The CEO of Mazda, a company that makes one very mediocre electric car, is still trying to make electrification sound like some strange one-off consumer fad. In an interview with Fortune, Masahiro Moro basically says that if an EV isn’t a Tesla, it’s sitting unsold on a dealer lot somewhere in America.
Specifically, the quote from the interview is, “EV is absolutely important technology, and we are developing it. But [in the U.S.] EVs last year [were] about 6% of the market. This year it is 8%. And out of that 8%, 57% was Tesla. Other EVs are not taking off, inventory is piling up.”
Moro went on to say, of Mazda’s timeline for developing a zero-emission portfolio, “How we get to zero is up to consumer choice and social infrastructure.”
That’s about the extent of the interview, but there’s a lot to unpack here from a few short sentences and what they tell us about Mazda’s problematic attitude toward electrification.
Electrek’s take
First, let’s cut through the euphemistic phrasing: Saying Tesla is taking too much of the pie, making other EVs hard to sell, and that the larger zero-emissions transition is “up to consumer choice and social infrastructure” is a very roundabout way of saying, “We don’t think people want EVs unless they’re Teslas, which are some kind of weird fad.”
It’s hard not to look at this like a head coach blaming his own team’s poor record on the winningest team’s dominance. “We can’t start winning until the best team doesn’t win so much. Also, look at all the other teams that are losing. Why even try?” Which is to say: This makes very, very little sense.
Mazda sells one electric car right now, and “electric” deserves some pretty big air quotes. The MX-30 was never meaningfully sold in the US and is produced in limited quantities globally, with Mazda having sold a whopping 5,849 examples in total in 2022. Many of those were not pure BEVs, either, as Mazda sells a version of the MX-30 called the R-EV that uses a rotary ICE generator to charge the car’s meager 35.5kWh battery. The proper BEV MX-30 without this generator gets around 100 miles of range, making it highly competitive with… an early Nissan Leaf or a gen one eGolf. The whole product, whether in pure BEV or ICE generator packaging, feels like something that could have been launched 13 years ago. Mazda doesn’t have a leg to stand on when it comes to saying consumers don’t “want” electric cars when it is producing a single low-volume model, one that is objectively unfit for comparison to modern EVs.
As to EVs that are not made by Tesla “piling up” as inventory, this is a nothingburger. Kia and Hyundai sell tons of electric cars globally, the US included — and they want to increase production capacity further. Rivian is producing as many trucks and SUVs as it can to keep up with demand. And from a purely data-driven perspective, EV demand globally remains a rocket ship. This is all to say: If you produce an electric vehicle that customers actually want, they will buy it! Is building a highly desirable EV an easy task? No! But that’s a wildly different premise and not at all the one Mazda’s CEO is starting from. If he’d specifically said, “Six-figure BEV luxury sedans aren’t moving in the quantities manufacturers hoped they would,” that might be closer to the truth, but Mazda doesn’t sell a single car over $60,000, so that’d be neither here nor there anyway.
I personally love Mazda as a brand. I’ve owned two MX-5 Miatas over the years and believe the company is a wonderful rarity in the automotive world — Mazda makes cars it believes can delight people with exciting driving dynamics, thoughtful and cost-conscious engineering, and high dependability. But seeing the company’s leadership so obviously project their frustration at being unable to “crack the code” on electrification is really disappointing.
As a relatively scrappy independent that has worked hard to be considered by customers alongside juggernauts like Honda and Toyota, Mazda should know the value of being a first-mover during a major market shift. If the company truly devoted itself to the electric transition, I firmly believe it would have the engineering, cost management, and marketing chops to set an example. But Mazda seems just as stubborn as its big Japanese conglomerate brothers to electrify. Comments like Moro’s today aren’t going to age well, and as someone who has a soft spot for Mazda, I sincerely hope they aren’t what ends up bookending the company’s history.
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US President-elect Donald Trump speaks during a meeting with House Republicans at the Hyatt Regency hotel in Washington, DC on November 13, 2024.
Allison Robbert | AFP | Getty Images
President-elect Donald Trump on Saturday selected Liberty Energy CEO Chris Wright to serve as the next energy secretary of the United States.
Liberty Energy is an oilfield services company headquartered in Denver with a $2.7 billion market capitalization. The company’s stock gained nearly 9% on Nov. 6 after Trump won the U.S. presidential election, but its shares have since pulled back.
Wright serves on the board of Oklo, a nuclear power startup backed by OpenAI CEO Sam Altman that is developing micro reactors.
