I think U.S.-centric readers may misunderstand Mazda. When I was in Singapore, I saw one example of them being quite popular abroad. In the U.S., they seem to be more of an enthusiast / novelty brand.
Last January, I threw Car & Driver stats for 2023 and 2022 best-selling models (from U.S. sales) in a spreadsheet. Mazda was the #12 OEM here, just below Hyundai. (Note this is only based on top 25 models.)
EDIT: Updated to add 2024 top 25.
In 2024, Mazda's CX-5 dropped off the top 25 best-selling, removing it from my spreadsheet.
03. Honda 807,519 11.8%
07. Nissan 398,383 5.8%
In 2023 Mazda increased their volume very slightly, while Nissan lost share, and Honda increased their share.
Wow. I just checked out a few random other markets including Japan, and it's crazy to me that Mazda isn't doing better. They've got some really nice cars. It's bizarre. I wonder if this is by design or they just can't market for shit?
Full disclosure: I'm a Honda driver and was a Toyota driver for many years before that.
In Australia, Mazda has been the 2nd highest selling brand (across all models) for a number of years. Not sure about last 18 months.