Mazda North America indicates CX-90 deliveries dropped 25 percent through July.
CX-70 sales declined 28.1 percent over the first seven months.
The company plans adjustments to its rear-wheel-drive SUVs to attract buyers again.

Mazda built its rear-wheel-drive platform chiefly for two sizable SUVs targeted at North America. For improved production efficiency, the CX-70 and CX-90 inspired smaller editions for other regions, where the CX-60 and CX-80 suit narrower streets better. Still, the Large Architecture was created with U.S. drivers as the priority. The United States alone drives more than half of sales for vehicles using this platform.

Yet the CX-70 and CX-90 face challenges. Mazda North America's latest figures show the two-row version fell 28.1 percent to 7,161 units through July. Its three-row sibling also posted weak results, with sales down 25 percent to 26,102 vehicles. As noted in industry reports, outside influences outside Mazda's control may have played a role in the dip.

Because both large SUVs are produced in Japan, the CX-70 and CX-90 face import tariffs. A 27.5-percent duty first applied to the pair before the rate was cut to 15 percent in September 2025. At the same time, federal tax credits for plug-in hybrids concluded that month.

2025 Mazda CX-70

Photo by: Jeff Perez / Motor1

Mazda Expresses Disappointment

With sales declining, the firm's chief financial officer speaks plainly about the disappointing results. During the earnings call, CFO Jeffrey Guyton stated:

'That situation is not acceptable to us, and we need to grow our large platform business.'

To address the downturn, the CX-70 and CX-90 will undergo changes, though exact details and timing remain unspecified. Mazda is currently preparing several product improvements for these large SUVs. It remains to be seen if these updates will extend to the CX-60 and CX-80, though alignment across the lineup would make sense.

Unlike many rivals, Mazda rarely performs mid-cycle refreshes and instead favors ongoing minor adjustments during a model's run. Whether larger revisions are in store to boost interest is unknown, but action is needed to draw customers back to showrooms.

Guyton added that Mazda plans to boost both visibility and product appeal for its large-platform vehicles. This means increased marketing efforts will accompany the upgrades for the two SUVs.

What do you think?

Motor1 Analysis: The CX-70 and CX-90 are key to Mazda's effort to compete with larger rivals. As a smaller firm, Mazda invested heavily in a new platform and six-cylinder engines. That outlay was substantial, yet returns have been slow to materialize.

While some hoped the platform might support non-SUV models, a rear-wheel-drive sedan with inline-six power to rival the BMW 3 Series stays unlikely. Weak SUV sales make such a project even less probable. Despite online interest in a new Mazda6 successor, no such vehicle appears planned for the U.S. market.

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Source: Automotive News