How surreal is a world-class auto show with only one Chinese automaker participating?

As the last major global auto show of the year, Japanese automakers have collectively participated in the Tokyo Auto Show. As a traditional automotive powerhouse, what are the characteristics of the Japanese market and how do they differ from those in the Chinese market?

After walking tens of thousands of steps at the auto show today, CheDongXi found that there are indeed many aspects that subvert our perception.

CheDongXi reports live from Tokyo, Japan, on October 29th. Today, the 2025 Japan Mobility Show (formerly known as the Tokyo Auto Show, referred to as the Tokyo Auto Show hereinafter) kicked off in Tokyo. This biennial auto show is also an important window to glimpse the product trends and characteristics of Japan, the world's fourth - largest automotive market.

As soon as we stepped into the Tokyo International Exhibition Center, our first impression was that this was a "mobility show" rather than an "auto show".

▲ Zhang Guoren, the editor - in - chief of CheDongXi/Research Institute, at the Tokyo Auto Show

On one side was the internal model of Honda's HondaJet business jet, on the other side was Lexus' yacht, and there were also various two - wheeled motorcycles and personal mobility tools. CheDongXi was completely surrounded by this "pan - mobility" atmosphere at the scene.

▲ Two - wheeled vehicles at the Tokyo Auto Show

As we walked inside, the feeling was even more different. K - Cars (a unique type of small car in the Japanese market, known as "kei cars" in Japan) were the absolute core of the show. Almost all Japanese automakers such as Toyota, Honda, Nissan, Daihatsu, Suzuki, Subaru, etc., displayed K - Car models on their booths.

▲ K - Cars of various automakers

However, there were very few displays of "current" intelligent electric vehicles, that is, mass - produced vehicles with mature pure - electric platforms and advanced driver - assistance systems. This was in sharp contrast to auto shows in China, which also showed the gap between the present and the future of Japanese automakers.

At this auto show, CheDongXi witnessed a historic moment: BYD, a Chinese automaker, globally launched an electric "K - Car" specially designed for the Japanese market in Tokyo.

▲ The global launch of BYD's electric K - Car Racco

This was the first time in the history of the Japanese auto show. The symbolic significance of this move far exceeded the vehicle itself.

It was like entering the most core and pride - filled "backyard" of the Japanese automotive industry with a mature, market - ready "pure - electric" product on foreign soil.

Moreover, BYD was the only Chinese automaker at the entire Tokyo Auto Show, which was very different from the group appearance at the previous Munich Auto Show.

In fact, it was not just Chinese automakers that were lacking. The internationalization level of this auto show was not high, and the scale was limited. There were also few European and American automakers participating. The more representative ones were Mercedes - Benz and BMW, but they mainly displayed "old faces" such as the iX3 and the pure - electric GLC, lacking new and significant global launches.

After walking more than 20,000 steps in a day at the auto show, CheDongXi had a strong feeling: From the Tokyo Auto Show, the offensive and defensive situation in the Japanese automotive market had taken shape.

The main theme of the entire exhibition was very clear: A head - on confrontation over the future market dominance was staged between Chinese challengers represented by BYD and the Japanese "home - field defenders" who were launching a full - scale counterattack (especially in concept cars).

Here is CheDongXi's detailed report on the Tokyo Auto Show. Please follow our words and "step into Tokyo" to immerse yourself in Japan's most important annual auto show.

01.

Chinese Automakers Challenge the Japanese Market

BYD Launches K - Car for the First Time

At this year's Tokyo Auto Show, CheDongXi's deepest impression may not be a specific car but a strong sense of "offensive and defensive situation" - the defenders of the old order and the challengers of the new force staged a head - on confrontation on the reclaimed land of Tokyo Odaiba.

Compared with the absolute dominance of Japanese automakers in the past, the most impactful thing at this exhibition for CheDongXi was undoubtedly the strong presence of Chinese automakers, especially BYD, which showed a "determined" attitude.

▲ BYD's booth

Standing in front of BYD's booth, one could clearly feel the careful planning of their layout this time. It was a "pincer attack" aiming to penetrate the Japanese market from both high - end and low - end segments.

The lower pincer of the attack, and also the most precise strike, was the globally launched electric K - Car Racco, which was specially customized for the Japanese market and witnessed by CheDongXi on the spot.

