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China's BYD enters Japan's mini-car market with low-cost EV
BYD says the Racco starts at 1.95 million yen before taxes and subsidies as it seeks to challenge Japan’s dominant kei-car makers.
- On Tuesday, BYD launched the Racco, an electric "kei" car in Japan, marking the first overseas automaker entry into this segment. The Shenzhen-based company featured top actor Alice Hirose in its ad campaign.
- Ideal for Japan's narrow roads, the super-compact "kei" category accounts for 40% of new vehicle sales and has traditionally been served by local automakers such as Honda and Suzuki.
- The Racco starts at 1.95 million yen, undercutting Nissan's Sakura, Japan's best-selling electric mini-car. Yet the Sakura remains cheaper after subsidies due to smaller government incentives for the Racco.
- Analyst Hiroki Ihara of Tachibana Securities said BYD likely prioritizes brand awareness over profit. BYD Japan president Liu Xueliang stated the company aims to "deliver unprecedented convenience and enjoyment" to Japanese drivers.
- BYD targets 10,000 orders by the end of 2026 after selling just over 7,400 vehicles since 2023. The launch signals the growing challenge Chinese automakers pose to Japanese rivals in this key segment.
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19 Articles
19 Articles
China's BYD enters Japan's mini-car market with low-cost EV
China's BYD launched an electric mini-car in Japan on Tuesday, hoping the Racco model will revive sales in a market where it has struggled to gain traction since entering the passenger-car segment in 2023.
·London, United Kingdom
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"We want to bring a practical vehicle and unprecedented pleasure to all people across Japan thanks to our technology," said the President of BYD Japan, Liu Xueliang.
·Paris, France
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The Straits TimesReposted by 
Free Malaysia Today News
Free Malaysia Today NewsChina’s BYD takes on Japanese rivals with small ‘kei’ car
Ideal for Japan’s often narrow roads, the super-compact category of cars accounts for some 40 per cent of new vehicle sales there. Read more at straitstimes.com.
·Singapore, Singapore
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Coverage Details
Total News Sources19
Leaning Left1Leaning Right6Center5Last UpdatedBias Distribution50% Right
Bias Distribution
- 50% of the sources lean Right
50% Right
C 42%
R 50%
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