Mazda Australia won't abandon affordable cars as it moves upmarket
08/08/2024 07:00 PM
Affordable cars will still make up the bulk of Mazda Australia’s volume as it looks to expand further upmarket with CX-70 and CX-80 SUVs.
Mazda Australia is pushing into new pricing territory with the likes of its $100,000 CX-90 large SUV, but is cognisant it still needs affordable models to reach six-figure volume targets.
Speaking to Drive, Mazda Australia marketing boss Alastair Doak said the brand is still committed to providing customers options at all price points.
"We're expanding our range, we're expanding into new segments, we're not abandoning where we were before," he said.
"I guess that's always been the confusion – it's easy to just say 'oh Mazda's gone premium' and immediately you think we're moving everything up.
"We're not, we've expanded into new segments, but we're still where we were.
"You can't do around 100,00 [sales] per year without being in the volume zone, and we are in the volume zone."
For reference, Mazda Australia's most affordable model is the Mazda2 G15 Pure light hatchback in manual form priced at $24,870 before on-road costs, while its current priciest option is the CX-90 three-row large SUV in G50e Azami guise at $94,630 – but with either SP or Takumi option pack, takes it above $100,000.
Mazda has made a move to push upmarket with the launch of its Large Architecture products starting with the CX-60 mid-size SUV that launched in 2023, followed by the CX-90 later that year.
Plans for the CX-70 and CX-80 include launching this year to complete the new SUV line-up, which will also be supported by the existing CX-3, CX-30, and CX-5 – though the latter is expected to be replaced with a new-generation model soon.
Pricing for the CX-70 and CX-80 models are still publicly unknown, but they are expected to slot in between the CX-60 and CX-90, which kick off at $60,550 and $74,550 respectively.
Despite the upmarket push, the most popular Mazda model to the end of July this year remains the CX-5 mid-size SUV, with 13,951 new registrations so far in 2023.
Priced between $36,590 and $55,000, the CX-5 is easily outselling the CX-60 (2354) and CX-90 (567).
Also selling well for Mazda Australia are other 'affordable' nameplates such as the CX-3 (10,145), Mazda3 (6499), and CX-30 (7437).
After seven months of sales, Mazda Australia's tally has hit 57,023 units, down 2.9 per cent year-on-year, placing it behind Toyota (144,006) and Ford (57,371).
However, Mazda is still on track to finish the year with a circa-97,750 sales haul, close to its targeted 100,000-unit annual tally.
The post Mazda Australia won't abandon affordable cars as it moves upmarket appeared first on Drive.
