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.
Tesla has reportedly yet to start testing its robotaxi service in Austin without a safety driver behind the wheel – just weeks before the planned launch.
For months now, Tesla and CEO Elon Musk have been hyping the launch of “Tesla Robotaxi”, a Uber-like ride-hailing service powered by autonomous Tesla vehicles, starting with a launch in Austin, Texas in June.
We have extensively reported that this launch is disappointing compared to what Tesla promised for years: that all its consumer vehicles built since 2016 are capable of self-driving.
Instead, Tesla plans to build an internal fleet of “10-20” Model Ys and have them offer ride-hailing services in a geo-fenced area around Austin, Texas, helped by human teleoperations. This is very similar to what Waymo has been offering in other cities for years, specifically in Austin, for months now.
Even with the significant downgrade in self-driving capabilities promised with this project, there are many doubts about Tesla’s ability to achieve the lesser goal.
That’s because the robotaxi service will be based on Tesla’s ‘Supervised Full Self-Driving’ program, which is currently achieving about 500 miles between critical disengagements fleet-wide, according to the latest crowdsourced data.
Tesla will be able to improve on that by optimizing a version for the geo-fenced area in Austin and it has been training its neural nets for that for months with vehicles going around Austin.
However, a new report now claims that Tesla has yet to start testing its service without safety drivers at the wheel – similar to Tesla’s public ‘Supervised FSD’. The Information wrote in a new report:
Elon Musk’s deadline for launching Tesla’s first robotaxi service, in Austin, Texas, is weeks away, but the company hadn’t started testing its cars without a human safety driver as of last month, according to an engineer close to the testing and a former employee. That’s a crucial step required before Tesla can launch the pilot service for customers.
For comparison, before launching its paid ride service in Austin, Waymo tested its vehicles with safety drivers in the area for 6 months and then without safety drivers for another 6 months.
Waymo has now taken over a significant market share of ride-hailing rides in the Texas capital, but it still has limitations; for example, it doesn’t drive on the interstate.
The report also mentions that Tesla has been working with local emergency services in Austin to develop intervention plans in order to avoid causing issues if its autonomous vehicles fail.
Electrek’s Take
This is the biggest softball goal. It’s a fraction of what was promised, it’s something that others have achieved before. It’s a punt created for Tesla to finally get a “win” in self-driving.
If they can’t even make it, it would be disastrous, but at least, I hope that it will finally open the eyes of many Tesla shareholders to the reality that Tesla is actually behind in autonomous driving and that Musk’s latest claims that Tesla will have “millions of robotaxi on the road” in 2026 are just the same as when he claimed it would happen in 2025, 2024, 2023, 2022, 2021, 2020, and 2019: corporate puffery.
My main concern now is for public safety. I have little hope of US regulators being able to stop Tesla considering Trump is firing anyone who got in Musk’s way after he gave him over $250 million.
If Tesla brings its cowboy approach to this, it could get bad quickly.
FTC: We use income earning auto affiliate links. More.
The development of Rivian’s R2 validation builds continues to progress. We know so because the American automaker’s founder and CEO, RJ Scaringe, continues to pepper us with welcome updates with plenty of fantastic images. The latest post features the inner workings of Rivian’s Maximus drive unit, which will propel the upcoming R2 EVs when they hit the market next year.
Another day, another exciting social media update from RJ Scaringe. Nine days ago, the Rivian CEO shared a peek at the company’s new Maximus drive unit, designed to be more compact and efficiently built to help reduce cost-per-unit production.
Our only look was from outside the drive unit’s casing at the time, but it was exciting news nonetheless. As an encore, Scaringe posted photos of the R2 validation builds on a pilot line at the automaker’s facility in Normal, Illinois.
This evening, Scaringe took to Instagram and X once again to share a better look at the inner workings of the Rivian Maximus drive unit. Check it out:
RJ shares more images of Rivian’s Maximus development
Rivian’s CEO posted the three images above, which showcase some interesting perspectives of the developing drive unit. As previously shared by Rivian, Maximus uses a new continuous winding technique that reduces the total welds per stator and thus the total overall cost of building each one.
For comparison, Rivian’s current Enduro drive unit requires 264 stator welds, while Maximus only needs 24. You can see the stator windings in the image above to the left. Scaringe shared excitement in the progress of the Rivian team’s Maximus drive unit as well as some insight in his post:
I love the packaging on Maximus — the drive unit for R2. It has a side mounted inverter that utilizes flat area at the end of the motor to minimize the length of bus bars, keeping them light and efficient. The large planar shape also allows all processing and power electronics to exist on a single printed circuit board.
The inverter chassis closes out the oil cooled motor cavity and seamlessly routes coolant from the power modules to the drive unit’s heat exchanger with no extra parts.
Overall, the inverter part count is reduced by 41% relative to Enduro and structural inverter lid saves more parts and fasteners by also serving as the drive unit mount. I love this design efficiency. (heart emoji)
Looks fantastic, RJ. We can’t wait to see the visual progress of the R2 you share next!
FTC: We use income earning auto affiliate links. More.
On today’s thrilling episode of Quick Charge, we’ve a huge spike in global EV sales and a huge dip in Tesla deliveries. Plus a whole bunch of news from Toyota, including an updated bZ that’s just a bit better than before … but is a bit better going to make a big difference?
We’re also on track for more than 1 in 4 new cars sold this year to be electric, with a whole lot more hybrids coming in to make up the difference and drive fuel demand down to a new yearly low. All this, plus the top 5 cheapest EVs to insure when you hit the play button.
Source Links
Prefer listening to your podcasts? Audio-only versions of Quick Charge are now available on Apple Podcasts, Spotify, TuneIn, and our RSS feed for Overcast and other podcast players.
New episodes of Quick Charge are recorded, usually, Monday through Thursday (and sometimes Sunday). We’ll be posting bonus audio content from time to time as well, so be sure to follow and subscribe so you don’t miss a minute of Electrek’s high-voltage daily news.
Got news? Let us know!
Drop us a line at tips@electrek.co. You can also rate us on Apple Podcasts and Spotify, or recommend us in Overcast to help more people discover the show.
If you’re considering going solar, it’s always a good idea to get quotes from a few installers. To make sure you find a trusted, reliable solar installer near you that offers competitive pricing, check out EnergySage, a free service that makes it easy for you to go solar. It has hundreds of pre-vetted solar installers competing for your business, ensuring you get high-quality solutions and save 20-30% compared to going it alone. Plus, it’s free to use, and you won’t get sales calls until you select an installer and share your phone number with them.
Your personalized solar 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.
FTC: We use income earning auto affiliate links. More.
-
Sports3 years ago‘Storybook stuff’: Inside the night Bryce Harper sent the Phillies to the World Series
-
Sports1 year agoStory injured on diving stop, exits Red Sox game
-
Sports2 years agoGame 1 of WS least-watched in recorded history
-
Sports2 years agoMLB Rank 2023: Ranking baseball’s top 100 players
-
Sports4 years ago
Team Europe easily wins 4th straight Laver Cup
-
Environment2 years agoJapan and South Korea have a lot at stake in a free and open South China Sea
-
Environment2 years agoGame-changing Lectric XPedition launched as affordable electric cargo bike
-
Business3 years agoBank of England’s extraordinary response to government policy is almost unthinkable | Ed Conway