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| Mazda CEO Masahiro Moro. Photographer: Kiyoshi Ota/Bloomberg via Getty Images. |
In the rapidly evolving landscape of electric vehicles, Mazda has taken a deliberate and calculated approach to its entry into the market. While many car manufacturers are aggressively pursuing electric vehicle development, Mazda has chosen to be a strategic follower rather than an early adopter.
Mazda's Current Focus
In a recent interview with Automotive News, Mazda's global CEO, Masahiro Moro, shed light on the company's approach to electric vehicles. He emphasized that Mazda's focus in the near term will be on hybrid models, as opposed to fully electric vehicles. Currently, electric models represent less than 1% of Mazda's sales, with hybrids accounting for approximately 20% of sales.
Reasons for Cautious Approach
Moro explained that Mazda's cautious approach is driven by the uncertainty surrounding consumer demand for electric vehicles. He stated, "One of the big issues for us is demand [for electric cars] is uncertain." This uncertainty has led Mazda to proceed with a measured ramp-up in the production of electric vehicles, earning them the title of an "intentional follower on EVs."
Future Plans
Despite their deliberate pace, Mazda has ambitious plans for the future. The company anticipates that between 25 and 40% of its sales will come from electric cars by 2030. To achieve this goal, Mazda intends to introduce seven or eight electric car models by the end of the decade. These models will be developed by a dedicated division within the company known as 'e-Mazda'.
Furthermore, Mazda's electric vehicles will be based on a scalable platform and will utilize three types of electric motors in single-motor or dual-motor layouts. Additionally, the company is exploring collaboration with Toyota, a minority stakeholder in Mazda, to co-develop "electronics and automotive software systems" for their electric models. This partnership is expected to result in significant cost savings for Mazda.
Addressing Potential Risks
While some may view Mazda's cautious approach as a potential risk in a rapidly evolving market, Moro emphasized the importance of addressing consumer needs and wants. He stated, "Between now and 2030 is the dawn period of electrification – we have to go over this bumpy ride." By closely monitoring consumer preferences and investing in strategic partnerships, Mazda aims to navigate the electrification transition successfully.
Summary
Mazda's deliberate approach to electric vehicles reflects a commitment to understanding consumer demand and making informed strategic decisions. As the automotive industry continues to embrace electrification, Mazda's careful navigation of this transition sets a noteworthy example of prudent and calculated business strategy.
(This article is sourced from drive.com.au and curated by Thetransporteronline24)
