Gasgoo News In the Japanese automotive market, a long-neglected niche segment is quietly becoming a new battlefield for electrification transformation—Mini Cars (Kei Car). This Japan-exclusive vehicle category, with its lower price and tax fees, and the convenience brought by smaller dimensions, has long accounted for about 40% of new car sales in Japan. Since it is mainly used for short urban commutes and family transportation, the range requirements are relatively low, so Japanese mini cars are naturally suitable for electrification transformation. Today, with the entry of Chinese car companies and the strategic shift of Japanese local car companies, the Japanese mini car market is accelerating its transition from the fuel era to electrification.

BYD and Chery Bet on Japanese Electric Mini Car Market

Last October, BYD showcased a boxy four-door pure electric mini car named Racco at the Japan Mobility Show in Japan, and announced that this model would officially launch in Japan this summer. This is BYD’s first electric mini car built specifically for the Japanese market.

BYD Racco; Image Source: BYD

It is reported that the Racco model offers 3 versions, with the entry-level version having a range of about 200 km, and the other two versions having a range of 300 km. Racco strictly follows Japanese mini car standards and is equipped with sliding doors for the first time on such pure electric vehicles to better adapt to narrow streets and parking environments in Japanese cities. At the same time, the new car will also provide richer assisted driving functions.

BYD also plans to rapidly expand its sales network in Japan by opening numerous micro stores that display only one or two models. Atsuki Tofukuji, President of BYD Automotive Japan, stated: “We plan to cover local small commercial circles to sell micro electric vehicles.” These stores will be located in remote cities with a population of less than 500,000, displaying at most a few exhibition cars per store, with a faster store opening speed. BYD’s micro stores will feature Racco as the core recommended product.

Following BYD, Chery Motors also plans to launch a pure electric mini car in Japan next spring. Chery will join forces with four partners to jointly create a new electric brand EMTA, and has already established the operating company EMT in Yokohama, Japan, responsible for vehicle R&D and sales work. The CEO of EMT said in an interview recently: “This brand is built for Japanese consumers, aiming to create a more convenient and comfortable way of travel for the public.”

EMT belongs to a Singapore joint venture. The joint venture is led by Chery, while the other four cooperating enterprises are China Jiangsu Yueda Automobile Group, power battery manufacturer Gotion High-Tech, and Japanese automotive supplies retailer Autobacs Seven, and painting equipment company Anest Iwata.

This light vehicle is jointly developed by China and Japan. It will initially be produced in China, and core functions such as driving assistance all adopt Chery technology.

EMT Company Chief Marketing Officer Susumu Uchikoshi stated that the new car pricing will benchmark against fuel-powered mini cars of the same class. It is reported that the sales price of Honda N-Box fuel mini cars, which are very popular in the Japanese market, is 1.74 million to 2.48 million yen (approximately 10,915 to 15,560 USD). 

Image Source: EMTA

According to the plan, EMT will start with this pure electric light vehicle and launch four electric vehicle models in Japan before 2029. Autobacs will rely on its own offline store network to assist in vehicle sales.

After the launch of this electric light vehicle, EMT plans to build 100 stores integrating sales and after-sales in Japan, and continue to expand channels, striving to increase the store scale to hundreds by the 2027 fiscal year. The CEO of EMT Company stated: “Japan is our most important market, and the brand new European mini electric vehicle standards have also brought new opportunities for the brand’s global development.”

Japanese Car Companies Accelerate Mini Car Electrification Layout

With Chinese car companies accelerating their layout, Japanese local car companies are also actively promoting electric mini car products and market planning.

Honda’s electrification pace is the most eye-catching. Its N-Box mini car is the absolute king of the Japanese market. Sales broke through 200,000 units in 2024, ranking first in sales for three consecutive years. Honda launched the N-One e: pure electric mini car last September. The group will also launch the pure electric version of the N-Box model in 2028. Currently, the range and pricing of the electric N-Box model are still in the final confirmation stage. Besides the electric version, Honda is expected to continue selling the fuel version of the N-Box model.

N-One e; Image Source: Honda

Nissan officially launched the revised model of its Sakura electric mini car in April this year, aiming to maintain its competitiveness in the Japanese electric mini car market. The Nissan Sakura model was initially launched in 2022 as the mass production version of the IMk concept car and has continuously become the best-selling electric mini car in Japan in recent years. According to data released by Nissan, the sales of this model reached 14,093 units in the full year of 2025, ranking first in this sub-market for four consecutive years. It is reported that the sales of the two electric mini car models, Nissan Sakura and Mitsubishi eK X, in 2024, accounted for more than 40% of the total sales of electric vehicles in Japan.

