Mazda Plans to Launch CX-20 in Southeast Asia to Compete with Toyota Yaris Cross

【PCauto】Mazda has recently announced a strategic plan to introduce two pure electric vehicles, two hybrids, and one plug-in hybrid in the Southeast Asian market between 2025 and 2027. One of the electric models is the Mazda 6e, which will debut at the Motor EXPO 2025, while another highlight is the anticipated B-SUV that will be produced locally in Thailand. It is suggested that this SUV may be named "CX-20."

Currently, the Southeast Asian market is prompting Mazda to make significant changes. In the fiscal year of March 2024, Mazda suffered a major setback in the Thai market, with sales plummeting by 42%. Recent statistics indicate that in the first ten months of 2024, Mazda sold only 7,763 vehicles in Thailand, resulting in a mere 1.6% market share. This performance marks a stark contrast to previous years. In 2023, Mazda sold 16,544 vehicles in Thailand, reflecting a year-on-year decline of 47.7%. In the fiscal year 2018, Mazda achieved sales exceeding 70,000 vehicles, capturing a 6.6% market share, making Thailand Mazda's sixth-largest global market at the time.

In contrast, Mazda’s situation in the Malaysian market appears more optimistic. Thanks to the excellent operations of local distributor Bermaz, Mazda's sales in Malaysia have grown by 20%, reaching 19,000 units. Bermaz has made significant efforts in brand promotion and optimizing the sales service network. Various auto show events and online-offline advertising campaigns have greatly enhanced Mazda’s brand recognition and reputation among local consumers, showcasing the unique appeal of Mazda vehicles to a broader audience.

In terms of their sales service network, Bermaz has strategically positioned dealerships nationwide to ensure that consumers, whether in bustling cities or remote areas, can easily access Mazda vehicles and enjoy professional, attentive pre-sales and post-sales services. From vehicle viewing and test drives to maintenance and repairs, Bermaz aims to meet consumer needs comprehensively. Nevertheless, Mazda is not without challenges in the Malaysian market. As competitors continue to increase investment and implement more targeted local strategies, competition in the Malaysian automotive market is becoming increasingly intense.

In accordance with Mazda's newly announced strategic plan, the proposed CX-20 is expected to feature a mild hybrid (MHEV) powertrain, with key competitors including the Toyota Yaris Cross HEV, Honda HR-V e:HEV, and the upcoming Mitsubishi XForce HEV and Suzuki Fronx MHEV, among other popular models.

Mazda faces distinct challenges and opportunities in the Thai and Malaysian markets within Southeast Asia. By launching the CX-20 and the four other models, Mazda hopes to regain momentum for growth in the Southeast Asian automotive landscape.