More than two years after BYD’s high-profile foray into the Japanese market, the Chinese electric vehicle maker is still struggling to win over drivers.
The automaker sold just 5,300 vehicles between January 2023 and June this year despite opening its 45th sales location in Japan, introducing a fourth EV model and touting plans to debut an electric "kei" minicar in late 2026.
The moves have done little to ignite demand and BYD is now turning to discounts — a practice that’s put it front and center of an industry crackdown in China — to try and boost sales. The company is offering discounts of up to ¥1 million ($6,700) that, in addition to government subsidies, can slash sticker prices by as much as 50%. Its Atto 3 retails for just under ¥4.2 million.
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