Core Insights - Chinese automotive brands have significantly increased their presence at international auto shows, yet they have largely been absent from the Tokyo Motor Show, highlighting a paradox in their global strategy [1][4][5] Group 1: Participation in International Auto Shows - The 2025 Munich Motor Show saw 116 Chinese exhibitors, making up nearly one-third of all overseas participants, showcasing a full range of automotive technologies [2] - Chinese brands have also made notable appearances at the Paris Motor Show, outnumbering other countries' exhibitors, with companies like BYD and Geely gaining recognition [3] - Despite historical participation, no Chinese companies attended the recent North American International Auto Show, although they had previously made significant impacts in earlier years [2] Group 2: Challenges in the Japanese Market - Japan's automotive market has been described as one of the most closed globally, with a long history of protective policies that have hindered foreign brands [4][5] - Non-Japanese brands accounted for only 5% of new vehicle registrations in Japan from August 2024 to July 2025, indicating a strong domestic market preference [4] - The K-Car regulations create additional barriers for foreign brands, requiring unique product designs and significant investment for market entry [5] Group 3: Emerging Opportunities - The shift towards electric vehicles presents a potential breakthrough for Chinese brands in Japan, as local manufacturers lag in electric technology [6] - Sales of Chinese brands like BYD and Tesla in Japan have seen significant growth, with BYD's sales tripling in September 2023 [6] - The Tokyo Motor Show featured Chinese elements, including Nissan's new electric vehicle developed by a Chinese team, indicating a growing acceptance of Chinese automotive technology [7][8] Group 4: Changing Perceptions - A survey indicated that 28% of Japanese consumers under 35 are open to considering Chinese electric vehicles, a 12 percentage point increase since 2020, reflecting a shift in consumer attitudes [8] - Chinese companies are beginning to establish a foothold in Japan, with plans for localized products and partnerships to enhance market entry strategies [8]