Mazda Europe pivots to EV ecosystem, software, and hybrids
Mazda Europe pivots to an EV-centric digital ecosystem and hybrids
Mazda Europe pivots to EV ecosystem, software, and hybrids
Mazda Europe plans an EV-centric digital ecosystem alongside hybrids, using software, remote controls and personalized services to improve ownership, loyalty.
2025-10-14T19:08:42+03:00
2025-10-14T19:08:42+03:00
2025-10-14T19:08:42+03:00
Mazda Europe chief Martijn ten Brink said electrification is opening new opportunities for digital services and closer customer relationships. He noted that Mazda aims not just to launch electric vehicles, but to build a full-fledged digital ecosystem around them.The company is focusing on services linked to EV ownership, remote control of vehicle functions, and personalized offerings. This approach is meant to boost loyalty and create additional revenue sources. In a market where hardware increasingly converges, the pivot toward software and service can become a real differentiator—provided it solves everyday tasks rather than adding another app for the sake of it.At the same time, Mazda is not planning to abandon internal combustion engines entirely. In the face of strict European CO2 standards and the planned 2035 phase-out of ICE, the brand will continue to develop mixed powertrain solutions, keeping a balance between traditional and electric technologies. It’s a measured course that reflects the pace of the transition and the diversity of customer needs.Mazda expects that integrating digital platforms with hybrid technologies will help it maintain its position in the 2026 new-car market, where environmental credentials and ease of ownership matter more than ever. If execution matches the ambition, the strategy could keep the brand relevant as buyers judge cars as much by software and convenience as by hardware.
Mazda Europe, EV ecosystem, digital services, software, hybrids, remote control, personalization, customer loyalty, ICE phase-out 2035, European CO2 standards, electrification strategy
2025
Michael Powers
news
Mazda Europe pivots to an EV-centric digital ecosystem and hybrids
Mazda Europe plans an EV-centric digital ecosystem alongside hybrids, using software, remote controls and personalized services to improve ownership, loyalty.
Michael Powers, Editor
Mazda Europe chief Martijn ten Brink said electrification is opening new opportunities for digital services and closer customer relationships. He noted that Mazda aims not just to launch electric vehicles, but to build a full-fledged digital ecosystem around them.
The company is focusing on services linked to EV ownership, remote control of vehicle functions, and personalized offerings. This approach is meant to boost loyalty and create additional revenue sources. In a market where hardware increasingly converges, the pivot toward software and service can become a real differentiator—provided it solves everyday tasks rather than adding another app for the sake of it.
At the same time, Mazda is not planning to abandon internal combustion engines entirely. In the face of strict European CO2 standards and the planned 2035 phase-out of ICE, the brand will continue to develop mixed powertrain solutions, keeping a balance between traditional and electric technologies. It’s a measured course that reflects the pace of the transition and the diversity of customer needs.
Mazda expects that integrating digital platforms with hybrid technologies will help it maintain its position in the 2026 new-car market, where environmental credentials and ease of ownership matter more than ever. If execution matches the ambition, the strategy could keep the brand relevant as buyers judge cars as much by software and convenience as by hardware.
