Wie surreal ist eine weltweite Automesse, an der nur ein chinesischer Automobilhersteller teilnimmt?

As the last major global vehicle exhibition of the year, the Tokyo Motor Show has mobilized all Japanese automakers. As a traditional automotive powerhouse, what characteristics does the Japanese market have and how does it differ from the Chinese market?

After taking thousands of steps at the exhibition, AutoEast has found that there are indeed many things that turn the existing world view upside down.

AutoEast is reporting live from Tokyo, Japan, on October 29, 2025. Today, the Japan Mobility Show 2025 (previously known as the Tokyo Motor Show, hereinafter referred to as the Tokyo Motor Show) has begun in Tokyo. This biennial exhibition is also an important window to glimpse the product trends and characteristics of the world's fourth - largest automotive market, the Japanese market.

As soon as one enters the Tokyo International Exhibition Center, AutoEast immediately notices that this is more of a "mobility exhibition" than an "automobile exhibition".

▲ Zhang Guoren, Chief Editor of AutoEast/Tech Institute, on - site at the Tokyo Motor Show

On one side, there is the interior model of Honda's business jet, the HondaJet, on the other side, Lexus' yacht, as well as various two - wheelers and personal mobility devices. AutoEast was completely surrounded by this "comprehensive mobility" atmosphere at the exhibition.

▲ Two - wheelers at the Tokyo Motor Show

Once you go inside, the feeling is even different. K - Cars (a unique class of small cars in the Japanese market, referred to as "Kei - Jidosha" in Japan) are the absolute center. Almost all Japanese automakers such as Toyota, Honda, Nissan, Daihatsu, Suzuki, Subaru, etc. have exhibited K - Car models at their booths.

▲ K - Cars of various automakers

However, there are very few presentations of "current" intelligent electric vehicles - that is, finished pure electric platforms and production vehicles with high - quality driver assistance systems. This is in sharp contrast to Chinese auto shows. This also shows the gap between the reality and the future of Japanese automakers.

And at this exhibition, AutoEast witnessed a historical moment: BYD, a Chinese automaker, has globally premiered an electric "K - Car" specially developed for the Japanese market in Tokyo.

▲ World premiere of the BYD Electric K - Car Racco

This is the first time in the history of Japanese auto shows. The symbolic meaning of this action is far greater than the vehicle itself.

It's as if one is directly penetrating into the core area and the most proud "summer house" of the Japanese automotive industry with a finished, immediately marketable "pure electric" product on foreign territory.

And BYD is also the only Chinese automaker at the entire Tokyo Motor Show, which is very different from the group action at the previous Munich Auto Show.

In fact, it's not just Chinese automakers that are missing. The international scale of this exhibition is not high, and the size is limited. Few large European and American corporations also participate in the exhibition. The most representative ones are Mercedes - Benz and BMW, but here too, mainly "old acquaintances" like the iX3 and the pure - electric GLC are shown, and there are no new sensational world premieres.

After 20,000 steps in a day, AutoEast has a strong impression: From the Tokyo Motor Show, it can be seen that the offensive and defensive positions in the Japanese automotive market have already taken shape.

The main line of the entire exhibition is very clear: Chinese challengers, represented by BYD, and the Japanese "home defenders", who are vigorously defending (especially with concept cars), have had a direct confrontation over future market leadership.

Below are the detailed reports from AutoEast on the Tokyo Motor Show. Please accompany us with our words and experience the most important auto show of the year in Japan in an immersive way.

01.

Chinese Automakers Challenge Japan

BYD Premieres a K - Car for the First Time

At this year's Tokyo Motor Show, AutoEast's strongest feeling may not be a particular vehicle, but rather a strong "offensive and defensive position" - the defenders of the old order and the challengers of the new power have had a direct confrontation on the reclaimed land of Odaiba in Tokyo.

