Mazda just picked a fight with Subaru — and it didn't reach for a TV ad to do it. With 76,510 CX-50s sold since January, the brand had every reason to make this crossover the face of a new outdoor campaign across North America. July deliveries were up 26%, putting the CX-50 roughly 1,750 units ahead of the CX-5. Mazda is now the exclusive automotive partner of Trek's off-road racing programs.
The multi-year partnership covers the Trek-Unbroken XC and DH mountain bike teams, along with the Trek Driftless gravel program. Mazda will supply outdoor-ready CX-50s for athletes and staff to use at races and events. No special-edition CX-50 Trek production model has been announced.
The choice tracks more closely than a typical sponsorship deal. The CX-50 was built from the ground up for life beyond pavement: US models come standard with i-Activ AWD and an Off-Road mode, while the Meridian Edition rides on 18-inch wheels wrapped in all-terrain tires. Through the first half of 2026, the CX-50 posted 64,819 US sales against 62,692 for the CX-5 — a 38.2% jump year over year.
Mazda North American Operations Marketing Director Brad Audet explained the thinking behind the deal: “Movement has always been at the heart of the Mazda brand — not simply to get from one place to another, but as a way to enrich our lives. Trek shares that belief, which makes this partnership feel natural. Together we'll support incredible athletes and communities that make off-road cycling such an inspiring expression of adventure and human potential.”
The Mazda–Trek partnership release puts the shared idea even more plainly: “Trek and MNAO make products that help people explore new places, spend more time outside, and create memorable experiences along the way. Whether it's taking on a favorite back road or driving to the next trail ride, both brands are united by a love of adventure.”
In effect, Mazda is moving the CX-50 from just “the more rugged Mazda” into a standalone lifestyle product for an audience the US market has long associated with all-wheel-drive Subarus. Technically, nothing about the car changed — what changed is the role it now plays inside the brand.
The real test here isn't a new engine or a facelift — it's the sales chart. Will the CX-50 hold its lead over the CX-5? If it does, the Trek deal will look less like an image experiment and more like the moment Mazda's new best-selling SUV locked in its crown.
