In the first quarter of 2025, Mazda and Subaru have announced impressive sales figures, with both brands setting new records in March. Mazda's sales increased by 16.1% compared to March 2024, while Subaru saw a growth of 16.6%. These significant gains could potentially be linked to impending tariffs on foreign-built vehicles. Mazda achieved its highest monthly sales ever, moving over 43,000 vehicles, driven by strong performances from models such as the CX-50, CX-70, and CX-90. Meanwhile, Subaru sold more than 71,000 units in March, surpassing their previous record set in August 2019. Popular models like the Crosstrek, Legacy, and Outback experienced double-digit percentage increases.

Mazda North America celebrated an unprecedented month, selling a total of 43,097 vehicles in March 2025. The brand's SUV lineup played a pivotal role in this success, with the CX-50 witnessing a remarkable 108.1% increase in sales year-over-year. The newly introduced CX-70 saw an extraordinary surge of 12,805.3%, indicating robust consumer demand. Additionally, the Mazda3 sedan and MX-5 Miata also contributed positively, with sales rising by 33.8% and 187.9%, respectively. However, some models like the Mazda3 hatchback and CX-30 faced challenges, recording declines of 52.6% and 19%, respectively.

Subaru of America similarly enjoyed a triumphant month, achieving its highest-ever single-month sales record. In March 2025, Subaru sold 71,478 vehicles, outperforming the previous high set in August 2019. The Crosstrek led the charge, posting a 25.1% increase in sales compared to March 2024. The Forester had its best month ever, with over 22,000 units sold. Notably, the Legacy and Outback each reported substantial gains, increasing sales by 53.2% and 29.9%, respectively. Despite these successes, the Ascent and WRX witnessed declines, with decreases of 11.4% and 16.2%, respectively.

Troy Poston, senior vice president of sales at Subaru, attributes the record-breaking performance to the dedication of retailers and their commitment to reliability and customer satisfaction. However, another factor contributing to this surge may be the looming tariffs imposed by the Trump administration, which are set to significantly impact vehicle pricing. Analysts predict that prices could rise by an average of $3,600 per vehicle, affecting models from both Mazda and Subaru heavily. This potential price hike has likely prompted many buyers to make purchases ahead of the tariff implementation date, avoiding additional costs.

While speculation suggests that the sales boom is tied to pre-tariff buying trends, the long-term effects remain uncertain. As current inventory diminishes, the true impact of these tariffs will become clearer. It appears that the automotive industry is on the brink of significant change, with the gains seen by Mazda and Subaru possibly being short-lived. The coming months will reveal how manufacturers and consumers adapt to this evolving landscape.