Mazda’s sales exploded in May—except for the one model that matters most


After a difficult start to 2026, Mazda finally has something to celebrate. The Japanese automaker posted a remarkably strong sales performance in May, with gains spread across nearly its entire lineup. From SUVs to sedans and even niche enthusiast models, buyers appeared far more willing to visit Mazda showrooms than they were just a few months ago, helping the brand begin clawing back ground lost earlier in the year.

What’s particularly encouraging is that the growth wasn’t limited to a single vehicle. Several models posted substantial increases, with some enjoying their strongest sales results in years. The surge suggests Mazda’s broader lineup still resonates with buyers despite an increasingly competitive market and shifting consumer priorities. If this momentum continues, the brand could quickly erase its year-to-date deficit.

However, one result stands out for all the wrong reasons. While nearly every other model moved forward, the vehicle that has long served as Mazda’s cornerstone moved in the opposite direction. That creates an uncomfortable question for the company: if buyers are embracing the rest of the lineup but turning away from its most important SUV, has Mazda misjudged the direction of its latest redesign?

In order to give you the most up-to-date and accurate information possible, the data used to compile this article was sourced from various manufacturer websites and other authoritative sources.


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Mazda rallies through May, posting extremely strong sales

The Japanese brand is turning around a rough start to the year

Head-on shot of a 2019 Mazda 3 Credit: Mazda

So far, 2026 has been a pretty turbulent year for the automotive industry. With so much turmoil around the world, including soaring gas prices over the last couple of months, buying habits have been a little all over the place. Mazda was one of the many brands that struggled through the first quarter of the year, posting general losses across the board. However, they seem to be starting to turn things around, with recently posted figures for May showing some phenomenal gains.

Mazda May 2026 sales figures

Model

May 2025 (MTD)

May 2026 (MTD)

Change %

May 2025 (YTD)

May 2026 (YTD)

Change %

Total

28,937

39,066

35%

176,913

164,667

-6.9%

Things were not looking exceptionally bright for Mazda when they posted their sales figures for April, with sales through that month being down over 17 percent compared to April of 2025. They have completely flipped the script for May, though. Compared to May 2025, Mazda sold an impressive 35 percent more vehicles. This is the best sales month that the Japanese brand has had since July of last year, with certain vehicles in their lineup performing exceptionally well.

As you may have noticed, sales for the year are still down by almost five percent compared to last year. The gap is definitely starting to close, though. Mazda only really needs another month or two like this past May, and they will have made up the remaining deficit.


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Almost every model in Mazda’s lineup saw a sales increase in May

There are some particularly surprising wins in there too

After struggling for a couple of months, it’s great to see that so many models in Mazda’s stable are posting some impressive gains. While the traditional leaders for the brand stay strong, there are a couple of big wins in places that you might not expect. It wasn’t only their SUVs that claimed victories.

Soaring where its siblings have fallen

Model

May 2025 (MTD)

May 2026 (MTD)

Change (%)

May 2025 (YTD)

May 2026 (YTD)

Change (%)

Mazda3

2,453

4,121

68%

15,040

16,665

10.8%

MX-5

355

1,053

196.6%

3,528

3,911

10.9%

CX-30

4,329

5,060

16.9%

31,622

17,025

-46.2%

CX-50

7,188

14,897

107.2%

38,243

52,132

36.3%

CX-70

1,065

1,402

31.6%

7,378

4,838

-34.4%

CX-90

4,046

4,728

16.9 %

24,601

17,093

-30.5%

Just about every model that Mazda sells has seen a significant surge in sales this past May. The CX-50, in particular, has had a phenomenal month, rising up the ranks and becoming a really strong bastion in the Japanese automaker’s stable. Mazda more than doubled sales of the CX-50 this May compared to May of last year, and they’ve sold 36 percent more units over the entirety of this year compared to last.

The CX-30, which used to be one of the stronger nameplates in the brand’s arsenal, has not had the strongest year so far, with overall sales down by almost half of what they were last year. Along with the rest of Mazda’s SUVs, though, it has begun to rally, hopefully beginning to turn things around.

