Electric vehicles, particularly those produced in China, have been rapidly gaining popularity in various global markets, including the Americas and Europe, with analysts forecasting that they may dominate worldwide sales by the end of the decade. Despite this trend, Japan, a nation geographically close to China, remains hesitant to embrace zero-emission vehicles in substantial numbers.
According to recent analyses, the adoption of fully electric vehicles (BEVs) in Japan is predicted to remain limited, with projections suggesting that by 2030, BEVs will comprise no more than 10% of the total vehicle fleet in the country. In contrast, similar forecasts for regions in Europe and the United States estimate that electric vehicles could make up between 40% and 50% of their fleets during the same timeframe.
The analysts have attributed Japan’s lukewarm response to electric vehicles to several key factors. Notably, in 2023, hybrid vehicles emerged as the dominant choice in the Japanese automotive market, accounting for 55% of sales, while traditional combustion engine vehicles followed with a 36% share. However, sales figures for pure electric cars remained significantly lower, indicating a lack of enthusiasm among consumers and manufacturers alike.
One major reason for the slow adoption of electric vehicles is the focusing of Japan’s leading automotive brands—Toyota, Honda, Nissan, and Mazda—on hybrid technologies rather than the development and launch of fully electric vehicles. This preference has resulted in inadequate investment in charging infrastructure, akin to the situation seen in Brazil.
Furthermore, cultural and consumer preferences in Japan play a significant role in the reluctance to switch to electric vehicles. Japanese consumers tend to favour compact, minimalist cars, whereas electric vehicles are often larger and equipped with advanced technology features that may not align with these preferences.
Kenichiro Wada, a consultant involved in the analysis and a former employee of Mitsubishi Motors, a company that has shown limited interest in fully electric models, stated that Japanese consumers display a strong sense of patriotism towards their domestic brands. As a result, with local manufacturers not offering a broad range of electric models, consumers are likely to continue investing in hybrids or internal combustion engine vehicles.
The findings indicate that while global markets shift towards electric mobility, Japan’s automotive landscape is poised to remain anchored to hybrid technologies for the foreseeable future.
