Have you ever seen the roads in India?

I've seen them online.

The scene is usually like this: a sedan blocked behind a cow, motorcycles running wild nearby, even milk tea vendors nearby, so "clean and hygienic".

However, in a place where many feel physically uncomfortable after watching, Toyota, Suzuki, Honda and other Japanese car companies decided to bet on India.

According to the Indian "Brand Quality Foundation" website, the three car companies will invest nearly $11 billion to build factories, increase capacity, and develop exports in India.

Some netizens commented: Did the three Japanese car companies have too much money?

In fact, they didn't have endless money to spend, nor were they bewildered by Indian curry. These Japanese car executives are much clearer than us.

Current Japanese car revenue and market share are declining. Raw material costs are soaring. Looking at the world map, finding a market that can accommodate capacity, expand share, and has gentle competition is not easy.

So, it wasn't that Japanese car companies chose India, but because they had no choice.

The Pain of Japanese Car Companies

Past Japanese cars were truly the envy of others.

Ask old drivers who drove Japanese cars over ten years ago, talking about Japanese cars, almost no one doesn't give a thumbs up, cheap price, fuel saving, durable...

Even many Japanese cars needed to be bought at a markup, but who would think this iron fortress would be beaten out of sight in a few short years.

With the wave of new energy vehicles coming, electrification and intelligence became the goal for many domestic car companies to "leapfrog". Relying on China's strong new energy vehicle industry chain advantages and car companies' own persistence on R&D and technology, Chinese independent brands quickly achieved "leapfrogging".

Domestic cars once criticized are now becoming more and more common on the roads, even surpassing joint ventures in share.

According to CPCA data, in April 2026, the share of independent brands reached as high as 62.5%, far exceeding Japan's 13.1%.

You need to know, the Chinese car market is the largest car market in the world. Losing speed in the Chinese market is like losing a huge piece of cake.

Meanwhile, the main theme of the Chinese market in recent years is still price wars. Racing on configuration, price, and service has become a normal state, which also had a huge impact on Japanese cars' profits.

Apart from China, Japanese cars are also not doing well in the US.

On January 20, 2025, Trump swore in as the 47th US President, starting a series of chaotic operations, including imposing additional car tariffs in the name of national security, causing the tariff rate for imported Japanese cars to reach as high as 27.5% at one point. Although it decreased later, it was still far higher than the initial tax rate.

This operation directly led to a tariff loss of over 2 trillion yen for seven Japanese car companies in fiscal year 2025.

Looking at Japan itself, it is actually not easy either.

Middle East geopolitical conflicts blocked shipping in the Strait of Hormuz, transportation costs and raw material costs soared, Japanese car companies also had to suffer in silence.

Executives looking at the reports, their backs went cold, only to find a new growth curve.

So, Japanese car companies didn't fall in love with India, there was nowhere else to go.

Deep Thought on Choosing India

So, what magic does India have, to make Japanese car companies invest heavily?

The first advantage is big. In 2025, the Indian car market achieved 5.517 million new car sales, up 6% year-on-year, breaking the historical record, ranking as the third largest car market in the world, exceeding Japan for four consecutive years, second only to China and the United States.

The value of this doesn't need me to say much. India achieved this result mainly because India has been promoting tax reduction policies to promote consumption, which led to a significant increase in domestic consumption willingness.

The second advantage is close, meaning it is close to places where Japanese cars sell well, such as Africa.

So, India for Japanese car companies is more like a convenience store built in the center of a crossroad. You don't need to ship cars to eight countries separately, just build well at this stop in India, then unload ship by ship, and you can save a lot of costs.

The Nikkei also believes that India is expected to become its global car supply center.

The third advantage is stability. You know, Japanese cars' advantage is fuel cars, after all, the three major components of engines, gearboxes, and chassis, they have played for many years, technology accumulation is number one in the world.

But the Chinese car market has fully promoted electrification and intelligence development, leading to Japanese cars' advantage becoming weaker and weaker, impossible to play out. But India is different, it has the characteristics of few charging piles and slow electrification process. Indian old people buying cars still look for cheap, fuel saving, easy to fix, and these three points are exactly Japanese cars' old trade.

Especially Suzuki, always been India's car market evergreen, almost always sitting on the best-selling model throne, reputation of being worry-free, better than any advertisement.

So, Japanese car companies' vigorous layout of the Indian market is obviously carefully considered.

But, is the Indian market really that easy to mix?