The most impressive performers in our eyes, though, aren’t the SUVs. Mazda managed to come close to doubling the sales of their compact Mazda3, with May 2026 being the best selling month for the nameplate in five years. Equally impressive is the fact that the brand has almost tripled sales of their sporty little roadster, the MX-5. While Mazda SUVs are great, we love seeing their quirky vehicles get some love.


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Amidst all this success, the brand new CX-5 stumbles out the gate

The most important model for the brand doesn’t see the same gains

The new CX-5 was perhaps one of the most anticipated redesigns in the whole of the automotive market. The compact crossover has always been a lone bastion for fun in a segment that has traditionally been exceptionally dull, and we hoped the new model would patch up its few weaknesses. Unfortunately, the new model doesn’t quite feel like the upgrade that it was supposed to be, meaning that the CX-5 is the only nameplate that posted sales losses compared to last year.

The CX-5 struggles to gain traction

Model

May 2025 (MTD)

May 2026 (MTD)

Change %

May 2025 (YTD)

May 2026 (YTD)

Change %

CX-5

9,501

7,805

-17.9%

56,501

53,003

-6.2%

For almost as long as it has been around, the CX-5 has stood as the most popular model in Mazda’s lineup. Back when the brand launched the CX-50, they were supposed to phase out the CX-5, but it remained so popular that they had to keep it around. Unfortunately, the script is flipping. While the CX-5 remains marginally ahead of the CX-50 in sales so far this year, it looks as though the compact SUV’s redesign is pushing people away.

Mazda modernized the CX-5 for the 2026 model year, but they seem to have not realized what made it so special. They’ve followed trends by ditching physical controls in the cabin in favor of a massive touchscreen, which has been the center of quite a lot of criticism. The brand has also softened the driving dynamics, which were a big strength for the nameplate. The fact that the CX-5 has seen a sales dip while the CX-50 has soared shows that buyers prefer Mazda’s old design language.

Hopefully, the introduction of the upcoming hybrid model will turn things around for the CX-5, otherwise Mazda is going to have to reassess their strategy moving forward.


A strong overall month for Mazda with a dark cloud on the horizon

All-in-all, May 2026 has been pretty fantastic for Mazda. Other than the CX-5, every model saw some fantastic sales gains, and these gains haven’t been small either. If they continue this momentum, they could get back on track to seriously challenging top automakers like Hyundai, Honda, and Toyota. The only thing that should cause some concern is the fact that the new CX-5 isn’t selling as well as it should.

The redesigned CX-5 was supposed to set the benchmark for the rest of the brand’s vehicles moving forwards. It was going to establish a new design ideology and solidify what most vehicles in Mazda’s lineup were going to look like in the next couple of years. However, if the brand continues to have months like this, where buyers are moving away from the new CX-5 and into the old CX-50, then they may have to adjust course.



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There aren’t many modern sports cars that manage to feel like a genuine loophole in the system, but this one does. It blends two very different engineering worlds into a single package, and somehow it just works.

It’s quick too, with a 3.9-second sprint to 60 mph and an inline-six that’s already earned a reputation as one of the best in modern performance cars. On top of that, it benefits from one of the widest dealer networks you’ll find outside the domestic brands, which takes a lot of the usual ownership stress out of the equation.

The strange part is how few people seem to have fully clocked what this combination actually means. It feels like one of those setups that won’t be around in this form much longer, even if it probably should be.

In order to give you the most up-to-date and accurate information possible, the data used to compile this article was sourced from BMW, Porsche, and Toyota, as well as other authoritative sources including TopSpeed.


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This sports coupe has been around since 2019, but it’s now heading toward the end of the road. When it’s gone, it’ll leave behind one of those weird, unlikely combinations that probably won’t happen again.

It only exists because a few things lined up at exactly the right time, from partnerships to platform sharing. Once that window closes, it’s hard to see it opening again in quite the same way.

