Editor of this article: Yu Waijun
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Recently, according to ** reports, on October 24 this year, the founder of BYD appeared at the BYD dealer meeting held in Tokyo and spent more than an hour explaining BYD's development strategy in the Japanese new energy vehicle market. According to a number of dealers who participated in the meeting, BYD's goal in the Japanese new energy vehicle market is to have 100 BYD brand franchise stores by 2025, and the annual sales target will reach 30,000 units.
Compared with BYD's sales in China's new energy vehicle market, BYD's target of 30,000 annual sales in Japan's new energy vehicle market by 2025 seems very low, but it is actually a very challenging goal. It is reported that new energy vehicle brand stores located in Japan can become high-quality stores with annual sales of more than 200 units per store.
It should be pointed out that at present, the sales of new energy vehicles in the Japanese automobile market account for a very small proportion, mainly gasoline-electric hybrid vehicles. According to the data, in November this year, the sales of pure electric vehicles in the Japanese market were only 6,492, down 9% from the same period last year, and the proportion of new car sales in that month was only 187%, which is far lower than the penetration rate of new energy vehicles in China's auto market.
In addition, the Japanese auto market has long been dominated by Japanese brand cars, and the development of imported cars in the Japanese auto market has been very slow. Data shows that for more than 30 years, the proportion of imported cars in the Japanese auto market has been below 10%. In this context, car companies such as Ford of the United States and Hyundai of South Korea have withdrawn from the Japanese auto marketAt present, only a few car companies such as BMW and Mercedes-Benz are still struggling to hold on.
It can be seen that it is not easy for BYD to achieve its sales target in 2025. Of course, if BYD achieves its goals as expected, it means that BYD has successfully established itself in the Japanese auto market, and it will also provide BYD with rich development experience in other overseas auto markets.
As of now, the BYD ATTO 3 (Yuan Plus) has been sold in the Japanese car marketAccording to the plan, the BYD Seal will be launched in Japan in the spring of 2024. At the same time, the BYD Dolphin will also enter the Japanese new energy vehicle market. In terms of sales channels, BYD has opened 15 stores nationwide in Japan, covering Tokyo, Osaka, Yokohama, Nagoya, Fukuoka and other cities. For BYD, in addition to the pressure of selling new cars, the establishment of product after-sales and charging piles and other energy replenishment systems is also a very big test.
However, the crisis, pressure is also accompanied by opportunities, behind the low penetration rate of new energy vehicles in the Japanese auto market, it also means that this market has great potential to be tapped, at present, Japan's local car brands are also transforming to new energy vehicles, but the pace is not particularly fast, BYD, which has a deep background in the field of new energy vehicles, must seize this rare opportunity to open up the Japanese new energy vehicle market.
In addition, BYD electric buses have entered the Japanese bus system very early and have a certain reputation in the Japanese automobile market. This will be an important boost for BYD to promote new energy passenger vehicles in the Japanese auto market. At the same time, BYD's development pace in the Japanese auto market has accelerated, which has also driven the process of its strategic layout in the global auto market.