Unusual Instances within the EV World: Has Mazda Simply Began a Value Battle in Colombia?

As I used to be scrolling via social media a few days in the past, an advert caught my eye. It was selling the electrical model of the Mazda CX-30, a automobile that has seen practically no gross sales just about in every single place as a result of, effectively, it’s fairly costly and provides a paltry 220 km (137 mile) vary. Mazda has been capable of promote just a few of them right here — 69 yr thus far, to be exact — in all probability because of the shut relationship that the model has with the Colombian individuals, who nonetheless keep in mind the regionally produced, extensively beloved Mazda 323 and 626. Many households (together with mine) owned these Mazdas within the ’80s, ’90s, and ’00s … however it’s a reality by now that the automobile simply can’t compete with comparable provides available in the market.

The CX-30 is extensively believed to be a compliance car, not meant for mass manufacturing, just for promoting sufficient autos to adjust to strict rules in some markets (corresponding to California). Because of this it stunned me that it arrived in Colombia … and that, apparently, Mazda goes all in to make the car aggressive within the native market!

As of immediately, the Mazda CX-30 Electrical is the most affordable electrical SUV in Colombia.

Undercutting the competitors

When it first arrived within the nation, the Mazda CX-30 Electrical had a price of $202’000.000 COP ($47,000). It was solely barely cheaper than the Chevrolet Bolt and costlier than the BYD Yuan Plus. At this value, it was onerous for the car to compete, given the truth that it had half the vary of both of those choices.

Issues acquired worse all year long, as competitors turned extra intense, cheaper choices arrived, and month after month, Mazda’s EV gross sales began to shrink (reaching 0 in September). That is maybe why Mazda’s native distributor, Alciautos, determined to go all in and supply a staggering 25% low cost, pricing the CX-30 Electrical at 149’990.000 COP ($35,000) and making it the most affordable electrical SUV within the nation, even under the MG ZS EV and the Dongfeng SERES 3 ($37,200) in addition to the JAC E40X ($38,500). After all, all these autos have bigger batteries and higher vary, however none of them has native recognition, and this might be a lift for Mazda’s gross sales.

Now, is Mazda solely clearing stock? Or is there any probability this might be a long-term technique to promote not less than greater than a token quantity? I don’t know, however one can hope that the cheaper costs are right here to remain, and if that is so, the Mazda CX-30 Electrical might have simply grow to be a viable competitor in Colombia’s EV market.

That is one thing I’d’ve by no means guessed.

It stays to be seen if different manufacturers will discover Mazda’s aggressive pricing a menace and can reply in form (corresponding to what occurred in Costa Rica with the Geometry E), or if it is going to be a short-term technique to clear stock and issues will return to regular after a few weeks. I’m cheering for the primary choice.