Mazda Says MX-30 is Perfect Second Car
Mazda’s first fully electric vehicle, the MX-30 crossover, has a range of 100 miles. For now, Mazda is only importing 560s for sale in California, a state that just happens to be quite large. However, California also requires manufacturers to sell cars without internal combustion engines as part of their fleets, suggesting that the MX-30 is just a compliant car and the company never intended. to sell many examples. I subscribe to this notion, but I also think Mazda is making its lack of confidence in the MX-30 extremely evident with its latest excuse.
Talk to Automotive News Canada, Mazda Country Manager Mark Peyman described the type of customer the company envisions for the ideal MX-30. That is, someone who already owns another car.
“We are entering the market with a vehicle like the MX-30 that has a smaller battery, a smaller ecological footprint and still meets the range needs of over 80% of consumers who are likely to use it,” said Peyman. “We have found through research that many of these people have additional cars in their homes that are longer range. “
The MX-30 becomes much more attractive, the logic goes, if you have a second car for long journeys. That’s not necessarily wrong, but the problem is, the typical consumer – at least on this side of the Atlantic – never really needs to consider the overall range when buying a car. So almost any car could be someone’s alone car, unless something obscenely expensive that a one-car owner isn’t going to entertain anyway.
The rest of Mazda’s justifications for the MX-30’s limited lineup reads roughly as follows:
- the average daily commute is about 32 miles round trip, at least here in the US, 32 goes into 100 three times, leaving you enough juice to go all the way down your driveway, but maybe not back if you live in sticks.
- The range of the MX-30 is due to its smaller battery, which reduces its weight compared to other electric vehicles, making it more pleasant to drive. It’s something the typical American consumer appreciates, at least judging by the number of RAV4s and Kia Tellurides I see on the road in the Northeast.
- The MX-30’s small battery also decreases its carbon footprint, which, again, is of great concern to the public here in the United States (and I suspect Canada) given that our collective idea of responsible driving is a “compact” pickup truck.
Now it’s easy to see how little sense the MX-30 makes with my office chair, but I don’t envy Peyman’s job and I don’t blame him for getting here. It’s as hard to sell as it is in North America, where roads are wide and highways are the way of life. The arguments about the driving experience and appeal to more environmentally conscious consumers are also not without merit; I just doubt that they influence the average buyer who views their car as a household appliance.
Peyman finds a better answer deeper in the Auto News story, saying that customers who love the MX-30 but are particularly worried about battery life should wait for the “Powered by ROTARY” plug-in hybrid version:
“The first step is to focus on those urban environments and people who want a more environmentally friendly choice with the full electric battery,” Peyman said. “Second step, this [plug-in hybrid model] could maybe be someone’s only vehicle so it’s just a little further.
Fair enough. But then, of course, we’re no longer in battery-powered territory, so he’s kind of a cop out there.
The MX-30 starts at $ 34,695, including the destination. Subtract the federal electric vehicle tax credit of $ 7,500 from that and you get $ 27,195, which is a little high to pass for a “cheap city EV”. My colleague and the world’s biggest Smart enthusiast, Mercedes Streeter, reminded me that the Daimler-owned manufacturer had tried to play in this slice of the market before the brand’s release in the United States with the Smart Electric Drive, but this car started at least at $ 23,800. It only had a range of 63 miles, which was probably acceptable for the average Smart buyer. Personally, I find it hard to imagine driving a Smart further than that in a day.
(Or at least I do, but I just asked Mercedes how far she’s covered with a Smart in one day, and she said 1,500 miles. I’m just weak, I guess.)
For Mazda’s sake, I hope the MX-30 finds a small but loyal subsector of the EV market that has a second car for road trips and swears by its 100 mile crossover for short. journeys. I also hope that Mazda working on another EV with a little more appeal to the mass market. Maybe better excuses too.