Japan's Top-Selling EV Not A Tesla, But A $13K Kei Car Co-Developed By Nissan And Mitsubishi

Contrary to the global trend, the top-selling electric vehicle (EV) in Japan is not a Tesla, but a much more modest option – the Sakura, a kei (Japanese for “light”) car co-developed by Nissan Motor Co. NSANY and Mitsubishi Motors Corp. MMTOF.

According to a Bloomberg report, the Sakura, introduced last year, is the best-selling EV in Japan this year. This small, boxy, light vehicle is ideally suited to Japan’s narrow roads and everyday commuting needs, said Keiko Kondo, Nissan's chief marketing manager for Sakura's domestic business.

The Sakura and its Mitsubishi counterpart, the eK X, account for nearly half of all EV sales in Japan this year. Despite the overall subdued EV market in Japan, these models have found favor with consumers for their affordability and practicality, particularly among those living outside major cities where public transportation is sparse.

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With a price tag of around 2 million Yen ($13,300) including government subsidies, these kei cars are making EVs accessible to all, according to Kondo. Furthermore, the decline in the number of gas stations in suburbs and rural areas is contributing to the spread of EVs, as they can be easily charged at home.

However, success in Japan doesn’t translate into overseas sales due to stricter collision standards and regulations in other countries. Still, Nissan plans to launch 19 EV models by 2030 and continue leading Japan’s EV industry.

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