The Hard-to-Bite Indian Market

Of course, India is not perfect like a hot commodity, its disadvantages are as obvious as its advantages, and every one is enough for Japanese car companies to face a hard time.

First talk about electrification. Yes, right now India has few charging piles and electric cars don't sell well, it is indeed a shelter for Japanese fuel cars. But you have to think, how long can this "shelter" avoid?

India previously shouted the slogan of 30% of new cars being electric vehicles by 2030. Although it sounds like bragging, but can't help but they really give subsidies, really build charging stations.

Imagine, what if one day India suddenly wakes up, starts vigorously promoting electrification, doing infrastructure, charging piles popping out like mushrooms after rain, then Japanese cars will be dumbfounded?

Isn't this a version of the Thai market?

Back then Japanese cars in Thailand won easily. The entire Southeast Asian market was called Japanese cars' backyard. Result Thailand took the lead in promoting electrification. Chinese electric vehicles came in, directly became a hot commodity. Look at Japanese cars again, share in Thailand falling down rapidly.

If India accelerates electrification, history will likely repeat, and this time, Japanese cars don't even have a place to flee, how to prevent will become the first problem for Japanese car companies.

Next talk about policy. India's policy is like a pot of curry, you never know if you will eat chicken or potato next time.

This magical country, today low tariff encourages building factories, tomorrow may fine you a huge amount. What's more annoying is mandatory joint venture. Foreign car companies want to sell cars in India, have to find local partners to partner up. When your factory is built, supply chain is done, India directly backstabs you. At that time whether adding money or withdrawing capital, what you get is heartache.

So you see, this market like India is like a mango that looks very sweet, bite the first mouth it's okay, chew two more mouths hit the hard core.

Japanese cars now is calculating, while the core hasn't bit the tooth, hurry up to nibble a few more mouths, but the core will bite sooner or later, just don't know which day.

Epilogue

Japanese cars this trip to India, not go for tourism, is go to make a living.

Chinese and Southeast Asian dining tables are more crowded, production and transportation costs have risen. Looking around the world, only this pot in India is still steaming, even if what is boiling inside is curry-flavored stones, have to bite hard and chew down.

Japanese car companies want to expand market, India wants to pull economy, solve employment, both sides have their own thoughts.

As for the ending is Japanese cars in India regain their glory, or like past competitors shamefully walk away, then is not known.

But no matter how, this play just started, we slowly watch is okay.

Anyway India's story, never bored.

BYD officially released the May 2026 production and sales flash report, with new energy vehicles from all brands reaching a monthly sales volume of 383,453 vehicles, a slight increase of 0.26% year-on-year, achieving year-on-year positive growth in monthly sales after ten months; among them, passenger car deliveries reached 376,990 units, surging 19.4% month-on-month, wiping out the pain of previous model iterations, presenting a new pattern where the domestic base is stable, overseas sales are soaring, and high-end brands are scaling up across the board. Amidst the market environment of intensified competition in the domestic new energy sector, Tesla FSD entering China, and an intense launch of independent new products, it has forged a unique structural growth path.

The Dynasty and Ocean main brands combined sold 330,215 vehicles in May, accounting for over 80% of the group's total sales, remaining the stabilizer for BYD's sales volume. The full series had 8 models exceeding 20,000 units in monthly sales, covering products from 50,000 entry-level commuter to 200,000 home SUV.

Inside the Dynasty Network, the Yuan family sold 56,691 units, and the Song family 51,370 units. Both crossed the 50,000 threshold, becoming two major sales pillars for the brand, catering to home commuter and urban-rural travel needs; the Qin family followed closely with a stable performance of 28,360 units. The Han and Tang series maintained a volume in the six-thousand range, deeply cultivating the mid-to-large home sedan and SUV niche markets; the brand new model Xia is in the market cultivation phase, delivering 1,810 units monthly, with potential for steady volume growth as channels expand.

The Ocean Network's growth momentum is even more rapid, with 5 models entering the 20,000 club across the series: Sealion 42,615 units, Seal 34,117 units, Seagull 39,919 units, Dolphin 22,260 units, and Song PLUS 27,755 units. Among them, Seagull remains the best-selling entry-level commuter model thanks to its affordable pricing of 60,000-80,000. Sealion, as a new volume model, stands firm at the 40,000 level upon launch, filling the mid-size SUV product gap in the Ocean Network and perfecting the Ocean product tier layout. From commuter small cars to compact SUVs, the two main brands rely on DM-i hybrid and pure electric dual-line technologies to牢牢锁住 the mainstream home market share within 150,000 domestically.

