Mazda Australia has included the Mazda CX-5e name – pointing to an electric Toyota RAV4 rival – among a raft of trademarks for what appear to be new electric models.
The filings show the Mazda CX-5e name, suggesting a potential electric CX-5, was locally registered, along with the Mazda 2e, Mazda 3e, Mazda 6e, and Mazda CX-6e badges.
Given the only one of these nameplates confirmed by the Japanese manufacturer – the Mazda 6e – is the electric successor to the previous Mazda 6 dropped in 2025, the filing suggests electric powertrains could be on the way across the brand’s best-sellers.
The CX-6e nameplate has previously been predicted to be used on the export version of the new Chinese EZ-60 SUV, but it’s unclear if the 2e and 3e filings presage future product or if Mazda is simply looking to protect against use of these nameplates by other automakers.
Mazda Australia would not provide any official comment when CarExpert asked about the filings and what they may mean for the company’s future local lineup.
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Yet the potential new electric models fit with Mazda Australia’s plans to sell only electrified vehicles here by 2030, including hybrids, by which time the company expects at least a quarter of its total sales to be EVs.
The company’s global product strategy has so far centered around hybrids ahead of EVs, with an expansion of EV models to begin in 2025 but gather momentum with more products in 2028.
The trademark filings may be setting up the brand’s hybrid and EV push in Australia given what’s available as part of its global product roll-out.
While it offers its larger SUV models – from CX-60 to CX-90 – with mild-hybrid power, Mazda Australia currently doesn’t have a single EV in local showrooms.
The automaker dropped its first electric car, the MX-30 SUV (pictured above), after three years on sale in 2023, as rivals – even including the late-to-EV Toyota – were adding EVs to their Australian lineups.
That’s set to change with a new generation of the brand’s best seller, the CX-5 (pictured above), which is due to be unveiled in late 2025.
Already confirmed with new in-house developed hybrid tech to take on the Toyota RAV4, a ‘CX-5e’ battery-electric version is rumoured after comments made to Automotive News from Mazda North America, boss Tom Donnelly.
Mr Donnelly told the publication in 2023 a new ‘electric crossover’ would be on sale in North America in 2025, where like Australia, the brand doesn’t offer a single EV – and the CX-5 is its top seller.
While not confirmed elsewhere by Mazda, the timing matches the arrival of the new generation CX-5, with Mr Donnelly adding more weight to the theory by saying it would have “a familiar name”.
The outgoing CX-5 uses the same platform as the now off-sale Mazda 6.
The Mazda 6e was introduced in China – where it’s badged as the Mazda EZ-6 – as a ‘global product’ last year, with right-hand drive production confirmed for 2026 when it will join Mazda’s lineup in the United Kingdom.
The 6e (pictured above) has yet to be confirmed for Australia, but the automaker hasn’t yet ruled it out either, saying it’s ‘under study’ for other countries beyond the UK.
With a body shape using evolved ‘Kodo’ design philosophy, the 6e uses a rear-wheel drive platform co-developed with Mazda’s China partner, Changan.
Key features for the BYD Seal and Tesla Model 3 rival include a 345-mile (555km) range on the WLTP cycle with an 80kWh battery, and a luxurious cabin including a 14.3-inch ‘floating’ centre screen.
While the 6e will be EV-only in the UK, the EZ-6 is available with range-extender powertrains in China – also firming up its case for Australia, following a 76 per cent rise in hybrid sales in 2024.
The CX-6e name, if following Mazda’s previous naming convention, is expected to be applied to export versions of the Mazda EZ-60 (pictured above) revealed at the 2025 Shanghai motor show in April.
Electric versions of the Mazda 2 city-sized hatch could see a Mazda 2e rival the likes of the BYD Seagull, which is under consideration for a local launch by the Chinese brand.
A Mazda 3e – again, an electric counterpart to the combustion-powered Mazda 3 hatch and sedan – would be a competitor to a raft of electric rivals including the BYD Dolphin, Cupra Born and MG 4 electric hatchbacks.
Mazda sold 1.27 million vehicles globally in 2024, also setting a sales record in the US where rivals such as Nissan struggled.
The automaker recorded 2.6 per cent year-on-year growth.
Mazda Australia was the third most popular auto brand in Australia in 2024 – behind Toyota and Ford – and currently sits second in the sales charts, having overtaken Ford for the number two spot.
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