Mazda's unconventional success: Thriving on combustion engines
Mazda is delaying electrification but experiencing success in the American market thanks to traditional internal combustion engines. According to the company's president, Masahiro Moro, combustion engines have a long future ahead in the United States.
It's not hard to get the impression that Mazda is somewhat behind its competitors in electric vehicles. The MX-30 failed to meet expectations and was withdrawn from the U.S. market at the end of 2023 due to weak sales. The version with a rotary engine as a range extender is only available in select markets, and the electric saloon EZ-6 will not be launched in the United States.
Despite this, the brand's situation looks surprisingly good, as most customers do not want electric cars.
During an interview with Automotive News, Mazda's president, Masahiro Moro, emphasized that customers prioritize affordability and value over full electrification. He explained that many buyers prefer dependable internal combustion engines, though mild hybrid technology can offer partial electrification. Moro noted that in the U.S. market, the focus remains on robust and reliable engine performance.
The president's announcements align with an agreement previously signed with Toyota and Subaru, under which the Japanese brands plan to develop combustion engine technology in the long term.
Of course, this does not mean that Mazda is completely abandoning electrification. Models like the MX-30 and EZ-6 are the best examples, not to mention the increasing number of plug-in hybrids. However, this does not change the fact that the main focus of the Japanese manufacturer's business will remain classic petrol and diesel engines.