In addition, Suzuki Motors plans to launch its first electric mini car within this fiscal year. Daihatsu also launched an electric mini commercial vehicle jointly developed with Toyota in February this year. Japanese local brands are building a deep moat using their huge channel advantages (Daihatsu alone has about 700 regular stores; if small outlets are included, it reaches 6,000).

Currently, in the Japanese new car market, the proportion of electric vehicles is only about 2%, ranking last among developed countries. Insufficient number of charging piles and high vehicle prices are the main constraints. High cost-performance electric mini vehicles are expected to improve the local electric vehicle penetration rate. Since mini cars are mainly used for short-distance travel, range requirements are not high, which fits very well with the positioning of pure electric vehicles. Seiji Sugiura, a senior analyst at an automotive market analysis institution, said: “Pure electric mini cars do not need to reach the range level of conventional passenger cars. As long as the pricing is reasonable, electric light vehicles are expected to quickly occupy the market.”

However, for BYD and Chery, the real test lies not only in launching a mini electric vehicle priced to benchmark the N-Box, but also in how to eliminate Japanese consumers' brand concerns over time, and how to maintain the balance between price and quality under the local advantages of Toyota, Honda, and Suzuki. This battle of pure electric mini cars may be the key battle for Chinese car companies to truly open the door to the Japanese market.

盖世汽車訊 喺日本汽車市場，一個長期俾人忽視嘅細分領域正悄然成為電動化轉型嘅新戰場——微型車（Kei Car）。呢個日本獨有嘅車型類別，憑藉較低嘅售價同稅費、較細尺寸帶嚟嘅便利性，長期佔據日本新車銷量嘅約40%。因為主要係用嚟城市短途通勤同家庭代步，對續航要求相對較低，因此日本微型車天然適合電動化轉型。而家，隨著中國車企入局同日本本土車企嘅戰略轉向，日本微型車市場正加速從燃油時代邁向電動化。

比亞迪、奇瑞押注日本電動微型車市場

去年10月，比亞迪喺日本移動出行展（Japan Mobility Show）上展出一款命名為Racco嘅方正四門純電微型車，並宣布該款車型將於今年夏季正式喺日本上市。呢係比亞迪專為日本市場打造嘅首款電動微型車。

比亞迪Racco；圖片來源：比亞迪

據悉，Racco車型共推出3個版本，其中入門版續航里程約為200公里，其餘兩個版本續航里程為300公里。Racco嚴格遵循日本微型汽車標準，並首次喺呢類純電動車上配備側滑門，以更好適應日本城市狹窄街道同停車環境。同時，新車仲將提供更豐富嘅輔助駕駛功能。

比亞迪仲計劃透過大量開設只展示一到兩款車型嘅微型門店，快速擴建佢喺日本嘅銷售網絡。比亞迪汽車日本公司總裁Atsuki Tofukuji表示：“我哋計劃覆蓋地方小型商圈，用於銷售微型電動車。”呢啲門店將設喺人口不足50萬嘅邊遠城市，每家最多陳列幾台展車，且開店速度更快。比亞迪嘅微型門店將以Racco為核心主推產品。

繼比亞迪之後，奇瑞汽車亦計劃於明年春季喺日本推出一款純電微型車。奇瑞汽車將聯合四家合作夥伴，共同打造全新電動品牌EMTA，並已喺日本橫濱成立營運公司EMT，負責車型研發同銷售工作。EMT首席執行官近日接受採訪時表示：“呢個品牌專為日本消費者打造，目標係為大眾營造更便捷、舒適嘅出行方式。”

EMT隸屬於一家新加坡合資企業。合資方由奇瑞牽頭，其餘四家合作企業分別為中國江蘇悅達汽車集團、動力電池廠商國軒高科，以及日本汽車用品零售商澳德巴克斯（Autobacs Seven）、塗裝設備企業阿耐思特岩田（Anest Iwata）。

