In a recent interview, Mazda’s CEO, Masahiro Moro, shed light on the automaker’s approach to electric vehicle (EV) adoption, emphasizing a deliberate and cautious shift in response to uncertain demand dynamics. Contrary to initial plans for an accelerated rollout of battery-powered models, Moro described Mazda as an “intentional follower on EVs,” citing a measured ramp-up to align with market conditions.
Mazda’s strategic vision includes the debut of 7 to 8 new EVs by 2030, reflecting a commitment to embracing electrification without compromising on market feasibility. Moro acknowledged the prevailing uncertainty in EV demand and stressed the importance of adapting to the evolving landscape.
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The North American market holds a central role in Mazda’s plans, with the company aiming to sell 600,000 vehicles in the region by 2025, a notable increase from the initial forecast of 500,000 units. Moro anticipates that 450,000 of these sales will be concentrated in the U.S. market. This strategic emphasis on North America aligns with Mazda’s broader goal of achieving a balance between internal combustion engine (ICE) vehicles and EVs in the coming years.
Globally, Mazda has adjusted its sales target to 1.6 million vehicles by 2025, down from the previous goal of around 1.8 million. Moro attributed this revision to expectations of lower sales in key markets such as China, where Mazda plans to consolidate operations. Despite global adjustments, the CEO highlighted the significance of increasing sales in Mexico, which have surpassed those in Canada, contributing to a more resilient market position.
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Looking ahead, Mazda envisions that between 25 and 40 percent of its sales by 2030 will come from EVs. However, Moro reiterated concerns about demand uncertainty, emphasizing the company’s commitment to remaining flexible and responsive to market dynamics.
As of September 2023, EVs constituted less than 1 percent of Mazda’s global sales, reflecting the brand’s current market presence. The CEO underscored the need for a careful and adaptable approach, recognizing that the lower end of the predicted EV sales spectrum might be a more realistic outcome based on market conditions and consumer preferences.
