Mazda Will Arrive Late to EV Party, Around 2018

By Eric Loveday · December 15, 2011

A Mazda chief engineer has confirmed the 2018 or earlier US launch of Mazda's first production electric vehicle.

“At least by 2018," said Mazda's chief engineer Mitsuru Fujinaka. What's Fujinaka referring to? Fujinaka is targeting 2018 as the year that Mazda's first production electric vehicle will arrive at dealerships in the US. Seven years is an eternity away, for an emerging new auto technology, so Fujinaka's statement rings completely hallow. Was it supposed to impress?

Mazda's Fujinaka added, "We will try to do it earlier."

Why is Mazda bothering to commit to eventually producing an electric vehicle for the US? "Sooner or later, we will have to have these electric vehicles. Otherwise, we can’t sell in California," said Fujinaka. "That is the biggest reason for pursuing this." Fujinaka is referring to California's zero emissions vehicle mandate, requiring all automakers to have a pure electric car or fuel cell vehicle on the market. Translation: Mazda doesn't really want to make EVs, but will only do it because they have to.

Mazda's first US-bound electric vehicle will likely either be based on the subcompact Mazda2 (aka the Mazda Demio abroad) or the compact Mazda3 (known as Axela in Japan). Suggestion: How about an electric Mazda5, as a unique all-electric seven-seat vehicle?

Mazda will soon trial an electric version of the Demio subcompact in Japan. The electrified Demio prototype features a range of 124 miles (based on Japan's lenient JC08 test cycle). The electric Demio is capable of hitting a top speed of 87 miles per hour and has quick-charge capability.

About the author

· Eric Loveday

Eric Loveday is an automotive enthusiast who is passionate about everything auto. He purchased a 1970 Chevelle at age 16, quickly outgrew its dated engineering and outrageous consumption of gasoline, and sold it off. Eric developed a true passion for automotive writing after graduating from the University of Michigan with a degree in print journalism. Eric spent most of his time since then ...

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Comments

· Tom Moloughney · 22 weeks ago

"Translation: Mazda doesn't really want to make EVs, but will only do it because they have to"

That can probably be said about every major auto manufacturer other than Nissan and you can probably thank one man there for that: Goshn

· Londo Bell (not verified) · 22 weeks ago

Don't forget Renault, Tom.

Hahaha, j/k there :)

How about Mitsubishi? Seems like it is doing something "seriously" positive too on the EV community.

· Tom Moloughney · 22 weeks ago

I'm not implying others aren't taking it seriously. Mitsu, Ford, GM & BMW definitely are taking it serious and investing a lot of resources to make the best EV's they can. Toyota, Honda, VW, Audi not so much in my opinion.

I meant I think Nissan is perhaps the only company that is doing it really because Goshn believes it's the best business move to make, not because regulations will demand they make EV's.

· Brian Schwerdt · 22 weeks ago

"Translation: Mazda doesn't really want to make EVs, but will only do it because they have to."

I know I'm going to get attacked for saying this, but I can't resist. Who are we to force automakers to produce a certain product? If there is a market for an EV, as many such as Goshn believe, then there will be sales for those who choose to produce a product. I think it's far more important that there are multiple options than there being an option from ALL automakers. If Mazda doesn't want to play, should they be banned from selling any cars in CA? Or should we instead focus on creating a welcoming atmosphere that makes automakers WANT to produce the cars?

· theflew · 22 weeks ago

@Tom,

I think Nissan had to make this move. Between Honda and Toyota on one side and Hyundai and Kia on the other Nissan was slowly becoming mediocre.

· dutchinchicago · 22 weeks ago

@Brian,

Car manufacturers spend a lot of money marketing the cars they want to sell. It has managed to create a market for pick up trucks and has created the image that you are not a real man unless you drive one of these if if you only use them to ferry your kids to soccer practice. If car manufacturers want to sell small cars then they will redirect their marketing campaign to make these look cool like they did in Europe.

· darelldd · 22 weeks ago

@ Brian -

We're not forcing them to produce a certain type of product. We're only telling them that in order to sell here, that we have some standards. Let me flip this around a bit to make it painfully obvious:

"Who are we to tell company X that they can't dump raw waste into our rivers (or lakes, or oceans or atmosphere)? Should we not open our arms and welcome all polluters and create an atmosphere that makes them WANT to pay more to produce their product by treating their waste?"

It doesn't work that way, my friend. If you go with the whole "free market" concept (which, by the way doesn't exist, and never has in modern times) then businesses dump raw waste into rivers, home owners dump raw sewer into the streets, cars have zero pollution controls and burn lead... and on and on. It is far cheaper in the short term to externalize all these costs. Nobody wants to incur more costs than their competitors, do they? If we require ALL auto makers to conform to our standards, then they all have the same choice: Play by the rules, or don't sell here. We aren't forcing car makers to sell in CA - it just so happens that CA IS the car market.

· tterbo · 22 weeks ago

I have to praise Mazda for their honesty. Mazda isn't the company that really comes to mind when I think EV. They're kind of that other company that caters to the statistical possibility that a few random player pieces will land on Park Avenue. Clearly they're aware of this in the laid back tone of the statement. It's sort of like holding out hope that Yugo, Oldsmobile, Pontiac, and the other 'miscellaneous' car companies will make an EV right away. Maybe a Pontiac Grand Am EV, or a Pontiac Transport EV, with Patrick Stewart as the TV announcer again.

I love EVs, but maybe it would saturate a young, economically stagnant market to have that many cars out this soon. Besides, Nissan probably has a pretty decent loan to pay off on their factory. It would help them a lot to be the only mid-sized game in town for a while. Additionally, there probably isn't a huge trove of federal funds out there to build additional Tennessee manufacturing plants for every company that fills out an application.

Yep, that's about the best devil's advocate position I can make. Bad move Mazda! hehe :)

· NeilBlanchard · 22 weeks ago

Right, 2014 would be late; 2018 is willful stubbornness.

Neil

· Brian Schwerdt · 22 weeks ago

@darelldd - don't get me wrong, I'm not one of those who believes that a truly free market even should exist (reasons you cited are only part of the story). I just worry when I see an article which presumes that we should be able to dictate what products a company sells. The intentions are good, but it often has unintended consequences such as arming the political right with things to distort to the general public. Then again, I see images of LA such as this one: and I'm right back with you.

· Brian Schwerdt · 22 weeks ago

I don't know what happened to my link. Let's try that again: http://green.autoblog.com/2011/12/15/california-lawmakers-push-for-1-4m-...

· wewa (not verified) · 22 weeks ago

Coincidence that my entire family of relatives have never owned a Mazda, even though that is our homeland?

Revenge of the Electric Car
http://www.youtube.com/watch?v=jkRIu5a6Sb0

Nuff said.

· Ken Fry · 22 weeks ago

How can they possibly think that waiting till 2018 could be a good idea??!! They've had a niche as being a little more fun to drive and willing to try unusual stuff like the rotary engine. You'd think the stockholders would hope that they might be among the first to innovate, rather than among the last.

Mazda: built for yesterday.

· JJ - Can (not verified) · 22 weeks ago

Good idea Eric make a Mazda5 EV, that will give the other EV makers some competition.

· tterbo · 22 weeks ago

@dutchinchicago: I have to agree with that image forcing statement. In addition to soccer, we all know you can't shop at Costco without an 18-wheeler. That y2k supply of Bounty towels just won't fit vertically in the back of a Civic. hehe

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Mazda Will Arrive Late to EV Party, Around 2018

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