Mazda’s Ambitious Plan: Mazda’s MX-30 crossover, the company’s initial entry into the electric vehicle (EV) market in the United States, has been a costly failure. With 100 units sold in the first eight months of 2023 and a range of merely 100 miles, the model’s tenure in the United States was brief. Although this may appear to be a setback, Mazda’s subsequent actions demonstrate the company’s willingness to innovate and carve out its own niche in the burgeoning EV market.
Mazda’s Ambitious Plan: Mazda seeks to identify a market segment that will appeal to all EV enthusiasts
Following the market reception of the MX-30, Mazda is targeting 2025 to introduce new electric models in the United States. Mazda prefers to adopt a cost-effective approach by utilizing shared platforms with its current gasoline-powered vehicles, as opposed to developing an entirely new platform dedicated to electric vehicles, as do GM and Volkswagen. This strategy is an intriguing measure of consumer reception to such a fusion of the old and the new, in addition to being economical.
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However, the shared platform strategy is not without its limitations. One is ineligibility for the $7,500 federal EV tax credit in the United States, which is contingent on final assembly taking place in North America. Despite the federal issues, Mazda appears confident that their forthcoming electric SUVs will still appeal to U.S. consumers.
As stated by Mazda CEO Masahiro Moro, “We are looking at a segment that will appeal to would-be EV buyers.” This suggests a shift from compact electric vehicles (EVs) such as the MX-30 to larger, potentially more lucrative vehicles—likely SUVs, considering their widespread appeal. There is a possibility that the electric Mazda MX-5 sports car will not be available for some time.
