""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."
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.
Read at InsideEVs
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