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BYD Auto Japan Co., Ltd. (BAJ)
President Atsuki Tofukuji
What lies beyond the Mini-EV “Racco”: BYD’s Japan strategy and next moves
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Exclusive Interview
BYD Company Limited (BYD) sold more than 4.6 million vehicles worldwide in 2025, making it the world’s sixth-largest automaker. Of these global sales, battery electric (EV) passenger vehicles accounted for approximately 2.26 million units, putting BYD ahead of Tesla, Inc. (Tesla) to become the world’s No. 1 EV manufacturer. BYD is expanding sales not only in China but also in countries around the world, particularly in Western Europe, ASEAN, Mexico and South America. However, the company has struggled in Japan since entering the market in 2023.
Against this backdrop, on July 28, 2026, BYD launched the independently developed kei (mini) EV tall wagon “Racco” for the Japanese market, becoming the first foreign automaker to enter Japan’s kei car market. There is considerable interest in how BYD will attack Japan’s “fortress” kei car market. The challenge can be regarded as an important test of BYD’s Japan strategy. On August 7, 2026, shortly after the launch of the Racco, MarkLines interviewed Mr. Atsuki Tofukuji, President of BYD Auto Japan. We asked him what kind of future the company envisions starting with the Racco, including the significance of entering Japan’s kei EV market, the background and objectives of the Racco’s development, its target customers and regional strategy, and plans for expanding the sales network.
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