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Why Mazda wants you to pick its MX-30 Electric over the Hyundai Kona Electric and MG ZS EV

The Mazda MX-30 EV costs more than rivals, but also offers less driving range.

Mazda Australia’s first electric car, the MX-30 Electric, is now available to order, but compared to rivals like the Hyundai Kona Electric and MG ZS EV, some might consider it too expensive and lacking in driving range.

For $65,490 before on-road costs, the Mazda MX-30 E35 Astina affords just 200km of range from its 35.5kWh battery, compared with the $62,000 Kona Electric’s 484km and the $43,990 drive-away ZS EV’s 262km.

It might seem like Mazda has a hard sell on its hands given what the competitor offers, but the brand’s marketing boss Alastair Doak told CarsGuide that interest in the MX-30 Electric is high, and that its appeal is more emotional.

“Fundamentally, it comes down to the usual things of why you would pick a Mazda over something else,” he said.

“MX-30 very much delivers a unique style, an SUV coupe style if you like. With e-GVC Plus designed to work in its ideal state with an EV, we’ll deliver class-leading dynamics.

“The quality and materials and design of the interior is, again, class leading.

“The other thing too, I think we’re the only ones around that price point, that has a 2021 ANCAP rating.

“From those points, it’s very good value, it’s incredibly well specified, and it’s got unique style, and we know that style is still at, or near the top, for reason for purchase.”

Though the price is higher for the MX-30 E35 Astina, Mazda’s electric SUV does offer more equipment than its rivals, such as a premium 12-speaker sound system and traffic sign recognition.

The MX-30 also sports a heated steering wheel and front seats, and a head-up display, features that are only available on the higher-tier Hyundai Kona Electric Highlander that is pried at $66,000 before on-road costs.

As for the driving range, Mr Doak defended the MX-30’s smaller battery, citing that the average Australian driver only travels around 36 kilometres in a day anyway.

“We’ve been saying from day one that this is a city-based vehicle, and you know how far people drive in a day, and week, and all of those things,” he said.

“The other benefit of the range we are offering is that the car is light, which helps its dynamics.

“We talk about well-to-wheel, the amount of CO2 that actually costs to make the batteries and do all those other things (producing the car), then we’ve got a consistent message across the car.

“For most people, that range will be OK.”

Mazda Australia’s initial supply of MX-30 Electrics is limited to just 100 examples, though the brand will order more once it works out how interested the market is in the EV.

Mr Doak confirmed that one had already sold to a couple in NSW, but would not be drawn on predictions of how long the rest of the 99 units would take to sell.

“We’re confident, we’ve seen good uptake of this car in Europe where it’s been sold there for a few months, and it’s been very well received there,” he said.

“If it can compete in that market, then I’m sure there will be people who think it’s just right for them here as well.”