Mazda expects the CX-6e to become one of the best-selling electric vehicles (EVs) in Australia, after its most successful pre-order program in history.
Mazda Australia launched a special pre-launch offer for its new mid-sized electric SUV back in March, promising a complimentary upgrade to the $3000-dearer Azami flagship for the first 1000 customers to put their name down for a CX-6e GT.
All 1000 upgrades were claimed within weeks, and Mazda Australia CEO Vinesh Bhindi believes demand is only set to rise following the model’s launch.
“In terms of numbers, I think the CX-6e potentially has the ability to grow to 1000 per month,” Mr Bhindi told CarExpert.
“But I say that cautiously because it is driven by two elements: fuel prices and tax incentives.
“If those dynamics change, it’ll be interesting to see where consumer preference moves.”
Should his prediction prove correct, the CX-6e would rank fourth among Australia’s best-selling EVs based on current monthly sales averages, behind the Tesla Model Y (20,936 YTD sales to the end of June), BYD Sealion 7 (12,516), and Geely EX5 (6756).
Of the total pre-orders, more than half (56 per cent) were taken from new Mazda customers, while 44 per cent came from those who had previously purchased a new vehicle from the Japanese automaker’s local arm.
It was a similar story for the 6e liftback, Mazda Australia’s other EV developed and built by the Changan Mazda joint venture in China.
“When we look at what we’ve seen in pre-orders, it has surprised us with both the 6e and CX-6e how many of those customers are new to the Mazda brand,” said Mr Bhindi.
That strong conquest rate is fuelling confidence the CX-6e won’t cannibalise sales from the similarly sized, petrol-powered CX-5 – Mazda’s current top seller in Australia.
“No, I think it’s appealing to a customer who says, ‘I now want the newer technologies. I’m happy to play my part in improving the environment and reducing CO2 emissions’,” explained Mr Bhindi.
“Or it’s simply, ‘I love the tax benefit and I want to save money on fuel,’ for example.
“I believe we’ve gone past a point of no return when it comes to electrification and full battery-electric powertrains becoming more acceptable rather than more niche.”
The CX-6e lineup opens at $53,990 before on-road costs, undercutting the base Model Y by $4910, the base BYD Sealion 7 by $1000, and the base Zeekr 7X by $3910.
It’s based on the same platform as both the 6e and Deepal S07, the latter of which is sold here from $47,990 drive-away.
Both grades are powered by a 190kW/290Nm rear-mounted electric motor fed by a 78kWh lithium iron phosphate (LFP) battery pack, with claimed driving range pegged at up to 484km on the WLTP test cycle.
