Mazda South Africa pulls BT-50 bakkie off its sales floors

Mazda has announced that the slow-selling BT-50 bakkie has been discontinued with immediate effect.

Introduced four years ago as a joint venture model between Hiroshima and Isuzu after the former’s split from longtime parent Ford in 2015, the D-Max-underpinned BT-50 has been a constant underperformer, with sales below the Mitsubishi Triton, and rarely into double figures.

Based on the monthly National Association of Automobile Manufacturers of South Africa sales figures, a mere 69 units were sold throughout 2023, ex clusing December when none departed from even one of Mazda’s 42 dealerships.

The first generation was the last to underpin the Ford Ranger before the arrival of the T6 platform, which saw a reversal take place.

The BT-50’s departure also ends Mazda’s one-ton bakkie presence in South Africa, which the marque attributes to the cost of importation versus the locally made Toyota Hilux, D-Max, Nissan Navara, Mahindra Pik-Up, Ranger and its Volkswagen twin, the Amarok.

“The South African LCV [light commercial vehicles], and in particular the double cab market, is extremely well developed and competitive, with locally manufactured brands and nameplates dominating sales,” Mazda managing director for South Africa, Craig Roberts, said in a statement.

“This factor, as well as an extremely challenging landscape for imported vehicles competing directly with locally manufactured products has led Mazda South Africa to make this difficult decision.”

Solely offered as a double cab powered by the same 1.9-litre and 3.0-litre turbodiesel engines as the D-Max, the BT-50 also copped extensive criticism for its ride and pricing, which ranged from R611 900 for the entry-level 1.9 Active manual at launch to R794 400 for the range-topping 3.0 Individual 4×4 automatic.

Describing the Thai-made BT50 as having made “no inroads” into the local bakkie market, Mazda South Africa added it will continue to honour the threeyear/unlimited kilometre warranty and service plan, plus aftersales service its dealers.