Fun-to-drive Mazda vibe coming to brand's EVs

Mazda's fun-to-drive persona isn't going anywhere as the brand steadily transitions to electric vehicles.

No matter what powertrains it's using, Mazda will retain that spirit, said Rob Meyer, chairman of the Mazda National Dealer Advisory Council and co-owner of Tim Dahle Mazda Murray and Tim Dahle Mazda Southtowne in suburban Salt Lake City.

The brand is selling the MX-30 battery-electric crossover in California now, with the three-row CX-90 plug-in hybrid crossover slated to debut in 2024 as a performance-oriented model. The CX-90 will be followed by the smaller CX-70 plug-in hybrid.

The CX-90 will replace the CX-9, a nameplate Meyer said has held its own over the years. But he believes the CX-90 will be the right vehicle at the right time — a draw for parents of younger children looking for something sporty.

Mazda is investing more than $11 billion in electrification through 2030 through a string of new partnerships involving batteries, motors and computer chips.

"There is a market for an electrified car, regardless of range," said Meyer. "People still can find a way to make it fit their needs. It's an evolving space. We're not watching it happen because we're on the front lines of it happening. But when you look at the phased rollout of what Mazda's introduced to us at the dealer meeting, I think we're in the right space."