BYD Strengthens Japan Push Through Revamped EVs, Dealership Network

In Japan, where it has been difficult for the Chinese electric vehicle giant to break into a developed market crowded with hybrids and local brands, BYD is set to launch a number of new models and broaden its dealership network.

According to the company, new models in 2025 and 2026 will be introduced after a luxury sedan later this year. Though BYD surpassed Tesla last year to become the best-selling EV manufacturer globally, the company has not yet established a presence in Japan.

In 2023, it sold fewer than 1,500 passenger cars in a market dominated by hybrids manufactured by well-known brands like Toyota, which have become more and more popular as demand for electric vehicles declines.

By the end of 2025, BYD hopes to have 100 locations throughout Japan, up from its current 51 locations, which include 22 dealerships.

Atto 3 electric SUV, which has a maximum range of 470 kilometers, was redesigned and put on sale on Friday for ¥4.5 million. A compact EV called the Dolphin was released in September 2023, after the previous model was introduced for the Japanese market in January 2023.

One of the main obstacles for BYD is thought to be Japan's perceived hostility to battery EVs and international brands. Producing and selling a record number of cars in 2023 was Toyota, the top automaker in the world, which has long faced criticism for taking its time transitioning to electric vehicles.

But as Chinese automakers confront fierce competition and growing hostility in Europe and the US, BYD has an opportunity to expand into Japan, the third-largest auto market in the world.