Mazda dealers see profits spike as sales climb

Mazda is having its moment this week – with a mix of some impressive dealer profit numbers and intriguing product news.

First things first: Despite tipping into a net loss in the last quarter (thanks to surging incentives), with operating profit falling 47% to $369.9 million, net dealer profits soared 85% compared with pre-COVID levels in 2019, led by crossover sales.

• Mazda sales increased 18% to 350,729 vehicles sold through Oct., compared to the same period last year.

• Sales for the CX-90, which went on sale in the spring of 2023 as a 2024 model, increased 109% to 43,798 units.

• The CX-50 compact crossover has seen a sales increase of 90% through Oct., with 66,286 units sold. 

Digging deeper: Mazda credits its Retail Evolution program – launched in 2014  to improve the customer experience through upscale, open-concept floor plans – as a key reason for the rise in dealer profits and throughput. 

• Average sales per franchise for Mazda’s Retail Evolution stores – which converted less than a year ago − were 881 in 2024 through Oct., compared to an average sales per franchise increase of 661 from 460 in 2019. 

• Currently, 318 retail stores in Mazda’s 545-dealership network have been upgraded with the open-concept floor plan. The automaker expects to grow that number to 380 over the next 12 months.     

• Dealers that have yet to upgrade, but operate exclusive Mazda storefronts have seen their profits rise 64%, versus 2019 in the same time frame. 

• A hybrid model of the popular CX-50, which has seen a sales surge of 90%, goes on sale this month.

• Reports that the Iconic SP concept could likely go into production as a next-generation Mazda sports car could help generate some new sales leads for other Mazda vehicles.

• Mazda is developing a new four-cylinder engine called Skyactive Z, which will launch in the U.S. in 2027 – affirming its commitment to enhance its ICE vehicle technology, amid looming concerns about waning consumer interest in EVs. 

Big picture: Mazda’s making a strong case to be counted among the most determined, innovative automakers with the grit to go the distance. With a strategy laser-focused on empowering dealers, moving units, and fueling steady growth, Mazda’s ambition appears to have some staying power.

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