Mazda’s strategy boss outlines how the automaker manages the push for SUV sales while preserving its performance car heritage
The 2026 Mazda CX-5 has just debuted, and if its predecessor is anything to go by, this redesigned model will be a strong seller for years. While that’s great for Mazda’s bottom line, enthusiasts are more interested in what lies ahead for the brand’s sports cars.
In a conversation with Stefan Meisterfeld, Mazda’s VP of Strategic Planning for North America, emphasized that fun-to-drive vehicles remain “critical” to the company’s identity. And from the sound of it, there may be room for a sports car beyond the beloved MX-5 Miata.
“We want to serve different customers with different solutions, with different wallets and functional needs, and emotional needs,” Meisterfeld said.
“The Miata is very near and dear to all of us. Our engineers will never give up on this heritage. We’ll continue to offer the Miata and explore new interpretations. Our sports car legacy is very, very important to us.”
While he stopped short of confirming anything new, Meisterfeld did refer to the “MX-5 and then sports cars in general” as distinct categories—hinting at the possibility of more than just one performance offering in Mazda’s future.
Still, the business case for SUVs remains stronger. With models like the CX-30, CX-50, CX-70, and CX-90 anchoring Mazda’s lineup in high-demand segments, sports cars face stiff internal competition for investment. And while the Mazda3 sedan and hatchback carry some of that old enthusiast spirit, they haven’t quite filled the gap left by the RX-8 or Mazdaspeed variants.
“The business is mostly around the crossovers, but all of these crossovers also have some elements of our core driving DNA that is basically embodied by the MX-5,” Meisterfeld added.
So yes, today’s Mazda SUVs are some of the most engaging in their class. But if sports cars truly remain a core pillar of the brand, as Meisterfeld insists, there’s hope we’ll see something exciting beyond the Miata in the near future.
