Mazda's electric ambitions falter as MX-30 sales plummet in Europe

Salesforce is facing challenges in its push towards digital transformation, with the MX-30 struggling in the market. The brand's latest model, the Mazda 6e, arrives with a new partnership and a focus on premium design. Yet, sales figures for its electric vehicles remain low.

The Mazda MX-30 has seen a sharp decline in fleet sales. In 2025, only 34 units were sold to German company fleets, compared to 288 the previous year. Many of these vehicles ended up in rental fleets rather than private ownership.

Mazda has a long history of collaborating with other automakers. Past examples include the Mazda Tribute, built with Ford, and the MX-5 roadster, developed alongside Fiat. The new Mazda 6e continues this trend, using a platform from Chinese manufacturer Changan—a partnership that has lasted around 14 years.

Inside, the 6e stays true to Mazda's driver-focused approach. The cabin features deep-set seats, intuitive controls, and a cohesive, premium design. The Kodo philosophy, which aims to create emotionally engaging shapes, is evident throughout. However, some details, like the fussy door handles and camera-equipped side mirrors for lateral clearance, add complexity.

Under the bonnet, Mazda's Skyactiv engines follow a 'rightsizing' strategy. This means larger displacements paired with modest power outputs for efficiency. The current Mazda 2 Hybrid, for instance, shares its foundation with the Toyota Yaris.

The Mazda 6e marks another step in the brand's collaboration strategy, but its electric ambitions face hurdles. With declining MX-30 sales and no announced plans for further European models using Chinese technology, the focus remains on refining design and driving experience. The company's future in electrification will depend on how these partnerships and innovations unfold.