Mazda admitted its main problem, and it's not electric cars, not China, and not sales

Mazda unexpectedly admitted a problem that large automakers rarely talk about out loud. According to Tom Donnelly, head of Mazda North American Operations, the main issue that keeps him up at night is the brand's blurred identity. As he stated, if you ask ten people what Mazda is, you can get ten different answers.

At first glance, this sounds strange. Mazda is showing good results in the US, actively developing its CX crossover lineup, introducing new hybrids and electric vehicles, and trying to move into a more premium segment. But this is where the problem arises.

Historically, Mazda built its reputation around driving pleasure. Models like the Mazda MX-5 became a symbol of light, emotional cars for enthusiasts. Later, the company focused on Skyactiv technologies and the signature Kodo design, trying to stand out among mass-market brands.

However, in recent years, Mazda has simultaneously begun to move in several directions. The brand sells relatively affordable crossovers, produces more expensive models like the CX-90, develops hybrid technologies, collaborates with Toyota, and simultaneously enters the electric vehicle market through joint projects with Chinese Changan. For example, the new Mazda 6e is actually built on a Chinese platform.

As a result, the company found itself between segments. Mazda is no longer perceived as a purely mass-market brand like Toyota, but most buyers also don't place it at the level of traditional premium brands like BMW or Lexus.

Interestingly, this is not the first such crisis in the brand's history. In the 1990s, Mazda already tried to simultaneously develop several sub-brands — Autozam, Eunos, ɛ̃fini, and even prepared a luxury brand Amati to compete with Lexus. The experiment ended in confusion and financial problems.

Now the situation looks similar, but in a new reality. Automakers are increasingly turning into technology companies, and the boundaries between mass-market and premium brands are gradually blurring. Especially against the backdrop of electric vehicles, where software and digital functions are beginning to play no less a role than the mechanics of the car itself.

That's why Mazda launched a new communication platform "Move and Be Moved," trying to explain again what modern buyers should love about the brand. The company is betting on an emotional connection with the car and driving pleasure — even in the era of electrification and digitalization.

Mazda's problem may turn out to be a symptom of the entire industry. While some brands try to become more technological, others more premium, and still others more environmentally friendly, it becomes increasingly difficult to answer a simple question: what exactly makes each brand unique. And Mazda was one of the first to publicly admit this.

Read more materials: