Coles Shop, Scan, Win puts 10 electric Mazda CX-6e SUVs and a year of groceries up for grabs

How and when to enter

Coles has launched its national Shop, Scan, Win promotion, giving ten customers the chance to win an all-new, all-electric Mazda CX-6e together with a year's worth of groceries. The launch announcement, carried in full by Mirage.News on 7 October 2026, describes it as a first for Coles in awarding an all-electric vehicle as a promotion prize. Each winner takes home a package worth more than $70,000, made up of the vehicle, stated to be worth over $57,000, and groceries valued at $15,000. ¹

The CX-6e prize is specified down to the paint: each of the ten cars will be finished in Soul Red Crystal Metallic with a Jet Black Mica roof. According to the promotion notice, the car is provided drive-away, meaning the prize covers 12 months registration, 12 months compulsory third party insurance, stamp duty, applicable statutory charges, dealer delivery and administration charges. ¹

Coles chief customer experience officer Michael Courtney said in the launch announcement that the prize was designed around household needs. "We know the weekly grocery shop and filling up the car are two necessary expenses for Australian households, so we wanted to offer something that could make a meaningful difference to the winners," he said. He added that because the Mazda is all-electric, "petrol won't be part of running that vehicle". ¹

Coles' framing and household context

The promotion runs in-store only at Coles supermarkets nationally from Wednesday 7 October to Tuesday 3 November 2026. Customers who spend $20 or more in a single transaction and scan their registered Flybuys card receive an entry into the prize draw. As Mirage.News reported from the promotion notice, there is no online entry path; the promotion is explicitly available in-store only. ¹

Entrants can gain an additional entry by meeting a second condition in the same $20-plus transaction: purchasing a participating product from one of 13 brands. The brands named in the announcement include Swisse, Dynamo, Schwarzkopf, Earthwise and Sard, with the registered Flybuys scan again required for the bonus entry to count. ¹

Supermarket promotions and the loyalty debate

The giveaway arrives amid a wider battle for shopper loyalty between the major supermarkets. In May 2026 analysis for nine.com.au, consumer and finance commentators examined Coles and Woolworths' escalating promotions, with cost comparison advocate Joel Gibson labelling the approach the "gamification of grocery shopping" and telling nine.com.au that while the lure of a big prize is attractive, "just like a lottery or a poker machine, your chances of winning are very, very low". ²

Academics quoted in the nine.com.au analysis were also sceptical. Griffith University consumer expert Gavin Northey told the outlet that such promotions are "data activation campaigns", that entry conditions are engineered to generate behavioural signals, and that featured products are supplier trade-marketing programs meaning a substantial portion of prize costs is borne by suppliers. RMIT finance and marketing expert Dr Nadja Dollisson doubted the promotions would change customer behaviour long-term, telling nine.com.au that in a cost of living crisis, millions in prizes rather than lower everyday prices would "for many shoppers, feel more like gloss than genuine reform". ²

The supplier-funded pattern is visible in the current promotion's structure: the bonus entry hinges on buying participating products from 13 named brands, the same mechanic competition trackers describe as partner co-funding. Those observations about supplier involvement come from the nine.com.au analysis and Competitions.com.au's guides; Coles' own announcement does not disclose the commercial arrangements behind the prize. ¹²³

What is and isn't confirmed

The confirmed details come from the Coles launch announcement itself: ten Mazda CX-6e prizes in the specified colour, groceries valued at $15,000, a drive-away prize including registration, CTP, stamp duty and delivery-related charges, the 7 October to 3 November 2026 in-store entry window, the $20 spend threshold, the registered Flybuys requirement and the 13-brand bonus entry. The vehicle's stated value of over $57,000 is a figure from the announcement rather than an independent valuation. ¹

Details not addressed in the announcement include the full terms and conditions, any permit information, when winners will be drawn or notified, and the CX-6e's technical specifications such as battery size, range or pricing position within Mazda's Australian range. None of the sourced material confirms these, so readers should consult the promotion's official terms before relying on anything beyond the announced headline mechanics. ¹