第一财经·2025-11-01 03:34Core Viewpoint - Japan's electric vehicle (EV) market is significantly lagging behind other countries, particularly China, with a penetration rate of only 2.8% as of September 2025, compared to approximately 50% in China, indicating a substantial growth opportunity for foreign EV manufacturers [3][4]. Market Characteristics - Japan's automotive market is characterized as one of the most closed markets globally, with domestic brands maintaining over 90% market share historically, and the top-selling brands in 2025 being Toyota, Suzuki, and Honda [5][6]. - The market's slow adoption of electric vehicles is attributed to a combination of factors including insufficient charging infrastructure, range anxiety, and safety concerns, despite government incentives for EV adoption [7][8]. Competitive Landscape - International EV manufacturers, particularly from China and the U.S., are beginning to penetrate the Japanese market, with companies like BYD and Tesla showing significant sales growth in 2023 [8]. - BYD has introduced models specifically for the Japanese market and plans to expand its offerings, while Tesla is also increasing its presence by expanding its store and charging network in Japan [12][13]. Consumer Preferences - Japanese consumers prioritize factors such as range, safety, and cost-effectiveness over advanced technology features, which may favor the entry of Chinese EVs that offer a wider variety of models [12][13]. - The K-Car segment, which represents a significant portion of new car sales in Japan, is particularly appealing due to its affordability and lower maintenance costs, with K-Cars accounting for 36.8% of new car sales in 2024 [13].