BYD Takes On Japan's Electric Mini-Car Market with Low-Cost Offering
BYD has launched its first electric mini-car in Japan's market, aiming to attract Japanese drivers with a low-cost offering. The Racco model starts at 1.95 million yen before taxes and subsidies, undercutting Nissan's Sakura, Japan's best-selling electric mini-car.
The company is targeting 10,000 orders for the Racco by the end of 2026, but analysts say it will face competition from established players in the market.
BYD Auto Japan President Atsuki Tofukuji said the goal was driven more by conviction than detailed market analysis, as the company seeks to build on the momentum of the model's launch.
The Racco offers up to 320 km of driving range and is the first electric mini-car to feature sliding rear doors, a popular feature among Japanese buyers.