Mazda is slowly embracing electrification and while its MHEV models perform decently across the global market, its first EV model, the MX-30, did not. The quirky-styled crossover/SUV debuted in 2020, with suicide doors, similar to the RX-8. Despite the catchy styling and the fact it brought back the rotary engine (in PHEV guise), Mazda’s first all-electric model, is shaping up to be a sales disaster. While the Japanese brand’s current lineup offers great value for money, the MX-30 is falling short of its peers. Below, we are discussing the reasons behind the Mazda MX-30’s failure and how the company could, potentially, fix it.

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A Pathetic Range And Barely Any Performance

A front three-quarters shot of a grey Mazda MX-30 EV charging in a city street.
Mazda

By now, you probably know that the Mazda MX-30 is good only as a city runabout driver. This is thanks to the small, lithium-ion battery pack, which has a usable capacity of just 35.5 kWh. This allows for a total range of 124 miles (200 km) on a single charge. Needless to say, the range anxiety is strong with this one.

The BEV variant of the Mazda MX-30 is powered by a single electric motor, mounted at the front. Naturally, this means front-wheel drive and to make things worse, there is no dual-motor, all-wheel-drive variant on offer, not yet anyway. The powertrain develops a very unimpressive 145 horsepower (108 kilowatts) and 200 pound-feet (271 Nm). As far as e-SUVs go, the MX-30 is one of the lighter offerings, tipping the scales at 3,693 pounds (1,675 kg). Even so, the 0 to 60 mph (97 km/h) takes 9.2 seconds and the top speed is a laughable, 87 mph (140 km/h). That’s below the maximum allowed speed on some highway sections.

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The Underwhelming Return Of The Rotary Engine

mx-30_e-skyactiv_r-ev_technology_3_l
Mazda

To this day, Mazda’s most iconic models are the rotary-powered sports cars – RX-7 and RX-8. Not long ago, we saw Mazda patents suggesting the return of the rotary engine in a two-door sports car no less. Excitement was quelled as the sports car was canceled together with a highly-anticipated, rear-wheel-drive Mazda 6. The rotary engine still made a comeback, but it did so as a generator for the MX-30 SKYACTIV R-EV Plug-in hybrid. To add insult to the injury, the rotary engine was just 830 cc (0.8 liters/50.65 cubic inches). It isn’t a rev-happy unit either, as it produces 75 horsepower (56 kilowatts) at 4,700 RPM and 85.6 pound-feet (116 Nm) at 4,000 RPM. Granted, it didn’t need to be as it served as a generator for the front-mounted, electric motor that produces 170 horsepower (127 kilowatts) and 192 pound-feet (260 Nm). To make this even worse, it looks like even this "solution" won't be coming to the U.S.-spec models.

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Not Worth The Money Even After The Federal Tax Credits

Side view of a 2022 Mazda MX-30 EV with the freestlye doors open.
Mazda

To its detriment, the Mazda MX-30 is a very niche model, in its current state. Just 324 copies were sold in the first three quarters of 2022, with only eight units being sold in the third quarter of the year. Total MX-30 sales amount to 505 copies. In addition to the shortcoming mentioned above of the model, the MX-30’s pathetic sales figures also have something to do with the company’s other models.

The Mazda CX-5, for example, is one of the carmaker’s best-selling, global models. The Mazda CX-3, CX-30, and CX-9 are also performing well. Moreover, you can get a Mazda CX-5 for as little as $26,700 with a fully-loaded version still costing you under $40,000. To put things in perspective, the smaller and much-less practical MX-30 starts at $33,470, or the same as a well-equipped, mid-range CX-5. The range-topping MX-30 will set you back $37,655. The MX-30 also shares a platform with the Mazda 3 and CX-30. Those start at $22,550 and $22,200. The range-topping, CX-30 Turbo Premium will set you back $34,400. The MX-30 is, quite simply, the black sheep of the Mazda family. Even if you qualify for the $7,500 government grant, the suicide-door, e-SUV is still, hardly worth it.

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How Mazda Attempted To Stop The Bleeding

Rear three-quarters shot of a white 2022 Mazda MX-30 driving.
Mazda

By now, it’s clear that the MX-30 is not an appealing proposition. It doesn’t have much going for it and even Mazda knows it. For this reason, the company decided to give the few buyers some incentives. If the 124 miles (200 km) of range aren’t enough for your needs (understandable), Mazda will offer an internal-combustion vehicle to MX-30 owners for 10 days annually, for the first three years of ownership. In addition, Mazda will provide MX-30 buyers with a $500 ChargePoint credit, which can be used for charging at public charging stations or establishing your own at your home. In conclusion, the Mazda MX-30 is slow, impractical, and relatively expensive, with the quirky aesthetic being the only thing going for it. The real shame is that Mazda could easily fix the compact SUV if it just gives it a proper powertrain.