Mazda’s CX-90 Struggles to Meet Sales Expectations, but Hopes are High for Its Most Expensive SUV Yet
Mazda’s CX-90 Struggles to Meet Sales Expectations, but Hopes are High for Its Most Expensive SUV Yet
Will the introduction of new SUV models bring the desired boost in sales for Mazda’s CX-90?
Despite initial setbacks, Mazda remains optimistic about the prospects of its CX-90 SUV, which has faced challenges in the Australian market. The brand believes that the introduction of other SUV models may boost sales and create a halo effect. Let’s take a closer look at the sales performance and strategies for the CX-90.
According to Alastair Doak, Mazda’s national marketing manager for Australia, a few factors have contributed to the slower establishment of the CX-90 than anticipated. However, the brand sees potential for growth in the future despite initial challenges.
In August 2023, Mazda launched the CX-90 with the expectation that it would sell in lower volumes compared to its predecessor, the CX-9. The brand aimed for a minimum of 100 monthly sales. While the CX-90 initially met these targets, its sales have dwindled in recent months.
To establish itself in the market, particularly in a new price band with a new nameplate, takes time, according to Mr. Doak. Nevertheless, Mazda remains satisfied with the CX-90’s performance and recognizes untapped potential.
Mazda believes that the introduction of the CX-70 and CX-80 SUV models may have a positive impact on the sales of the CX-90. The hope is that customers who visit dealerships to view the new models will also consider the CX-90 as a viable option.
By the end of the year, Mazda plans to launch all four of its new upscale Large Architecture SUVs in Australia, making it the only market worldwide with all four offerings available. While the CX-90 will be positioned as the flagship model, it will face competition from the CX-70 and CX-80 within the brand’s lineup.
The CX-90 is priced higher than its predecessor, the CX-9, and falls into a premium segment. With prices ranging from $74,550 to $100,015, the CX-90 positions itself among luxury three-row SUVs like the Volvo XC90. Its inclusion of turbo-diesel and turbo-petrol inline six-cylinder engines further distinguishes it as a premium offering.
- Mazda expected the CX-90 to sell at least 100 units per month
- In the first few months, the CX-90 reached its targets, but sales have declined since then
- The introduction of more SUV models may help generate sales for the CX-90
- By the end of the year, Mazda will have all four of its new Large Architecture SUVs available in Australia
Despite a slow start, Mazda remains optimistic about the future of its CX-90 SUV. The introduction of additional SUV models and positioning the CX-90 as a premium offering may help boost sales. With the upcoming launch of all four Large Architecture SUVs in Australia, Mazda aims to solidify its position in the market.
