Super-competitive pricing for 6e means the cost excuse to go electric is no longer valid, according to Mazda.
Electric Cars
Mazda’s newest electric vehicle (EV), the China-sourced 6e, is priced compelling so buyers could not use cost as a reason not to forgo tailpipe emissions-free propulsion, according to the brand’s local boss.
For context, Mazda Australia announced the 6e electric car will start from $49,990 before on-road costs – undercutting the popular Tesla Model 3 by around $5000.
Speaking to Drive, Mazda Australia boss Vinesh Bhindi said the 6e’s accessible barrier-to-entry was a purposeful move the EV conversation forward.
“As a brand, we are embarking on a journey along with, I suppose, all Australians – taking carbon out, reducing the carbon footprint, is getting more and more important,” Bhindi said.
“We’ve got to make sure that we give it a fair chance for people to say ‘that’s a great value package, that’s affordable’ because it will require how a car will fit into their lifestyle to change.
“We don’t want other barriers to be there.
“There will be some barriers for some, and there’ll be concerns for some, or a different thought process, but we’ve got to give it the best shot.
“And that’s what we’re doing with the value proposition.”
While the 6e is not the most affordable EV in Australia – that is the BYD Atto 1 available from $23,990 – it is one of cheapest from a mainstream legacy brand, which also offers competitive range and practicality.
Part of the reason why Mazda has been able to price the 6e so aggressively however, is the fact the brand does not build it.
Instead, the 6e is assembled in China by Changan Automobile, and uses a platform and components sourced from Mazda’s partner.
Mazda has added its own design language to the 6e – as well a the related CX-6e due to arrive later this year – and tweaked suspension settings to differentiate it from the donor car.
“The advantage of our partnership in China with Changan-Mazda is we get the benefit of all the supports, and the efficiency, and whatever else they have available with them as a partnership,” Bhindi said.
“It comes either in price or spec or technology – or all of the above, hence where we are.
“It’s important that the value proposition remains right.”
The latest data shows Mazda Australia is on the hook for nearly $25.5 million in fines based on the cars it sold in 2025.
If the 6e and CX-6e prove popular, it would insulate Mazda as NVES targets tighten annually by allowing some of its fleet emissions to be offset by EVs.
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Tung Nguyen has been in the automotive journalism industry for over a decade, cutting his teeth at various publications before finding himself at Drive in 2024. With experience in news, feature, review, and advice writing, as well as video presentation skills, Tung is a do-it-all content creator. Tung’s love of cars first started as a child watching Transformers on Saturday mornings, as well as countless hours on PlayStation’s Gran Turismo, meaning his dream car is a Nissan GT-R, with a Liberty Walk widebody kit, of course.
