A well-known Japanese manufacturer with nearly 100 years of vehicle production is Mazda. Despite having a long history and a reputation for excellence, the brand has had difficulty establishing itself in certain countries and competing with some of its more powerful competitors.
Mazda has struggled with issues including its small global market share, reputation as a niche or value brand, and the scarcity of hybrid and electric cars. These are a few reasons why Mazda is not very well known and has been unable to compete in the international market with brands like Toyota and Honda.
7 Reasons Against Mazda’s Popularity
1. Poor brand awareness
Mazda’s brand recognition is lower than several competitors, including Toyota, Honda, and Nissan. Its limited marketing budget, which restricts its capacity to advertise and promote its goods, is partially to blame. Because of this, prospective consumers may not be as acquainted with the Mazda name, making it more challenging for Mazda to draw in new clients and outcompete its competitors.
The fact that many people may not think of Mazda first when shopping for a new car is one of the main problems that Mazda has with its low brand recognition.
Customers could be more inclined to think of well-known brands like Toyota, Honda, or Ford when contemplating their choices for a new automobile than they would think of a lesser-known brand like Mazda. This may make it harder for Mazda to attract new clients and grow its market share.
Due to its low brand recognition, Mazda must contend with the potential difficulty of building a solid reputation for dependability and quality.
While Mazda is recognized for building high-quality cars, it could be more challenging for the company to convince potential customers of this if they are unfamiliar with the brand.
This might make it harder for Mazda to set itself apart from its rivals and convince buyers to pick a Mazda car over a competitor’s product.
2. Limited Model Offering
Mazda has a smaller car portfolio than many of its rivals, with fewer models. Although doing so enables Mazda to concentrate on building high-quality cars, it would reduce the company’s attractiveness to buyers seeking a wider choice of options.
In regions where individuals have particular preferences or needs for their cars, notably, Mazda may find it more challenging to compete because of the small model choice.
Due to its few available models, Mazda may find it difficult to draw in customers searching for certain designs or features in a car. This is one of the company’s major issues. For instance, some clients could be searching for a bigger SUV, a premium automobile, a hybrid, or an electric vehicle, and Mazda might not offer the ideal model to suit their requirements. Because of this, it could be more challenging for the brand to compete in areas where these kinds of cars are very well-liked.
Due to its limited number of models, Mazda can have a harder time keeping up with changing customer preferences and market trends. Mazda may need to modify its model selection to remain competitive as the customer wants and tastes change. Due to the smaller model selection, this may be more difficult for the brand than for some of its rivals.
Notwithstanding these obstacles, Mazda has been expanding its model portfolio and innovating recently. For instance, the company has unveiled the CX-70, a mid-size SUV with a hybrid drivetrain. It is the biggest model in their inventory.
3. The Rotating Engine Bet
Mazda has a long history of being linked to its distinctive rotary engine technology, originally used in the 1960s Mazda Cosmo sports vehicle. The rotary engine had several advantages, including superior handling owing to its small weight, but it also had several disadvantages that hurt Mazda’s image and appeal.
One of the biggest problems with the rotary engine was that it was always less fuel-efficient and never produced greater power than its European rivals. Due to this, Mazda’s rotary engine cars became less competitive on the market, particularly when buyers began to place a higher value on fuel economy and environmental concerns.
Moreover, the rotary engine had a reputation for being far more delicate and unpredictable than piston engines, which hurt Mazda’s standing as a trustworthy company.
Even worse, while Toyota and Honda established their own dependability reputations, Mazda’s reliability worsened. As a result, buyers were more inclined to pick a competitor’s car that was seen as more dependable and had superior fuel economy, which placed Mazda at a competitive disadvantage.
Mazda produced rotary engine cars for many years despite the rotary engine’s difficulties. To create more dependable and efficient piston engines and hybrid and electric technologies, the business has turned its attention away from the rotary engine in recent years.
4. A lack of mid- to full-size SUVs
The relatively small number of SUVs in Mazda’s current portfolio, particularly in the mid-to full-size categories, is one of the company’s biggest problems. The CX-3, CX-5, and CX-9 SUVs are available from Mazda. However, they are smaller than some mid-to full-size SUVs other manufacturers provide. Because of this, it could be more challenging for Mazda to compete in areas where bigger SUVs are popular.
