Mazda and its “Full Self-Charging” Hybrids

A few weeks ago (December 2021), Mazda revealed the hybrid variation of the Mazda2 hatchback from Europe, and under the hood lay a “full self-charger…?”

The Mazda2 Hybrid system emulates the Toyota Yaris hybrid, but unfortunately, neither vehicle traverses through the US.     

The “full self-charging” slogan will garner a lot of misunderstandings, and that doesn’t come as a surprise. For example, Tesla is no stranger to controversy with the “full-self-driving” driver-assistance feature. 

Then there’s the strategy tactic from Toyota and Lexus. Both automakers utilized the “full self-charging” slogan in the European market. But many EV fanatics didn’t appreciate the ambiguous advertising. 

So what is “full self-charging” exactly? The term leaves the impression that the Mazda holds a perpetual motion machine, possibly solar cells, or even inductive charging. But none of which happens to be the case. 

In this case, the Mazda2 integrates a 1.5-liter inline-3 gas engine with a 79-hp electric motor. Toyota’s planetary-based hybrid system brings the combined horsepower to 114. 

“Battery power level is constantly managed via an engine-driven generator to remove any need to recharge the system from an external source.”

-Mazda

Mazda released the statement with plans to deliver more information when the Mazda2 hybrid premiered. But the most pertinent factor about this quote is Mazda avoids any reference to free electricity. 

In today’s market, plug-ins are a desirable commodity. So although Mazda, Lexus, and Tesla have toyed contentious wording, no press is bad press. Mazda’s “full self-charging” catchline provides consumers with a new way to educate themselves about the rapidly evolving market. 

During a recent presentation, Toyota’s North America VP of Marketing and Communications, Michael Tripp, mentioned that the 2021 BEC Awareness Survey discovered that 75% of customers believe hybrids need an outlet for charging. Additionally, Tripp went on to say that others are unaware of their own PHEV hybrid capabilities against other hybrid competitors.   

All self-charging messaging calls to the European market at the time of writing. No official word if the Mazda2 hybrid will find its way to the States. But the upcoming Mazda MX-30 intends to provide America with “a series plug-in hybrid with a rotary generator.” Mazda has some quality hybrids in store for the US, including the new Mazda CX-50 hybrid. No matter what happens, Mazda will never cease the creation of path-breaking innovation.   

Feel Alive with Your Mazda 

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