CEO of Mazda, which makes one bad EV, says EVs don’t sell (except Teslas)
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.
FTC: We use income earning auto affiliate links. More.
Rush Township supervisors in Centre County, Pennsylvania, voted this week to greenlight a key permit for the Black Moshannon Solar project – a large solar development that would turn toxic former mineland into a major source of clean power.
If built, the Pennsylvania solar project would generate 265 megawatts of electricity – enough to power about 200,000 homes annually – on nearly 2,000 acres of toxic mineland. Developers deliberately chose the site, as the project is designed to reclaim land left behind by mining and fold environmental cleanup into the solar buildout.
According to project plans, the site would be restored with pollinators and pollinator-friendly ground cover planted beneath the solar panels. Developers have also committed to ongoing water quality and soil testing during construction and operations, along with soil improvements such as applying lime to help neutralize mining-related contamination and support vegetation growth.
Beyond the environmental cleanup, the project is expected to deliver a financial boost to the region. Black Moshannon Solar is projected to generate more than $5 million in tax revenue for the Phillipsburg-Osceola Area School District, along with more than $700,000 in direct tax payments to Centre County.
Environmental and energy advocates praised the township’s decision. David Masur, executive director of PennEnvironment, called the vote a model for other communities across the state. “We are hopeful that other local government officials across Pennsylvania will follow Rush Township’s lead and implement similar, much-needed solar projects all across the Keystone State.”
Jim Gregory, executive director of the Conservative Energy Network-Pennsylvania, also applauded the approval. “In 40 years, their forward-thinking decisions will be recognized as catalysts for environmental protection, public health improvements, and economic prosperity.”
Read more: Trump admin OKs $1B loan for Three Mile Island nuclear reboot
If you’re looking to replace your old HVAC equipment, it’s always a good idea to get quotes from a few installers. To make sure you’re finding a trusted, reliable HVAC installer near you that offers competitive pricing on heat pumps, check out EnergySage. EnergySage is a free service that makes it easy for you to get a heat pump. They have pre-vetted heat pump installers competing for your business, ensuring you get high quality solutions. Plus, it’s free to use!
Your personalized heat pump quotes are easy to compare online and you’ll get access to unbiased Energy Advisors to help you every step of the way. Get started here. – *ad
FTC: We use income earning auto affiliate links. More.
![Genesis GV90 leaks as breathtaking ultra-luxe SUV with coach doors [Video]](https://i0.wp.com/electrek.co/wp-content/uploads/sites/3/2025/11/Genesis-GV90-leak-coach-doors.jpeg?resize=1200,628&quality=82&strip=all&ssl=1)
Genesis is gearing up to launch the stunning new flagship SUV. Ahead of its official debut, the GV90 leaked during an internal presentation, revealing our first look at the ultra-luxe electric SUV.
Genesis GV90 leak reveals coach doors and more
The GV90 is arriving as the largest, most luxurious Genesis SUV to date. Based on the Neolun Concept, the new flagship SUV will sit above the GV80 as Genesis expands into new segments.
As Genesis calls it, the “ultra-luxe, state-of-the-art SUV” stole the spotlight at the New York Auto Show last March.
It wasn’t the stunning, reductive design inspired by Korea’s moon-shaped porcelain jars or the premium Royal Indigo and Purple silk materials that caught most people’s attention at the event, but the B-pillarless coach doors.
The SUV was showcased with Rolls-Royce-like coach doors, offering a new level of luxury for Genesis. Although we’ve seen the GV90 spotted out in public testing a few times now with coach doors, we wondered if they would make it to the production model.
After the full-size SUV reportedly leaked during an internal presentation, it looks like we’ve found our answer. The Genesis GV90 leak reveals two versions: a standard model and a coach-door model.
The leaked images from our friends at ShortsCar offer our first look at the production version in full. Earlier this month, a GV90 prototype was spotted out in public with the coach doors wide open, providing a sneak peek of the interior.
From what was shown, the cabin will feature a similar layout to the concept, with high-end purple and indigo materials. The GV90 was also caught with an all-black interior, which is expected to be the standard version.
A new video from the folks over at HealerTV offers a closer look at the breathtaking interior ahead of its official debut.
The GV90 appears to retain the gear selector located near the top of the steering wheel from the Neolun concept.
Another report, from TheKoreanCarBlog, confirms the new gear selector after the first interior spy shots surfaced.
