Mazda is contemplating reentering the US pickup truck market after a decade-long absence. The company’s CEO, Masahiro Moro, has indicated that developing a competitive pickup truck is more complex than it initially seems. Mazda previously sold the B-Series pickup, essentially a rebadged Ford Ranger, until its discontinuation in 2009.
Challenges in Developing a Pickup Truck
Moro explained to Car and Driver that one significant hurdle is Mazda’s lack of a dedicated truck platform. The company might need to collaborate with another original equipment manufacturer (OEM) to bring a pickup truck to market. Moro stated, “Our coverage of the total industry is only 50 percent because we don’t have a pickup truck. It’s [a] good time to think about a future portfolio.”
Existing Partnership for the BT-50
Mazda already partners with Isuzu to produce the BT-50, a mid-size pickup based on the Isuzu D-Max, manufactured in Thailand. This truck is available in various configurations, including single, extended, and double cabs, with options for two-wheel or four-wheel drive. Although the BT-50 is sold in some markets like Australia, the D-Max isn’t available in the US, complicating Mazda’s potential entry into this market.
Exploring Future Possibilities
Interestingly, Moro also discussed the potential revival of the rotary engine, speculating it could be used in a small pickup truck. This idea harks back to Mazda’s early days when they supplied trucks that were rebadged by Ford. While nothing is confirmed, the success of the Ford Maverick seems to have piqued Mazda’s interest in the pickup truck segment.
What’s Next?
For now, Mazda’s plans remain speculative. The possibility of a Mazda pickup truck in the US market hinges on several factors, including partnerships and market demand. As Moro noted, it’s a good time to consider future possibilities, but concrete developments are awaited.
