China's BYD launched its third electric vehicle in Japan, it said on Tuesday, a sedan that will be its most expensive model so far in a market where consumers have long favored domestic brands.
The Shenzhen-based automaker said it had started taking orders for its flagship Seal EV in Japan from Tuesday, setting the suggested retail pricing for the rear-wheel-drive version of the vehicle in the country at 5.28 million yen.
The model starts from 179,800 yuan ($24,759.70) in China.
The expansion of BYD, which stands for Build Your Dreams, in Japan could become a worry for domestic automakers, which are struggling in China against BYD and other Chinese EV brands.
The automaker has only rolled out battery-powered cars for the Japanese market, but not vehicles with other powertrain technology such as plug-in hybrids, in which it is a big player in China.
BYD's sales in Japan have lost some momentum in April-June compared with last year, BYD Auto Japan president Atsuki Tofukuji said at a Seal launch event in Tokyo's Shibuya district.
A big reduction in the Japanese government electric-vehicle subsidies the company's models qualify for in the business year that started in April put a drag on sales, he told reporters.
The company will offer a rear-wheel-drive and an all-wheel-drive version in Japan that will both come with a 82.56 kilowatt per hour battery pack, the company said in a news release.
The rear-wheel-drive version has a cruising range of 640 km, while the 6.05 million yen all-wheel-drive version can drive 575 km on a single charge.
BYD launched the Atto 3 and Dolphin EVs in Japan last year, selling about 2,500 since opening its first Japanese dealership in Yokohama in February 2023.
It said it plans to add at least one new model to its lineup in Japan each year.
© Thomson Reuters 2024
65 Comments
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OssanAmerica
Japan should ban Chinese EVs as long as China bans Japanse seafood. Neither country "needs" each other in these product areas.
Redemption
I see these advertised a lot recently. If I ever buy a car again it will be a Honda.
ian
How much is the tariff?
Payapulla
Budget friendly EV vehicles from China are a boon to the middle-class families around the globe.
Japanese products have already lost their trustworthiness in many parts of the world.
SaikoPhysco
My guess is it will be mainly those of Chinese descent living in Japan that will buy them. Just look at S. Korean cars in Japan, you basically can't, because so few sell here... and the same goes for Japanese cars in S. Korea. Asian car buyers, at least in Japan and S. Korea, appear to be fiercely loyal to their own country. In 2023, Japanese manufacturers sold 5.2 million cars in the USA. In the same year, the total sales of all Japanese car brands in S. Korea was just 24,000 units. The U.S. population is about 7 times that of S. Korea, so even accounting for that difference it would work out to 168,000.
Fighto!
These BYD vehicles should be banned from Japan due to data security and privacy risks. They are collecting information on every driver, every trip they take and areas around Japan where they drive. Cameras all over them filming.
Japanese will not buy them anyway.
Redemption
I drove an all electric car for 10 days on a trip to Florida. It is not for me.
OssanAmerica
There is no evidence to support this claim. In fact, with some products, buyers will pay more for MIJ over MIC.
Bad Haircut
If the spate of fires is anything to go by, it seems BYD stands for Burn Your Driveway.
No thanks,
Raw Beer
I'm less concerned about China spying on me than my own government spying on me.
Having said that, I'd never buy one due to dependability and safety issues.
https://www.youtube.com/watch?v=8HpkDUWAKFM
quercetum
Yes, with Toyoda, the flagship Japan Inc. compromising its integrity. Japan has lost the trust and credibility.
GuruMick
These cars are spying on you.
My runs to the bottle shop and porno store are no longer secret.
Damn....I'll have to outsmart the outsmartable
elephant200
Japan should ban Chinese EVs as long as China bans Japanse seafood.
If this happens, Toyota/Lexus will be banned from the Chinese market as well. I am sure there are more Toyota /Lexus automobiles selling in China than BYD in Japan !
Mr Kipling
Just like Japanese vehicles in the US and Europe 50 or so years ago. Ignorant voices slagging them off as poor quality and saying they will never buy them.
