On November 28th, Bangkok time, Mazda unveiled its first new energy flagship sedan, the MAZDA 6e, at the 2025 Thailand Auto Show and announced that pre-orders would begin the following day. This model, which blends “KODO” design philosophy with electric driving dynamics, is not only a milestone in Mazda’s electrification transformation but also signifies its strategic ambition to leverage Thailand as a base to fully penetrate the ASEAN new energy market.
**”Made in China” Giving Back to the World: A Dual Integration of Technological Genes**
The MAZDA 6e’s globalization path is unique—developed and produced primarily by the Changan Mazda Nanjing plant, integrating the technological advantages of engineering teams from China, Japan, and Germany. Its electrification platform features Changan’s leading three-electric system, while intelligent configurations are customized to meet the differentiated needs of Asian and European users. For example, it has already achieved a five-star E-NCAP safety rating in the European market, with a child safety score as high as 93%. As Mazda’s global new energy vehicle export center, the Nanjing plant, with its 100% automated main production line and the ability to produce eight models on both left-hand and right-hand drive lines, has created an efficient overseas channel for the MAZDA 6e and its platform-sharing SUV, the EZ-60.
**A Key Move in Electrification: A Market Deeply Rooted for 70 Years**
Thailand, as Mazda’s core market in ASEAN, boasts a 70-year-old channel and user base. Theer Permpongphan, CEO of Mazda Sales (Thailand), emphasized that the MAZDA 6e is not simply an electrified product, but rather a continuation of the brand’s driving pleasure DNA through the combination of the “Jinba Ittai” (horse and rider as one) driving philosophy and induction technology. This strategy directly targets the gap in the mid-to-high-end electric sedan market in Thailand, while simultaneously paving the way for expansion into other ASEAN countries such as Indonesia and Malaysia.
**ASEAN Ambitions Under a Multi-Energy Strategy**
Mazda Managing Director Toru Nakajima revealed that the brand will implement a “multi-solution strategy,” simultaneously deploying in pure electric and hybrid technologies. The launch of the MAZDA 6e is only the first step; subsequent expansion of the product matrix will be accelerated based on the flexible production lines of the Nanjing plant. With the penetration rate of electric vehicles in Southeast Asia exceeding 15%, Mazda is vying for the right to define this emerging market by driving both technology localization and brand sentiment.