Japanese Auto Media Stunned! BYD's "Haier" Hits 1,000 Orders Within Two Weeks of Launch

August 10 report by Japan’s automotive media outlet Kuruma no News (Car News): The rapid surge in orders for BYD’s new compact electric vehicle, the “Haier,” launched in Japan has surprised the domestic industry.

Since its launch on July 28, 2026, cumulative orders have already surpassed 1,000 units within just two weeks—making it the fastest-selling model BYD has introduced to the Japanese market to date. Official BYD dealerships nationwide are now extremely busy handling test drives and sales every day.

In fact, even in Japan’s market where compact cars account for nearly 40% of total car sales, the “Haier” stands out remarkably. Its “super-high-body station wagon” design with sliding doors is highly appealing, and the recent sharp increase in sales has already captured a significant share of Japan’s compact car segment.

In 2025, the top three best-selling compact vehicles were: Honda’s N-BOX (201,354 units), Suzuki’s Spacia (165,589 units), and Daihatsu’s Tanto (124,619 units). The “Haier” has entered one of the most fiercely competitive segments in Japan’s automotive market.

The Japanese domestic Otter is the only pure-electric compact car currently available in Japan, while BYD entering the compact car market as an imported vehicle—under Japan’s unique regulatory framework—is exceptionally rare.

This model is a uniquely developed vehicle tailored specifically for the Japanese market. BYD conducted in-depth research into Japanese usage habits and demand for compact cars, and achieved an astonishing development speed—completing this entirely new model in just about two years, far surpassing the efficiency of traditional Japanese automakers. As a result, both body design and performance are filled with thoughtful details perfectly aligned with everyday Japanese life.

The “Haier” features a sleek front fascia without a grille, seamlessly blending into Japan’s urban landscapes. With dimensions of 3,395 mm in length × 1,475 mm in width × 1,800 mm in height—nearly identical to the N-BOX (3,395 mm × 1,475 mm × 1,790–1,815 mm)—it boasts a minimum turning radius of 4.8 meters, specifically designed for navigating narrow Japanese alleyways.

Additionally, the front doors use conventional hinges, while the rear doors feature electric sliding mechanisms, greatly enhancing convenience when accessing tight parking spaces or for families with children.

The “Haier” also excels in interior space utilization. Features include ample storage around the driver’s seat, a long umbrella holder, smartphone charging slots, and a rear-seat table with cup holders. Equipped with a smartphone-based door unlock function—simply place your phone near the door to unlock—it allows stowing a baby stroller in the back seat without folding the seats, offering generous cargo space.

The “Haier” redefines traditional compact car configurations in Japan, such as featuring two large LCD panels arranged within the dashboard, and optional electric seats depending on trim level.

Safety features are not compromised. Built with a high-strength steel body and six airbags, it ensures excellent crash protection. It is also the first compact car in Japan to integrate an advanced driver assistance system (ADAS) for proactive safety driving. In addition to the “1R1V” layout combining camera and millimeter-wave radar, its 8-megapixel 4K camera can accurately detect lanes and other scenes from greater distances.

Additional features include CPD (Child Presence Detection) to prevent children being left in the car, and anti-pinch functions across all windows—highlighting its family-friendly design.

In terms of performance, it uses front-wheel drive (FWD), delivering smooth acceleration and reduced motion sickness. The suspension has been specially tuned to handle Japan’s unique road conditions, including speed bumps, raised sections, and continuous curves. It strikes a balance between agile city maneuverability and exceptional stability at highway speeds.

At the core of its powertrain is BYD’s proprietary “Blade Battery.” Standard version offers approximately 20 kWh capacity, while the long-range version provides around 30 kWh.

Charging capabilities include standard charging (up to 6 kW) and Japan’s fast-charging standard CHAdeMO (up to 50 kW), plus a “pre-heating function” to prevent performance degradation in winter. It also supports V2H (vehicle-to-home) and V2L (vehicle-to-load), capable of supplying up to 1,500 W of external power—making it a reliable companion for daily use, outdoor activities, and emergency power supply during disasters.

In the initial order batch, the high-end “300 Premium” variant accounted for 80%, indicating strong consumer preference for higher-spec models with superior features.

An analysis of first-time buyer data reveals an interesting user profile. Among purchase types, “adding another car” made up 37.5%, followed by “replacing an old car” at 35.7%, and “new car purchase” at 26.8%, showing the vehicle is gaining traction across a broad demographic—especially among those adding a second car to their household.

BYD has set an annual sales target of 10,000 units for the “Haier.” By August 2026, the nationwide dealer network supporting the model will include 77 outlets, covering approximately 90% of Japan.

BYD plans further expansion of its network. With a robust sales and after-sales service system, it is expected to bring fresh vitality to Japan’s compact car market.

Original article: toutiao.com/article/1873141804415114/

Disclaimer: This article represents the personal views of the author