The rugged SUV maker wants a bigger share of the global market. launched its first EV, the Avenger electric SUV, in Toyota-dominated Japan. Toyota’s home market has mostly shunned imports, but foreign EVs are starting to crack the code.
Stellantis introduced its first EV, the Jeep Avenger, on Thursday. It will start at around $40,000 (5,800,000 yen). It will also be eligible for $4,500 (650,000 yen) in government incentives.
Not only is it the first model to join its lineup in two years, but the Avenger also marks a significant milestone as Jeep (Stellantis) looks to carve out a market in Japan. . Toyota alone accounts for nearly 50% of auto sales in its home market.
Meanwhile, EV imports are gaining a presence, especially from China. Last year, more imported EVs were sold in Japan than those domestically made. According to the Automobile Inspection & Registration Information Associations, Toyota, Nissan, and Honda sold around 21,000 EVs in Japan, while imported EVs totaled 22,800.
China’s leading EV maker, BYD, has played a significant role. BYD’s passenger car imports in Japan surged 184% in the first half of 2024 after it launched its first EV, the Atto 3, in January 2023. After in June, BYD’s Tesla Model 3-like sedan was already Japan’s top-selling EV last month.
It starts at $36,500 (5,280,000 yen). Stellantis hopes to replicate some of BYD’s success in Japan, where will be sold. The “Launch Edition” will be limited to the first 150 buyers.
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