Mazda, navigating a delicate shift to the electric vehicle era amid the launch of a new line of large crossovers, plans to finally unveil an updated midterm plan in November to fine-tune its EV strategy and unveil a new “brand purpose” that lays out a roadmap to 2030.
The Hiroshima-based automaker had originally hoped to announce the revision last spring.
But the move was derailed by fresh uncertainty dumped on the market by the war in Ukraine, continuing pandemic lockdowns in China and ongoing upheaval in the global supply chain.
Rapidly shifting regulatory frameworks – as exemplified by new EV incentives provided for in the U.S. Inflation Reduction Act – added to the unpredictable market direction.
“It took a long time because there has been so much change,” said one executive familiar with the new plan. “We tried to absorb and take into account all the changes for a clear roadmap.”
Mazda announces fiscal second-quarters earnings on Nov. 10, and the updated business plan is expected to be announced afterward by the end of the month.
The new direction comes as Mazda readies the rollout of a slew of new crossovers, the CX-70 and CX-90 in the United States and the CX-60 and CX-80 for Europe, Japan and other markets.
Amer Malas 
Hani Joudi 
