BYD struggles to crack Japan’s EV market
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BYD, a Chinese company developing and manufacturing electric vehicles, made a grand entrance into the Japanese EV market more than two years ago, but has faced difficulty attracting customers. This update came after the EV manufacturer shared its sales data from January 2023 to June 2025. According to the data, the company had only sold about 5,300 vehicles. This indicated that the automaker is struggling in the market even after adopting strategies such as opening its 45th sales location in Japan, introducing a competitive fourth EV model, and embracing plans to release an electric ‘kei’ car by late 2026. Although its sales were disappointing and its efforts did not pay off, BYD has not yet lost hope. To boost its sales, the company now offers customers discounts. Based on the strategy, it gives out discounts of up to ¥1 million, which is equivalent to around $6,700. This can be combined with government subsidies to lower prices by as much as 50%. For instance, when one purchases the Atto 3, he or she will pay just under ¥4.2 million. Considering its advantages in the era of the recent crackdowns in the industry, Chinese individuals have reportedly found this strategy appealing. Foreign automakers encounter hardship in the Japanese auto market Tech analysts commented on the situation, acknowledging that BYD’s pricing strategy is unusual because, in recent years, Japanese automakers have hardly reduced their car prices. This has raised worries that Japan’s pricing strategy may fail despite the automaker solidifying its position as a leading EV brand in China. Tatsuo Yoshida, a Senior Auto Analyst at Bloomberg Intelligence covering the Japanese auto sector, further explained the situation, stating that the strategy could make first buyers feel like they got a bad deal for paying more, resulting in reduced resale values. The challenges outlined…