Wright will also serve on Trump’s Council of National Energy, the president-elect said Saturday. The council will be led by Trump’s pick for Interior Secretary, North Dakota Gov. Doug Burgum.
Wright has denied that climate change presents a global crisis that needs to be addressed through a transition away from fossil fuels.
“There is no climate crisis and we’re not in the midst of an energy transition either,” Wright said in a video posted on his LinkedIn page last year. “Humans and all complex life on earth is simply impossible without carbon dioxide. Hence the term carbon pollution is outrageous.”
“There is no such thing as clean energy or dirty energy,” Wright said. “All energy sources have impacts on the world both positive and negative.”
Trump described Wright as a “leading technologist and entrepreneur in the energy sector.”
“He has worked in Nuclear, Solar, Geothermal, and Oil and Gas,” the president-elect said in a statement Saturday.
“Most significantly, Chris was one of the pioneers who helped launch the American Shale Revolution that fueled American Energy Independence, and transformed the Global Energy Markets and Geopolitics,” Trump said.
The U.S. has produced more crude oil than any other country in history, including Russia and Saudi Arabia, since 2018, according to the Energy Information Administration.
Kubota says its new KATR farm tractor concept raises the bar in autonomous, zero-emission farming – and it looks like they’ve convinced others, too. The robot just won “Best of Innovation” at the CES Innovation Awards.
Built as a follow-up to last year’s New Agri Concept electric autonomous farm tractor, the new Kubota KATR is a first of its kind, compact, four-wheeled robot with a stable cargo deck platform and stability control features that allow it to conduct work in demanding off-road agricultural and construction work environments, even on extreme hills and slopes.
The KATR was named best in the Industrial Equipment and Machinery product category by a panel of industry expert judges, including media, designers, and engineers who reviewed submissions based on innovation, engineering, aesthetics, and design.
Kubota seems pretty proud of themselves – and rightly so. “We have a long-standing philosophy that our products must be technically excellent, be productive and enjoyable for our customers, and also ensure the sustainability of limited resources. Ultimately, our goal is to improve the quality of life for individuals and society,” said Brett McMickell, Kubota North America Chief Technology Officer. “Given the versatility of the KATR, it has a wide range of applications specifically designed to enhance productivity in the agriculture and construction sectors.”
The KATR is designed to be powertrain agnostic – meaning it can be configured with either an electric or combustion engine, “reflecting Kubota’s commitment to customer choice without compromise.” As shown, it offers a load capacity of approx. 285 lbs. (just under 130 kg) and can be operated either remotely or with an onboard controller.
The CES Innovation Awards program is owned and produced by CTA, the host and organizer of the Consumer Electronics Show (CES), which is recognized worldwide for its innovation awards as it is the most influential tech event on a global stage. CES 2025 is set to run from January 7-10, 2025, in Las Vegas, Nevada – and, of course, we’ll be there (again).
Electrek’s Take
Population growth, while slowing, is still very much a thing that is happening – and fewer and fewer people seem to be willing to do the work of growing the food that more and more people need to eat and live.
We got to ride a pre-production model of a striking new e-bike/e-moped, the Owlet One, with lots of power in a small package.
We first met Owlet at Electrify Expo in Long Beach, CA, where we only had a couple minutes on its bike. But since the company is headquartered nearby in Los Angeles, they emailed us asking if we’d like a longer test ride, and delivered a bike to us for to spend a few hours on this time.
Just to set the stage for this ride: Owlet is a new brand, preparing to ship its first bike. So to start off, we rode a prototype, not the finished version. This means it may come with different features, and we’re not entirely sure when it will ship, either.
The first thing to notice about the Owlet One is its design, which certainly stands out immediately. The bike is made of aviation-grade aluminum, though is still quite hefty, tipping the scales at 84 lbs (but it felt even heavier in our hands).
On top of Owlet’s striking design, the bike is also somewhat of a unique shape and size. Despite offering a format that looks similar to an e-bike at first glance, it rides more like a small moped. This actually puts its 84lb weight into a different perspective – rather than being heavy for a bike, it can be thought of as light for a moped.
But photographs can’t encapsulate everything about the design of the Owlet, because it has one totally unique feature: an adjustable wheelbase.
This can be done by one person in under a minute, though requires a socket wrench and a small amount of elbow grease.
In practice, I found that the adjustable wheelbase probably won’t come up much for riding purposes. The longest wheelbase (or close to it) was the most comfortable and stable to me, and shorter wheelbases were a bit more of a novelty, especially on this powerful bike which can get a little squirrelly on the shorter settings.