呢款輕型車由中國同日本兩國聯合研發，初期將喺中國投產，駕駛輔助等核心功能均採用奇瑞技術。

EMT公司首席營銷官Susumu Uchikoshi表示，新車定價將對標同級別燃油微型車。據悉，喺日本市場非常暢銷嘅本田N-Box燃油版微型車嘅售價為174萬至248萬日圓（約值10,915至15,560美元）。 

圖片來源：EMTA

按照計劃，EMT將以呢款純電輕型車為開端，於2029年前喺日本推出四款電動車型。澳德巴克斯將依托自身實體門店網絡，協助車輛銷售。

喺呢款電動輕型車上市之後，EMT計劃喺日本建成100家集銷售、售後於一體嘅門店，並持續拓展渠道，爭取喺2027財年將門店規模增至數百家。EMT公司首席執行官表示：“日本係我哋最重要嘅市場，而歐洲全新嘅微型電動車標準，亦為品牌全球化發展帶來新機遇。”

日系車企加快微型車電動化佈局

隨著中國車企加快佈局，日本本土車企亦喺推進緊電動微型車產品同市場規劃。

本田汽車嘅電動化步伐最為引人注目。其旗下嘅N-Box微型車係日本市場嘅絕對王者，2024年銷量突破20萬輛，連續三年蟬聯銷量冠軍。本田汽車已於去年9月推出N-One e:純電微型車，該集團仲將於2028年推出純電版N-Box車型。而家，電動版N-Box車型嘅續航里程同定價仍然喺最終確認階段。除咗電動版外，本田預計將繼續銷售燃油版N-Box車型。

N-One e；圖片來源：本田

日產汽車今年4月正式發布旗下Sakura電動微型車嘅改款車型，旨在維持佢喺日本電動微型車市場嘅競爭力。日產Sakura車型最初於2022年作為IMk概念車嘅量產版本上市，過去幾年連續成為日本最暢銷嘅電動微型車。根據日產公布嘅數據，呢款車型喺2025年全年銷量達14,093輛，已連續四年位居呢個細分市場榜首。據悉，2024年日產Sakura同三菱eK X呢兩款電動微型車嘅銷量，佔據咗日本電動車總銷量嘅40%以上。

此外，鈴木汽車計劃喺本財政年度內開售首款電動微型車，大發亦喺今年2月推出同豐田聯合研發嘅電動微型商用車。日本本土品牌正利用其龐大嘅渠道優勢（大發單計正規門店就有約700家，若計入小型網點就會達6,000家），構建起一道深厚嘅護城河。

而家日本新車市場中，電動車佔比僅約2%，喺發達國家中排名墊底。充電樁數量不足、車型售價偏高係主要制約因素，高性價比微型電動車有望提升當地電動車普及率。由於微型車主要係用嚟短途代步，對續航要求唔高，同純電動車型嘅定位十分契合。汽車市場分析機構資深分析師Seiji Sugiura稱：“純電微型車無需達到常規乘用車嘅續航水平，只要定價合理，電動輕型車有望迅速佔領市場。”

然而對於比亞迪同奇瑞而言，真正嘅考驗唔單止喺於推出一款價格對標N-Box嘅微型電動車，仲喺於點用時間消除日本消費者嘅品牌顧慮，點喺豐田、本田、鈴木嘅本土優勢下守住價格同品質嘅平衡。呢場純電微型車之戰，或將係中國車企真正叩開日本市場大門嘅關鍵一役。

盖世汽车讯 在日本汽车市场，一个长期被忽视的细分领域正悄然成为电动化转型的新战场——微型车（Kei Car）。这个日本独有的车型品类，凭借其较低的售价和税费、较小的尺寸带来的便利性，长期占据日本新车销量的约40%。由于主要用于城市短途通勤和家庭代步，对续航要求相对较低，因此日本微型车天然适合电动化转型。如今，随着中国车企的入局与日本本土车企的战略转向，日本微型车市场正加速从燃油时代迈向电动化。

比亚迪、奇瑞押注日本电动微型车市场

去年10月，比亚迪在日本移动出行展（Japan Mobility Show）上展出一款名为Racco的方正四门纯电微型车，并宣布该款车型将于今年夏季正式在日本上市。这是比亚迪专为日本市场打造的首款电动微型车。

比亚迪Racco；图片来源：比亚迪

据悉，Racco车型共推出3个版本，其中入门版续航里程约为200公里，其余两个版本续航里程为300公里。Racco严格遵循日本微型汽车标准，并首次在此类纯电动车上配备侧滑门，以更好适应日本城市狭窄街道和停车环境。同时，新车还将提供更丰富的辅助驾驶功能。

