日经中文网·2025-07-18 06:30Core Viewpoint - Tesla and BYD are significantly expanding their presence in Japan's electric vehicle (EV) market, aiming to capitalize on the low EV adoption rate in the country, which is currently lagging behind other developed nations [1][4]. Group 1: Tesla's Expansion Plans - Tesla plans to double its store count in Japan from 23 to 50 by the end of 2026, with an initial increase to 30 stores by the end of this year [1][3]. - All Tesla stores in Japan will be company-owned and primarily located in large commercial facilities to attract customers [3]. - Tesla is also building its own charging network in Japan, expanding its current 130 fast-charging stations and providing adapters for compatibility with Japan's CHAdeMO standard [3]. Group 2: Market Context and Challenges - Tesla's global sales have been declining, with a 13% year-over-year decrease in Q2 2023, particularly in the European market where sales dropped by 34% [4]. - Despite challenges in other markets, Tesla's sales in Japan are reportedly strong, with an estimated 70% increase in sales in the first half of 2023, reaching approximately 4,600 units [5]. - The overall EV market in Japan is stagnant, with sales of only 27,321 units in the first half of 2023, a 7% decline year-over-year, indicating a lack of momentum in EV adoption [6]. Group 3: Competitive Landscape - BYD is also expanding in Japan, planning to increase its store count from 63 to 100 by 2025, and has introduced several models, including a compact EV priced lower than Tesla's offerings [5]. - The Japanese automotive market is facing challenges as local manufacturers like Toyota, Honda, and Nissan are not expected to release competitive EV models until around 2026, potentially allowing foreign companies to capture more market share [6].