BYD, the Chinese EV giant, is targeting Japan's kei car market, worth $18 billion, seeking to disrupt the dominance of local manufacturers like Toyota and Honda. Atsuki Tofukuji, head of BYD Japan, emphasizes the alignment of kei cars with Japan's lifestyle, noting that rising fuel prices make low-cost electric alternatives appealing. This move reflects BYD's broader strategy of penetrating markets traditionally secured by Japanese automakers, as they adapt to changing consumer preferences amidst challenges like dwindling petrol availability in rural areas.
"Kei cars fit the Japanese way of life extremely well. If customers properly understand the economic rationale, they are sufficiently willing to buy kei cars that aren't made by the existing major brands."
"Atsuki Tofukuji, president of BYD Auto Japan, said it saw an opening for low-cost miniature EVs of a similar size to 'Mr Bean's Austin Mini Cooper', as high taxes push up conventional fuel prices."
Collection
[
|
...
]