The high-end matrix of Denza, Fang Cheng Bao, and Yangwang sold a combined 46,489 vehicles in May, officially breaking away from the niche positioning to become a new pivot for BYD's brand premium and profit growth, breaking the industry curse of difficulty in high-end breakthrough for domestic brands.

The off-road brand Fang Cheng Bao sold 30,186 units monthly, surging 139.7% year-on-year, creating a new high in monthly sales since the brand launched. Its Titanium 7 model sold 18,280 units monthly, while Leopard 5 and Leopard 8 output remained stable, continuously squeezing the survival space for joint venture and imported models in the 250,000-400,000 hardcore off-road niche market.

Denza delivered 16,303 units in May, with the MPV benchmark D9 selling 6,721 units, and the Z9 series close to 6,000 units. MPV and mid-to-large sedan dual-line efforts helped them stand firm in the luxury new energy track; the million-level ultra-luxury brand Yangwang continued its steady climb, delivering 286 units that month, a year-on-year increase of 105.8%, completing market verification of the domestic brand ceiling product and forming a full price range product layout from 100,000+ home, 300,000-400,000 off-road, 500,000 luxury MPV to million-level flagship.

In May, BYD's overseas sales of passenger cars and pickup trucks reached 160,177 units, surging 80.7% year-on-year. Exports accounted for over 42% of the full series total sales, setting a new historical high for brand export and becoming the core driving force to stabilize May overall sales and achieve year-on-year positive growth.

Southeast Asia, Europe, and Latin America became the main incremental markets. Seagull, Song PLUS, and Yuan series continued to top new energy best-seller lists in multiple countries; the SHARK pickup truck exceeded 4,000 units in monthly exports for two consecutive months. Relying on the completion of localization production in Thailand, Brazil, Hungary, and Uzbekistan with four overseas vehicle factories, localized production continues to land, avoiding tariffs while rapidly penetrating terminal channels. Against the background of stock market competition in the domestic auto industry and normalized price wars, the rapidly expanding overseas market effectively counteracts sales volatility brought by domestic model iterations, officially upgrading from a supplementary market to BYD's core growth engine. As of now, BYD's global cumulative new energy vehicle sales have exceeded 16.5 million units, with the globalization map continuously broadening.

May marked a key node in BYD's intelligent driving landing, with the God's Eye intelligent driving system becoming a core bonus point for models: the number of vehicles with advanced intelligent driving across all brands exceeded 3.15 million, with daily road test data exceeding 200 million kilometers; that month, BYD implemented City Pilot and Smart Parking dual safety backup services, becoming the world's first auto manufacturer to achieve dual intelligent driving backups. Three days after policy implementation, the activation rate of models equipped with the God's Eye system in cities surged 50%. Intelligent driving experience upgrades directly drove in-store order conversion, solidifying product competitiveness for subsequent models to continue volume sales, and facing the intelligent driving market shock brought by FSD entering China.

From data details, BYD's cumulative sales from January to May 2026 were 1,405,039 units, down 20.32% year-on-year. The core reason is that the full series of main models were concentratedly iterated, and the capacity ramp-up of the 2nd Gen Fast Charge Blade Battery was restricted. The new Flash Charge Battery upgraded fast charging and low-temperature performance. Full series iteration models prioritized installing new batteries, but production line retrofitting dragged down capacity release. Order backlogs on popular models and delayed deliveries compressed the May delivery volume to a certain extent.

As the end of the second quarter approaches and the 2nd Gen Blade Battery capacity continues to release, coupled with new models such as Denza N8L, Fang Cheng Bao Titanium 7 Pure Electric Version, Sealion 05, and Xia L landing the market, the industry generally predicts that BYD's full brand sales in June are expected to exceed 400,000 vehicles. Relying on the four-dimension development logic of low-end volume locking share, high-end raising profit, overseas pushing volume, and intelligence improving product power, amidst the intensified new energy elimination round in the domestic market, BYD's full category layout advantage continues to amplify, securing its status as the domestic new energy leader, accelerating steadily towards global top auto manufacturers.

