Mazda’s MX-30, a unique electric vehicle (EV), is being discontinued in the US market after the 2023 model year. This decision reflects Mazda’s focus on “large platform” plug-in hybrids like the CX-70 and CX-90, as well as its offering of conventional hybrids like the CX-50.
The MX-30 is Mazda’s first and only mass-produced EV thus far, entering the US market in the fall of 2021 exclusively in California. However, its potential was hindered by several unconventional business decisions. Despite its smaller size, the MX-30 was equipped with a 35.5kWh battery, providing only an estimated 100-mile range. This choice aimed to replicate a gas-powered vehicle experience and reduce the car’s CO2 emissions. Nevertheless, these compromises led to a car that was less exciting to drive and less practical compared to cheaper EVs on the market. For example, the outgoing current-generation Chevy Bolt costs $9,000 less and offers better performance with more than double the range.
As a result, MX-30 sales were disappointing, with only 571 units sold in the US over a three-year period. In some countries, Mazda reconfigured the vehicle as a plug-in hybrid, incorporating a rotary gas engine and extending the electric-only driving range to an estimated 53 miles.
Recognizing the need to enhance its competitive position in the EV market, Mazda is reassessing its EV strategy. The company plans to introduce vehicles based on both existing platforms and a new framework. There are rumors that Mazda might utilize a future Toyota platform, expected to deliver an impressive range of over 600 miles on a single charge. Consequently, discontinuing the MX-30 is not the end of Mazda’s foray into EVs; instead, it signifies a commitment to becoming more competitive in the evolving market.
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This decision also sheds light on the difficulties that Japanese brands, in general, have faced when entering the EV market. Honda, for instance, may not produce a successor to its E compact car and has shifted its focus to SUVs like the upcoming Prologue as well as its collaboration with Sony. Toyota and Subaru also encountered challenges in launching their respective EV models, the bZ4x SUV crossover and Solterra. For the time being, these manufacturers heavily rely on hybrid vehicles to attract buyers.
In conclusion, Mazda’s decision to discontinue the MX-30 in the US reflects a strategic shift towards plug-in hybrids and conventional hybrids, indicating a recognition of the need for greater competitiveness in the EV market. This move aligns with the broader difficulties faced by Japanese brands in entering the EV space. As Mazda looks to the future, it aims to introduce new EVs based on a mix of existing platforms and a cutting-edge framework, potentially leveraging technology from strategic partners such as Toyota. By evolving its EV strategy, Mazda aims to meet consumer demands and establish itself as a strong player in the electric mobility sector.
