Dear Mazda: Here’s What Your EV Road Map Should Be
By Phil Royle — Jan. 25, 2023
Mazda, you’ve meant so much to automotive enthusiasts like me, so watching you languish during the world’s march toward electrification is paining us. We’re all rooting for you, but your bungled ICE-to-EV transition is making it difficult for us to wave the Mazda flag. Yet fear not, as I have the answer for you – a road map to EV success that will change your destiny.
My first Mazda was a 1996 Miata with the 1.8L, 5-speed manual, and no air conditioning or cruise control – the way the driving gods intended. Within moments of purchasing the roadster, the top was down and I was cruising to the beach. It was glorious.
That Miata took me on many adventures, until I eventually sold it to fund the purchase of a 1990 Mazda RX-7 project car. Looking back, I’ve owned Mazdas for more than 20 years – all because Mazda is the wily rebel brand that invokes emotion every time I climb behind the wheel. I’ve driven a lot of Mazdas, and yes, even the CX-30 offers a fun drive.
Still, Mazda, it appears you’re on a collision course with financial disaster, with numerous automotive pundits predicting your only way out being a “merger” with Toyota. I see an alternative – one where you conquer the automotive giants. You can lead by being the wild one, the underdog – the car company that’s willing to commit. But to get there, difficult decisions must be made.
Mazda needs to commit to a full EV future, but along with killing its entire ICE lineup, it also needs to axe the MX-30 EV.
The MX-30 EV simply isn’t cutting it. At $34,000 with a 100-mile range, this EV is overpriced and under-ranged. The rotary range extender version is a fun concept – one I appreciate as a Wankel owner – but rotary engines hardly keep to the environmental conscientious spirit that embody EVs. The MX-30 is a well-dressed embarrassment of an attempt to placate the need for electric vehicles in California. But the bad news, Mazda, is that EVs are the future throughout the U.S. and the world. Be it by government mandate or consumer demand, EVs will replace ICE vehicles. So, while I love you and nearly everything the brand has built through the years, I have harsh advice: Cancel the MX-30 EV, then kill your entire ICE lineup.
Hear me out.
The trick to making the swap to EVs is to do so unexpectedly – seemingly with abandon. When you make the announcement, EVs must be coming out within a year – this needs to surprise the industry. I want to hear Mazda announce that within one year, the company will be 100% EV. The statement needs to shock.
From there, be the anti-Tesla marque. Eschew full (or even partial) autonomy in lieu of the engaging driving experience you’ve spent years cultivating. Lane departure warnings are passable, but Mazdas should be hands-on-the-wheel vehicles.
How’s this for an ad campaign: “EVs you want to drive.”
Here’s your immediate EV lineup that hits the market: an EV Miata boasting 220-250 miles of range in a package that weighs no more than 2,800 lbs. The remainder of the initial offering are SUVs, including a CX-50 EV with 280-300 miles of range and a CX-90 EV with 300-350 miles of range. Across the board, all Mazda EVs will offer 10-80% charging in 20 minutes or less – work on a stout charging curve, not peak kW input.
Simultaneously, announce the Mazda MX-5 Cup will race EV Miatas.
Within two years of the announcement, a budget CX-30 EV will launch with 250-300 miles of range, along with a Mazda 3 and 6 EV, sporting similar ranges to their SUV counterparts.
The Miata (above) and CX-50 (main image) are two key models that Mazda needs to fully electrify immediately. These vehicle are enthusiast driven, and will illustrate the company’s level of commitment.
No gas, no rotary range extender – EVs only, all priced within reason, all great driving cars, and all available nearly immediately. Too technologically complicated of an undertaking? Don’t be afraid to make a partnership – your first call could be to Magna.
I admit, Mazda, this is a bold and challenging road map that requires secrecy and going all-in. But much like your Kodo “soul of motion” design philosophy, it’s a move that can change everything.
(Images courtesy Mazda)
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