In brief
In South Korea, BYD sold over 20,000 EVs in nine months, overtaking Toyota and Lexus, driven by low price and rapid delivery. Japanese sales remain modest at around 4,000 cars, reflecting strong hybrid devotion and lingering distrust of Chinese brands. The contrasting reception underscores the need for tailored strategies to accelerate sustainable transport worldwide.
BYD’s electric‑vehicle lineup has surged in South Korea, selling more than 20,000 cars in nine months and exceeding the combined sales of Toyota and Lexus, while Japanese buyers have stayed reluctant, with sales hovering around 4,000 units.
South Korean shoppers have turned to BYD largely because the Dolphin compact sells for about $18,500, well under the $30,000 mark that most Korean premium EVs command. The vehicle comes equipped, is available immediately, and delivers a price advantage that aligns with soaring petrol costs, which have risen almost 10% since the conflict over Iran began.
Kim Min‑seon, a 48‑year‑old Seoul resident, recalled the shock her choice created: “Everyone reacted like, ‘Why did you buy a Chinese car? Are you trying to get yourself killed?’” She had been told a Hyundai Casper EV would not arrive for more than two years, prompting her to choose BYD instead.
Market research firms have confirmed BYD’s rapid ascent: the firm sold over 20,000 vehicles in South Korea during the first nine months of the year, a figure that outpaces the annual sales of the country’s top domestic makers combined.
Industry analysts note the broader context: roughly a quarter of all new cars sold in South Korea this year were EVs, whereas only 3 percent of Japan’s new‑car sales were electric, according to recent data. The difference underscores how early‑adoption culture and price sensitivity can shape a nation’s shift toward zero‑emission motion.
Tokyo‑based consultancy founder Liao Jingnan explained the Chinese strategy: “They enter first, watch what happens and gradually adjust their strategy.” BYD and other Chinese automakers are spending years building dealer networks and tailoring vehicles to local tastes, a patience that mitigates risk as they expand overseas.
In Japan, the market remains dominated by hybrids: Toyota’s Prius and Lexus hybrids occupy the majority of green‑car sales, leaving Chinese EVs with less than a 0.1 % market share. Consumer distrust of Chinese brands is reinforced by lingering perceptions of lower build quality, a long‑standing hurdle that BYD must confront in Tokyo’s skeptical marketplace.
Geely’s Dutch‑based brand Zeekr recently began accepting orders for its 7X SUV in South Korea and plans to open 14 showrooms nationwide, signaling that Chinese automakers are not only selling but also establishing a tangible retail presence in the region.
From an environmental perspective, the rise of affordable Chinese EVs could accelerate global decarbonization of transportation by lowering the cost threshold for zero‑emission cars, provided that battery production and supply chains are managed responsibly. Japan’s cautious approach, meanwhile, highlights the importance of addressing consumer trust and integrating local quality expectations to broaden the environmental benefit.
