BYD Japan recently announced the launch of a “BYD 66-hour test drive campaign” across its authorized dealers nationwide, allowing consumers to take vehicles home for free trials of up to 66 hours. The program runs from April 18 to May 31, 2026. BYD 66-hour test drive campaign The campaign covers all BYD models currently available in Japan, including Dolphin, Seal, Atto 3, as well as the newly introduced plug-in hybrid Sealion 6 and the pure electric SUV Sealion 7. Among them, the Sealion 6 marks BYD’s first plug-in hybrid model in the Japanese market. Since test vehicles were deployed in February, cumulative orders have exceeded 1,000 units within two months. Consumers can apply via the BYD Auto Japan website, selecting their preferred model, date, and dealership. Vehicles are then assigned upon dealer confirmation. Some locations have already reported supply shortages due to strong demand. BYD models available for the test drive in Japan The timing of the campaign coincides with rising fuel prices in Japan. Data from the Ministry of Economy, Trade and Industry show that by mid-March, the national average retail price of regular gasoline reached 190.80 yen ($1.2) per liter, up 29 yen week-on-week, marking a record high. With global oil prices remaining elevated, the cost of operating internal combustion vehicles continues to rise. As a country heavily reliant on crude oil imports, Japan is seeing increasing cost pressure on conventional vehicle users. BYD showroom in Japan Against this backdrop, BYD is using a zero-cost, extended-use experience to highlight the economic advantage of EV charging over refueling. According to data from the Japan Automobile Importers Association, BYD registered 625 new vehicles in Japan in March 2026, nearly doubling year-on-year. In the subsidy-driven Japanese market, BYD’s total sales in the first quarter of 2026 increased by more than 100% compared with a year earlier. At the same time, its retail network is expanding rapidly. Since opening its first store in 2023, BYD has established 70 sales outlets across all eight major regions in Japan.
+31 others
The article highlights a smart timing strategy as BYD leverages record fuel prices in Japan to attract attention through long test drives
Overall it looks like a strong marketing strategy especially in a market like Japan where EV acceptance is still relatively cautious
The idea sounds attractive but I wonder how many users will actually commit after testing or just treat it as a free experience
Interesting move from BYD offering up to 66 hour test drives it feels like a smart way to push EV adoption when fuel prices are rising