Jeep just launched its first EV in Japan to take on Toyota’s home turf

The rugged SUV maker wants a bigger share of the global market. Jeep 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.

Jeep launches its first EV in Japan, the Avenger SUV

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.

Domestic automakers like Toyota, Honda, and Nissan dominate Japan’s auto market. 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.

Following BYD’s success

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 launching the Seal 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 Jeep’s first EV will be sold.

The “Launch Edition” will be limited to the first 150 buyers. It will come with added features, including a power sunroof, 18-inch aluminum wheels, a black-painted roof, and a yellow dashboard. Buyers will also receive a 1/43-scale die-cast parts replica of the actual model worth about $2,300 (330,000 yen).

Powered by a 54 kWh battery, the Jeep Avenger has a WLTP range of over 300 miles (486 km). It also includes Jeep’s exclusive “Selec-Terrain” with six driving modes, like Eco, Sport, and Sand. Jeep’s EV has ADAS features, including Stop & Go capabilities with adaptive cruise control and Lane Positioning Assist.

Electrek’s Take

Can Stellantis crack Japan’s auto market with the first Jeep EV rolling out? The import market has historically been limited to luxury imports from Porsche, Mercedes-Benz, and others, yet BYD is proving that there is a market for all-electric cars in the region.

In fact, BYD topped Nissan and Honda for the first time in global auto sales in the second quarter as it takes market share overseas.

Meanwhile, Toyota slashed its EV sales target earlier this month. Toyota now expects to sell 1 million EVs in 2026, down from 1.5 million. The Japanese auto giant has relied heavily on its top-selling hybrid models for continued growth, but with more advanced, more efficient EVs hitting the market (some even at a lower cost), how long will that last?

Source: Bloomberg, Stellantis