Compared with the absolute strength of Japanese automakers in the past, the strongest impression at this exhibition for AutoEast is undoubtedly the strong presence of Chinese automakers, especially BYD, which makes one feel the "winning - is - everything" attitude.

▲ BYD Booth at the Exhibition

Standing in front of the BYD booth, one can clearly feel that their planning for this exhibition is well - thought - out. This is a "pincer movement" aimed at penetrating the Japanese market from both the high - end and low - end simultaneously.

The lower prong of the pincer movement and the most precise strike is the globally premiered electric K - Car - Racco, specially developed for the Japanese market, at whose world premiere AutoEast was on - site.

This is also the first time in the history of the automotive industry that a Chinese automaker has brought a customized model for the Japanese market.

▲ Side of the BYD Electric K - Car Racco

Currently, the K - Car accounts for almost 40% of the Japanese automotive market and is the foundation of Japanese automotive culture.

If you take a closer look at the Racco on - site, it has the typical "boxy" design, convenient sliding doors at the back, and the interior also has a high technological standard. In addition, the new vehicle is equipped with Chinese technology such as the Blade Battery.

At the presentation event, BYD also showed a video of the crash - test, indicating that obviously a lot of work has been invested in safety.

In terms of price , BYD's K - Car is directly targeting the domestic sales champion, the Nissan Sakura.

▲ Crash - test of the BYD Electric K - Car Racco

This action precisely hits the weakness of Japanese brands in terms of the relatively slow progress of electromobility in this area. Even the president of Suzuki has admitted that this is a "big challenge".

The upper prong of the pincer movement is the super - sports car surrounded by people - the Yangwang U9. At the premiere of the new vehicle, it even "danced" with the Cloud Chariot suspension, leaving a deep impression on the visitors.

▲ Demonstration of the capabilities of the Cloud Chariot suspension of the Yangwang U9

On - site, one can see countless Japanese media representatives and visitors taking photos in a hurry.

The goal is very clear: With a terrifying power of almost 3,000 horsepower and the lap time on the Nürburgring, the fixed image of "cheap" Chinese brands among the Japanese should be completely destroyed.

▲ The Yangwang U9 is surrounded by people at the exhibition

Between these "upper and lower attacks", BYD has also exhibited the mainstream SUV Sea Lion 06 (Japanese brand name: Sealion 6) and the electric truck series T35.

If you watch the Japanese media at the booth, some opening the doors to look at the interior, and others bending down to check the chassis... It's not hard to see that BYD has given the Japanese market a little "Chinese surprise".

▲ BYD Mainstream Models at the Exhibition

Besides Chinese automakers, Chinese companies such as the Japanese subsidiary of Qcraft, which specializes in the exit of vehicle components and the simulation of automobile manufacturing, have also shown "Chinese technology" at the Tokyo Motor Show.

02.

Japanese Automakers Defend Their Territory

Re - orientation of Traditional Models and Abundance of Concept Cars

After looking at the "approaching" challengers, we now turn our eyes back to the Japanese automakers who are fighting on home territory.

In the face of the "door - step" challenge, we can clearly feel that they have launched a strong collective defense at this exhibition.

1. Toyota Group: Combining Radicalness and Luxury

When you enter the booths of Toyota and Lexus, the previous "conservative" stereotype of them is completely destroyed.

The design of the entire exhibition hall is more like a future mobility laboratory than a traditional vehicle exhibition, which completely shatters the conservative stereotype of Toyota.

The most eye - catching is the globally premiered new Corolla concept car. This vehicle has a futuristic wedge - shaped design and is completely different from the well - known Corolla.

▲ Corolla Concept Car

This indicates that the legendary Corolla model will be based on a flexible platform with multiple powertrains, bringing design and driving pleasure back to the center.

In the field of rugged off - road vehicles, Toyota has dropped a bombshell: The world premiere of the new member of the Land Cruiser family - the "FJ". This also marks the continuation and development of Toyota's legendary off - road vehicle genome.