“흑선이 내습했다!”…2주 만에 1000대, 중국 BYD 경차에 놀란 일본

Japanese automobile publication MotorPan likened Chinese electric vehicle manufacturer BYD's debut of the "Lako" compact car to the arrival of the USS Constitution in Japan in 1853, ending the nation's isolationist policies. Japan, known for its world-renowned automobile manufacturers like Toyota, Suzuki, Honda, and Nissan, is often dubbed the "dustbin" of imported cars due to the stringent criteria for foreign cars entering the market.

Kei cars, which account for 35-40% of annual Japanese vehicle sales, have stringent size limits (length 3.4m, width 1.48m, height 2m) and emission standards (maximum 660cc) that make it difficult for foreign manufacturers to gain a foothold. The Japanese Kei car market has evolved for over 70 years, earning a reputation as "Japan's compact cars."

However, a Chinese electric car, BYD's Lako, began breaking the market record with over 1,000 units ordered just two weeks after its launch. The Nikkei newspaper noted that this marks the first time Japan's domestic automotive industry has been exposed to international competition. The Lako, launched in the Japanese market on November 28th, recorded 1,002 orders as of September 9th.

Its success can be attributed to its affordability and competitive features, despite the low brand recognition due to limited dealership networks. BYD's Japan subsidiary revealed that the top-tier trim (300 Premium) accounted for 80% of the total orders. The Lako's specifications perfectly match the Japanese Kei car standards (length 3.395m, width 1.475m, height 1.8m), and it comes in three trims: Lako 200 (214,550 yen, 210km per charge), Lako 300 Plus (239,880 yen, 320km per charge), and Lako 300 Premium (249,770 yen, 320km per charge).

The Lako's price is subsidized by the Japanese government, which provides a grant of 15 million yen. In comparison, the Nissan electric Kei car Sora, launched in 2022, sold 1,409,300 units last year, surpassing the 100,000-unit milestone. This demonstrates the significant impact of imported cars on Japan's domestic market, where compact cars dominate the top five positions in annual sales rankings.

BYD's Lako is a "Chinese-made Japanese car" that aims exclusively at the Japanese market. Japanese Kei cars are known for their spacious interiors, with sliding doors being a common feature in this design category. The Lako incorporates the most popular options from other Japanese Kei cars, such as a rear door that opens sideways for easier parking in narrow spaces.

BYD focused on the Japanese market's preference for compact cars due to limited public transportation and the growing demand for electric vehicles in less populated regions. The company even added a compartment to store umbrellas under the rear seat to cater to the rainy seasons and practical needs of Japanese consumers. BYD's entry into the Japanese used car market began in 2023, following its success in other countries.

The company's current lineup includes 11 models, with sales of 1,586 units in Japan so far this year, marking its debut in the Japanese used car market. Despite the recent sales success, Japanese consumers remain skeptical. Local automotive publications have criticized the Lako for poor maintenance after purchase, limited performance, concerns over safety and durability, and reservations about Chinese-made products.

Some articles also noted that the goal of selling 1,000 Lako units within a year may be unrealistic. Hyundai has already ventured into the Japanese market with its environmentally friendly vehicle, the Ioniq5, and its hydrogen fuel cell vehicle, the Nexo, which were both introduced in 2023. Hyundai's Creta electric SUV, launched in April 2024, offers impressive range (393-477km per charge) and has gained attention for its performance.

Hyundai has benefited from government subsidies of 47 million yen for its Creta. The company aims to double its sales in the Japanese market this year, reaching 618 units by the end of the year, up from 1,169 units last year. However, progress is slow, with sales in the first seven months of the current year increasing only slightly compared to the same period last year (538 units).

Hyundai's executives believe that Japan's conservative market remains dominated by hybrid vehicles, and the transition to electric vehicles will take time.