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Chinese EVs win over some in South Korea, but Japan is proving to be a rougher road
BYD sold more than 20,000 vehicles in South Korea in nine months as cheaper EVs win buyers and Japanese sales remain near 0.1% market share.
- In the first nine months of 2026, BYD sold more than 20,000 vehicles in South Korea, overtaking combined Toyota and Lexus sales, while Japan expansion remains muted with fewer than 4,000 units sold.
- To attract cost-conscious buyers, BYD offered the Dolphin compact for around $18,500, filling a gap left by Hyundai and Kia, which focus on premium models under $30,000. Buyers like Kim Min-seon faced wait times exceeding two years for domestic alternatives.
- Despite sales growth, Chinese automakers face deep-seated skepticism, with 71% of South Koreans holding unfavorable views of China. One Seoul resident recalled peers questioning the purchase: 'Why did you buy a Chinese car? Are you trying to get yourself killed?'
- Expanding into Japan, BYD operates more than 75 dealerships with plans to reach 100, though foreign brands account for only about 6% of passenger car sales there. Japanese drivers largely prefer hybrids championed by domestic firms.
- Other Chinese automakers are preparing to enter the market; Geely's Zeekr brand began taking orders in June with plans for up to 14 showrooms, while Chery and startup EMT plan to launch new models by 2027.
Insights by Ground AI
7 Articles
7 Articles
BYD only sold fewer than 4,000 vehicles in Japan from January to September 2026. The dominance of local brands and sentiment towards China pose challenges.
Coverage Details
Total News Sources7
Leaning Left0Leaning Right2Center3Last UpdatedBias Distribution60% Center
Bias Distribution
- 60% of the sources are Center
60% Center
C 60%
R 40%
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