BYD and other Chinese brands will be the Toyota of the future. Just pop into the showroom in Yokohama and check them out. Far better build quality that Tesla.
MiuraAnjin
Japan does not impose tariffs on cars, EV or not.
Conversely, the EU and UK slap 10% on all Japanese imports while the USA puts 2.5% on cars built in Japan and a whopping chicken tax 25% on trucks. Not exactly bastions of free market economics.
fooliojp
BYD Seal in UK start from £45k upwards... Nearly half the price in Jpn/Asia?
Martimurano
Never buy anything from this malignant state - buy a car from any other country in the world which stand for ethical standards.
For all the suffering China causes people, both domestically and internationally, they should be made to suffer in the parts which hurt them most, ie: Financially.
OssanAmerica
Do the people in your China know this? lol
Sales of Lexus vehicles in China 2023: 181,411 units,
https://global.toyota/en/newsroom/lexus/40367057.html
Sales of Toyota vehicles in China 2023: 161,561 units.
https://carnewschina.com/2024/01/10/top-selling-car-brands-in-december-2023-in-china-byd-first-vw-second-toyota-third/
1glenn
Besides the Chinese government subsidies for EVs, there is the problem that everything manufactured in China uses electricity from coal fired power plants. Making EVs with power from coal plants? Really?
xyberc
I am going for a test drive. I'll get one if I like it. Just for my curiosity.
OssanAmerica
Very unlikely. Japanese cars evolved, and the J-makers worked together with US auto companies. Leading up to most Japanese cars sold in the NA market now being made in the United States.
China has a political problem (being a one party dictatorship) that poses a poor corporate environment, and carries political security issues. Not to mention being a strategic adversary rather than an ally. So no, Chinese cars are never going to be the next Toyota other than in your dreams.
Most Americans psychologocally won't drive Chinese cars, and with a 100% tariff, economically either.
Shane Sommerville
Please Japan don’t buy them they are rubbish.
Agent_Neo
"Bad money drives out good money," and the same can be said about cars.
In the EU, electric cars made by Chinese manufacturers were threatening to drive out electric cars from other EU countries. Naturally, they were subject to regulation.
This is not because Chinese cars were of superior quality, but because they were cheap.
Are there any high-quality Chinese products? Doesn't everyone know that everything is just a cheap copy of other countries?
In the US, a cold wave hit and electric cars could no longer be charged, leaving many stranded cars, and electric cars themselves have not yet adapted to the environment.
In Korea, anti-Japanese protests often occur, but Lexus continues to sell well.
Is there any reason other than the fact that it is so good that even anti-Japanese Koreans choose Lexus over Mercedes?
On the other hand, who in Japan would buy Hyundai, which is just a cheap copy of Mitsubishi, or Kia, famous for the Kia Challenge? lol
kwatt
Most of customers are Chinese people in business from China or permanent residents. That's I've heard. I guess these Chinese people in Japan would buy the new model for sure.
Wesley
Not surprised. Yokohama is infested with "those" people. As SaikoPhysco wrote above:
garypen
I saw a couple of BYD at the Osaka Auto Show. Not bad looking on the outside. Utterly ridiculous looking on the inside.
I love BEV's. But, they still have to look and feel like cars. Not something out of a low-budget sci-fi movie.
NCIS Reruns
The road conditions and climate in many parts of China can be a bit more demanding than Japan, and from what I've seen, vehicle construction there is quite robust. So I'll keep an open mind until I've read the reviews.
Eastmann
new atto3 costs some 4.600.000jpy than you get some 650.000jpy from jpn gov
6months old one with some 1.200kms on clock was available for sale last week for some 1.800.000jpy.
any thoughts?
Roger Gusain
Makes we want to move to China, This is a stinging reminder that Japan hasn't made any progress since the Sony Walkman circa 1982. The LDP-led system kills any initiative or creativity.
WoodyLee
So why did the price jump from $24,759 in China to about $34,000 in Japan??? Is it Protectionism or shipping and dealers markups?? or all three?
