Mazda's Big SUVs Struggle, Safety Push Planned as Older Mazda3 Shines

Mazda is betting on safety messaging and product tweaks to rescue its underperforming CX-70 and CX-90 SUVs, rather than resorting to bigger discounts or more power. The large models, designed specifically for American buyers, have failed to meet expectations, with first-half US sales dropping 24 percent for the three-row CX-90 (to 21,271 units) and 29 percent for the two-row CX-70 (to just 5,974 deliveries).

CFO Jeffrey Guyton, speaking after Mazda returned to profitability, called the situation "not acceptable" and outlined a plan to highlight safety credentials, a move that already boosted the redesigned CX-5, which earned the Insurance Institute for Highway Safety's top rating. Mazda now claims more Top Safety Pick Plus awards across its lineup than any rival.

Tariffs on Japanese imports and the loss of plug-in hybrid incentives have also hurt sales, alongside cooling demand for pricier electrified models. Meanwhile, the aging Mazda3, first launched in 2018, is enjoying a strong year, with July deliveries up nearly 88 percent and year-to-date sales rising 28 percent despite few meaningful updates.