BYD's K-Car is here! Chinese technology "counterattacks" the Japanese market?

Chinese car companies are starting to export special new energy vehicles.

The Tokyo Motor Show will open the day after tomorrow (October 30). Since officially changing its name from the Tokyo International Motor Show to the "Japan Mobility Show" in 2023, the Tokyo Motor Show has emphasized localization more than other major international auto shows around the world.

Taking the three major Japanese automakers as an example, Toyota and Honda will showcase multiple models catering to the Japanese market, while Nissan will test the waters by introducing the Nissan N7 to the Japanese market.

Chinese automaker BYD, in addition to launching the updated SEAL, will also unveil a K-Car specifically tailored for the Japanese market.

Compared to the more familiar SEAL, as more information about the K-Car emerges, people's interest in this rumored "Japan special" lightweight electric vehicle is growing, curious about the impact it could have on Japan's lightweight vehicle industry.

Why did BYD choose to launch such a model in Japan? This may be related to Japan's policy situation and driving habits.

What do Japanese people love?

BYD's K-Car has a classic design.

The dimensions of this type of vehicle cannot exceed 3400mm/1480mm/2000mm. In terms of length and width alone, the dimensions of microcars familiar to Chinese consumers, such as the SAIC-GM-Wuling MINIEV and Geely Panda mini, are close to the K-Car's size definition, but they are not narrow or tall enough.

For reference, Honda's N-Box measures 3395/1475/1815mm, with a wheelbase of 2520mm.

From the silhouette images released by BYD last week and the spy photos exposed in the past two days, it can be seen that the new car adopts the classic square shape of K-Cars, with short front and rear overhangs, a high roofline, and a long wheelbase, all characteristics of K-Car models that can be seen in BYD's new vehicle.

People's expectations for the new car lie in how BYD will further amplify the spatial advantages of the K-Car after integrating electrification technology, as well as how it will bring new attractions through intelligent capabilities.

What we can clearly see from the spy photos is that BYD's K-Car will feature sliding side doors and dual A-pillars, further enhancing the practicality of the new vehicle;

In terms of interior, it will be equipped with a three-spoke steering wheel with heating functions, and the front of the vehicle will feature a central control screen and an instrument screen, with basic functions such as navigation and driver connectivity expected to be included.

From the spy photos, it can be speculated that the BYD K-Car may adopt a through-type design for the front row, without a central armrest box, which increases the flexibility of the front seats and the interior space. The application of blade batteries is also expected to free up more space inside the car.

In addition, regarding battery capacity, the new car is expected to be equipped with a 20kWh battery pack, with a range of 180km under WLTC conditions, and will provide 100kW fast charging capability.

The reason BYD is targeting the K-Car market is not hard to guess—large volume.

Due to the size restrictions of K-Cars and the conventional peak power limit of 47kW agreed upon between Japanese automakers and the government, K-Cars not only have lower ownership costs but also bring lower insurance rates and taxes. Coupled with policies that directly or indirectly favor K-Cars, they are highly favored by the Japanese.

In 2024, Japan sold 4.421 million new cars, of which 1.557 million were K-Cars, accounting for 35.2% of total sales, which is a considerable number. If BYD can capture a 5% market share, it would mean nearly 80,000 units sold annually just from K-Cars.

An annual sales figure of 80,000 units would place it fifth in the K-Car sales ranking in Japan in 2024.

In front of this number are the Honda N-Box with 206,300 units sold, Suzuki Spacia with 165,700 units, Daihatsu Tanto with 93,800 units, and Suzuki Hustler with 92,800 units.

The vision is beautiful, but the actual situation is much more complex and difficult.

The first challenge is the emphasis on electrification and intelligence in Japanese K-Cars. In recent years, Japanese automakers have enhanced vehicle configurations and capabilities in these two areas.

For example, the fourth-generation Nissan Roox, with a starting price of $10,760 (approximately 76,400 RMB), and the Nissan Sakura EV, starting at 2,599,300 yen (approximately 121,400 RMB), both add central control screens and instrument screens inside the car. The former features side sliding doors for both front and rear doors, increasing cabin space by 4.5 inches, while the latter stands out more in terms of interior comfort and luxury.

Secondly, the acceptance of new energy vehicles and Chinese brands among Japanese consumers is limited. Additionally, rural areas are the main source of K-Car sales, and BYD's brand recognition and acceptance are still not as strong as those of local Japanese automakers.

Even BYD Japan's president, Atsuki Tofukuji, has admitted that "some Japanese people dislike Chinese products," which is why BYD does not adopt a strong promotion model in Japan but rather a more down-to-earth cost-performance model Therefore, BYD can achieve significant sales growth in the Japanese market through the K-Car, with price being the key factor.

02 When in Rome, Do as the Romans Do

Chinese new energy vehicles often adjust their performance, intelligence, safety, and other aspects according to local demands to enter overseas markets and achieve sales.

For example, the Voyah Dreamer’s Harmony cockpit supports recognition of Nordic dialects, the IM Motors LS7 Middle East version features a gold-plated exterior kit, and several models have enhanced cooling systems to adapt to the temperatures in the Middle East and Southeast Asia.

However, the emergence of the BYD K-Car opens up another path.

The introduction of the K-Car represents a new change for Chinese new energy brands going abroad—prior to this, apart from Nio's initial plan to launch the Firefly in the European market, Chinese new energy brands had not attempted to create a model specifically for overseas markets.

The principle behind these two overseas strategies remains the same: adapting to local demands.

Japan's relatively cold climate, high electricity costs, along with a culture of fuel vehicles and the accumulation of the fuel vehicle industry, have led to low interest in new energy vehicles among the Japanese. In contrast, Europeans place great importance on personal privacy, and the unrestricted highways and narrow urban roads make it difficult for them to trust intelligent systems.

Each market has its unique environmental factors, and the localization adjustments for vehicles may come with increased costs in hardware, labor, and more, but this is an indispensable step for opening overseas markets.

Chinese new energy vehicles are currently in the stage of paving the way for going abroad. How effective will it be for companies like BYD to launch specific models for specific markets?

We will see preliminary results by 2026.

Risk Warning and Disclaimer

The market has risks, and investment should be cautious. This article does not constitute personal investment advice and does not take into account the specific investment goals, financial conditions, or needs of individual users. Users should consider whether any opinions, views, or conclusions in this article align with their specific circumstances. Investment based on this is at one's own risk