Mazda bets on burnished brand to ride out Trump's tariffs

US sales surge 21% for April as drivers buy before prices jump

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Mazda Motor has spent the last decade bolstering its brand in the U.S. (Photo by Asuka Okubo)

HIROTAKE KITAGAWA

TOKYO -- Mazda Motor's efforts to improve its brand in the U.S. will be tested by how well they ease the pain from the Trump administration's auto tariffs.

The Japanese automaker sold 37,000 vehicles in the U.S. this April, up 21% on the year. A rush of purchases ahead of possible price hikes drove the sales, but how long this demand will persist is unclear.

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