Toyota’s bZ4X leads Japan’s EV market, outselling Honda for the first time. Discover the data and what it means for consumers—read more now.
Toyota announced that its compact electric SUV, the bZ4X, topped Japan’s domestic EV sales chart for the third quarter of 2025, overtaking long‑time leader Honda for the first time.
bZ4X Takes the Lead
With 3,448 units sold, the bZ4X’s quarterly volume jumped 22‑fold compared with the same period in 2024. That surge pushed the model to the top of the ranking, while Honda’s small‑size N‑One e claimed second place with 2,732 units and Nissan’s Sakura followed in third with 1,895 units.
How Toyota Outpaced Its Rivals
Several strategic moves helped Toyota clinch the lead. Buyers of a new bZ4X receive a complimentary one‑year membership for free charging services, and the company has introduced a suite of upgrades that boost appeal:
- Faster DC‑fast charging capability.
- Refreshed interior and exterior styling.
- Additional driver‑assist features.
- Lower starting price of ¥4.8 million (≈ US$30,600), undercutting the previous generation.
Upgraded Range and Performance
The October 2025 mid‑cycle refresh extended the bZ4X’s maximum driving range to 746 km (≈ 464 miles) on a single charge – the longest range among domestically released electric models at the time. The improvement was warmly received by Japanese consumers, who had been lukewarm toward the original 2022 launch.
Global Context: U.S. and European Success
While the Japanese market needed a 2025 facelift to spark interest, the bZ4X has already performed solidly abroad. In the United States, Toyota shipped more than 18,000 bZ4X units in 2024, though sales trimmed to 15,609 in 2025 as competition intensified. Priced from US$34,900, the 2026‑model bZ4X is among the most affordable electric SUVs on the American market.
Looking ahead, Toyota plans to launch another budget‑friendly electric SUV – the 2026 C‑HR – with a projected starting price below US$35,000, signaling the brand’s continued push for mass‑market EV adoption.
What This Means for Buyers
The bZ4X’s rapid ascent illustrates how a combination of price competitiveness, tangible range improvements, and value‑added services can shift consumer preferences in a crowded market. For prospective EV owners in Japan and beyond, Toyota now offers a compelling, affordable alternative to the higher‑priced offerings from Honda and Nissan.