In this world, there are some difficult but right things. They require immense perseverance and resources to be accomplished step by step.

Recently, I came across the opening paragraph of an article and suddenly felt it perfectly describes today's subject—BYD. As the absolute vanguard of the electrification transformation, "sailing into the deep blue sea" has become its most urgent and critical mission at present.

Year-to-date, from January to September, cumulative sales have reached 701,579 units.

At the current pace, surpassing the one million vehicles mark for the year is not out of the question. If achieved, it would undoubtedly add a bold chapter to the history of China's automotive industry.

On Wednesday, another edition of the Japan Mobile Travel Expo, known to us as the "Tokyo Auto Show," quietly opened its doors.

BYD, once again involved, unveiled its upcoming ambitions and resolve through a gold-laden press conference.

Fighting for 20 Years Against Japan

This year marks the 20th anniversary of BYD entering the Japanese market.

However, for the first ten to fifteen years, the focus was predominantly on commercial vehicle business, with passenger car ventures only formally entering the scene in 2023. Rationally and objectively speaking, with the accomplishments up to this point, after more than a thousand days of relentless pursuit, one can only say that there is an equal mix of gains and challenges.

Fortunately, it is worth noting that with the ATTO 3 (Yuan PLUS), Dolphin, and Seal, Sealion 07, BYD has managed to carve out a "niche" in a local market where there is a lack of enthusiasm for new energy vehicles and foreign brands, despite the entrenched perception anomalies.

It has steadily built a very favorable "first impression" in the hearts of consumers.

Given this backdrop, BYD is well aware that it's time to launch the next phase of a truly aggressive in-depth offensive. Strategically, it's time to shift from mere product introduction to deep localization operations.

Similar signals had already emerged in the run-up to the Tokyo Motor Show.

It has been reported that the Japanese retail giant, AEON Group, is set to enter into a strategic partnership with BYD this year. According to the plan, the first batch of sales outlets for BYD's products will be established in approximately 30 commercial facilities and department stores across the nation. Moreover, AEON will also implement a series of discount and promotional incentive strategies, including setting prices independently and offering points redemption.

In a powerful partnership, it's all about selling cars.

Looking at BYD's self-owned sales outlets, combined with the official data released, a total of 66 have been established, and the channel network is also expanding steadily.

Of course, with the increasing variety of terminal touchpoints, the vehicle accessories must offer new surprises.

In line with the trend, let's turn our attention back to this year's Tokyo Motor Show, where BYD held its regular press conference. The most eye-catching global debut has to be the RACCO, a fully customized pure electric K-car developed specifically for the local market.

It's worth noting that this category, as a particularly unique symbol of the Japanese automotive industry, accounted for nearly 40% of the total new car sales in the market throughout the year. The extent of the demand, benefits, and energy it embodies speaks for itself.

After officially entering the market next year, if BYD can leverage RACCO to bring core technologies and products, it will gradually tap into the enticing "cake," surely reaping substantial benefits.

In addition to solid orders, this pure electric K-car will also serve as an excellent vehicle for the company to delve deeper into the local mainstream consumer base and bridge emotional barriers.

"Among the many standards for compact cars in the world, BYD has chosen the Japanese K-car, and I am very pleased. A new competition is about to begin, and I believe BYD poses a significant threat."

Not a fabrication, after RACCO unveiled its mystery, Suzuki Motor Corporation President Osamu Suzuki made a statement. To clarify, he added, "I hope BYD does not engage in a price war; they should compete healthily."

And what I gleaned from the underlying message is more like, watching the formidable RACCO charging into the well-protected heartland of many Japanese domestic brands, how could there not be pressure? In the K-car market, who would dare to overlook BYD when the stakes are truly high?

Regardless of whether it's Toyota, Honda, Nissan, or Suzuki...

Not just one "killer app"

When it comes to BYD's global expansion, their stunning sales performance in the UK, exceeding 10,000 units in September, is certainly not to be missed, having successfully set a new record for a single market.

