Mazda has fallen behind in the race to develop competitive long-range EVs, or more accurately, it has largely stepped aside from it. Its only US EV, the MX-30, launched in 2021 with just 100 miles of range and outdated specifications, and exited the market within two years.

A proper long-range, dedicated-platform EV was originally planned for 2027, but has now been delayed to 2029 at the earliest. Mazda has also cut electrification investment by 20% to ¥1.2 trillion through 2030, while confirming its first in-house BEV is still not close to production. At the same time, it has reduced its BEV sales target from 25% to around 15% of global volume, shifting focus toward hybrids instead.

The company now plans a rapid expansion of hybrid models, growing from one to four by 2027, with additional vehicles using the Skyactiv-Z engine arriving later in the decade. Some near-term EV supply will come through Chinese partner Changan, including the Mazda6e, under a lean-asset strategy.

Mazda says this approach avoids the financial strain faced by rivals investing heavily in EV platforms. Its BEV sales remain minimal at just 1.2% of global volume in 2025, allowing it to prioritise profitability while competitors absorb higher development costs.

More broadly, the industry is splitting between full electrification and multi-pathway strategies. Toyota continues to back hybrids and PHEVs alongside BEVs, while global demand remains uneven: strong growth in Europe contrasts with weaker US BEV sales following subsidy cuts.

For Mazda, the strategy preserves financial stability but risks leaving it less competitive in the faster-moving, long-term shift toward full electrification.