08:23 07-08-2026

Mazda CX-90 and CX-70: sales slump forces product rethink despite June rebound

Mazda plans product enhancements for the CX-90 and CX-70 after first-half U.S. sales fell sharply, even as June brought a rebound and the company returned to profit.

Mazda is preparing product enhancements for the CX-70 and CX-90 after a weak first half of the year in the United States. From January through June, sales of the three-row CX-90 fell 24.2%, to 21,271 units, while the two-row CX-70 dropped 28.5%, to 5,974 units. June reversed the trend, though: the models gained 20.8% and 15.9% year over year, respectively.

The company's own financial position improved in the meantime. For the April–June period, Mazda posted a first-quarter record revenue of ¥1.286 trillion and net income of ¥29.6 billion, compared with a ¥42.1 billion loss a year earlier. Global sales rose 1%, to 304,000 vehicles.

According to Automotive News, Mazda CFO Jeffrey Guyton called the situation with the large models unacceptable. The company is working on a “number of product enhancements” and plans to promote CX-70 and CX-90 safety more aggressively. Specific changes, their timing, and the model year have not been announced yet.

There's measurable ground for such a campaign: gasoline and plug-in hybrid versions of the CX-70 and CX-90 earned the top Top Safety Pick+ award under 2026 IIHS criteria. Both models score well in major crash tests, and the standard pedestrian-detection system received the maximum rating.

Safety marketing alone may not be enough. The CX-70 and CX-90 share a common platform, the same inline six-cylinder engines or plug-in hybrid setup, an eight-speed automatic, and all-wheel drive. The main difference is the CX-70's lack of a third row. Mazda will need to more clearly distinguish the two closely related models by equipment, price, or purpose.

The brand's strategy remains multi-pronged: the company is keeping combustion, hybrid, and electric models in its lineup, as the outlet reported after Mazda revised its electrification investment plans.

The next test will come with the description of changes for the new model year. That's what will show whether Mazda limits itself to equipment updates and a marketing push, or adjusts the CX-70's positioning relative to the roomier CX-90.