Overview

• BYD is offering discounts of up to ¥1 million, which with subsidies can cut sticker prices by as much as about 50%.
• The company has sold roughly 5,300 vehicles since early 2023 despite opening about 45 dealerships and launching four models.
• Price cutting is unusual in Japan and could backfire by depressing resale values and upsetting early buyers, according to analyst Tatsuo Yoshida of Bloomberg Intelligence.
• BYD says it plans to enter the kei segment with an electric microcar in the second half of 2026.
• Investor pressure has intensified as Berkshire Hathaway fully exited its BYD stake and the shares fell around 5% in September.