Korean media: "A repeat of the Black Ship Incident!" Over 1,000 units sold in just two weeks as BYD’s compact car shakes Japan.

On September 17, the Korean newspaper Hanmin Ilbo published an article stating, “This is nothing short of a Black Ship arrival.” Japanese automotive media have drawn parallels between the launch of Chinese electric vehicle manufacturer BYD’s new compact model, the Seal Mini, and the 1853 arrival of American ships that ended Japan’s sakoku (closed country) policy under the Tokugawa shogunate.

Japan, the birthplace of global automakers such as Toyota, Suzuki, Honda, and Nissan, has long been regarded as a graveyard for imported vehicles. Particularly within the kei car segment—accounting for 35% to 40% of annual vehicle sales—the market is governed by stringent technical standards that industry observers describe as non-tariff barriers. Foreign manufacturers seeking entry into this segment face strict limitations: vehicles must not exceed 3.4 meters in length, 1.48 meters in width, or 2 meters in height, nor can their engine displacement surpass 660cc. Any deviation disqualifies them from enjoying kei car tax and regulatory benefits.

As a result, the Japanese kei car market has evolved in relative isolation for over seven decades, forming a fortified bastion known as the “national car” ecosystem. Yet BYD’s Seal Mini is now breaching this moat. In just two weeks since its launch, the model has secured more than 1,000 orders. Nikkei Asian Review observed: “After decades of independent development, Japan’s kei car brands are now entering an era defined by international competition.”

Since its debut in Japan, the Seal Mini has received 1,002 orders within two weeks—a figure achieved by a dealer network comprising only 77 outlets and operating with limited brand recognition. According to BYD Japan, 80% of these orders were for the top-tier trim level. This suggests the model’s appeal extends beyond price competitiveness. Reasons cited by buyers include: use as a second vehicle (37.5%), replacement of existing cars (35.7%), and purchase as a first vehicle (26.8%).

Compared to the overall market size, 1,000 units may appear modest. The Nissan Sakura, launched in May 2022, recorded 14,093 units sold last year and surpassed 100,000 cumulative sales. Nevertheless, Japanese automakers—long accustomed to treating their domestic market as a fortress against foreign imports—have shown heightened sensitivity to the rapid uptake of this first-ever imported kei car.

In 2023, total domestic vehicle sales in Japan reached 4,565,777 units, with kei cars accounting for 1,667,360 units—36.5% of the total.

BYD entered the Japanese passenger vehicle market in 2023, launching models such as the ATTO 3, Dolphin, Seagull, and Song Plus, mirroring its strategy in South Korea. According to data from the Japan Automobile Importers Association, BYD’s share in the import vehicle market stood at 1,511 units in 2023, 2,383 in 2024, and 3,870 in 2025. For the period January through July 2025, it had already registered 2,586 units. BYD has set a target of selling 10,000 units of the Seal Mini by the end of the year. Achieving this would place the company among the top ten import vehicle brands in Japan.

Original article: toutiao.com/article/1876568319583235/

Disclaimer: The views expressed in this article are those of the author alone.