From what we’ve seen so far, the GV90 is shaping up to be a near replica of the ultra-luxe Neolun concept. Genesis has yet to announce a launch date for the GV90, but it is expected to make an official debut by the end of the year with sales starting in mid-2026.
Prices and final specs, like driving range, will be revealed closer to launch, but the Genesis GV90 is rumoured to be the first vehicle to ride on Hyundai’s new eM platform.
Hyundai said the new platform will deliver a 50% improvement in range compared to its current E-GMP-based EVs, such as the IONIQ 5. It’s also expected to offer Level 3 autonomous driving as well as other advanced driver assistance system (ADAS) features.
FTC: We use income earning auto affiliate links. More.
Turning cheap daytime solar into electricity you can actually use at night just got a lot cheaper. A new analysis from energy think tank Ember shows that utility-scale battery storage costs have fallen to $65 per megawatt-hour (MWh) as of October 2025 in markets outside China and the US. At that level, pairing solar with batteries to deliver power when it’s needed is now economically viable.
Battery storage costs have fallen dramatically over the past two years, and the decline continues. Following a steep decline in 2024, Ember’s analysis indicates that prices continued to fall sharply again in 2025.
The findings are based on real-world data from recent battery and solar-plus-storage auctions in Italy, Saudi Arabia, and India, as well as interviews with active developers across global markets.
According to Ember, the cost of a whole, grid-connected utility-scale battery storage system for long-duration projects (four hours or more) is now about $125 per kilowatt-hour (kWh) as of October 2025. That figure applies to projects outside China and the US. Core battery equipment delivered from China costs around $75/kWh, while installation and grid connection typically add another $50/kWh.
Those lower upfront costs have pushed down the levelized cost of storage (LCOS) to just $65/MWh. Ember’s calculation reflects real-world assumptions around financing costs, system lifetime, efficiency, and battery degradation.
Cheaper hardware isn’t the only reason storage costs are falling. Longer battery lifetimes, higher efficiencies, and lower financing costs, helped by clearer revenue models such as auctions, have all contributed to the sharp drop in LCOS. Ember has published a live calculator alongside the report, allowing users to estimate LCOS using their own assumptions.
Why this matters comes down to how solar is actually used. Most solar power is generated during the day, so only a portion needs to be stored to make it dispatchable. Ember estimates that if half of daytime solar generation is shifted to nighttime, the $65/MWh storage cost adds about $33/MWh to the cost of solar electricity.
With the global average price of solar at $43/MWh in 2024, adding storage would bring the total cost to about $76/MWh, delivering power in a way that better matches real demand.
As Ember global electricity analyst Kostantsa Rangelova put it, after a 40% drop in battery equipment costs in 2024, the industry is now on track for another major fall in 2025. The economics of battery storage, she said, are “unrecognizable,” and the industry is still adjusting to this new reality.
“Solar is no longer just cheap daytime electricity; now it’s anytime dispatchable electricity. This is a game-changer for countries with fast-growing demand and strong solar resources,” Rangelova added.
Together, solar and battery storage are increasingly emerging as a scalable, secure, and affordable foundation for future power systems.
Read more: EIA: Solar + storage soar as fossil fuels stall through September 2025
If you’re looking to replace your old HVAC equipment, it’s always a good idea to get quotes from a few installers. To make sure you’re finding a trusted, reliable HVAC installer near you that offers competitive pricing on heat pumps, check out EnergySage. EnergySage is a free service that makes it easy for you to get a heat pump. They have pre-vetted heat pump installers competing for your business, ensuring you get high quality solutions. Plus, it’s free to use!
Your personalized heat pump quotes are easy to compare online and you’ll get access to unbiased Energy Advisors to help you every step of the way. Get started here. – *ad
FTC: We use income earning auto affiliate links. More.
-
Sports2 years agoStory injured on diving stop, exits Red Sox game
-
Sports3 years ago‘Storybook stuff’: Inside the night Bryce Harper sent the Phillies to the World Series
-
Sports2 years agoGame 1 of WS least-watched in recorded history
-
Sports3 years agoButton battles heat exhaustion in NASCAR debut
-
Sports3 years agoMLB Rank 2023: Ranking baseball’s top 100 players
-
Sports4 years ago
Team Europe easily wins 4th straight Laver Cup
-
Environment3 years agoJapan and South Korea have a lot at stake in a free and open South China Sea
-
Environment1 year agoHere are the best electric bikes you can buy at every price level in October 2024