BYD’s tiny car has a big mission in Japan
The Shenzhen-based firm is the first foreign player to make a dedicated effort to tackle the boxy kei jidosha, or light car, a quintessentially Japanese vehicle category.
Chinese electric vehicle manufacturer BYD is making strides in Japan, a key market for the industry. Despite years of trying, the company has yet to make a significant impact on Japan's auto market, which ranks fourth globally. The introduction of the tiny Racco, a dedicated effort to tackle the boxy kei jidosha category, may change this.
Kei jidosha, or light cars, are quintessentially Japanese vehicles with specific size and tax rules. BYD's entry-level model, priced at ¥2,145,000 ($13,000), is significantly cheaper than Nissan Motor's Sakura mini, despite offering fewer features and a shorter range. This makes BYD's car a more attractive option for Japanese consumers seeking value for money.
Written by urgent.news from Japan Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
