4.1% Growth in Imported Electric Vehicle Sales in Japan (April to September 2024)

According to data released by the Japan Automobile Importers Association (JAIA) on October 4, sales of imported pure electric vehicles (EVs) in Japan—excluding vehicles produced by domestic manufacturers—reached 11,414 units from April to September 2024, marking a 4.1% year-on-year increase. This growth highlights the expanding demand for imported EV models, even though the penetration rate of EVs in Japan’s overall market remains relatively low.

BYD Sees a Remarkable 60.8% Sales Surge, Secures Significant Market Share

Among the various imported EV brands, China’s BYD stands out, with a staggering 60.8% year-on-year increase in sales, reaching 1,095 units from April to September. BYD’s market presence in Japan was further strengthened by the launch of its third EV model, the “Seal,” in June. This new model significantly boosted the company’s sales in the Japanese market. As of now, BYD holds approximately 10% of Japan’s imported EV market. According to BYD officials, since the launch of the “Seal,” more than 500 orders have been placed, exceeding initial sales expectations.

19 Brands Drive Japan’s EV Market Expansion

Currently, 19 automotive brands offer electric vehicles in Japan, contributing to the overall growth in EV sales. In September, Stellantis Group’s SUV brand Jeep introduced its first electric vehicle, the “Avenger,” to the Japanese market. Additionally, German automaker Mercedes-Benz has announced plans to release the electric version of its luxury SUV, the “G-Class,” later this year, further enriching the selection of EVs in Japan.

Overall Imported Car Sales Decline, but Electric Vehicles Shine

While EV sales have risen, the overall market for imported cars in Japan saw a 9.6% year-on-year decline from April to September 2024, with total sales of 109,558 units—the first decline in two years. German car brands continue to dominate the market, with Mercedes-Benz leading the pack, posting a 7.6% increase in sales to 26,347 units. BMW ranked second with a 4.0% increase to 17,490 units, while Audi came in third, although its sales fell by 6.4% to 10,774 units. Brands like Porsche and BYD also achieved record-high sales during this period.

Analysis of September’s Sales Figures

In September 2024 alone, Japan’s imported car sales reached 23,335 units, a 13.4% year-on-year decline. However, EVs accounted for 11.8% of the imported car market, reflecting the growing importance of electric vehicles in Japan.

Conclusion

• The Japanese market for imported EVs grew by 4.1% between April and September 2024.
• BYD demonstrated strong performance, with a 60.8% increase in sales, capturing 10% of the imported EV market.
• A total of 19 brands currently offer EVs in Japan, contributing to the overall rise in EV sales.
• Despite a decline in overall imported car sales, the market share of EVs continues to grow.
• German brands, particularly Mercedes-Benz and BMW, remain dominant in the imported car market.

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