BYD has intensified its push into the Japanese market with the launch of its third electric vehicle (EV) model, the Seal EV, signifying a major step in the company’s strategy to compete with domestic automakers including Toyota in its home market.

BYD’s Seal EV will be priced at ¥5.28 million (around $33,100) for the base rear-wheel-drive (RWD) model and will deliver an estimated range of up to 640 km (398 miles). An all-wheel-drive (AWD) configuration is also available with a starting price of ¥6.05 million ($37,900) and an estimated range of 575 km (357 miles). Both configurations are powered by an 82.56 kWh battery pack.

Furthermore, BYD is offering a special introductory price for the first 1,000 buyers with discounts that will bring the prices down to ¥4.95 million (around $31,000) and ¥5.72 million (around $35,822) for the RWD and AWD models, respectively.

Interestingly, the Seal model joins BYD’s existing lineup in Japan including the Atto 3 SUV and the Dolphin model, launched in January and September 2023, respectively. These models are also priced competitively, with the Atto 3 model starting at just under $30,000 and the Dolphin at around $24,500.

Despite BYD’s enthusiastic entry into the Japanese market, the company’s sales have been modest so far. Since opening its first dealership in February 2023, BYD has sold around 2,500 units in Japan. Yet, BYD Auto Japan President Atsuki Tofukuji has stated that the company has plans to send out a new EV model annually in the Japanese market as well as increase its dealership network from the current 55 locations to 90 by the end of 2024, and 100 by the end of 2025.

It should be noted that with tariffs being imposed against Chinese EVs in North American and European markets, the Japanese market is becoming a crucial component in BYD’s global strategy for its EVs. Nonetheless, Japan’s EV market will closely observe BYD as it challenges domestic automakers with its highly successful EVs.

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