Chinese company BYD, which entered the Japanese market two years ago, has failed to achieve significant results, despite an active advertising campaign with discounts of up to 50%. BYD, which has achieved significant success in China and Europe, faces strong competition in Japan from local brands - Toyota and Honda. These manufacturers continue to hold their positions thanks to compact models at a reasonable price.
In early 2023, BYD's sales in Japan amounted to about 5,300 cars. The company now offers four electric vehicle models and recently opened its 45th dealership. To attract customers, the manufacturer launched an aggressive marketing campaign, reducing prices on the Seal, Atto 3 and Dolphin models - with government subsidies, discounts reach 50%. On its official website, BYD appeals to potential buyers with the slogan:"Maybe it's time for an electric car".
Although the pricing strategy worked in China, experts doubt its effectiveness in Japan. Senior automotive analyst at Bloomberg Intelligence, Tatsuo Yoshida, noted that such measures could negatively affect the secondary market and cause dissatisfaction among current owners who bought BYD electric vehicles at higher prices.