Japanese electric cars are available at knockdown prices

Toyota, Nissan or even Honda do not really shine in the French sales rankings with their recent electric models. It must be said that the models offered by Japanese brands enter into head-on competition in the most crowded niche of the market: that of electric SUVs. Faced with fairly aggressive European and Chinese competition, Japanese manufacturers have not been able to position their electric cars. They also launched quite late and without much enthusiasm.

With an introductory price often a little too high for average performance, the Japanese vehicles failed to seduce the public at first glance. Substantial price reductions have been necessary in recent months to restore some attractiveness to these models which are not without interest. This is a trend that Numerama was able to observe thanks to a price reading carried out at the launch of each of the models, then every month, until the last reading on May 26, 2024.

Up to 37% off the starting price of Japanese electric cars

Tesla regularly attracts attention with price cuts to revive demand, reaching up to almost 20% occasionally. Many specialists in the profession consider these decisions by Elon Musk to be destructive of the value of the models concerned. However, these same experts comment much less when other historic manufacturers have to make significant adjustments to the price.

Japanese brands have therefore gone somewhat under the radar of critics. However, the price reductions are particularly high:

– €20,100

Nissan Ariya from €39,300. // Source: Raphaelle Baut for Numerama

Toyota has applied two successive reductions to the price of its bZ4X. So, in the fall of 2023, the model went from 55,000 to 49,000 € with a discount, which began to capture the attention of customers. A second reduction was applied at the start of 2024 to display it at €39,900 at entry level. An additional discount has been running for several months for customers interested in the vehicle, making the model quite competitive on the market.

Honda e:Ny1 from €32,900 with discount. // Source: Raphaelle Baut

The Honda e:Ny1 is, like the bZ4X, a model which makes the big difference between its launch price and the prices currently charged with manufacturer discounts. The entry level is now offered from €32,900, a 31% difference compared to the launch price less than a year earlier.

The Toyota bZ4X, Nissan Ariya and Honda e:Ny1 do not benefit from the ecological bonus. The first two are made in Japan, while the last is assembled in China. The absence of bonuses in 2024 unfortunately does not help these models to attract customers, the discounts must compensate for this disadvantage compared to European competition.

Sales that are simmering for the Toyota and worth watching for the others

BZ4X sales improve in France in 2024. // Source: Raphaelle Baut for Numerama

At their launch price, the models cited did not necessarily have the arguments to compete in the electric car market. But with the new prices in 2024, Japanese models are no longer necessarily excluded from a shortlist of models for a purchase.

It is a shame to have missed the commercial launch of these models on the French, or even European, market, with relatively unsuitable prices. However, it is likely that the Japanese manufacturers had no choice. Toyota has also preferred to prioritize the Nordic countries, capable of supporting the high prices. However, this had consequences in other markets such as France, where the brand completely missed the mark.

You have a right of access, rectification, erasure, limitation, portability and opposition for legitimate reasons to personal data concerning you. To exercise one of these rights, please make your request via our dedicated rights exercise request form.