The automotive industry is experiencing an unprecedented shift toward electrification, and Mazda, the Japanese automaker known for its “Zoom-Zoom” philosophy and distinctive design language, is finally accelerating its electric vehicle ambitions. After a cautious start with the underwhelming MX-30, Mazda has been quietly filing trademarks for a new generation of electric vehicles that promise to revolutionize the brand’s approach to sustainable mobility.
The Strategic Pivot: From Combustion Champions to Electric Pioneers
Mazda finally plans to launch one battery-electric vehicle in 2025, marking a significant departure from their historically conservative approach to electrification. This strategic shift represents more than just following market trends—it’s a fundamental reimagining of what Mazda vehicles can become in an electric future.
The company’s electrification journey has been methodical yet deliberate. While competitors rushed to market with various electric offerings, Mazda took time to develop a comprehensive strategy that maintains their core design philosophy while embracing zero-emission technology. This approach has culminated in a series of trademark filings that reveal an ambitious roadmap for electric vehicles spanning multiple segments.
Five Key Trademarks Shaping Mazda’s Electric Future
CX-6e – The Tesla Model Y Fighter
Mazda has filed for a new trademark that may have revealed quite a few details about its next EV, including its name and—with previous context—its underpinnings. The brand applied to trademark the name ‘CX-6e’ with the European Union Intellectual Property Office (EUIPO). This designation represents Mazda’s direct challenge to the Tesla Model Y and other premium electric SUVs.
The CX-6e is expected to be the production version of the striking Arata concept unveiled at the 2024 Beijing Motor Show. The production version of last year’s Arata concept certainly looks striking and carries over a surprising number of outlandish details from the show car. The vehicle will feature Mazda’s signature KODO design language adapted for the electric era, with aerodynamic enhancements and a futuristic aesthetic that maintains the brand’s emotional appeal.
6e – The Electric Sedan Renaissance
The Mazda 6 sedan left the United States in 2021, but some evidence suggests it could return in 2025 as an EV. The “6e” trademark represents Mazda’s return to the sedan segment with an all-electric powertrain, addressing the gap left by the discontinued gasoline-powered Mazda6.
This electric sedan is based on the EZ-6 developed through Mazda’s partnership with Chinese automaker Changan. The 6e promises to combine Mazda’s refined driving dynamics with advanced electric vehicle technology, offering customers a sophisticated alternative to traditional luxury sedans.
EZ-6 – The China Market Pioneer
The EZ-6 designation is specifically for the Chinese market, where the Mazda EZ-6, unveiled today, is the first of a series of new electrified vehicles (new energy vehicles) developed and manufactured by Changan Mazda in cooperation with Mazda and Chongqing Changan Automobile Co., Ltd.. This model serves as the foundation for Mazda’s global electric sedan strategy.
Available in both battery electric vehicle (BEV) and plug-in hybrid electric vehicle (PHEV) configurations, the EZ-6 demonstrates Mazda’s flexible approach to electrification. Two versions of the Mazda EZ-6 will be available, a battery electric vehicle (BEV) and a plug-in hybrid electrified vehicle (PHEV). Customers in China will be able to select a powertrain that matches their personal lifestyle and preferences.
EZ-60 – The Electric SUV Revolution
The Mazda EZ-60 electric SUV has broken cover ahead of its world premiere at Auto Shanghai on April 23. This model represents the SUV counterpart to the EZ-6 sedan and will be marketed globally as the CX-6e outside of China.
The EZ-60 showcases innovative technology including a massive 26.5-inch 5K display that spans the entire width of the dash and advanced aerodynamic design elements that significantly improve efficiency and range. The vehicle also features a range-extender option using a naturally aspirated 1.5-liter engine for customers not ready to commit to pure electric driving.
Arata – The Concept That Started It All
The Arata concept, whose name means “new” in Japanese, served as the design inspiration for the production EZ-60/CX-6e. The concept model Mazda 創 Arata, unveiled at the same time, is scheduled to be mass-produced as the second new electrified vehicle by the end of 2025 and introduced in the Chinese market.
This concept demonstrated Mazda’s vision for electric mobility, featuring futuristic and modern forms that evoke the image of a new way of life with new energy vehicles, while fusing the ‘excitement of motion’ pursued by Mazda Design and the sense of life unique to KODO design.
Technical Innovation and Market Strategy
Mazda’s electric vehicle development leverages strategic partnerships while maintaining the brand’s core identity. The collaboration with Changan Automobile provides access to advanced battery technology and manufacturing capabilities, while Mazda contributes its renowned chassis tuning and design expertise.
The vehicles feature innovative powertrains that address range anxiety through multiple approaches. Pure electric variants offer competitive range figures, while range-extender versions provide the flexibility of gasoline backup power. This dual approach allows Mazda to serve different customer preferences and market conditions.
Safety and technology integration remain paramount in these new electric vehicles. The Mazda CX-90 PHEV is a 2024 IIHS TOP SAFTEY PICK and comes equipped with several safety features to enhance the driver’s awareness and help protect the well-being of passengers, setting the standard for safety technology that will likely carry over to the new electric models.
Global Market Implications and Availability
The trademark filings suggest a carefully orchestrated global rollout strategy. While the EZ-series models target the Chinese market initially, the 6e and CX-6e variants are designed for international markets, particularly Europe and other regions with strong electric vehicle adoption.
Mazda North America CEO Tom Donnelly has said that the brand will launch a new EV in 2025. The details are sparse, but Donnelly mentioned that the EV “will be an existing nameplate and likely a crossover”. However, availability in the North American market remains uncertain due to trade considerations and tariff implications for Chinese-manufactured vehicles.
The Road Ahead: Beyond 2025
Mazda’s electric vehicle strategy extends well beyond these initial trademark filings. Mazda is going to release another electric or electrified crossover sometime between 2025 and 2027 created through its partnership with Changan Automobile. Additionally, the company is developing a dedicated electric vehicle platform that will underpin future models designed from the ground up as electric vehicles.
This comprehensive approach demonstrates Mazda’s commitment to electrification while maintaining the driving dynamics and emotional connection that defines the brand. The trademark filings represent just the beginning of what promises to be a transformative period for the Japanese automaker.
Trademark Filing Summary
| Trademark | Market | Vehicle Type | Expected Launch | Platform Origin |
|---|---|---|---|---|
| CX-6e | Global | Electric SUV | 2025-2026 | Changan EPA1 |
| 6e | Europe/Global | Electric Sedan | 2025 | Changan EPA1 |
| EZ-6 | China | Electric Sedan | 2024 | Changan EPA1 |
| EZ-60 | China | Electric SUV | 2025 | Changan EPA1 |
| Arata | Concept | SUV Concept | Production 2025 | Design Study |
Frequently Asked Questions
Q: When will Mazda’s new electric vehicles be available in the US market? A: Mazda has confirmed a new EV for 2025, but specific models like the CX-6e may face availability challenges due to their Chinese manufacturing origin and potential tariff implications.
Q: What makes Mazda’s electric vehicles different from competitors? A: Mazda’s EVs maintain the brand’s focus on driving dynamics and KODO design language while offering both pure electric and range-extender powertrain options.
Q: Will these electric vehicles replace Mazda’s current lineup? A: These EVs will complement rather than immediately replace current models, with Mazda pursuing a multi-solution approach to electrification including hybrids and PHEVs.
Q: How do the range-extender versions work? A: The range-extender models use a gasoline engine purely as a generator to charge the battery, with the electric motor still providing all propulsion power.
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