Mazda rolled into 2025 riding the high of a record-smashing 2024, with new sheetmetal and fresh nameplates pulling buyers into showrooms. The streak hasn’t broken yet: sales through August are up 3.5 percent, totaling 293,495 units. But there’s a catch—prices are climbing, and the timing isn’t exactly subtle.
Earlier this week, Mazda quietly pushed through increases on a couple of staples. The CX-5—still the brand’s volume king—now costs $280 more. Even the MX-5 Miata, Mazda’s halo car and a perennial enthusiast darling, is $300 pricier. No justification was offered, though inflation, tariffs, and higher input costs are the obvious suspects.
The bigger shocker is the 2026 CX-90. Mazda’s three-row flagship now starts at $38,800 before a $1,530 destination charge, up from $38,045 just a year ago. That’s not pocket change, and the increases ripple across the lineup:
- 3.3 Turbo Preferred: $42,950 (+$1,805)
- 3.3 Turbo Premium Sport: $46,980 (+$380)
- CX-90 PHEV base: $50,495 (+$550)
- CX-90 PHEV Premium Plus: $58,500 (+$550)
Those hikes landed the same week Mazda dropped its August sales report, which painted a mixed picture. Deliveries fell 7.6 percent year-over-year to 38,140 units, though the decline shrank to 4.1 percent when adjusted for one fewer selling day.
Still, Mazda’s portfolio is showing its split personality. The CX-5 led the way with 11,759 sales, down 8.8 percent from last August, but still up 2.1 percent year-to-date. The CX-90 had a banner month—6,801 sold, up nearly 13 percent. The CX-50 is red hot too, with a 15.7 percent August gain and a massive 36.3 percent jump YTD. On the flip side, the CX-30 fell off a cliff, down 40 percent for the month and 35 percent YTD. The Mazda3 sedan held its ground (+4.2 percent YTD), but the hatchback is in freefall, down 43.1 percent so far this year.
The feel-good story belongs to the MX-5. Miata sales climbed 15.5 percent in August, and year-to-date numbers are up almost 30 percent. The little roadster may not move big volumes, but it’s punching well above its weight in showroom buzz.
So where does this leave Mazda? On balance, 2025 is shaping up to be another growth year, but the margin is slim. With buyers more price-sensitive than ever, the brand will be hoping the CX-90’s shine—and the MX-5’s cult following—outweigh the sting of higher MSRPs. Otherwise, the momentum that carried Mazda to record heights last year could start to sputter.
Source: Mazda








