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BYD has sold just 5,300 EVs in Japan since early 2023 despite opening 45 outlets and expanding its lineup. The Chinese automaker is now offering discounts of up to JPY 1 million to spur demand.

The analyst noted that the company’s slow growth highlights the loyalty of Japanese buyers to domestic brands and hybrids.

For BYD, the mixed response in the Japanese auto market stands out when compared to the rising sales in the European market.