The Autoblog Miata Index: Tracking Mazda’s 2024 Sales Performance
In the world of automotive sales, there is one metric that holds a special place: the Autoblog Miata Index. This unique measure tracks the number of Miatas Mazda has sold in 2024, as it is a beloved car for many enthusiasts. The Miata is often regarded as the cheapest pure driver’s car available, making it an important indicator for the overall health of the sports car market.
At the start of 2024, Miata sales were slow, even by winter convertible sales standards. However, as the weather improved, so did sales. While Mazda is still behind its 2023 numbers, there has been a significant improvement in Miata volumes since the gloomy months of February and March. Unfortunately, both the standard ragtop and the Targa-like RF are currently experiencing a decline in sales.
Looking at the June and Q2 numbers, we can see a clearer picture of the situation:
– June 2024 Miata sales:
– Mazda Miata: 453 (-3.8%)
– Mazda Miata RF: 323 (-18.2%)
– Total: 776 (-10.4%)
– YTD 2024 Miata sales:
– Mazda Miata: 1,746 (-42.1%)
– Mazda Miata RF: 2,258 (-9.7%)
– Total: 4,004 (-27.4%)
It is worth noting that blaming poor sales on winter weather seems unlikely, considering that much of the USA experienced an early warm-up this year. Additionally, the RF variant was consistently outselling the standard ragtop in the first few months of the year, indicating that this is not an outlier situation. Simply put, Miata sales have been underwhelming in the first half of 2024, and there is room for improvement.
In 2023, Mazda had a stellar year for the Miata, with 8,973 units sold in the U.S. This marked a remarkable 45.4% increase over the previous year and a 15.7% increase over the total volume from 2019. Therefore, the current decline in sales is disappointing, especially considering the industry’s overall success in 2023. At this rate, Mazda is projected to sell only about 5,600 Miatas in 2024.
To address this slump, Mazda introduced updates to the 2024 Miata, including an updated differential and an overhauled infotainment system. These enhancements make the car more feature-rich and user-friendly. However, it is important to remember that updates do not always result in instant sales improvements, especially when they are accompanied by production downtime. Luckily, the updates do not involve drastic changes, minimizing any manufacturing disruptions. With these improvements, Mazda hopes to regain momentum and see a surge in Miata sales.
In conclusion, the Autoblog Miata Index provides valuable insights into the performance of the Miata in 2024. The decline in sales during the first half of the year is concerning but can be attributed to various factors. Mazda’s challenge now is to leverage the updates made to the 2024 Miata and navigate the market to ensure a successful year for this beloved sports car. As enthusiasts, we eagerly await the future updates in this exciting journey. Happy Miata-ing!