【By Observer Net, Pan Yuchen / Editor: Gao Xin】According to a report by the "Nikkei" on November 4, the world's largest electric two-wheeler company, Yadea, will launch its electric two-wheeler PORTA for the first time in Japan in November. The final price is set at 217,800 yen (approximately 10,450 yuan), which is about 30% cheaper than products from Japanese companies like Honda.

In response, the "Nikkei" expressed concern and raised a question: Japanese companies once dominated over 40% of the global market with gasoline-powered two-wheelers. However, how should they deal with the surge of electrification, likened to the "Black Ships"?

(The term "Black Ships" refers to the incident in July 1853 when U.S. Navy Commodore Perry led four black-painted warships into Tokyo Bay, pressuring the Edo shogunate, which was in isolation, to open up. In March of the following year, the Edo shogunate signed the Treaty of Kanagawa with the United States, leading to the collapse of Japan's isolationist system.)

Timing is perfect

The upcoming Yadea PORTA features a retro design and color scheme, aiming to attract the younger generation. This model falls under the category of "original small motorcycles" (Yasui-1 class) in Japan's classification of two-wheeled vehicles, which are lightweight electric two-wheelers with an output power of less than 0.6kW, and can be driven with a regular car license. The vehicle can be charged via a household socket, with a maximum range of 60km on a full charge.

Yadea's advertisement in Japan Yadea

Takahashi Takanaga, president of Hasegawa Mobility, the official import agent of Yadea in Japan (Osaka City), believes that the PORTA is small and affordable, and its performance is sufficient as a daily commuting vehicle.

As a comparison, Honda and Yamaha Motor have already launched electric light two-wheelers under the same "Yasui-1 class," but the cheapest models cost more than 300,000 yen (approximately 14,400 yuan), which is about 100,000 yen higher than gasoline-powered vehicles.

According to reports, Yadea chose to enter the Japanese market in November because Japan plans to implement stricter exhaust emission regulations for two-wheelers starting from this month. The standard is comparable to the environmental regulations in Europe, requiring future products to significantly reduce emissions of carbon monoxide and nitrogen oxides.

Therefore, major Japanese manufacturers will stop producing current models by the end of October. Although these manufacturers plan to continue launching new gasoline-powered vehicles compliant with the new regulations, only Yamaha Motor has clearly announced the launch date, which is the first half of 2026.

Against this background, Yadea plans to enter the Japanese market by leveraging its price advantage, thus attracting replacement demand.

In the Chinese electric two-wheeler market, Yadea holds a high share in the price range below 5,000 yuan, hence being called "the BYD of two-wheelers" by the "Nikkei." Furthermore, Yadea has established sales networks in over 100 countries and regions globally, strengthening its export business.

Japanese companies forced into action

Domestic two-wheeler sales in Japan reached their peak before the mid-1980s, with annual sales exceeding 3 million units. After that, due to factors such as low birth rates and aging population, sales dropped to around 320,000 units in 2024, just one-tenth of the peak.

Over the past few decades, four Japanese companies—Honda, Yamaha Motor, Suzuki, and Kawasaki Motors—dominated over 40% of the global two-wheeler market with their advantages in fuel-powered vehicles. However, due to the global establishment of carbon neutrality goals, the electrification of two-wheelers has gradually advanced.

According to data from the Nihon Keizai Research Institute (Tokyo, Nakano), the global new two-wheeler sales in 2024 reached 59.9 million units, with electric models accounting for 8.5%. The institute predicts optimistically that the electrification rate will rise to 18.8% by 2035.

However, according to Masaki Nakanishi, representative analyst of Nishigawa Automotive Industry Research, unlike cars, the market for gasoline-powered two-wheelers is still growing, so Japanese companies do not necessarily need to be pioneers in electrification. He believes that currently, electric two-wheelers face issues such as high prices and insufficient charging infrastructure, and have not yet achieved widespread adoption except in a few countries and regions like China.

Yadea's advertisement in Japan Yadea

Despite this, some Japanese companies have clearly felt the pressure from electric two-wheelers. For example, Honda plans to invest 50 billion yen by 2030 for the electrification of two-wheelers, aiming to launch 30 electric models globally and achieve an annual sales target of 4 million units. This strategy means replacing about one-fifth of global sales with electric models.

This January, Takashige Kato, head of Honda's two-wheeler business, stated at a press conference in Tokyo that it would take some time for electric two-wheelers to become profitable. Currently, Honda's strategy is to rely on profits from gasoline-powered vehicles while refining electrification technology.

Yamaha Motor also plans to electrify existing models between 2025 and 2027, or introduce electric two-wheelers from its investment in the U.S., aiming to make about 30% of new two-wheelers electric.

The "Nikkei" believes that against this backdrop, Yadea's challenge to the Japanese market could have a significant impact on the electrification strategies of Japanese companies.

This article is an exclusive publication by Observer Net. Reproduction without permission is prohibited.

Original: https://www.toutiao.com/article/7568793106053693962/

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