比亚迪还计划通过大量开设仅展示一到两款车型的微型门店，快速扩建其在日本的销售网络。比亚迪汽车日本公司总裁Atsuki Tofukuji表示：“我们计划覆盖地方小型商圈，用于销售微型电动车。”这些门店将设在人口不足50万的边远城市，每家最多陈列几台展车，且开店速度更快。比亚迪的微型门店将以Racco为核心主推产品。

继比亚迪之后，奇瑞汽车也计划于明年春季在日本推出一款纯电微型车。奇瑞汽车将联合四家合作伙伴，共同打造全新电动品牌EMTA，并已在日本横滨成立运营公司EMT，负责车型研发与销售工作。EMT首席执行官近日接受采访时表示：“该品牌专为日本消费者打造，旨在为大众营造更便捷、舒适的出行方式。”

EMT隶属于一家新加坡合资企业。合资方由奇瑞牵头，其余四家合作企业分别为中国江苏悦达汽车集团、动力电池厂商国轩高科，以及日本汽车用品零售商澳德巴克斯（Autobacs Seven）、涂装设备企业阿耐思特岩田（Anest Iwata）。

这款轻型车由中日两国联合研发，初期将在中国投产，驾驶辅助等核心功能均采用奇瑞技术。

EMT公司首席营销官Susumu Uchikoshi表示，新车定价将对标同级别燃油微型车。据悉，在日本市场十分畅销的本田N-Box燃油版微型车的售价为174万至248万日元（约合10,915至15,560美元）。 

图片来源：EMTA

按照规划，EMT将以这款纯电轻型车为开端，于2029年前在日本推出四款电动车型。澳德巴克斯将依托自身线下门店网络，助力车辆销售。

在这款电动轻型车上市之后，EMT计划在日本建成100家集销售、售后于一体的门店，并持续拓展渠道，力争在2027财年将门店规模增至数百家。EMT公司首席执行官表示：“日本是我们最重要的市场，而欧洲全新的微型电动车标准，也为品牌全球化发展带来了新机遇。”

日系车企加快微型车电动化布局

随着中国车企加快布局，日本本土车企也在积极推进电动微型车产品和市场规划。

本田汽车的电动化步伐最为引人注目。其旗下的N-Box微型车是日本市场的绝对王者，2024年销量突破20万辆，连续三年蝉联销量冠军。本田汽车已于去年9月推出N-One e:纯电微型车，该集团还将在2028年推出纯电版N-Box车型。目前，电动版N-Box车型的续航里程与定价仍在最终确认阶段。除电动版外，本田预计将继续销售燃油版N-Box车型。

N-One e；图片来源：本田

日产汽车今年4月正式发布旗下Sakura电动微型车的改款车型，旨在维持其在日本电动微型车市场的竞争力。日产Sakura车型最初于2022年作为IMk概念车的量产版本上市，过去几年连续成为日本最畅销的电动微型车。根据日产公布的数据，该车型在2025年全年销量达14,093辆，已连续四年位居该细分市场榜首。据悉，2024年日产Sakura与三菱eK X这两款电动微型车的销量，占据了日本电动汽车总销量的40%以上。

此外，铃木汽车计划在本财年内开售首款电动微型车，大发也在今年2月推出了与丰田联合开发的电动微型商用车。日本本土品牌正利用其庞大的渠道优势（大发仅正规门店就有约700家，若计入小型网点则达6,000家），构建起一道深厚的护城河。

当前日本新车市场中，电动车占比仅约2%，在发达国家中排名垫底。充电桩数量不足、车型售价偏高是主要制约因素，高性价比微型电动车有望提升当地电动车普及率。由于微型车主要用于短途代步，对续航要求不高，与纯电动车型的定位十分契合。汽车市场分析机构资深分析师Seiji Sugiura称：“纯电微型车无需达到常规乘用车的续航水平，只要定价合理，电动轻型车有望迅速占领市场。”

然而对于比亚迪和奇瑞而言，真正的考验不仅在于推出一款价格对标N-Box的微型电动车，更在于如何用时间消除日本消费者的品牌顾虑，如何在丰田、本田、铃木的本土优势下守住价格与品质的平衡。这场纯电微型车之战，或许将是中国车企真正叩开日本市场大门的关键一役。