6 月 12 日，北汽株洲超級工廠，BJ30 旅行家第 15 萬台下線，高光版同日上市。全系推出 3 萬元超級置換補貼，全系超級置換價 6.99 萬起，高光版 8.29 萬起。

高光版嘅主要變化集中喺動力同用料。後電機功率由 55kW 提升至 70kW，匝道口匯入、緊急避讓反應更快；換裝專用 AGM 電瓶，循環壽命係普通電瓶嘅 3 倍；整車充電效率 99%。動力架構延續三擎四驅六模 HEV——41% 熱效率混動專用發動機 + 前後雙電機，智能四驅響應時間 30ms，0.5 秒爆發峰值扭矩。

油耗呢方面，來自南非、印尼、阿聯酋、波蘭、墨西哥嘅五國博主分別實測，BJ30 旅行家喺每個國家都跑出百公里唔超 5L，一箱油續航超 1000km。唔使搵充電樁，加油即走。

空間方面，軸距 2820mm，後備廂 1496L，後排坐放倒成 1.92 米大床，38 個儲物位。

發布會現場聯合央視財經，直播拆解咗一台行駛 15 萬公里嘅 BJ30 旅行家：發動機、變速箱、電池包、底盤懸掛均狀態良好，積碳少，無漏油，無異常衰減。

15 萬台，對輕越野呢個品類嚟講，係北京越野交出嚟嘅一份比較具體嘅答卷。

2026 年 6 月 12 日，“十五萬熱愛，高光而來”BJ30 旅行家十五萬台下線暨高光版上市發佈會，在北汽株洲超級工廠盛大舉行。活動迎來品牌銷量里程碑，年度新款 BJ30 旅行家高光版同步首發，北京越野還攜手央視財經，完成行業首次 15 萬公里實車全網拆解直播，以硬核实測與智能智造，全面展現這款自主輕越野 SUV 的硬實力。官方同步推出 3 萬元超級置換補貼，全系車型置換價 6.99 萬元起，大幅降低入手門檻，讓輕越野生活走進萬千家庭。

依托北京越野六十餘年越野技術積澱，BJ30 旅行家精準契合家庭用戶通勤、出遊、輕越野的多元需求，憑藉超野、超大、超省三大核心優勢領跑市場。如今該車順利達成 15 萬台銷量，成為國內輕越野 SUV 領域最快突破 15 萬台的車型，十五萬用戶的選擇，是對產品實力最直觀的認可，也讓它坐穩細分市場標竿位置。

市場成績足以印證口碑。BJ30 旅行家連續兩年拿下 HEV 混動方盒子、自主 HEV 混動車型銷量雙第一，更是連續 24 個月蟬聯自主 HEV 混動 SUV 銷量榜首；在保值率領域，它拿下 10-15 萬級自主緊湊 SUV 保值率冠軍，全週期價值表現突出。不僅深耕國內市場，該車還遠銷海外，先後斬獲阿拉伯地區最佳混動 SUV、阿根廷年度最佳進口 SUV 等國際獎項，向世界展現中國智造實力。

基於 15 萬車主真實用車反饋打磨而來的 BJ30 旅行家高光版正式亮相，新車在原有優勢之上，實現高光外觀、高光性能、高光體驗三大維度全面升級，兼顧年輕群體個性化審美與大家庭實用需求，產品力再度進階。

外觀方面，高光版延續經典方盒子造型，硬朗越野風格與精緻設計巧妙融合。標誌性五闕星環貫穿燈組辨識度拉滿，車身新增熔岩橙、穹頂藍、寒川灰三款專屬車漆，風格多樣。整車配備電感潮改套件、專屬星環輪轂與運動保險槓，動感十足；座艙升級橙色內飾搭配金屬紋理飾板，結合家族山形儀表板設計，將越野底蘊與輕奢質感融為一體，外觀表現適配全場景出行。

性能升級是高光版的核心亮點。新車沿用行業領先的三擎四驅六模 HEV 混動架構，並完成多項優化：換裝長壽命 AGM 電瓶，循環壽命達到普通電瓶 3 倍，用電、啟動更穩定；搭載保時捷同款 VGT 可變截面渦輪增壓技術，配合 41% 高熱效率引擎，整車充電效率高達 99%，動力與能耗兼顧；後橋電機功率從 55 千瓦提升至 70 千瓦，起步、並線、超車時動力響應更迅猛。

這套混動系統也是整車越野能力的根基。三擎動力搭配 30 毫秒極速響應的智能電四驅，擁有六大運行模式，可根據路況自動切換。輔以電控能量中鎖、四輪電子限滑與智電 ATS 全地形控制系統，疊加 5928N·m 最大輪端扭矩，泥地、沙地、交叉軸等輕越野路況都能輕鬆應對。整車歷經 400 萬公里極端環境耐久測試，63.4% 高強度鋼打造的籠式車身，扭轉剛度達 24800 N·m/度，全方位守護出行安全。

