汽车商业评论·2026-02-07 23:07Core Viewpoint - The Japanese automotive market, historically dominated by local brands, is witnessing a significant shift as foreign electric vehicle (EV) manufacturers are beginning to penetrate this previously closed market, driven by the slow electrification of domestic brands and changing consumer preferences [4][5][6]. Group 1: Market Overview - Japan's automotive market has long been considered one of the most challenging for foreign brands, with local manufacturers holding over 90% market share [4]. - In 2025, Japan's total new car sales are projected to reach 4.5658 million units, with a 3.3% year-on-year increase, while foreign brands are starting to gain traction [5]. - The electric vehicle market in Japan is still in its infancy, with only 60,677 EVs sold in 2025, representing a mere 1.6% of total vehicle sales [5]. Group 2: Foreign Brands' Entry - The Japanese Imported Automobile Association reported a 7% increase in non-local brand vehicle sales in 2025, totaling 243,129 units, with pure electric imports surging by 26% to a record 30,513 units [6]. - Hyundai is making a comeback in Japan, with a 89% increase in sales in 2025, reaching 1,169 units, driven by the introduction of several electric models [8][10]. - Tesla's sales in Japan saw a remarkable 90% increase in 2025, reaching approximately 10,600 units, attributed to a shift in sales strategy towards physical stores [12][14]. Group 3: Chinese Brands' Expansion - BYD entered the Japanese market in 2023 and aims to establish 100 dedicated stores by 2025, achieving a 62% sales increase to 3,870 units in 2025 [15][18]. - Other Chinese brands, such as Zeekr and GAC, are also planning to enter the Japanese market, with unique offerings tailored to local consumer preferences [19][21]. Group 4: Domestic Brands' Response - Japanese automakers are not standing still; Toyota's new EV model bZ4X received over 10,000 orders within three months of its launch in late 2025, becoming the top-selling EV in Japan [24][27]. - Nissan and Honda are also launching new EV models to compete with foreign brands, with Nissan's new LEAF and Honda's N-ONE e: entering the market [27][28].