Q&A: Mazda North America’s CEO Jeff Guyton
With the introduction of the new CX-90, Mazda hopes to begin redefining its brand image. The flagship crossover is both bigger and more luxurious than the old CX-9 it replaces and could help position Mazda as a challenger not only to mainstream import competitors like Toyota, Hyundai or Kia, but more upscale brands like Volvo. Jeff Guyton, president and CEO of Mazda North America, has a new flagship model to help him grow sales in the U.S. As one of the smallest mainstream brands in the U.S. market, Mazda has long struggled to carve out a clear identity, rather than living in the shadows of those bigger brands. The launch of the new, three-row crossover will be the biggest test yet for Jeff Guyton, the industry veteran appointed president and CEO of Mazda North American Operations in June 2021. But the automaker has plenty of other challenges. It returned to U.S. manufacturing with last year’s opening of an assembly plant in Alabama operated in partnership with Toyota. And it’s ...