In a recent announcement, Mazda North American Operations has confirmed that it will be discontinuing the all-electric MX-30 model for the United States market after the 2023 model year. This decision comes as a result of underwhelming sales performance since its introduction in September 2021. The MX-30 was only available in California and was produced in limited quantities, with a cumulative total of just 571 units sold over two years.
The lackluster sales figures paint a challenging picture for the MX-30, with a mere 51 units sold in the second quarter of 2023, representing a decline of 35 percent year-over-year. Even considering compliance purposes, the numbers were considerably lower than expected, leading to questions about the business viability of a model with such modest demand.
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One of the major factors contributing to the MX-30’s struggle was its EPA Combined range of merely 100 miles (161 km), the lowest among all 2023 model year cars. With an MSRP price of $34,110 (plus destination charge), the MX-30 faced stiff competition in a market where electric vehicles with longer ranges were gaining popularity.
In a concise press release, Mazda clarified its future electric vehicle strategy for the US market. The automaker now intends to focus its electrification efforts on hybrid and plug-in hybrid models. The forthcoming 2024 CX-90 PHEV, the first-ever large platform plug-in hybrid from Mazda, boasts an all-electric range of up to 26 miles (42 km) and a total range of 490 miles (788 km) with a starting price of $47,445. Additionally, there are plans to introduce the CX-70 PHEV and the CX-50 Hybrid to cater to the specific needs of US consumers.
Mazda’s shift towards hybrid and plug-in hybrid models is viewed as a strategic move to establish an electrification bridgehead until the next generation of battery electric vehicles (BEVs) arrives, expected sometime between 2028 and 2030.
See also: Mazda MX-30 SeDV, Disability Friendly Electric Vehicle
While the MX-30 bids farewell to the US market, the European landscape presents a contrasting scenario. In January, Mazda introduced an additional version of the MX-30, the e-Skyactiv R-EV plug-in hybrid, featuring a 17.8-kilowatt-hour battery with recharging capabilities. This hybrid iteration reflects the company’s commitment to catering to diverse regional preferences in the ever-evolving electric vehicle market.
As the automotive industry embraces the transition towards sustainable mobility, Mazda’s decision to realign its electric vehicle offerings reflects a conscious effort to address the evolving needs and preferences of consumers. The discontinuation of the MX-30 in the US is a strategic step aimed at ensuring the company remains competitive and responsive to market dynamics in the pursuit of a greener future.
