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Most cars are a product of research. Endless inquiry into the market, with focus groups and surveys and projections to figure out what people actually want to buy. Naturally, that produces some rather bland cars, aimed at the masses who just want transportation.
That’s not to say every car is like that. There are models that exist to satiate a smaller subset of the population, people who want something a little weird, a little different. And then there’s the Mazda MX-30, an electric crossover that was seemingly built without talking to a single person.
Mazda tends to do things a little differently than bigger automakers. That’s the benefit of being a small independent company: Mazda can march to its own beat. It’s why nearly every model in the company’s range is downright exciting. When someone asks me to recommend a car, and Mazda has a car in that price range, the Mazda is what I’ll undoubtedly recommend.
But the next time I meet someone looking for an EV, the MX-30 will likely be at the bottom of my list.
Ostensibly built so Mazda can comply with fuel economy regulations, the all-electric MX-30 has about 100 miles of range from its 35.5 kwh battery. It’s only available in California, and has a base price of $33,470. That’s already something to balk at. At that price, you can get the Hyundai Kona EV, which has triple the range. Triple!
Maybe it has such limited range because it’s extremely fast, you’re thinking. Not a chance. The front-wheel drive MX-30 is a slowpoke, with none of the rapid acceleration we’re used to from EVs, though it’s still able to overwhelm the narrow all-season 215/55R-18 tires. It does have that dynamic flare we love from Mazda, with refreshingly good steering for an EV. It also rides quite well.
At 173 inches long, 71inches wide, and 62 inches tall, the MX-30 is the exact same size as Mazda’s own CX-30 (and sits on that car’s platform), but you wouldn’t know from looking at it. The design feels like a mix of the future and the past, chrome accents mixed in with organic lines. It’s funky but doesn’t feel forced. Among crossovers, it’s truly unique, for better or worse. But it doesn’t have any of the packaging advantages that make EVs special. There’s no frunk, as that space will supposedly hold a rotary range extender at some point, and the back seat is cramped. It has four doors, but the rears are tiny, suicide flaps that can only be opened after the front doors, like the RX-8 had years ago. On a sports car, it’s a fine way to add utility. But on a family crossover, it’s quite annoying. The topper? That back seat, once you’re in, is tiny, and the rear windows don’t open. A great place to trap someone you really don’t like.
It’s a shame, because the rest of the interior is innovative and interesting. The absolute best part has to be the trim on the door handles and near the cupholders. It’s made of cork, a material that, as far as I can tell, is new to car building. It works. Soft to the touch and pleasing to look at, it’s a cool choice that feels special. There’s also recycled plastic and leatherette to give the interior the appearance of sustainability. Like other Mazdas, it’s a nice place to be. That said, the climate controls are on a touch screen for reasons I don’t quite understand, and the shifter is different from any other automatic Mazda.
The entire time I was in the MX-30, I wondered: Who exactly is this for? Had Mazda consulted any potential customers on what they want, or need, in an EV? There’s some true innovation in the design, and the interior quality and materials are excellent. It’s fun to drive, if slow, and rides well. But the lack of range is a total deal killer; this can’t be your primary car. Range anxiety is an outdated concept—there are so many charging spots, in so many locations, it shouldn’t be an issue. Having to stop for a charge on any drive longer than 100 miles is ridiculous. You could use the MX-30 just to bop around town, but it’s expensive for that, and doesn’t really have enough storage, for people or things, to make a case for itself.
If you want a Mazda without much space or range, the Miata already exists. If you need a small Mazda to haul people and things, the CX-30 is a great choice. The MX-30 feels like an experiment being carried out on car buyers, not a serious attempt at a competitive electric car. Hopefully the interior details and styling make it to other Mazdas, and the company can work up another, more practical EV. Because right now, the MX-30 only appeals to people with one car-buying requirement: Cork interior trim.
Travis is an editor at Road & Track. He was previously the Editor-in-Chief of Jalopnik.com and is a little too fond of the Mazda Miata.