The end isn’t coming—it’s already here

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In an official statement, the company confirmed production wrapped in March 2026. You can still spec one on the website, but no new cars are coming off the line.

The news didn’t exactly set the auto world on fire, but the impact runs deeper than the headlines suggested. There’s no successor planned, and last time it took two decades for the nameplate to return.

For now, what’s left is a Final Edition model and the slow realization that this chapter is already closed.

A partnership that won’t happen twice

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This sports car comes from a platform shared by two automakers that couldn’t be more different if they tried. It wears a Japanese badge, has a German twin, and is built in Graz, Austria.

Without that partnership, it probably never would’ve made it to production in the first place. Now that its German sibling has also bowed out, the deal that made both cars possible has officially run its course.

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For this kind of two-door performance car to exist again, the brand would need either a fresh partnership or a completely new platform. The catch is it hasn’t built its own performance inline-six in over 20 years.

Sure, it has the resources to develop one from scratch, but the business case just doesn’t really add up anymore. This sports coupe only happened because the timing and circumstances lined up perfectly — and that window now looks firmly closed.


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If you still haven’t guessed it, we’re talking about the Toyota GR Supra. When the MkV first dropped, a lot of the JDM crowd wasn’t exactly impressed—the BMW engine swap caused a full-on backlash.

But looking back now that it’s gone, that whole controversy hits differently. What people once saw as a betrayal is actually a big part of what made this car so interesting in the first place.

The B58 came at exactly the right time

2025 Toyota GR Supra detail shot of engine bay Credit: Toyota

Toyota had been working on the next-generation Supra for nearly a decade before the name finally came back in 2019. One of the biggest challenges was figuring out the right engine—something that wouldn’t be shared across the rest of the lineup.

Even with all its R&D resources, building a brand-new inline-six just for the Supra didn’t really make sense financially or practically. It was one of those cases where doing it alone just wasn’t realistic.

By 2019, BMW’s 3.0-liter B58 inline-six had already built a reputation as one of the best performance engines for the money. It stood out for its smoothness, responsiveness, and surprising durability—all traits that lined up perfectly with what Toyota wanted for the Supra.

Timing-wise, it couldn’t have worked out better for Toyota, which saw the engine’s potential right away. In the GR Supra, the B58 puts out 382 horsepower and 368 lb-ft of torque through an eight-speed automatic, good for a 0–60 mph run in about 3.9 seconds, with independent tests dipping closer to 3.7 seconds.

The Gazoo Racing effect

2026 Toyota GR Supra Final Edition GR lettering Credit: Toyota

There’s a common misconception that the GR Supra is just a rebadged BMW Z4, but that’s not really the case. The platform underneath both cars was a joint effort from the start, not a one-way handover.

Toyota’s chief engineer, Tetsuya Tada, pushed for a co-developed setup that fit the vision for a modern sports coupe. Drive a Z4 and a Supra back to back and the difference shows pretty quickly—the Supra feels sharper and more performance-focused, while the Z4 leans more into relaxed grand touring.


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The GR Supra became a modern enthusiast favorite

A balanced sports car that nails performance, usability, and value

Rear closeup View of a 2025 Toyota GR Supra Credit: Toyota

Beyond all the early controversy, the GR Supra has quietly proven itself as a seriously well-rounded modern sports car. When you strip away the noise, it holds up exactly where it matters most.

It’s quick, easy to live with day to day, and doesn’t come with the usual headaches you’d expect from something this performance-focused. In terms of performance, usability, and long-term ownership confidence, it doesn’t just tick boxes—it actually delivers in all of them.

Performance meets everyday usability

2025 Toyota GR Supra detail shot of manual transmission shift lever Credit: Toyota

The performance you get from the $59,595 2026 Toyota GR Supra 3.0 is honestly hard to ignore. It’ll do 0–60 mph in about 3.7 to 3.9 seconds straight from the factory, which puts it right in the mix with cars like the $86,600 BMW M4 Competition Coupe.

