BYD tries where others failed with tiny EV designed for Japan

General Motors, Ford and Hyundai have all retreated from Japan at one point or another after struggling to persuade car buyers to switch over from the country's own carmakers. BYD is betting that it can be the first to break that pattern.

The world's largest maker of electric vehicles recently unveiled the Racco, a "kei car" minivehicle designed specifically for Japan's narrow roads. It attracted more than 1,000 orders in the first few weeks, according to BYD.

What sets the Racco apart from the company's five other models in Japan is that it represents something other auto titans never dared to do: target the kei car category, the most popular and uniquely Japanese segment of the market.

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