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Mazda 6e — Japanese Carmakers Fight Back in Australia

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Mazda 6e — Japanese Carmakers Fight Back in Australia

At its launch into the Australian market eight months ago, the Mazda 6e received 2,000 pre-orders. It has delivered 693 of those cars in the last four months. I have long been an admirer of Mazda’s design, so we went to the local dealership to check it out. We were not disappointed. The Mazda 6e won the 2026 World Car of Year design award. In the back of my mind, I thought, perhaps this car might herald a resurgence of Japanese car sales in Australia.

Mazda produces just over 1 million cars per year, so it is not in the same league as Toyota, but it has a loyal niche following. Sales in Australia have been dropping this year, possibly because of model changeovers. Or could it be because of the increase in Chinese car sales?

For a bit of context, I checked out the sales figures of Japanese branded electric vehicles. So far in 2026, in the Australian market, Toyota has sold 2,523 EVs; Subaru — 1,277; Nissan — 219; Mazda — 693; and Suzuki — 40. This makes a total of 4,725. That’s similar to what one carmaker has sold with one model — the Tesla Model 3 (4,597). All Japanese EV sales approximately equal the Tesla Model 3’s sales. Japanese brands need to do better. The world needs them to participate meaningfully in the rEVolution. Your thoughts? (Dr Paul Wildman and myself have written extensively about this. See here.)

On Wednesday, we went to visit our local Mazda dealer on the north side of Brisbane to check out the latest offering.


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