Mazda’s Luxury Shift: How Will It Affect the Beloved MX-5 Miata?

The firm experienced unprecedented expansion in 2024 partly due to its move upscale. However, what does this mean for Mazda’s legendary sports car?

The high-end car market is flourishing. Over the past half-decade, marques such as Bentley, Ferrari, Lamborghini, and Rolls-Royce have all achieved unprecedented sales figures. Setting aside any social consequences, it’s evident that an increasing number of individuals possess substantial wealth at their disposal.

Success isn’t limited only to top-tier premium makers; even some “affordable” luxury labels have amassed such significant funds that they’re venturing into the world of fashion.
high-end real estate
, offering purchasers additional avenues to embrace the symbolic banner.

Other car manufacturers understand that luxury is a big draw. Three years back, Mazda recognized this trend and unveiled plans to shift towards becoming a ”
traditional mainstream premium
But what precisely defines “premium” when referring to Mazda? Furthermore, how will this shift impact the Miata in the long run?

In Mazda terminology, “premium” does not automatically equate to “luxury.” Nonetheless, the brand is targeting a more upscale clientele with a focus on being a niche player, according to Jon Leverett, who serves as the project manager of strategic planning and integration at Mazda.

“It doesn’t automatically imply that we’re moving away from the mainstream market,” Leverett explains to me. “Our aim is to broaden our high-end offerings, particularly with models like the CX-70 and CX-90. However, when we use the term ‘premium,’ it signifies that we stand apart from conventional luxury brands… The focus isn’t primarily on pricing but rather on delivering exceptional value through these vehicles—the benefits they offer. They may not be the cheapest nor the most expensive; however, everything we incorporate into them justifies their cost.”

We use the term ‘premium’ as we stand apart from conventional luxury brands.

The
CX-70
And CX-90 SUVs serve as prime illustrations of what Mazda defines as “premium.” While they might not compete directly with German models at every trim level, a top-of-the-line CX-70 Turbo S Premium Plus remains impressive enough to be compared with an average-tier BMW X5, say.

Mazda’s strategy to adopt a more “luxury” image has proven successful. In 2024, sales surged dramatically, with the company selling an all-time high of 424,382 vehicles—an impressive rise of 16.8% compared to 2023—thanks largely to their popular model, the long-standing CX-5. The momentum continues into 2025; they have seen strong initial figures with over 33,000 units sold as of January, marking their most profitable start yet.

In contrast, Miata sales declined by 9.7 percent compared to the prior year. Throughout 2024, Mazda managed to sell only 8,103 Miatas. Fortunately, sales figures do not necessarily reflect the overall success within this market sector; as an example, the Subaru BRZ saw a significant drop, and the Toyota GR86 remained stagnant.

The larger issue at hand is where Mazda’s legendary sports car positions itself within the company’s updated philosophy.

High-end car manufacturers typically aren’t recognized for producing budget-friendly, light-weight sports vehicles. In the U.S., the BMW Z4 has a base price of above $55,000 (and even higher with a stick shift option). Both the Porsche 718 Boxster and Cayman come with prices exceeding $76,000 each. Meanwhile, Mercedes-Benz offers what could be considered an “introductory” SL model priced at around $113,000. Beyond these options, choices become quite limited.

However, once more, Mazda has no intention of going head-to-head with the German brands. As Leverett emphasizes, “premium” does not automatically equate to “luxury,”—in Mazda’s view, the MX-5 Miata is sufficiently upscale as it stands.

Leverett states, “We still regard the MX-5 as our showstopper.” He adds, “What makes this intriguing is that it doesn’t carry the highest price point among Mazdas, unlike what often happens with competing brands. Even so, due to its distinctiveness, we classify the MX-5 under the premium category… Every aspect of this car exudes quality both in construction and design, particularly today compared to before. Driving it provides an unparalleled experience; few rivals can match what the Miata delivers.”

‘We continue to see the MX-5 as the flagship model.’

Mazda feels confident that the ND Miata is well-placed to vie for a spot in the premium segment. However, the sports car has been around since the 2015 model year, making it quite mature at ten years of age—an extended period for any automobile. Over this timeframe, theNDhas received several slight enhancements, including an updated engine in 2019 and subtle styling adjustments very recently.

Mazda has largely remained tight-lipped about the specifics of the upcoming generation of the Miata. However, the company has dropped subtle hints suggesting that it might be an electrified model.
hybridized rotary powertrain
, although no official confirmation has been made yet. However, in 2023, Mazda unveiled a concept car that many speculate might have already hinted at the future of the next Miata: The
Iconic SP
.

Although this model is almost 10 inches longer, 4 inches wider, and roughly 850 pounds heavier compared to the present Miata, partly because of its intricate rotary hybrid engine system, designer Masashi Nakayama mentioned it “has the potential to be reduced to dimensions similar to those of the Miata.” This statement brings positive prospects. Additionally, officials from Mazda’s Japanese headquarters expressed their thoughts on the matter.
have already confirmed
that the Iconic SP was “created with genuine intention to transform it into a production model in the near future.”

Although as it stands now, the Ionic SP concept would still be effective.
a lot
The car makes perfect sense within Mazda’s increasingly upscale range of vehicles. It boasts stunning aesthetics, an exquisite cabin, and a powerful 365-horsepower engine that competes well with rivals such as the BMW Z4, Porsche Cayman, and Toyota Supra. Moreover, Mazda is clear about their intention to introduce another sports model beyond the Miata.

“That’s consistently the aspiration for Mazda; we aim to reintroduce another sports car,” states Leverette. “Traditionally, our range has included several sporty models… these define our heritage and align with our vision. Therefore, ideally, we’d love to offer an upscale sports car possibly positioned above the MX-5. Whether and when this will happen remains uncertain… however, since we operate independently, our current focus is expanding sales through our SUV lineup, which might enable us to eventually support such a high-performance vehicle.”

Regardless of whether the Ionic SP leads to a new Miata—or ideally introduces something even more significant—the company maintains optimism about sports cars, particularly roadsters, being essential elements of Mazda’s heritage. As stated by CEO Masahiro Moro earlier this year, “The roadster embodies the essence of our brand, with the rotary EV serving as a blueprint for our future iconic vehicle.”

For now, Mazda thinks its popular sports car remains relevant. The high standards of build quality and the enjoyable drive exceed what premium buyers expect. In ten years, will the Miata have a new design? Quite possibly. And could we see a hybrid version eventually? Definitely within the realm of possibility.

However, one thing is clear: The Miata shows no signs of disappearing.

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