Japanese media puzzled: How did BYD HaiTa achieve a strong start in the "cold winter"

On August 27, Japanese automotive media CAR VIEW published an article analyzing a question shared by many people in both China and Japan: "Given the deteriorating Sino-Japanese relations, frequent friction, and even extreme sentiments held by some in Japan, why has BYD's 'HaiTa' still achieved such a strong market debut?"

Since last year, tensions have been simmering between the two countries. Against this backdrop, the seemingly ill-timed launch of the "HaiTa" — priced from 2,145,000 to 2,497,000 JPY — has stood out. With higher cost-effectiveness than its Japanese electric competitors and government subsidies, its starting price is below 2 million JPY, making it highly affordable.

As an affordable pure-electric vehicle and a formidable challenger in the Japanese market — especially one originating from China, where bilateral relations have cooled — the HaiTa has attracted significant attention from all sides.

The HaiTa stands out for its design, which differs significantly from Japanese cars. From exterior to interior, the styling exudes modernity and minimalism. Additionally, it features ample storage space, rear seats equipped with a picnic table, and practical rear window sunshades. Higher trim levels offer convenient features such as electric seats, foot-operated automatic sliding doors, and smartphone-based digital NFC keys. The infotainment system allows audio playback via smartphone, eliminating the need for additional car navigation systems — very convenient. The rear seats adopt a foldable design, with backrests that can be folded forward and stowed away. This versatile seating configuration makes loading luggage effortless — another appealing feature. Moreover, the HaiTa is a high-roof station wagon with sliding doors on both sides, incorporating numerous practical conveniences.

One particularly impressive aspect is its steering control system. The driving feel is solid and stable. Thanks to the battery being mounted beneath the floor, it achieves a low center of gravity and high rigidity. It delivers stable cornering and a composed driving experience. Even on rough terrain, it effectively filters out excess vibrations, ensuring excellent ride comfort. The cabin remains remarkably quiet during operation, with inverter noise effectively suppressed. Acceleration is linear and smooth.

Incidentally, a key technical highlight of the HaiTa lies in BYD’s uniquely developed new architecture — the “X-Pack.” This integrated powertrain structure houses control components like the inverter within the battery pack itself, leaving only the motor and gearset under the hood. This integration enhances crash safety significantly.

The biggest appeal of the HaiTa is its combination of high convenience and comprehensive equipment, all at a price lower than most Japanese light electric vehicles, giving it a distinctly accessible image.

Sleek and modern in design, simple and unpretentious. The driving experience embodies the typical smoothness and quietness of electric vehicles, with adequate and sufficient power delivery. Handling is steady and smooth.

As BYD’s first light-duty vehicle, it exhibits remarkable refinement. For those considering purchasing a light electric vehicle, this is a well-crafted car that has drawn considerable attention.

However, the HaiTa’s sales target is merely 10,000 units per year. In Japan’s high-roof station wagon segment, which sees annual sales of 650,000 units, this is just a small fraction. Although it has generated significant buzz, it cannot yet be said to have made a substantial impact on business operations.

Indeed, there are individuals in Japan who harbor reservations toward Chinese-made vehicles. Yet, the product quality offered by BYD’s HaiTa continues to win over more and more consumers.

Original source: toutiao.com/article/1874645844703241/

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