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BYD To Sell Hybrids In Japan, So What Will Happen To Toyota Sales There?

With BYD holding a price advantage, will Toyota hybrid sales be affected in Japan?

Chinese automaker BYD has announced plans to introduce its first plug-in hybrid vehicle (PHEV) in Japan this year. As part of its broader strategy to expand its presence in the Japanese market, the company intends to grow its lineup to include seven or eight models within the next two years. How will this affect Toyota?

BYD’s plans include both battery electric vehicles (BEVs) and plug-in hybrids and BYD also revealed that it will launch its fourth fully electric vehicle, the Sealion 7 crossover, in Japan starting in April. This model will join the company’s growing portfolio as BYD aims to increase its sales and expand its dealer network across the country.

Moreover, PHEVs, which combine both an electric battery and a traditional fuel-powered engine, offer customers the flexibility to drive using either power source. BYD has been a significant player in the plug-in hybrid market in China and intends to bring this technology to Japan as well. 

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The company confirmed that it will provide further details about the specific PHEV model coming to Japan later this year. The timing of its launch will depend on how quickly BYD can secure the necessary certifications. However, Toyota currently also sells PHEVs in its home country and will the BYD take away more sales than the local brand?

By 2027, BYD also aims to offer a diverse range of vehicles in Japan, consisting of both fully electric models and plug-in hybrids. This expansion follows a significant increase in sales, with BYD selling over 2,200 vehicles in Japan last year, a 50 percent growth from the 1,500 units sold in 2023. 

On top of that, despite this growth, BYD’s market share in Japan remains relatively small, and the company is focused on ramping up its presence in the highly competitive Japanese automotive market. A statement from BYD Auto Japan president Atsuki Tofukuji further emphasized the company’s ambitions in the region, expressing optimism about the potential success of plug-in hybrids in Japan. 

Given the country’s strong automotive industry and established market players, the question remains, if BYD successfully introduces hybrid vehicles in Japan, how will Toyota’s sales be affected? Will Toyota’s dominance in the hybrid segment be challenged by this new competitor, or will the local buyers choose their own country instead? 

We got all this from Reuters and their full article is linked here. Thank you Reuters for the information and images.

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