Quick Takeaways
- Mazda Thailand new model launches signal an expanded EV and hybrid push across the region.
- The roadmap highlights BEVs, PHEVs, and HEVs backed by local production and export focus.
On January 24, 2026, Mazda reaffirmed its plan to introduce at least five new models in Thailand over the next three years, covering two battery electric vehicles, one plug-in hybrid, and two hybrid electric vehicles. At least two of these models are scheduled to debut in 2026, underscoring the pace of Mazda Thailand new model launches.
Mazda 6e BEV Demand Highlights Early Market Traction
According to Mazda, the Mazda 6e BEV generated more than 4,000 reservations following its preview in late 2025. An official launch and pricing announcement are expected soon, with customer deliveries planned for the second quarter, positioning the model as a key pillar in Mazda Thailand new model launches.
Expanded Electric SUV Portfolio and Global Development Approach
Mazda also plans to introduce another electric SUV. While EV development involves collaboration with Changan, it is led by Mazda’s engineers to ensure full brand DNA. Production will be handled at Mazda’s wholly owned EV plant in China, maintaining quality and engineering control.
Hybrid and PHEV Production Strategy Anchored in Thailand
For the remaining models, the production base for the PHEV has yet to be finalized. Hybrid vehicles will be produced at the AutoAlliance Thailand plant, strengthening local manufacturing. Mazda plans to produce 100,000 hybrid units between 2027 and 2028, with:
Market Outlook and Sales Expectations Amid Uncertainty
Thailand’s overall auto market is expected to grow by up to 3% in 2026 to around 600,000–610,000 units. Mazda expects its 2026 sales to exceed the 8,200 units recorded in 2025. However, tight credit conditions, high household debt, and ongoing economic and political factors continue to present uncertainties for the market and for Mazda Thailand new model launches.
Mazda 6e BEV Demand Highlights Early Market Traction
According to Mazda, the Mazda 6e BEV generated more than 4,000 reservations following its preview in late 2025. An official launch and pricing announcement are expected soon, with customer deliveries planned for the second quarter, positioning the model as a key pillar in Mazda Thailand new model launches.
Expanded Electric SUV Portfolio and Global Development Approach
Mazda also plans to introduce another electric SUV. While EV development involves collaboration with Changan, it is led by Mazda’s engineers to ensure full brand DNA. Production will be handled at Mazda’s wholly owned EV plant in China, maintaining quality and engineering control.
Hybrid and PHEV Production Strategy Anchored in Thailand
For the remaining models, the production base for the PHEV has yet to be finalized. Hybrid vehicles will be produced at the AutoAlliance Thailand plant, strengthening local manufacturing. Mazda plans to produce 100,000 hybrid units between 2027 and 2028, with:
- 30% allocated for domestic sales
- 70% earmarked for export markets
| Parameter | Value |
|---|---|
| Total hybrid production (2027–2028) | 100,000 units |
| Domestic allocation | 30% |
| Export allocation | 70% |
| Investment value | Exceeding THB 5 billion |
Market Outlook and Sales Expectations Amid Uncertainty
Thailand’s overall auto market is expected to grow by up to 3% in 2026 to around 600,000–610,000 units. Mazda expects its 2026 sales to exceed the 8,200 units recorded in 2025. However, tight credit conditions, high household debt, and ongoing economic and political factors continue to present uncertainties for the market and for Mazda Thailand new model launches.
Company Press Release
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