Mazda will introduce five new models in Thailand during the next three years, including an all-new mild-hybrid compact SUV produced for both domestic and export markets.
Mazda Motor Corp president and CEO Masahiro Moro was present in Bangkok today (Feb 14) to disclose Mazda’s future strategy for the Thai market.
He said Mazda will invest Bt5 billion ($150 million) at the Auto Alliance Thailand (AAT) plant as well as at the Mazda Powertrain Manufacturing Thailand (MPMT), covering vehicle assembly, engines, transmission and batteries of the planned new SUV. Up to 100,000 units will be produced per year for domestic and export.
But before that happens, Mazda will expand its Thai product lineup with an electric car at the end of this year. It’s the Mazda 6e, which is a collaboration between Mazda and Changan Automobiles of China, and it will be imported from China.
In overseas markets where it has already been launched, the Mazda 6e is available with either a 244hp to 258hp electric motor with identical 320Nm of torque for the 68.8kWh standard range (479km WLTP) and 80kWh long range (552km WLTP).
In 2026 another EV model will be introduced along with a large PHEV crossover, while another hybrid will come in 2027, and another in 2028. While two models are all-new, others are existing models from other markets.
Asked to comment on the market situation for Mazda in Thailand, Moro said, “The market decline and the entry of new brands from China are the two factors that has resulted in a difficult situation for Mazda.”
“But we are here to change that trend with the investment, introduction of new products, working with our partners, support from the Thai government as well as new strategies,” he added. “Let’s wait and see in a few years. Thailand has great potential and we want to be here.”
Mazda Press Conference opening speech by Masahiro Moro – Mazda Motor Corp president and CEO
“An overview of Mazda globally, by 2030, our goal is to equipped all vehicles with some form of electrification, including an ICE with electrification, with BEVs accounting for 25-40 per cent of our global sales. During the transition period to electrification, we are advancing a Muli-solution strategy, and we positioned ourselves as an Intentional Follower to closely observe market trends, listen to customers voices to offer optimal electrification solutions. By 2030, we believe that 100 per cent of our Mazda’s global sales will be electrified. Nevertheless, Mazda is in the transition period to electrification with our EVs roadmap that will occur in three phases. Phase 1 is the preparation of electrification technologies. Phase 2 is the transition towards electrification, and phase 3 is the full-scale electrification”
“Under the multi-solution approach, we will offer a variety of electrification options, including MHEVs (Mild Hybrid EVs), HEVs (Hybrid EVs), PHEVs (Plug-in Hybrid EVs), BEVs (Battery EVs) R-EVs (Rotary EVs) and Carbon-Neutral Fuels to offer a variety of product and meet customer’s different needs. We believe that this approach will help reducing overall CO2 emissions as quickly as possible.
“For the Thai market, one of the main markets of Mazda, we realize a rapid acceleration in EVs adoption and shifts in customer demand. We are accelerating the plan to introduce the EVs in Thailand which aligns with Mazda’s three-phase approach. During phase 2, we plan to introduce new BEV, PHEV and HEV during 2025-2027 in Thailand.”
