# BYD’s Slow and Steady Strategy to Enter the Japanese Automotive Market
**LatePost Team — 2025-11-11 19:03 Beijing**
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## Overview: Navigating Japan’s Tough Market
Japan’s auto market is unique — exceptionally loyal to domestic giants like **Toyota** and **Honda**.
Key challenges for foreign brands include:
- **Foreign brand market share:** Under 20% in 2024 (lowest among developed nations)
- **Low EV penetration:** Slows adoption of foreign electric vehicles
- **Strong hybrid competition:** Toyota and Honda dominate
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## BYD’s Entry Timeline
- **January 2023:** BYD officially enters Japan
- **3 years later:**
- 66 stores opened
- Over **7,000 units sold** (less than an hour’s sales in China)
- **Tesla comparison:** Below 2,000 units/month in Japan
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## Tokyo’s Meguro Flagship Store
BYD’s flagship store in **Meguro** — one of the most expensive real estate areas in Tokyo — occupies:
- **4 floors, incl. basement**
- **800 m² floor space**
- Operated by **Harmony Auto Group** (also sells Rolls-Royce, Bentley, Ferrari)
**Store location note:** BYD needed to explain its brand to the landlord before securing the lease.
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## Why Physical Stores Matter in Japan
### Key Rationale
**BYD AUTO JAPAN** President Atsuki Tofukuji abandoned a pure e-commerce model in favor of dealerships because:
1. **In-person trust building** — Japanese customers prefer to see, touch, and test drive.
2. **Localized customer experience** — gentle, friendly interactions tailored to local habits.
### Interior Design
- Light gray + wood tones for a spacious, non-pressured feel
- No flashy promotions — instead, practical info on charging fee savings
- Largest poster message: **"Cool the Earth by 1℃"** — BYD’s corporate goal
### Staffing
- 50% Japanese, 50% Chinese
- Sales backgrounds from Tesla Japan and Aston Martin
- Communication style is **low-pressure** and **infrequent calls**
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## Marketing Tone: Friendly & Familiar
- TV commercials with actress **Masami Nagasawa**
- Campaigns like **“Hello! BYD”** roadshows at Tokyo’s Daikanyama T-SITE
- Messaging focuses on:
- Lower running costs than gasoline cars
- Ease of charging
- Comfort features (PM 2.5 filtration, child detection, earthquake-oriented power supply functions)
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## Simplifying Tech for Consumers
Example comparison in showroom brochures:
- **Range:** SEAL travels 640 km (more than Osaka–Tokyo distance)
- **Cost per 100 km charge:** Similar to a cup of coffee
- **Charging ease:** Home, mall carparks, solar integration
Sales reps emphasize practical cost and convenience over advanced driver-assistance features — aligning with local values.
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## Localized Product Adjustments
### Model Lineup in Japan
- **DOLPHIN** (best-seller)
- **SEAL**
- **SEALION 7**
- **ATTO 3** (Yuan PLUS in China)
### Price & Subsidies
- Japanese prices higher than Chinese equivalents
- EV subsidies:
- National: ¥450,000
- Tokyo local: ¥350,000
### Customer Demographics
- Around **40 years old**
- Stable careers, open to innovation, family-focused
### Limited-Time Discounts
- ¥500,000 to ¥1.17 million reductions introduced in Sept.
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### Physical Design Changes
- Japan parking height limit: 1550 mm — DOLPHIN lowered from 1570 mm to meet standard
- Right-hand drive layout with **turn signal stalk on the right** — unlike many European imports
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## Entering the Kei Car Market
### Market Context
- Kei cars = 40% of Japan’s new car sales
- Strict limits (L ≤ 3.4 m, W ≤ 1.48 m, ≤ 4 seats)
- Tax, insurance, and fee benefits
### BYD’s New Model — RACCO (Sea Otter)
- First **K-EV** and first Japan-developed BYD model
- Specs:
- L: 3395 mm
- W: 1475 mm
- Range: ~180 km WLTC
- Expected price: Under 2 million yen (~¥93,000 RMB)
- Sliding doors for elderly and luggage in tight parking spots
- Illuminated logo for visibility at night
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## Strategic Positioning — "All for Japan"
- BYD aims for **mainstream Japanese consumers** with RACCO and upcoming **plug-in hybrid DM-i** models
- Messaging: “Providing choices, not competing aggressively”
- Competitors = other import brands, not necessarily domestic giants
**Goals for 2025:**
- High-end positioning
- Internationalization
**Dealer expansion target:** Over 80 outlets by year-end, incl. Aeon Group retail partnerships
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## BYD’s Global Moves Beyond Japan
### New Global Presence
- **Thailand:** Stores in every province by H1 2026
- **Hungary:** European HQ (May 2025)
- **Brazil:** First car off the production line (July 2025)
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## Insights: The Importance of Localization
BYD’s Japan strategy exemplifies:
- **Localized marketing** — soft tone, cultural sensitivity
- **Product adaptation** — size, features, usability matched to local needs
- **Patience in market entry** — profitability planned over 3–5 years
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## Parallel Lessons for Content Creators
Just as BYD customizes its approach for each market, modern content creators benefit from tools that:
- **Generate** AI-driven content
- **Publish** simultaneously across diverse platforms
- **Track performance** and refine messaging
Open-source platforms such as [AiToEarn官网](https://aitoearn.ai/) provide:
- AI-assisted content creation
- Distribution across **Douyin, Kwai, Instagram, YouTube, X (Twitter)** and more
- Analytics + model ranking
- Monetization opportunities
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*Cover image source: “Drive My Car”*
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