Background on Mazda Mexico and its Relevance
Mazda Mexico, a subsidiary of the Japanese automotive giant, is striving to expand its market presence amidst a challenging sales environment for the automotive industry in Mexico. The company has already sold 49,909 vehicles by the end of the first half of 2025 and aims to reach 106,800 units by the end of 2025.
Mazda’s Current Position and Goals
According to Miguel Barbeyto, President of Mazda Mexico, the company intends to increase its market share by 0.5 percentage points, despite a stagnant sales climate for automobiles in the second half of 2025. Barbeyto expressed confidence that the Mexican market will grow by 2% in vehicle sales by the end of 2025, compared to the previous year, resulting in over 1.5 million units sold.
Mazda’s Social Responsibility Initiative
To further bolster its position, Mazda Mexico launched the “Mazda Kokoro” social responsibility project. This initiative will benefit Mexican children, with the company pledging to match donations made by distributors for every new vehicle purchase and maintenance service starting from January 2, 2025. For each new car bought or maintenance service performed on any Mazda model, the distributor will donate 100 pesos and 25 pesos, respectively, with Mazda matching these amounts.
Market Context and Challenges
Miguel Zapata, Vice President of Grupo Zapata and a member of the Mazda Kokoro Council, acknowledged that uncertainty surrounding tariffs has impacted Mazda’s sales. Despite this, Zapata emphasized that the company remains steadfast in sales and continues to gain market penetration as a brand.
Mazda’s Sales Performance and Strategy
Mazda achieved record sales at the close of the previous year, selling 99,797 units. The company aims to surpass 106,000 vehicles sold in the current year, as three of its Mexican-produced models rank among the top 10 best-selling cars in the country. The CX-30 SUV is currently ranked 7th, followed by Mazda 2 at 8th and Mazda 3 at 9th.
Mexico is considered the third-most important market for Mazda among its 120 global markets, with a 12.4% increase in sales from January to June 2025 compared to the same period in 2024. Mazda’s sales growth since 2023 is attributed to its strategy of offering affordable models with more basic versions at lower price points, attracting customers from competing brands in the same market segment.
Key Questions and Answers
- What is Mazda Mexico’s goal in the automotive market? Mazda Mexico aims to increase its market share by 0.5 percentage points, targeting the sale of 106,800 units by the end of 2025.
- How does Mazda plan to achieve its goals? The company intends to launch the “Mazda Kokoro” social responsibility project, match distributor donations for new vehicle purchases and maintenance services, and continue offering affordable models to attract customers.
- What challenges does Mazda face in the Mexican market? Uncertainty surrounding tariffs has impacted Mazda’s sales, but the company remains committed to growing its market presence and penetration.
- How has Mazda performed in the Mexican market recently? Mazda achieved record sales of 99,797 units in the previous year and aims to surpass 106,000 vehicles sold in the current year, with three of its models ranking among the top 10 best-selling cars in Mexico.
