It’s a bittersweet moment for fans of the Mazda MX-30 as the Japanese automaker has officially announced the discontinuation of the little electric crossover in the U.S. market after the 2023 model year. The move comes as Mazda shifts its focus towards plug-in hybrid models like the 2024 CX-90 PHEV and the upcoming CX-70 PHEV, as well as non-plug-in models such as the CX-50 Hybrid. With this decision, we bid adieu to the short-lived and somewhat puzzling life of the battery-electric CUV that was only available in California, and unfortunately didn’t gain much popularity there.

During its brief run of three model years, the MX-30 managed to find only a limited number of buyers in the U.S. In 2021, 181 buyers opted for the MX-30, which increased to 324 in 2022, and up until June of 2023, only 66 units have been sold. These numbers were indeed meager, but apparently, they were part of Mazda’s plan, as the automaker had announced that its 2022 U.S. production run was already sold out.

Several factors contributed to the lukewarm reception of the MX-30 in the competitive U.S. electric vehicle market. Firstly, the car’s 35.5-kWh battery and EPA-rated 100-mile range fell short compared to other electric offerings. Additionally, the MX-30’s MSRP of $35,385 (after destination charges) placed it at a considerable price premium over popular alternatives like the Chevrolet Bolt and Bolt EUV. The Bolts not only boasted a $7,500 federal tax credit, an advantage the MX-30 lacked, but they also offered more power, quicker acceleration, and more than double the driving range.

Despite its shortcomings in range and price, the Mazda MX-30 did have its own appeal, particularly in terms of its stylish design and high-quality materials. Other markets will still be able to enjoy these charms, as Mazda plans to introduce a redesigned version known as the MX-30 R-EV, featuring an 830-cc range-extending rotary engine and a reduced battery capacity of 17.8 kWh. Although it falls short of the full-electric model’s range, the MX-30 R-EV is estimated to provide around 85 kilometers of pure-electric driving on the WLTP cycle.

Looking ahead, Mazda is gearing up to make a stronger foray into the battery-electric market. The automaker has two EV lines in the pipeline, one utilizing an existing architecture and the other based on an entirely new platform. There are also reports suggesting that Mazda may have access to a new EV architecture being developed by Toyota, designed to achieve an impressive range of over 745 miles with next-gen battery technology.

While we bid farewell to the Mazda MX-30 in the U.S., we eagerly anticipate the automaker’s future electric offerings, hoping that they will be more competitive and captivating, enticing a broader audience to embrace the world of electric mobility.