This was also the first time in the history of the automotive industry that a Chinese automaker had brought a specially customized model to the Japanese market.

▲ The side view of BYD's electric K - Car Racco

Currently, K - Cars account for nearly 40% of the Japanese automotive market and are the cornerstone of Japanese automotive culture.

Taking a close look at the Racco on the spot, its typical "boxy" shape, convenient sliding rear doors, and the high - tech interior were all impressive. In addition, the new car was equipped with Chinese technology such as blade batteries.

At the press conference, BYD also showed a crash - test video, indicating that they had made sufficient preparations in terms of safety.

In terms of price, BYD's K - Car was directly targeting the local best - seller like Nissan's Sakura.

▲ Crash test of BYD's electric K - Car Racco

This move precisely targeted the weakness of Japanese brands in the relatively slow electrification process in this field. Even the president of Suzuki Motor admitted that this was a "major challenge".

The upper pincer of the attack was the super - sports car Yangwang U9, which was surrounded by people. When the new car was unveiled, it "danced" with its Yunliang suspension, leaving a deep impression on the audience.

▲ Demonstration of Yangwang U9's Yunliang suspension

On the spot, one could see countless Japanese local media and visitors taking pictures frantically.

Its purpose was very clear: to completely subvert the Japanese people's inherent perception of Chinese brands as "cheap" with its terrifying output of nearly 3000 horsepower and its Nürburgring lap time.

▲ The Yangwang U9 being surrounded at the auto show

Between the "upper and lower pincers", BYD also displayed the mainstream SUV Haishi 06 (named "sealion 6" in the Japanese market) and the T35 series of electric trucks.

Observing the actions of the Japanese media beside the booth, some were opening the doors to look at the interior, and some were bending down to look at the chassis. It was not difficult to see that BYD had given the Japanese market a little "Chinese shock".

▲ BYD's mainstream models at the auto show

In addition to Chinese automakers, Chinese companies such as the Japanese branch of Q - craft, which focuses on the export of vehicle parts and automotive manufacturing simulation, also demonstrated "Chinese technology" at this Tokyo Auto Show.

02.

Japanese Automakers Defend Their Territory

Revitalize Traditional Models and Promote Concept Cars

After seeing the "aggressive" challengers, let's turn our attention back to the Japanese automakers fighting on their home turf.

Facing the challenge "at their doorstep", we could clearly feel that they launched a strong collective counterattack at this auto show.

1. Toyota Group: A Blend of Radicalism and Luxury

Walking into the Toyota and Lexus booths completely shattered the previous stereotype of them being "conservative".

The design of the entire exhibition area was more like a future mobility laboratory rather than a traditional vehicle display, completely breaking the conservative stereotype.

The most eye - catching was the globally launched next - generation Corolla concept car. This car adopted a futuristic wedge - shaped design, which was very different from the Corolla we were familiar with.

▲ The Corolla concept car

This indicated that the legendary Corolla would be based on a flexible multi - powertrain platform, bringing design and driving pleasure back to the core.

In the field of hardcore off - road vehicles, Toyota dropped a bombshell by globally launching a new member of the Land Cruiser family - the "FJ". This also marked the continuation and evolution of Toyota's legendary off - road genes.

▲ The all - new Land Cruiser FJ

Of course, the most "extravagant" model of the whole show was the all - new Century SUV.

After the independence of the Toyota Century brand, the all - new Century SUV was also unveiled. The iconic phoenix logo and the split - style LED headlights in the upper and lower sections retained the family heritage of the Century.

▲ The Century SUV on the auto - show booth

Currently, the doors of the car could not be opened. Looking at the interior of the car from the outside, it could be seen that the car adopted a 3 - seat design with "1 in the front and 2 in the back".

The front - passenger seat was completely removed, giving the "boss seat" in the left - rear an unprecedented amount of legroom and a wide view. The seat could slide significantly forward and backward, creating a luxurious experience comparable to that of a first - class airline seat.

In contrast, Lexus took luxury to the extreme.

Its globally launched LS six - wheel electric MPV concept car completely redefined the flagship. Inspired by Toyota's "Lunar Cruiser", the six - wheel layout of this car aimed to maximize the interior space, reinter