Mazda is transitioning toward electrification, marking a shift from its history as a producer of efficient and affordable petrol-powered vehicles.
The Hiroshima-based automaker, recognized for its engineering and design expertise, is focusing on in-house battery production and EV technology to establish a presence in the premium electric vehicle market.
Mazda’s electrification plan includes investments in battery manufacturing, new vehicle platforms, and advanced materials research.
With its first dedicated EV platform planned for 2027, the company aims to combine affordability with innovation, targeting its existing customer base while competing with premium electric vehicle brands.
Mazda’s step into vertical integration
Mazda’s plans to construct a dedicated EV battery plant in Iwakuni City, Japan, mark a strategic move to control its supply chain and optimise EV production.
Mazda is collaborating with Panasonic to produce high-performance cylindrical battery modules. The facility is expected to achieve a capacity of 10 gigawatt-hours per year.
This marks a crucial shift for the automaker, allowing it to scale its electrification plans without relying entirely on external suppliers.
The plant will focus on producing batteries tailored to Mazda’s upcoming EV platform, aiming to offer extended driving ranges and seamless integration with the company’s design ethos.
By 2030, Mazda hopes to expand its battery offerings, incorporating high-density lithium-ion batteries into plug-in hybrid models and exploring the commercial viability of solid-state batteries.
This emphasis on vertical integration aligns Mazda with a broader trend among automakers to internalise critical components as global supply chain uncertainties and rising costs reshape the automotive landscape.
Mazda’s attempts at cracking EVs
Mazda’s transition to electrification isn’t without challenges. While the automaker boasts a stellar reputation for producing reliable and affordable internal combustion engine (ICE) vehicles, its early ventures into the electric vehicle (EV) space have been inconsistent.
The California-exclusive MX-30, Mazda’s first fully electric vehicle (BEV), struggled in the US market due to its limited range.
In contrast, international versions with a range-extender variant have had slightly better success, though these were ultimately discontinued for North America.
As part of its reinvention, Mazda is introducing a new electric sedan, the EZ-6, which is essentially a rebadged Deepal L07 from China, aimed at competing in the European market.
This move underscores the automaker’s willingness to explore partnerships and rebranding strategies to establish its foothold in EV markets.
Simultaneously, Mazda is leveraging its expertise in engineering to develop a modular EV platform that draws inspiration from luxury automakers like BMW.
The introduction of a longitudinal architecture hints at a premium design approach, promising enhanced driving dynamics and flexibility for future models.
Mazda’s strategy extends beyond traditional EVs, with the development of vehicles such as the Iconic SP—a production-ready sports car—and the anticipated new generation of the MX-5 Miata.
These models aim to balance the brand’s legacy of driver-centric design with modern electrification trends.
Balancing affordability with premium aspirations
Mazda’s electrification strategy must navigate a fine line between its heritage of affordability and its ambitions in the premium EV market.
While its commitment to electrification is evident, the timeline for rolling out competitive EVs remains a concern, particularly as global competitors accelerate their own EV transitions.
The decision to invest heavily in research and development, including the exploration of solid-state batteries, indicates Mazda’s desire to future-proof its offerings.
However, questions persist about how it will harmonise its ICE and EV product lines while maintaining profitability and market relevance.
Mazda’s electrification journey represents a pivotal chapter in its history.
By combining innovative engineering with strategic investments, the company is positioning itself to thrive in the evolving automotive landscape, offering products that cater to both loyal customers and new EV adopters.
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