BYD Makes Strides in Japanese EV Market with Launch of Three New Electric Car Models

Chinese automotive giant BYD has announced its plans to enter the Japanese market and begin selling electric vehicles (EVs) from 2023. In addition to its current sales of electric buses in the country, BYD Japan will establish a dedicated company to oversee EV sales. The company plans to launch three EV models sequentially, starting with the Atto 3 mid-size SUV, followed by the Dolphin compact hatchback and the Seal sedan, beginning in January. Pricing and sales targets for these models have not yet been disclosed.

Although EVs currently comprise only around 1% of annual car sales in Japan, the government aims to have all new vehicles sold in the country electrified, including plug-in hybrids, by 2035. While Japanese automakers are just beginning to focus on EV development, Western manufacturers such as Tesla and Volkswagen have already made inroads into the Japanese market.

 BYD Japan's Executive Officer, Atsuki Tofukuji, emphasized the company's strategy to offer a diverse range of vehicle segments to cater to a wide customer base. BYD Japan's President, Liu Xueliang, believes that the question for consumers in Japan is not whether to buy an EV, but rather when to make the transition. BYD aims to position itself as a frontrunner in the anticipated significant shift towards greener vehicles in Japan.

 It is worth noting that China FAW Group has already established a presence in Japan and is expected to launch a high-priced EV in the coming months. In contrast, BYD specializes in providing EVs across a wide range of price points, including affordable models. 

This positioning may lead to competition with other Chinese EV manufacturers in Japan who focus on the affordable segment. BYD currently sells EVs and electric buses in more than 70 countries and regions worldwide. 

In 2021, its sales of new energy vehicles, including EVs and plug-in hybrids, exceeded 600,000 units, with over 90% of those sales coming from China. Furthermore, the company experienced significant sales growth in the first half of 2022, with unit sales more than tripling compared to the same period the previous year, reaching a total of 640,000 units.