Chinese EV Makers Turn to Japan, Using Kei EVs as a Breakthrough

Industry
โดย 時事通信·CNJP·Read original
Summary · why it matters

Chinese automakers are accelerating their push into the Japanese market with electric vehicles. Facing slowing growth at home and tariff barriers in the West, they aim to crack the market by leveraging Japan’s unique kei EV standards. BYD has unveiled the RACCO, a kei EV designed specifically for Japan, and appointed the former developer of the Nissan Sakura to lead the effort, packing it with family-friendly features like automatic sliding doors and heated cup holders. BYD’s global sales in 2025 are around 4.6 million units, making it the top EV seller, but its domestic sales in China have been falling year on year, hit by shrinking incentives for new energy vehicles. With the United States imposing a 100 percent tariff on Chinese-made EVs and the European Union also raising duties, Japan, which has no such tariff measures, presents a lower barrier to entry. BYD is rushing to build a sales network through partnerships with major import car dealers. Chery Automobile is co-developing a kei EV with Autobacs Seven and plans to launch it next year, while premium EV brand Zeekr has announced it will introduce an electric minivan. Hiroyuki Shimizu of AlixPartners describes the Japanese market as low risk, low return, while Wu Mingxian of TNC Research and Consulting points to challenges such as Japanese consumers’ willingness to buy Chinese cars given their demand for high quality, and the need to expand sales and service networks in rural areas.

Impact on stocks 4

Electrification & Mobility▲ · 2 stocks
Consumer Discretionary▲ · 1 stocks
Others▲ · 1 stocks
BYD Co Ltd Class A
002594
▲ PositiveDemandrelevance

BYD unveiled the RACCO kei EV for Japan and is building a sales network there.

Theme Impact 1

Off-coverage companies 2

ZeekrPrivate▲ Positive
Demandrelevance

Zeekr announced it will introduce an electric minivan in Japan.

TNC Research and ConsultingPrivate± Mixed
relevance

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