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Niche Marketing
‘Hybrids are the most effective of each worlds, MX-30 EV was solely ever a distinct segment product’
18
Oct
Oct
Mazda’s MX-30 electric car was only ever intended to be a niche offering, and the brand believes a mix of technologies is the best way forward right now for our market.
Speaking exclusively to Wheels, Mazda Australia’s Marketing Director, Alastair Doak, said the company’s MX-30 EV was a specialised product brought in with just 100 units, much like its MX-5 sports car – and therefore was never going to top the sales charts.
However, it expects its upcoming CX-60 plug-in hybrid (PHEV) to be more popular as the technology is more appropriate for where the local market is right now.
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“We always said we would have this building block strategy of electrification and we are delivering on that,” said Doak. “With MX-30 we said it from the day dot it was a niche product. So its appeal was always going to be relatively limited. But why not? Let’s have a go, let’s bring it here.
“Plug-in hybrid is still a relatively new technology to Australia and for this market it does make sense. It gives people that kind of best of both worlds. Most of us live on the eastern seaboard in rather large cities, even on a global comparison. But we also like to head out and go to holiday homes or whatever.
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“So plug-in hybrid in Australia can give you that opportunity, that comfort level that you can do that without having to worry or afraid about where to plug in. Because obviously the infrastructure here isn’t where it should be. I’m sure it will change quickly and there appears to be a real desire to do that, which is great, but at the moment it’s um, it’s still pretty difficult.
