Mazda sold just 485 MX-30 EVs in the US. Although much has been said about the failed Fisker Ocean EV, Fisker delivered 4,700 examples in 2023.   Yes, Fisker outsold the Mazda tenfold.

So, what happened with this other recent EV failure?

Perhaps you’re hearing about the MX-30 for the first time, which wouldn’t be surprising considering it was only sold in California. Lagging sales prevented the planned expansion elsewhere in the US.

From delivering upmarket finishes in the CX-90 to offering sportier handling capabilities than the competition, Mazda's ethos is rooted in producing reliable, mainstream-priced vehicles that give owners something extra in uniqueness.

The failure of the MX-30 was not due to a software nightmare or a manufacturing issue. In many ways, Mazda was doing what they do best—offering something different. However, they veered a bit too far from what buyers desired.

The MX-30 was not a bad car - it was quite intriguing. Eliminating the gas engine and associated components catalyzes EVs to deliver revolutionary designs. Mazda embraced this freedom by creating a new class of EV with the MX-30.

With its raised body and sleek silhouette, Mazda embraced the current trend toward “coupe-like” SUVs while honoring its past coupe (RX-7 and MX-6) and Kammback (MX-3) models.

Arguably, the doors were the most distinctive feature of the MX-30. Inspired by Mazda’s RX-8 sports car, the MX-30 featured “freestyle” doors. Lacking a traditional fixed B-pillar, the rear doors were instead hinged at the rear. This design, often referred to as “suicide doors,” gained popularity with the classic Lincoln Continental and has since been incorporated into extended cab pickup trucks and Saturn coupes.

The thick trim piece stretching from the A-pillar to the C-pillar, the lack of an exterior rear door handle, and the long front door emphasized the MX-30's coupe profile. It was impressive how gracefully Mazda “hid” the rear doors and disguised the car as a two-door.

Fortunately, the sleek exterior did not compromise rear seat capacity, which accommodates 3 passengers, leading to a total of 5 seats. The floating center console enhanced the airy feeling of the interior, complemented by cork details, reclaimed fabric, and trim made from recycled bottles. While Toyota interiors are heavy on plastic and Tesla’s can feel somewhat cold, Mazda drew inspiration from Volvo and delivered a stylish yet simple design that is both youthful and elegant.

Beyond a beautifully crafted interior, the MX-30 supplied generous standard equipment for the base model including heated front seats, a leather-wrapped steering wheel and shift knob, a power moonroof, 8-way power driver seat with lumbar support and memory, Mazda Radar Cruise Control with Stop and Go, Lane Departure Warning, Lane Keep Assist, and Blind Spot Monitoring with Rear Cross-Traffic Alert among many other items.

Stepping up to the Premium Plus trim added a 360-degree monitor, a 12-speaker Bose premium audio system, Mazda Advanced Keyless Entry, and the i-Activsense safety package that added Blind Spot Assist which provided “steering assist to help keep the vehicle in its lane if the driver attempts to change lanes while another vehicle is detected in the blind spot.” 

Pricing for the base MX-30 started at $34,110, and the Premium Plus started at $37,120. Add in the Federal EV tax credit, and you were under $30K ($26,610, to be exact!) for a brand-new EV, when the average new vehicle costs approximately $48K.

Sounds like a no-brainer EV, right? So, what went wrong?

Following a similar strategy to Toyota’s California-only RAV4 EV from the late 1990s, Mazda introduced the MX-30 in the Golden State. However, the similarities didn’t end there. The MX-30 and the over-20-year-old Toyota EV both had a near-identical range.

Unlike Toyota, Mazda planned to expand to other states, but with a low EPA-tested range of 100 miles, the MX-30 was a tough sell—even in EV-friendly California. Its range was a fraction of the competition’s, rendering the MX-30 essentially dead on arrival. The Toyota bZ4X and Subaru Solterra twins faced criticism for a range close to 200 miles, but that’s more than double the MX-30’s.

Despite all the strengths of the MX-30, the fastest way to be marked off an EV shopping list is low range.

Mazda was not incorrect in positioning the MX-30 as an urban commuter EV given that most drivers charge overnight. But this logic assumes city drivers have or can install a home charger. 

The challenge with shorter-range urban commuter EVs is that while cities usually have more public charging infrastructure than rural areas, urban living often results in a greater chance of residing in an apartment and relying on street parking.=

EV ownership is more convenient when you have a home charger. Even though many office parks have chargers, not having a home charger can complicate your routine and add unpredictability that buyers want to avoid – especially with a low EV range.

Given the above constraints, the buyer pool was limited.

Making matters worse, with a peak charge rate of 50 kW, DC fast charging only added about 80 miles in 36 minutes.

Although the MX-30 was a lot of car for the money, it was not a lot of EV for the money.

The 2023 Nissan Leaf was priced from $29,180 for 150 miles of range and $37,180 for 212 miles of range, while the outgoing Chevy Bolt started at $26,500 with 259 miles of range.

EV demand has fluctuated since the MX-30’s 2019 Tokyo Motor Show debut. Since then, supply has grown, and more EVs have entered the used market. As a result, the new MX-30 competed against lightly used EVs with better range, which further hurt Mazda’s value equation.

Along with the planned expansion into other states, Mazda considered offering its PHEV version, which is sold abroad. With a growing appreciation for PHEVs as a pathway to EVs, this might be the more suitable option for Mazda.

However, none of these plans materialized, as the MX-30 appeared to be phased out almost as soon as it launched. Mazda removed the EV from its American lineup after just two model years and 485 units sold. 

The MX-30 had a lot of potential, so it was a shame it did not have a more successful run. All else being equal, if it had a longer range and a larger battery, it could have reached a broader base, especially given its attractive packaging and price.

Some enthusiasts have criticized EVs as being too much like an “appliance on wheels," and the MX-30 was Mazda’s response to those detractors. This represented Mazda’s interpretation of an EV. Although it was their first effort, I expect they will apply the lessons learned from the MX-30 to create a more universally appealing EV the size of a Honda Prologue, featuring a larger battery and a longer range.

Mazda has staunchly maintained its brand identity through monumental industry shifts, so it will be interesting to see what happens next.

By Matt Yantakosol

MEDIA SOURCE MAZDA

PUBLISHED NOVEMBER 17, 2024  

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