Mazda Plans CX-90/CX-70 Upgrades to Counter U.S. Sales Slump

Tokyo — Mazda reported operating profit of ¥32.8 billion JPY (approx. $203 million) for Q1 FY2026, achieving profitability after a loss in the prior year. However, its flagship large SUVs for the North American market — the CX-90 and CX-70 — are facing mounting sales pressure. To reverse this trend and sustain its renewed profitability, Mazda has launched product upgrades and a safety-themed marketing initiative for both models.

Data shows that, through June 2026, Japan-built CX-90 sales in the U.S. fell 24% year-on-year to just 21,271 units; the more entry-level CX-70 saw an even steeper decline of 29%, totaling only 5,974 units. Jeffrey Guyton, Mazda's CFO, stated at the August 3 earnings briefing: "This situation is unacceptable — we must scale up our large-platform business."

He emphasized that the U.S. accounts for over half of Mazda's global large-platform vehicle sales, making the CX-90 — and the entire large-platform lineup — the cornerstone of the brand's next phase of "safety branding." Mazda is concurrently advancing multiple product enhancements to boost consumer awareness and appeal. Yet Guyton declined to disclose specific upgrade content or launch timing.

Safety validation has become a key strategic pillar: In July, the volume-selling CX-5 received a mid-cycle refresh and earned the Insurance Institute for Highway Safety's highest rating — "Top Safety Pick+." As of now, Mazda 2 has secured this designation for all nine of its 2026 model-year vehicles — the most among all automakers.

Notably, although both the CX-90 and CX-70 feature plug-in hybrid powertrains, their competitiveness in the U.S. has weakened significantly following the elimination of federal PHEV purchase incentives and the earlier imposition of import tariffs — putting them at a disadvantage versus conventional hybrids. To stimulate demand in Canada, Mazda lowered CX-70 and CX-90 prices in June to qualify for local zero-emission vehicle rebates.

Financially, Mazda's net profit surged from a ¥42.1 billion JPY net loss last year to ¥29.6 billion JPY (approx. $183 million) in profit this quarter. Beyond higher-margin models contributing more to mix, the sharp depreciation of the JPY against the U.S. dollar generated substantial foreign-exchange gains — effectively offsetting rising raw-material and logistics costs. Global sales edged up 1% to 304,000 units, with U.S. volume climbing 7.4% to 107,000 units — driven primarily by the U.S.-built CX-50 (sales up 52%). European sales rose 12% to 43,000 units.