Another issue is that it changes the angle of the kickstand, which means you can’t really use the kickstand outside of a narrow wheelbase range. The final bike will supposedly have a different kickstand design, but this will likely be an issue regardless of how it’s redesigned.
But it was good for making the bike small enough to fit into places you might not normally be able to fit a moped-style bike. Between its narrow handlebars and shrunk down to its smallest 44-inch-long setting, it fit into the back of both a Tesla Model Y and an Audi A3 wagon (both with seats down), but not quite into a Model 3 – which I’ve fit multiple normal-sized bikes into the back of, though with the front wheel removed. Though its hefty weight does mean it can be awkward to lift the bike in there in the first place.
And it’s got more power than you’d expect out of most e-bikes too. With a 750W motor (3000W peak), there’s plenty of get up and go, and plenty to keep you going even as you reach closer to its 30mph top speed. This top speed can be lowered through the bike’s computer, to fit your local regulations.
Speaking of regulations, the bike is officially categorized as a motorized scooter, rather than an actual e-bike, as it doesn’t have pedals. It’s in a similar category to electric kick scooters, so you need to have any class of driver’s license to ride it, though it can be used either on or off public roads (but check your area’s regulations for sidewalk use, helmet requirements, and so on).
The shrouding on the front fork does restrict turning radius, but only when walking the bike in tight corners
The throttle we tested was a thumb throttle, though we would have preferred a twist throttle. The thumb throttle is just too twitchy, and on a bike with such peaky acceleration, it could get jumpy. This was especially true with shorter wheelbase settings. Owlet says there will be an option for a twist throttle when the bike ships, but we’d also like to see the software moderate acceleration on the very low end even with the thumb throttle.
And the bike is fully throttle-driven – there are no pedals, only pegs. Owlet plans to offer an option for pegs attached to the front to allow a different, more laid-back seating position.
The motor, kickstand and pegs. This is the final wheel design, rather than the traditional spoked design in Owlet’s press photos above
I tested the bike with a few accessories I had laying around, but because of the Owlet’s unique design, not all of them would fit (the handlebar cupholder seen in some of my photos doesn’t come with the bike, for example, which has no bottle cage mount). You’ll probably want a backpack if you’re planning to carry things on this bike, rather than saddlebags or the like.
The bike’s owl-like headlights fit well with the brand name. The charging outlet is in the “beak”
Owlet says the bike’s 1500Wh battery (made with 2170-format cells) can take you around 40-60 miles, and comes with a 350W charger for a ~5 hour charge. Based on our test ride, we think this range is reasonable or perhaps even conservative – but I’m also a pretty lightweight rider at 155lbs, and always remember that e-bike ranges vary widely depending on terrain and rider.
The seat has a very cool look to it and is comfortable to sit on, partially due to integrated seat suspension. The front fork also has 3.5 inches of suspension travel. I’d have liked for both suspensions to be a little looser, but that is again likely due to my relatively light weight.
All of this comes with a caveat: we rode a prototype here, not a final bike. So the bike was missing some final features, some features weren’t working (like the headlight), and so on. Owlet says that specifically the LCD and foot stands will be changed, but we imagine other tweaks are possible (we hope one of the LCD changes makes it easier to read with polarized sunglasses – it was a bit tough, which is true of many, but not all, bike computer screens).
Owlet also has plans for a future bike, the Owlet 2, which is more solidly in the moped category, with a less wild design and higher range and top speed. Owlet shared an early prototype fact sheet with us, but given the One is already a bit of a ways out from delivery, don’t hold your breath for the 2 yet.
In short, the Owlet is a fun, quirky ride with a very design-forward ethos. If you’re looking for a bike that doesn’t look like any other, it could be worth looking into. Though it’s definitely on the unorthodox side and you have to be willing to accept its eccentricities when compared to more conventional two-wheeled devices.
The company is taking $50 refundable deposits for its bike, which it has said it wants to ship around March – but it also says that it’s waiting for a minimum batch quantity of preorders first, and that shipments would take 3-6 months after that, so we imagine March could be optimistic. If you want to get in line, you can reserve one here.
The bike will cost $3,995, though early reservers can get it for $2,995, along with an engraved serial number and a 1 year warranty/service package. Owlet wants to have service locations around LA and possibly one in New York, to begin with. It will distribute the bikes by shipping them directly to customers.
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