Mazda Sales Drop 17.3% in April as MX-5 Miata Soars 60% Amid SUV Struggles

Mazda’s U.S. sales tumbled 17.3% in April compared to the same period last year, with the Japanese automaker delivering 31,128 vehicles—a sharp decline from 37,660 units in April 2024. Year-to-date sales also fell 15.1%, totaling 125,601 vehicles through April.

SUV Sales Struggle While Performance Cars Thrive

Crossovers, a key segment for Mazda, faced significant challenges. The CX-90 dropped 39.2% in April, while the CX-70 fell 42.6%. The CX-30 declined 35%, and the CX-5 was down 18.9%. The CX-50 was a rare bright spot, posting a 5.8% gain and recording its best April for hybrid sales. Certified pre-owned sales also rose 3.3% year-over-year.

In contrast, Mazda’s performance-focused models outperformed expectations. The Mazda3 remained stable, down just 0.3% year-to-date but flat in April. The real standout was the MX-5 Miata, which surged 60% in April despite being down 9.9% year-to-date. The soft-top variant jumped 44.8%, while the RF model skyrocketed 81%.

Why the MX-5 Miata Is Winning

The MX-5 Miata’s success highlights a growing demand for lightweight, rear-wheel-drive cars with a manual-first driving experience—a niche that continues to attract enthusiasts. While its sales represent a small portion of Mazda’s overall volume, its performance underscores a broader trend in the industry.

Ford has seen a similar dynamic with its Mustang, which has outperformed most of its lineup this year. Mazda’s April results reveal a clear divide: high-volume SUVs are struggling, while niche performance models thrive.

April 2025 U.S. Sales Breakdown

• Mazda3: 3,235 units (flat year-over-year in April, down 0.3% year-to-date)
• MX-5 Miata: 1,163 units (up 60% in April, down 9.9% year-to-date)
• CX-30: 4,067 units (down 35% in April, down 56.2% year-to-date)
• CX-5: 10,206 units (down 18.9% in April, down 3.8% year-to-date)
• CX-50: 8,201 units (up 5.8% in April, up 19.9% year-to-date)
• CX-70: 970 units (down 42.6% in April, down 45.6% year-to-date)
• CX-90: 3,286 units (down 39.2% in April, down 39.8% year-to-date)

Industry Implications

Mazda’s April sales reflect broader shifts in consumer preferences. While SUVs dominate the market, performance-oriented models like the MX-5 Miata are gaining traction among buyers seeking engaging driving experiences. This trend may influence future product strategies for automakers.

"The Miata remains one of the few vehicles in the segment that prioritizes low weight, rear-wheel drive, and a manual-first driving experience. These are attributes that continue to resonate with a specific group of buyers."