There are not enough mid-size to full-size SUVs on the market, which is one of the main reasons Mazda has difficulties in this area. SUVs appeal to buyers because they provide greater interior room, adaptability, and capability than conventional sedans or hatchbacks. Consequently, SUVs have taken a significant place in the car industry, and several automakers have made significant efforts to create and publicize their SUV offerings.
As a result of its lack of a significant presence in the mid-to full-size SUV market, Mazda may be passing up chances to grow its customer base and market share. With more SUV options, bigger companies like Toyota, Honda, and Ford may be more difficult for Mazda to compete.
5. Low Number of Hybrid and Electric Cars Available
Many customers are searching for more environmentally friendly alternatives when purchasing a new car as worries about the environment and global sustainability continue to rise. Consequently, hybrid and electric cars are becoming increasingly well-liked since they provide greater fuel economy and fewer emissions than conventional gas-powered cars.
While Mazda does offer electric and hybrid vehicles in select areas, these choices are not yet broadly accessible. Due to this, the company may find it more challenging to attract customers who are searching for more eco-friendly solutions. Consequently, prospective buyers could be more inclined to choose a car from a rival with a more eco-friendly option.
Due to the restricted supply of hybrid and electric cars, Mazda may be losing out on possibilities to grow its customer base and market share. This is one of the business’s greatest difficulties. Hybrid and electric cars will remain in demand as more buyers become environmentally conscious.
Mazda could miss out on sales and market share by not providing a larger selection of environmentally friendly solutions. Nonetheless, Mazda is developing a few new cars with hybrid drivetrains.
6. Limited Global Presence
Although Mazda is a well-known brand in Japan and several other Asian countries, it has a smaller global presence than some of its rivals. Mazda’s small worldwide market share affects the company’s sales figures.
Mazda sold only 300,000 cars globally in 2022, compared to Toyota’s 10.5 million sales. This stark discrepancy in sales may be partially attributable to Mazda’s small worldwide footprint, particularly in important countries like the US.
Particularly in comparison to some of its Japanese rivals like Toyota, Honda, and Nissan, Mazda has traditionally found it difficult to carve out a significant presence in the American market. Because of this, Mazda’s capacity to grow its clientele and market share has been constrained.
7. Brand perception as “Budget”
Although Mazda is known for building high-quality cars, some customers still think the brand is not as upscale as other luxury names. Due to this attitude, Mazda may find it more challenging to draw in customers searching for high-end luxury vehicles.
The fact that Mazda’s costs are often cheaper than those of more expensive brands might be one factor contributing to this perception. This may be a plus for certain buyers, but it may cause others to think less highly of Mazda than other manufacturers.
But Mazda’s cars continue to be beautiful, well-designed and loaded with cutting-edge technology. Many accolades, including the famous Red Dot Design Award or the IIHS Top Safety Pick+ award, have been given to the company for its quality and design.
Although brands like BMW and Mercedes-Benz may provide a higher degree of luxury, Mazda nevertheless provides a premium driving experience at a more reasonable price.
Mazda’s cars are renowned for their svelte silhouettes, cozy interiors, and cutting-edge safety systems. In recent years, the company has also continued to develop and offer new technology, further establishing its standing as a high-quality carmaker.
Can Mazda Change the Course?
Although its new models and upgraded current ones emphasize functionality and technology, Mazda’s “Kodo” design philosophy has produced svelte, elegant automobiles that stand out in the market. Moreover, Mazda can set itself apart from its rivals and take a stronger position in the market by continuing to invest in sustainable technology and innovation.
Even though there is still work to be done, Mazda’s efforts to improve its line-up and aesthetic may enable it to gain ground and attract new customers in the highly competitive car sector.
Conclusion
In conclusion, Mazda has had several difficulties recently, including a restricted worldwide footprint, a shortage of hybrid and electric cars, and a reputation as a niche or low-cost brand. The company has significantly improved its range, technology, and design to better appeal to customers.