But the Supra isn’t just about straight-line speed. You’re also getting proper hardware like Michelin Pilot Super Sport tires, adaptive suspension, Brembo brakes, and an active limited-slip diff, all working together to make it feel far more capable than its price suggests.

What’s surprising is how easy it is to live with day to day. There’s usable cargo space, comfortable stock seats, and enough refinement that it doesn’t feel out of place as a daily driver. It can genuinely do track days and the weekday commute without much compromise, which is exactly why it stands out in this segment.

Long-term ownership confidence

2025 Toyota GR Supra Trio Front White Red Black Driving on Track Credit: Toyota

The BMW B58 used to be the GR Supra’s biggest talking point for all the wrong reasons, but over time it’s turned into one of its strongest assets. It’s built well beyond its stock output and has a long track record of handling serious tuning without breaking a sweat.

Thanks to its closed-deck design and the durability upgrades over older N5x inline-sixes, it has a lot more headroom than most engines in this class. These days, 600+ horsepower B58 builds are pretty common in the tuning world, but that level of strength and reliability used to be almost unheard of in a setup like this.

The GR Supra gets even more compelling when you factor in Toyota’s massive dealer network — the largest of any non-domestic brand in the U.S. It’s roughly 3.5 times bigger than BMW’s, with Toyota dealerships in just about every major town across all 50 states.

2020–2025 Toyota GR Supra interior Credit: Toyota

In California alone, Toyota has 136 locations compared with BMW’s 52, which makes servicing and support noticeably easier. That kind of coverage adds real-world convenience that goes beyond just the car itself.

On top of that, the Supra comes with a 5-year/60,000-mile warranty versus the BMW Z4’s 4-year/50,000-mile coverage. That effectively gives you an extra year of protection just for choosing Toyota, which is a pretty solid bonus.

It’s German engineering backed by Japanese peace of mind, and that combination is hard to beat.


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2025 Toyota GR Supra close-up shot of taillight Credit: Toyota

The GR Supra’s discontinuation isn’t just the end of a model—it feels like the end of an era for this kind of sports car. We’re drifting further away from a market that prioritizes pure performance engineering, and cars like this are becoming harder to justify.

That means a rear-wheel-drive six-cylinder sports coupe at this price point might not come around again for a long time, if ever.

The enthusiast market is slowly disappearing

Static rear 3/4 shot of the 2026 BMW Z4 Final Edition. Credit: BMW

At $58,300, the 2026 GR Supra 3.0 base trim is definitely not what you’d call cheap. It’s one of Toyota’s more premium and unique offerings, but it still manages to punch above its weight in terms of value.

Compared with its twin, the 2026 BMW Z4 M40i, which starts at $68,400, the Supra comes in noticeably cheaper for basically the same core hardware. Even the 2026 BMW M2 Coupe at $69,000 undercuts it in price but still trails slightly in 0–60 mph performance versus the base Supra.

If you wanted to go Porsche instead, the 718 Cayman unfortunately isn’t part of the picture anymore. Even if it were, you’d be looking at something like a $200,000 718 Cayman GT4 RS to match or beat the Supra’s performance.

The 2026 Toyota GR86 Premium is a great sports car in its own right, but it delivers a very different, more lightweight experience compared to the Supra. At the end of the day, the GR Supra really stood alone as the only car that blended BMW M-level performance with a Toyota price tag.

What comes next won’t be better

Static sid eprofile shot of a gray Toyota GR GT. Credit: Toyota

It’s hard not to feel a bit pessimistic about where things are heading for driving enthusiasts. As everyday cars keep getting more expensive and priorities shift toward emissions and practicality, traditional sports cars are being pushed further out of reach.

The entry barrier just keeps climbing, and a lot of people who would’ve once been into cars are drifting toward other, more affordable interests instead. If the GR Supra’s successor ends up being a hybrid or EV, it’ll likely feel more filtered, more expensive, and less raw than what came before.

The Supra really nailed a rare formula—BMW-level performance with Toyota reliability—and there’s a real chance we won’t see that combination done quite as well again.



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