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.
