BYD Expands Presence in Japan with Launch of Third EV Model

Unlike its strategy in China, where BYD is also prominent in plug-in hybrids, the company has focused exclusively on battery-powered cars for the Japanese market.

BYD, a prominent Chinese automaker headquartered in Shenzhen, announced the introduction of its latest electric vehicle in Japan on Tuesday. This new sedan, named the Seal EV, represents BYD's highest-priced model in Japan to date, catering to a market traditionally dominated by domestic brands.

BYD has commenced taking orders for the Seal EV in Japan, with the rear-wheel-drive variant priced at 5.28 million yen ($33,111.75). In comparison, the starting price for this model in China is 179,800 yuan ($24,759.70).

The expansion of BYD, known as Build Your Dreams, into the Japanese market represents a new challenge for local automakers, which are already facing competition from BYD and other Chinese electric vehicle brands back home in China.

Unlike its strategy in China, where BYD is also prominent in plug-in hybrids, the company has focused exclusively on battery-powered cars for the Japanese market.

BYD Auto Japan President Atsuki Tofukuji acknowledged that sales momentum in Japan had slowed in April-June compared to the previous year. He attributed this decline partly to a significant reduction in government subsidies for electric vehicles, which affected BYD's models.

The Seal EV will be offered in both rear-wheel-drive and all-wheel-drive versions in Japan, both equipped with an 82.56 kilowatt-hour battery pack. The rear-wheel-drive variant boasts a range of 640 km (398 miles), while the all-wheel-drive version, priced at 6.05 million yen, can travel 575 km on a single charge.

BYD had previously introduced the Atto 3 and Dolphin EVs in Japan in the preceding year, achieving sales of approximately 2,500 units since opening its first Japanese dealership in Yokohama in February 2023. Looking forward, BYD plans to expand its Japanese lineup by introducing at least one new model each year.