BYD Partners with Aeon to Launch EVs in Japan by Year-End

Chinese new energy vehicle manufacturer BYD has partnered with Aeon to sell cars at approximately 30 of the Japanese retailer’s commercial facilities and department stores across Japan by the end of this year.

Aeon will manage orders and contracts while working alongside BYD’s Japanese dealerships to display the vehicles and assist with sales. The retailer is also offering subsidies of over 100,000 yen (about $660), with total discounts reaching approximately 1 million yen ($6,590) when combined with government incentives at the national and local levels.

The BYD Dolphin, an electric hatchback and the company’s flagship model in Japan, is priced around 2.9 million yen, but after subsidies, the cost can be reduced to roughly 2 million yen (about $13,185). In contrast, the same model retails for between 99,800 and 129,800 yuan (roughly $14,000 to $18,130) in China, according to BYD’s website.

Furthermore, Aeon plans to independently import and distribute BYD vehicles in the future. The retail giant operates 164 shopping centers in Japan and has approximately 2,500 electric vehicle charging stations across 374 stores nationwide.

This new retail partnership model could shake up the traditional Japanese auto market, where local manufacturers and their dealerships have historically held dominant positions in new car sales and after-sales service, potentially paving the way for a new sales approach for Chinese electric vehicle brands in Japan.

BYD’s sales in Japan saw a threefold increase last month, reaching 802 units compared to the previous year. They now account for about 20 percent of imported pure electric vehicle sales in the country, according to the Japan Automobile Importers Association. Still, Japanese automakers continue to lead the local EV market, with Nissan’s Sakura, Leaf, and Ariya models performing strongly.

In Japan’s overall vehicle market during the first half of fiscal year 2025, Japanese models maintained their dominance. Honda’s N-Box ranked first, followed by Suzuki’s Spacia and Toyota’s Yaris, based on data from the Japan Automobile Dealers Association and the Japan Mini Vehicles Association for the period ending September 30.