The Japanese consumers will NEVER get to enjoy the benefits of a true free market and free competition for as long as everything must be marked up 2 or 3 times by the Middle Men.
onigiri
the last thing i need in earth is zhina car. the second last thing i need is watermelon seeds inside my rubbish bin now. For goodness sake, you are in the kingdom of Toyota and Honda, you can get the best car here in Japan, why on earth you still need the zhina car?
Redemption
Sayonara! We will miss you.
Roger Gusain
It could be argued that China has already surpassed Japan in technology, but you won't read that in the Japan News!
WoodyLee
The the car is as good as the models I am all for it , LOL
Mark
please go and check how many car accidents happened because of the malfunction of chicom electric cars..you will be surprised to learn the fact. My colleagues in china told me that they are trying super hard to cover the news, but still, it leaks and even people in china are now reluctant to buy their own electric cars. With Japanese people wisdom, i dont think china low quality cars will have any market here
Roger Gusain
I'm not a Chinese troll, but the uncomfortable truth is that Japanese companies have been outsmarted by their Chinese counterparts. Buy Chinese!
theFu
Unfair trade shouldn't be allowed.
Japan should tax these imports to the same level that the Chinese govt provides investment money into their building. Fair is fair.
I fear the day when Japan doesn't have any vehicle manufacturing, and doesn't own their own power generation or construction or farms. Japan should be trying to expand manufacturing not curtail it.
The more imports that democracies purchase from dictatorships, the more we are funding those dictatorships. That's never a good idea.
Wesley
It could be argued that China has already surpassed Japan in STOLEN technology.
There, fixed it for you.
Mark
surprising fact : in china people already know the true colors of their chicom EVs and nobody are going to buy it anymore. Look at their sales and you can tell everything. Fact speak louder than propaganda
Roger Gusain
The Chinese models (I don't mean the cars) are better looking!
rivx
More trash products with CCP ability to spy on Japan. LoL
aaronagstring
It’ll be a cold day in hell before I buy a Chinese car. Will buy a Nissan before I buy PYT, KFC, BFG or BYD whatever the eff it’s called. Thanks, but no thanks.
rivx
Anything like from a china company can’t be trusted. Not when the likes of #poohxi and his goons can take control. This is the CCP. When are people going to wake up and realize the big picture
James
Nothing more trustworthy than a 2 litre Toyota Hybrid without direct injection, turbo or particle filter.
I have zero interest to buy the design to fail electric vehicle with huge insurance premiums because every scratch means new battery
all EV offer is more modularization and more control over the customer, screw that.
Ramsey's Kitchen
.These BYD vehicles should be banned from Japan due to data security and privacy risks. They are collecting information on every driver, every trip they take and areas around Japan where they drive. Cameras all over them filming
Talk about paranoia, lol. For some reason all the other countries around the world where BYD are sold don't have a problem with them. Have you thrown away your smartphone and all the other electrical stuff that have Chinese components in them, btw?
Ramsey's Kitchen
The Chinese models (I don't mean the cars) are better looking!
Actually many ( not all ) of their cars are too. No wonder since the major Chinese brands have a bunch of international designers ( as well as engineers and other specialists ) on their teams. When you have guys who worked for Porsche, Audi, Bugatti etc working for you you are guaranteed some nice looking vehicles.
quercetum
Toyoda sales is down in China. Just look it up.
Your data doesn’t support anything. It’s just the units sold. Just a number. Nice try though.
Your data also does not refute the fact that Toyoda falsified records, does it.
Too bad the flagship of Japan Inc compromised it integrity.
What happened to the Bushido?
Tim Sullivan
Makes me want to move to China, This is a stinging reminder that Japan hasn't made any progress since the Sony Walkman circa 1982. The LDP-led system kills any initiative or creativity.
That's a bit harsh, Roger. Japan may be in terminal decline, but it doesn't have labor camps.
quercetum
You car has parts made in China you know. They are the suppliers.
Wesley
Thankfully not all the parts are made in china. The more vital parts are mostly made in Japan.
You ever wonder why the rich & affluent china-nese would rather buy branded goods that are NOT made in china? Or why they are taking their money out of china?
Roger Gusain
Forget the vehicles -- I want to see more of the models!
