option, and a premium interior. The CX-70 joined the lineup for 2025, with both models starting around $40,000.

Sales started strong, with about 54,700 CX-90s delivered in 2024. But through July of this year, CX-90 sales fell 25 percent to 26,102 units, while CX-70 sales dropped 28.1 percent to 7,161 units. Mazda's overall US sales declined 5.6 percent in the same period, reflecting a broader industry downturn.

Early reliability issues led to below-average scores from outlets like Consumer Reports, and the rear-wheel-drive platform's higher floor and sloping roofline cut into cargo space and third-row room. The plug-in hybrid's $50,695 starting price also edges into luxury territory, a tough sell in a value-focused segment.

6 million in operating profit. During the earnings announcement, Chief Financial Officer Jeffrey Guyton said the company is preparing "a number of product enhancements" for its large-platform vehicles, though he gave no details or timeline. He also mentioned plans for a safety-focused marketing campaign, which could highlight Mazda's recent milestone of earning 100 or more IIHS Top Safety Pick awards, a feat only Toyota and Hyundai have also achieved.

The three-row SUV segment is fiercely competitive, and the CX-90 and CX-70 show that strong engineering and good reviews aren't always enough when buyers prioritize practicality, value, and reputation.