BYD Atto 3 Now Half Price in Japan: A Turning Point for Chinese EVs?

 

BYD SEAL

BYD Slashes EV Prices by Up to 50% in Japan Amid Weak Sales

Chinese electric vehicle giant BYD has launched an aggressive discount campaign in Japan, cutting prices by up to 50% in an effort to boost sluggish sales in one of the world’s toughest auto markets.

Struggling in Japan Despite Global Growth

Although BYD entered Japan in January 2023, its sales have remained underwhelming. As of June 2025, total cumulative sales reached just 5,300 units, and the company has yet to surpass 1,000 units in monthly sales.

The automaker currently offers four EV models in Japan — the Atto 3, Seal, Sealion 7, and Dolphin — through a network of 45 dealerships nationwide.

In contrast, BYD is seeing explosive growth elsewhere. In August 2025, the company sold over 13,500 vehicles across Europe, a 200% year-on-year increase, and continues to post strong results in China, Southeast Asia, and Latin America.

Korea Shows Similar Pattern

BYD’s performance in neighboring South Korea has also been modest. Since deliveries began in April, BYD Korea sold just 1,947 units by the end of August. The brand currently operates 22 showrooms across the country, offering the Atto 3, Seal, and Sealion 7.

Drastic Price Cuts to Win Over Japanese Consumers

To counter sluggish demand, BYD Japan recently launched a massive discount campaign, combining government EV subsidies with company-backed price reductions. The result: effective retail prices have been cut by up to 50%.

The Atto 3 SUV, for instance, now sells for 4.18 million yen (approx. KRW 39.7 million) — roughly half of its price earlier this year.

A BYD Japan spokesperson said,

“Our goal is not necessarily to win the Japanese market immediately, but to leave a footprint. Earning recognition, even a little, from the world’s most demanding consumers is what truly matters to BYD.”