Toyota’s upgraded bZ4X tops Japan’s EV market, outselling Honda for the first time in Q3 2025. Discover the features driving this surge – read more now!
bZ4X Emerges as Japan’s Top EV
For the first time ever, Toyota has overtaken longtime domestic rival Honda in electric‑vehicle sales in Japan, thanks to strong demand for the upgraded bZ4X SUV in the third quarter of 2025.
Sales Figures and Competitive Landscape
Toyota sold 3,448 bZ4X units in Q3 2025 – a 22‑fold increase compared with the same quarter in 2024 – making it the best‑selling EV in the country. Honda’s compact N‑One e followed in second place with 2,732 units, while Nissan’s tiny Sakura took third with 1,895 units.
Why the bZ4X Is Winning
After roughly 15 years of Nissan dominance in quarterly EV rankings, Toyota’s refreshed bZ4X is pulling ahead thanks to faster charging, a more refined interior and exterior, and a lower entry price of ¥4.8 million (about US$30,600).
Strategic Incentives Boost Adoption
The sales surge also reflects Toyota’s aggressive incentive package. Every new bZ4X buyer receives a free one‑year membership to Toyota’s nationwide charging‑network service, plus a suite of additional promotional measures.
Technical Upgrades That Matter
The October 2025 mid‑cycle refresh expanded the bZ4X’s driving range to a maximum of 746 km (464 miles) on a single charge – the longest range among domestically sold EVs – and introduced advanced driver‑assist features.
Performance Beyond Japan
Although the bZ4X struggled to make an impression after its 2022 launch, the 2025 upgrade turned it into a domestic bestseller. Internationally, the model has performed well in Europe and the United States, with Toyota delivering more than 18,000 bZ4X units in the U.S. in 2024 before slipping to 15,609 in 2025 as competition intensified.
Pricing and Upcoming Models
In the United States, the 2026 bZ4X starts at US$34,900, positioning it among the most affordable electric SUVs on the market. Later this year, Toyota will introduce another budget‑friendly electric SUV – the 2026 C‑HR – with a planned starting price below US$35,000.
Outlook for Japan’s EV Landscape
Analysts from Jiji Press and Electrek suggest that Toyota’s combination of aggressive pricing, extended range, and the charging‑service bundle could reshape Japan’s EV market, challenging both domestic manufacturers and foreign entrants.