Mazda Motor of America controls the US research and development, sales and marketing, distribution, parts, and customer service operations of Japan-based Mazda Motor Corporation. The company sells or leases its line of cars, trucks, minivans, and SUVs through 700 dealerships in the US and Mexico. Mazda Motor of America was formed to strengthen its parent company's hold on the US car market, its largest by volume (China is its second-largest market, then Japan.) Mazda Motor of America, along with sister companies Mazda Canada and Mazda Motor de Mexico, form Mazda's North American operations.
The US is Mazda’s largest market; in fiscal 2014 it sold 383,152 vehicles in North America (compared to 250,312 vehicles in Japan.)
Mazda USA only handles vehicles imported or exported between the USA and Canada that were originally distributed and sold in the US. Operations in Mexico are managed by Mazda Motor de Mexico, a Mexico City-based joint venture production company owned by Mazda Motor and Sumitomo.
The parent company reported that the revenues derived from North America increased by 30% in fiscal 2014. New vehicle sales in the US grew 12%, in Canada by 3%. In North America the production volume was 10,007 units in fiscal 2014. Retail volume in North America was 391,000 units, up 4.9% year on the previous year thanks to strong US sales of the “Mazda6” and “CX-5” and record sales in Mexico in fiscal 2014.
Mazda has relied on its product lineup for growth and has invested in technology and styling in order to meet the specific regional needs and requirements of its customers. Customers in North America took a shine to the affordable Mazda3 sedan and CX-5 crossover models; both are popular models in the US, along with the Mazda6.
Mazda is paying a lot of attention to new technology with the SKYACTIV brand of high efficiency technology. Mazda is redesigning its entire powertrain platform lineup, including engines, transmissions, bodies, and chassis, with the goal of reducing emissions 30% by 2015. The SKYACTIV-G direct-injection slim gasoline engine already boasts a 30% increase in fuel efficiency, without the use of an electric motor; the SKYACTIV-D is the next generation diesel engine; and SKYACTIV-Drive transmissions offer 6 speeds. The technology, introduced to the North American market in 2011, is being equipped on the very popular Mazda3, which represents one out of every three Mazda's sold.
The car company has tailored some of its models to fit the North American audience, hoping to win over a new younger market. It launched the Mazda3 sports compact, as well as four- and five-door styles, and two fuel-efficient engine options. The Mazda6 was made with a larger interior and exterior size and more powerful engines than Mazda6s sold elsewhere in the world. Record sales have been reported for both the Mazda3 and Mazda6 among North American customers.
In 2014 Mazda North American Operations launched its SKYACTIV-D clean diesel engine in North America.
In order to continue its efforts to contribute to the growth of Mexico’s economy through the production of vehicles, that year Mazda started production at its new plant in Mexico named Mazda de Mexico Vehicle Operation (MMVO). In addition to the US market, MMVO also produces the Mazda3 for other countries in the Americas and for European markets.
In an effort to grow the sport for the next generation, in 2013, Sports Car Club of America (SCCA) and Mazda's North American Operations formed a multi‐year partnership that names Mazda the Official Car of SCCA through 2015.
In 2013, Mazda Motor Manufacturing de Mexico planned to increase its production capacity in Salamanca, Mexico by fiscal 2016. It will commence operations at the new plant in late 2014 with an initial production of 140,000 units annually. Capacity will be increased to 230,000 units by fiscal 2016. The increase will accommodate the additional annual production of approximately 50,000 Toyota-branded vehicles, beginning in the summer of 2015, as well as the increasing worldwide demand for Mazda’s SKYACTIV vehicles. In that year, the parent company also planned to construct an engine machining factory at its new vehicle production facility in Mexico. Mazda Motor Manufacturing de Mexico planned to invest $120 million in the plant that is expected to produce 230,000 engines per year.