At this year's Tokyo Motor Show, BYD focused on its passenger vehicle business, doubling down on pure electric K-cars while also unveiling another "killer app"—the Lion 06 DM-i.

Admittedly, for niche markets lagging in electrification, plug-in hybrid models often play the role of "special forces." Beyond the UK, BYD has also seen success in many other countries.

Therefore, as the representative, the Haisi 06 DM-i takes on its mission in Japan, shining brightly on the table, maximizing the capture of potential customers from traditional fuel vehicles.

BYD has always aimed for a dual-pronged approach, walking on two legs. By 2027, we aim to establish a comprehensive lineup of 7 to 8 pure electric and plug-in hybrid vehicle models.

Regarding the commercial vehicle business, it will not take anything lightly and will continue to make significant strides in refinement.

At the Tokyo Motor Show, we not only globally premiered the all-electric truck T35, but also showcased the compact electric bus J6 living car concept vehicle, and presented the medium electric bus J7 and the large electric bus K8.

The fully electric truck, the T35, is also scheduled for launch in Japan in 2026. This model is customized to meet local market regulations and size requirements, featuring blade batteries for consistent range and exceptional practicality.

Celebrating our 20th anniversary in the Japanese market, this year marks our first joint exhibition of passenger and commercial vehicle products. From our initial electric buses to today's introduction of the Lion 06DM-i and K-EV RACCO, we have always been committed to providing high-quality new energy products that cater to local travel needs, balancing safety and efficiency. Looking ahead, we will continue to fully invest in the Japanese market, deepen our service system, enrich our product portfolio, and explore more sustainable modes of transportation with Japanese users together.

No doubt, a summary by Liu Xueliang, General Manager of the Asia-Pacific Automotive Sales Division at BYD, has largely proven the actions and thoughts of today's main subject. "Fighting to the death" against Japan is not a spur-of-the-moment short-term behavior; it is a long-term strategic layout with a far-sighted perspective.

That being said, "In this world, there are some hard but right things. It requires immense perseverance and resources to toil away at them, step by step."

For BYD, this is a残酷的攻坚战. But once progress is made and cities are taken, the rewards will undoubtedly be substantial, far exceeding expectations.

A few days ago, a set of statistics showed that Toyota held the top spot on the global new car sales list for September, with BYD ranking third as the only Chinese automaker to make the list. Honda, Suzuki, and Nissan followed in the sixth, seventh, and eighth positions, respectively.

In many people's eyes, Japanese brands might seem like a sunset industry. However, the reality is that they are still dominating the market. Never forget, whoever you are, the prerequisite to defeating an opponent is to respect and confront them with sincerity.

From BYD's perspective, the Japanese market has always been the best "touchstone" on its journey to expand overseas. As its strategic approach evolves, everyone is eagerly awaiting to see what kind of feedback it will receive.

Of course, BYD understands profoundly that selling cars worldwide is the best way to break the endless cycle of internal competition. While many competitors are still struggling in the domestic quagmire, BYD has already successfully set sail in a much broader ocean.

In the end, transform ourselves thoroughly into a super giant with global production, supply chain resilience, strong brand recognition, and a full category layout. As Suzuki President once said, "The new competition has begun, and I believe BYD is a huge threat."

In recent years, the trend of Chinese automakers venturing overseas has become the most hotly discussed topic in the entire Chinese automotive industry, even a make-or-break issue. BYD's achievements this year have been impressive, indeed making it a case study worth the attention of everyone.

Because, from the product end, to the technology end, to the marketing end, and finally to the service end, it unwaveringly adheres to the strategic guideline of "go out, go in, and go up."

It's easy to say in just nine words, but difficult to put into action. Most manufacturers merely complete the first step in a simplistic and forceful manner. Essentially, the key lies in staying patient and "stubbornly" tackling the second and third steps.