Mazda is distinguishing itself from competitors by enhancing interior quality and design, integrating inline-six turbocharged engines, and maintaining traditional proportions. However, its approach to battery electric vehicles (BEVs) has been slow, exemplified by the limited release of the MX-30 with a mere 100-mile range. Despite this, Mazda is now pivoting towards the future, indicating that it aims to be 25-40% electrified globally by 2027, while still emphasizing its unique identity as a "challenger" brand and its commitment to distinct, human-centric designs amidst evolving market demands.
"3-4 years ago, we started talking about our multi-solution strategy and said we would be 25-40% electrified globally in coming years," says Jeff Guyton, Mazda's global chief financial officer.
Mazda has always seen itself as a 'challenger' brand at home, and thus abroad, having been founded in Hiroshima in 1920.
Mazda's long-term interest in the compact and efficient, but emissions-challenged, Wankel rotary engine is symbolic of this unique approach, as is its focus on distinctive, stylish, human-centric design.
Part of the slow path toward a fully electric car is based in the brand's character...something it sees as anathema to the blandifying effects of BEVs.
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