Mazda is a small Japanese manufacturer that has gained a reputation for making cars for drivers. But as its executives have said, it is “not for everybody.” Its sales in the U.S. are small. In recent years, Mazda has a tiny share of both the U.S. and global car markets. Mazda faces its own challenges as the company may be impacted harder by regulatory changes than larger competitors who have a cushion to absorb compliance costs. Being small is not easy, especially in an era where car companies are saddled with the expense of growing some electric vehicle strategy and keeping pace with other technologies, such as automated driving systems. Circumstances are challenging for the small automaker, and Mazda is forming alliances and changing its brand image to ensure its survival.

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