Friday, July 12, 2024
NewsMazda Pulls the Plug on MX-30 EV in the US

Mazda Pulls the Plug on MX-30 EV in the US

The Mazda MX-30 EV faces cancellation in the US due to disappointing sales of only 66 units in 2023, attributed to its limited range and high price. Meanwhile, the Canadian market shows 10x the sales, with 395 units sold, nearly matching the sales of the iconic Mazda MX-5.

 

  • Mazda discontinues the MX-30 EV in the US after selling only 66 units in 2023.

  • The Canadian market shows inversely proportional sales with 395 units sold, similar to the Mazda MX-5.

  • Mazda explores alternative strategies to meet EV goals, focusing on “large platform PHEVs”.


 

Mazda has once again decided to discontinue the Mazda MX-30 EV in the US for the 2024 model year following its reintroduction in California. The car struggled to find success in the American market, selling only 66 units in 2023. Sales started sluggishly, with single-digit figures during the first few months, reaching a high of 18 units in May, but dropping to 16 units in June. The primary reason for its poor performance can be attributed to its limited range of barely over 100 miles and its price of $35,000, which made it uncompetitive compared to other EVs with longer ranges at similar or lower prices, such as the Tesla Model 3.

Mazda MX-30
Mazda MX-30 | Photo: Mazda

The MX-30 EV’s previous stint in California was also disappointing, managing to sell just 505 cars in total, falling short of Mazda’s modest target of 560 units. After this initial run, the model disappeared from the market for about half a year before resurfacing in January for another attempt. Unfortunately, history repeated itself, leading to the car’s imminent discontinuation.

While Mazda has a plug-in hybrid version of the MX-30 called the MX-30 R-EV, it is not available in the US nor in Canada. The R-EV boasts a shorter electric-only range of 53 miles, still reasonable for a PHEV, but unable to compete with dedicated BEVs.

The new Mazda MX-30 e-SkyActiv R-EV Photo: Mazda

The MX-30 EV’s discontinuation means Mazda will once again have no electric vehicle models available in the US market. The company has revealed plans to achieve 25-40% of EV sales by 2030, a goal that may prove insufficient to meet EPA and Transport Canada regulations. Currently, Mazda does not have any known EVs on the horizon, except for a stylish sports car concept that may potentially become an electrified Miata.

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In Canada, the MX-30’s sales figures have been slightly better, with 395 units sold in 2023. Interestingly, this number is comparable to the sales of the iconic Mazda MX-5 (Miata), which reached 419 units in the same period. However, both models still face lackluster sales, indicating that the MX-30’s challenges extend beyond the US market. Will the Mx-30 remain on sale in Canada? Only the future will tell.

2022 Mazda Mx-30

With the discontinuation of the MX-30 EV in the US, Mazda is likely exploring alternative strategies to meet its EV goals, focusing on “large platform PHEVs” like the CX-90 and CX-70 PHEV. The brand’s approach in the evolving EV landscape will be closely watched as it seeks to adapt and remain competitive in the changing automotive industry.

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