Japanese OEMs' BEV Sales in China Recover

Toyota bZ3X, Nissan N7: Local-spec equipment and prices improve competitiveness

2026/03/17

Summary
Japanese BEV models doing well in the Chinese market
Toyota bZ3X (C-segment SUV BEV)
Nissan N7 (D-segment sedan BEV)
Honda S7/P7 (D-segment SUV BEV)
Japanese BEV launch plans and NEV market trends

Summary

In recent years, Japanese automakers (OEMs) have been struggling with product deployment and price competition in the Chinese market. However, by strengthening cooperation with joint venture (JV) partners and introducing BEVs (battery electric vehicles) tailored to local needs, there have been signs of a recovery in sales volume since 2025.

With China's NEV (New Energy Vehicle: BEV, PHEV, FCEV) policy and consumer-oriented approach emphasizing "electrification," "intelligence," "unique Chinese design," and "competitive pricing" in mind, Toyota, Nissan, and Honda successively launched new BEV models in 2025.

This report analyzes Japanese OEMs’ BEV sales in the Chinese market and the current status of this competitive segment.

Trends in BEV sales volumes of Japanese OEMs (Chinese market)
(Source: MarkLines - Sales volume data in China (excluding exports; March 2026 data))

Automotive sales data for China
- Passenger cars by model/powertrain, factory shipments (monthly/annual)
- Passenger cars and pickup trucks by model, retail registrations and imports
　https://www.marklines.com/en/vehicle_sales/ (see Asia/Oceania)

MarkLines automotive sales data can be viewed from various perspectives.
Search By Model/EV/etc.
　Search by country, by maker/brand, or by model.
　Also refine the search by segment, or by electric.
　https://www.marklines.com/en/vehicle_sales/search
Dashboard
　Data can be visually analyzed from four different perspectives: by OEM, by powertrain, by model, and by country.
　https://www.marklines.com/en/vehicle_sales/dashboard
Customized aggregation
　Data can be aggregated by combining the required items: by OEM/brand, by model name, by country/region, by powertrain, and by segment.
　https://www.marklines.com/en/vehicle_sales/customize_totalization

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