Samit Basu
@ianToday
0%
@SaikoPhysco
Japanese cars sold well in Korea until 10 years ago, then the quality and the performance of Korean brand cars began to soar and Japanese brand car sales nosedived.
https://www.roadandtrack.com/reviews/a60514826/hyundai-ioniq-5-n-first-drive/
Better than Tesla Model S Plaid, Porsche Taycan according to reviewers.
@Roger Gusain
They are Japanese models. Auto companies do not fly in models, they hire locals.
@Wesley
This is nothing new, it's called subscription. BMW and Tesla pioneered this business model.
NB
When will the Japanese auto makers begin to make EVs?
Samit Basu
@NB
They do, it is just that they are 10 years behind the Chinese in terms of technology and refinement.
SaikoPhysco
@Samit Basu - does anyone actually fact check you on your fact checks? Here is a graph of Japanese car registrations from 2001 to 2023 in S. Korea. https://www.statista.com/statistics/1097723/south-korea-japanese-car-registration-number/ Sales did jump a bit from 2015 to 2018, and then dropped back to around 24,000 a year but even then, at the peak sales were just 3% market share. Currently they're around 1.6%. Japanese cars have never sold "well" in S. Korea. Hyundai and Kia together have more than 10% market share in the USA.
SaikoPhysco
My last thought on this subject. BYD is now exporting these cars which basically means it can no longer hide behind a protective domestic media and Govt. any longer. Their car quality will be held to a high level of scrutiny going forward where they are exporting them... so basically time will tell. Some people won't buy them because they're made in China anyway, just like some people won't buy American, Japanese, or S. Korean cars. Me, if after a few years the quality ends up being quite good, as good as other companies, and the price is very reasonable, I might buy one. Heck... I'm already buying crap loads of stuff Made in China now.
Samit Basu
@SaikoPhysco
You need to consider in terms of market share percentage, not raw numbers.
In Korea, 20% of markets are to foreign brands, mostly German luxury brands. It's not possible for foreign brands to compete directly against local Korean brands because of maintenance and service logistics. Korean brand cars can be repaired and service at a fraction of time and cost of foreign brands.
German, Italian, and British luxury and ultra-luxury brands can justify their long service downtime and high maintenance cost for being European luxury, Japanese brands can't do the same. You can't ask buyers of Japanese brand cars to pay BMW and Mercedes service cost and downtime, but that's exactly what Japanese brands were asking Korean consumers to do in Korea. This was justifiable 10 years ago, but not today where local consumers consider Japanese brands inferior to Korean brands nowadays.
ebisen
Buy Chinese EV!
All your data are belong to them!
blimp
The first sentence is indeed correct. However, the second paragraph is partially not correct. The EU and the UK have respectively an FTA (EPA) with Japan, under which vehicles of Japanese origin currently have a lower tariff and will eventually have a zero-tariff. I must admit that I don't know for the US-JP FTA.
NB
Japan is a great nation, with great talents and with enormous human resources. They could have done much better. The problem is that the conservative mentality of the ruling circles wants to adhere to the past.
Ramsey's Kitchen
You ever wonder why the rich & affluent china-nese would rather buy branded goods that are NOT made in china?
For the same reason that Japanese ( or any other ) rich and affluent Asians buy branded western cars over Japanese ones. Perceived status and level of "cool". Benz and Hermes over Toyota and Uniqlo. It's not rocket science.
Ramsey's Kitchen
Japan is a great nation, with great talents and with enormous human resources. They could have done much better. The problem is that the conservative mentality of the ruling circles wants to adhere to the past.
Hit the nail on the head.
bass4funk
Exactly, I would never buy that heap
WoodyLee
If the cars are as good as the Models, I'm all for it and buying it.
Agent_Neo
Is there anyone who seriously believes that Japan is behind China in EV technology?
Unfortunately, those people probably don't know what a patent is.
Korean and Chinese cars are still far from surpassing Japanese cars in performance.
The same goes for safety.
If you want to get into a Chinese or Korean car and be cremated within seconds, I recommend purchasing one. You'll definitely be able to pay for the cremation.