空間表現上，BJ30 旅行家優勢十足。2820 毫米超長軸距搭配 66% 超高實用率，成為 10 萬級唯一大七座方盒子 SUV，第三排空間寬敞，1.8 米成年人乘坐也毫無壓迫感。1496 升超大尾箱可容納露營、滑雪全套裝備，被用戶戲稱“搬家不用貨拉拉”；後排純平放倒可形成 1.92 米平整大牀，搭配全景天窗，隨隨地解鎖戶外旅居樂趣。全車 38 處儲物空間，細節設計貼心周到。

“超省”優勢體現慳錢、省時、省心三大層面。南非、印尼、阿聯酋、波蘭、墨西哥五國汽車博主，在各類極端路況下實測，該車百公里油耗均控制在 5 升以內，最低僅 4.4 升，一箱油續航超 1000 公里，長期使用能省下可觀油費。車型採用無需外接充電的 HEV 混動技術，加油即走，省去找桩、充電、裝桩的麻煩，每年節省數十小時時間成本。同時首任車主享整車終身保養，覆蓋 99% 零部件，配件普及、保養便捷，徹底打消用車顧慮。

在駕乘體驗上，高光版打造出“移動會客廳”。車身高度優於同級，駕乘視野開闊，長途乘坐不易壓抑。新車配備座椅加熱、通風與方向盤加熱，可提前預設溫控；雨天車輛能自動感應關窗，細節盡顯人性化。車內 64 色律動氛圍燈搭配 10 揚聲器 HiFi 音響，旅途氛圍感拉滿；雙大螢幕分區清晰、操作便捷，科技感與實用性兼備。

本次發佈會最大亮點之一，便是央視財經全程直播拆解一台行駛 15 萬公里的 BJ30 旅行家。15 萬公里近乎普通家庭十年用車里程，拆解後車輛狀態依舊優異：引擎無明顯積碳、變速箱無滲漏、電池包完好無衰減、底盤部件無生銹滲油，整體車況接近新車。

鏡頭同步探訪北汽株洲超級工廠，揭密高品質背後的智造實力。焊接車間全自動化機械人作業，塗膠誤差不超一根髮絲，強化車身剛性；五千多噸衝壓設備一體成型車身板材，保障外觀線條工整；全自動噴塗車間使用環保水性漆，有害物質大幅降低，新車無異味且漆面更耐用。全流程多層品控把關，從源頭保障每一台車輛的品質。

購車政策方面，北京越野推出重磅福利，全系車型享 3 萬元超級置換補貼。置換車輛不限品牌、不限年限，摩托車、老舊汽車均可參與；新用戶憑駕駛證到店即可享受補貼，流程簡潔。具體置換價：燃油標準版 6.99 萬元、燃油進階版 7.99 萬元、燃油七座版 8.49 萬元；燃油高光版 8.29 萬元；混動進階版 10.69 萬元、混動高光版 10.99 萬元。

在此基礎上，官方疊加五重尊享禮遇：贈送首任非營運車主價值 6000 元整車終身保養；提供 0 首付等多元金融方案；老客戶轉介紹至高可領 800 元京東卡；全系終身免費 OTA 升級；基礎流量終身免費，娛樂流量兩年不限量免費。品牌還上線“燃情世界盃，高光贏大獎”限時活動，到店購車參與競猜，猜對冠軍與決賽比分可額外獲 5 萬元購車補貼，性價比進一步拉滿。

從 15 萬台下線的銷量里程碑，到高光版全面升級，再到央視拆車鑑證品質，BJ30 旅行家在產品、市場、品質層面實現全方位突破。作為一款全能輕越野 SUV，它融合專業越野性能、超大家用空間與超低用車成本，打破城市 SUV 與越野車型的界線。6.99 萬元起的親民價格，讓普通家庭也能輕鬆擁有一台可城可野、實用省心的出行座駕。

十五萬份熱愛，鑄就前行底氣；持續產品升級，不負用戶信賴。憑藉北京越野多年越野積澱與過硬的中國製造水準，BJ30 旅行家已然成為細分市場標竿。全新高光版的到來，也將持續激活輕越野 SUV 市場活力。未來，BJ30 旅行家將繼續陪伴廣大車主穿行城市、奔赴山野，讓每一次出行，都擁有專屬高光。