BYD increases presence in Japan, adds more EV models and expands dealership network

By 2026, BYD plans to introduce two more electric vehicle models in Japan. The automaker wants to upend the country's status as the fourth-largest auto market in the world, which is currently controlled by traditional domestic automakers.

In 2023, the Chinese company made its debut in the Japanese passenger car market. It has only released two models thus far: the compact hatchback Dolphin and the flagship Atto 3 midsize sport utility vehicle. The Seal sedan, the third model, is expected to go on sale in June.

BYD Auto Japan President Atsuki Tofukuji told reporters during an event in Tokyo that the company hopes to expand and pick up more speed this year. He went on to say that they will release at least one new model per year in addition to the Seal, but he would not provide any other information.

Approximately 1,700 BYD cars have been registered in Japan, according to Tofukuji. Considering that they started from nothing, this is a respectable number.

The carmaker is expanding its sales network throughout Japan bit by bit. Since its launch, more than 50 BYD showrooms have been created. By the end of 2025, the company wants to create 100 showrooms around the nation because it thinks that physical stores are essential to getting Japanese consumers familiar with the brand and EVs.

In 2023, only 2% of new passenger car sales in Japan were electric vehicles (EVs), and this percentage is only predicted to rise gradually.

Leading Japanese automakers have been sluggish to release EV vehicles. Obstacles are also anticipated to include competition from hybrid cars and the sluggish development of the infrastructure for charging them.