Slow and steady: Is Mazda quietly rising back to the top?

In a world full of Chinese EVs with similar, standard design features, it's rather refreshing to see a legacy brand still climbing its way up the ladder.

According to Sgcarmart's data compiled from the amount of full-year registrations from all authorised car dealers in Singapore for the year 2025, Mazda has jumped one spot (up from ninth to eighth) as compared to the stats from 2024.

And while Nissan dropped out of the top 10, familiar names such as Honda and Mazda are holding firm, which begs the question: Are Japanese cars quietly gaining ground on their way back to the top, or is this something more, like a consumer shift from full electrification?

Curious as we are, we decided to pay the Mazda showroom a visit and have a chat with Chong Kah Wei, managing director of Mazda Singapore, to find out why he thinks Mazda may just be quietly rising back to familiar territory.

Kah Wei notes that because the Mazda6e's boot opens up fastback-style, it is larger than typical sedans

New year, new car

As with every brand resurgence, the cause is usually attributed to a new model. In Mazda's case, this is no different. In 2025, it was the CX-80 Plug-in Hybrid. And in 2026, a sleek, all-electric sedan will be taking centre stage.

Unveiled for the first time at this year's Singapore Motor Show, the Mazda6e fastback sedan is set to make its local launch in July 2026. But does it have what it takes to propel Mazda back into top dog territory?

Kah Wei seems to think so. He points out that the boot opens up fastback-style (glass and all) because Mazda wants to give this model an "SUV kind of accessibility", making it a tad larger than normal sedans.

The Mazda6e's interior comes with a plethora of modern features that many drivers will probably expect of new cars moving forward

Also, the Mazda6e's interior has gone full premium with its features. This means adjustable ambient lighting, Nappa leather seats, ventilated seats, 50W wireless charging with a ventilated dock, and a fully digital instrument cluster.

One other pretty cool feature is the driver's "private speaker", which is where the phone audio goes through. No more private conversations being blasted to other passengers, which helps negate embarrassing, intimate updates being shared "over the air", literally.

Let us not overlook the Mazda6e's whopping combined WLTP range of 540km, which means less charging downtime - a big gripe amongst drivers making the switch to electrification.

And yeah, new cars are cool and all, but in an ever-growing market, they get old pretty fast. Surely that can't be the only reason for Mazda's climb in rankings?

During our interview, Kah Wei highlights the personalised experience that Mazda offers to its customers

Same Mazda, different year

In this, Kah Wei agrees. And while he states that the Mazda6e will undoubtedly bring in a different segment of customers (those who are looking at EVs), he does not want Mazda to just be a brand that sells cars. In his words, "(Mazda) is also here to sell customers a lifestyle".

What that means is that Mazda puts the customer experience at the very top of its priority list. In essence, the focus isn't just on buying a car, but the experience of buying a car.

And from the moment we stepped into Mazda's showroom, we had to agree with his words. There's a scent that just smells different, and the music is well-suited to the overall ambience.

Mazda even makes its own drinks for its customers, which just makes the experience feel all the more exclusive

It's not just about positive senses, either. Mazda also wants to make the customer experience personalised. This is evident in its Dezire+ programme (currently only available to CX-60 and CX-80 buyers), where the brand provides them with vouchers, social dinners, and special perks such as private car previews.

The latter includes the upcoming Mazda6e too. In this case, Mazda will bring the customer into a private backroom - much like the one we're in right now - to make the experience more intimate. Kah Wei says that this allows the focus to be all on the customer.

With service like that, it's not hard to see why customers keep coming back. For sure, we get a twinge of dopamine when the cai fan auntie calls us "shuai ge", which is probably what long-term Mazda customers feel, albeit on a much larger scale.

While the Mazda6e may be fully electric, Kah Wei states that Mazda has a well-stocked lineup of models with different powertrains, catering to every discerning customer

On the fence

There are also many drivers who are still hesitant about fully diving headfirst into electrification. Mazda has noticed this, and as such, despite its soon-to-be newest model being all-electric, it also offers traditional hybrids, plug-in hybrids, mild hybrids, and petrol-engined cars.

Sure, some of Mazda's models that fall into that category may be a few years old, but Kah Wei highlights the timeless designs that the brand is well known for. He further states that the CX-5 is one such car that also brought up the brand's sales.

The mild hybrid SUV is well known for its practicality, and while we're on the topic, Kah Wei also states that a brand-new CX-5 will be arriving on Singapore's shores later this year and will feature a "very different platform" as compared to the current model.

Kah Wei describes the Mazda6e as offering "the best of both worlds" in terms of visual and drivability

Onto greater "journeys"

And so, we revert to the age-old question: As of now, what is Mazda doing to stay ahead of the game?

Kah Wei says that Mazda has to constantly evolve its methods - such as the way it does business in the car trade - and keep a sharp eye on market trends. He does not want the brand to be "just another brand amongst many brands". He wants Mazda to be known as a brand where people "know that (the brand) is different".

As with its illustrious past, Kah Wei says that Mazda always had a model for every customer, and he wants the brand to continue building on that, in line with its "Greater Journeys" philosophy.

Returning back to the Mazda6e, Kah Wei also says that it is a marriage between two factors: Visual and drivability. Mazda has always been known for the latter, and with this combination, this model now has the best of both worlds: "Driving pleasure, visuals, feel, touch, smell," to name a few.

With all that being said, it's no surprise to see why Mazda is so good at what it does, and why it will continue to do so

No surprise

With all that's been said, it's not hard to see why Mazda has climbed a spot in our 2025 new car registrations list. A big focus on customer experience, as well as keeping its models fresh and reliable, have contributed to Mazda's steady rise in our rankings.

And with the upcoming introduction of the Mazda6e in July, as well as a new CX-5 model (date TBA), don't be surprised if Mazda finishes in a stronger position this year.