摘要：Before 2025, saying you wanted to buy a Japanese EV would have invited mockery—you’d be told you didn’t understand cars because, b
Before 2025, saying you wanted to buy a Japanese EV would have invited mockery—you’d be told you didn’t understand cars because, back then, it was just a car.
Lost in the glory of the North American market and the dream of hybrid dominance, Japanese automakers have struggled in China for the past five years. Their sales have declined, but more critically, they’ve been out of sync with China's rapid shift toward electrification.
Once dominant in the mid-to-high-end sedan market with theCamry, Accord, and Altima, and legends in the SUV world with the CR-V, RAV4, and X-Trail, Japanese brands symbolized the transition from joint venture dominance to the rise of Chinese automakers. Never before have global car manufacturers needed to band together for survival like they do today, waiting for a brighter future.
A Stunning Comeback in 2025
As nostalgia for iconic gasoline cars fades, Japanese automakers have returned with a vengeance in 2025. This time, they’re launching a wave of next-generation EVs, blending global manufacturing expertise with China’s intelligent automotive ecosystem, reshaping their brand image in the Chinese market.
Leading the charge is GAC Toyota, breaking barriers with a global Toyota standard for China’s EV market. The bZ3X has sent shockwaves through the industry, offering high-end LiDAR-powered intelligent driving for under 150,000 RMB. No joint venture brand had the capability or the courage to do this before—not even in their wildest dreams.
On the same day, Dongfeng Honda unveiled its first high-end pure electric SUV, the S7, packing Honda’s best EV and smart tech. With a price tag above 200,000 RMB, premium build quality, and top-tier performance, Dongfeng Honda has given it their all. This represents their perseverance through setbacks—from the e:N series to the Lingxi L—a journey of persistence and bold ambition.
Together, the bZ3X and S7 set a new standard. Compared to the uninspiring EVs from Volkswagen and GM, they prove that joint venture EVs can be the trendiest choice for 2025.
And the best part? More is coming. FAW Toyota’s bZ3C, GAC Honda’s P7, and Dongfeng Nissan’s N7 are all set for their grand reveal in April. The collaboration between Japanese engineering and Chinese smart tech is just beginning, with surprises beyond EVs on the horizon.
The Evolution of China’s Auto Market
China’s auto industry has seen 30 years of shifting tides. Now, the breakthrough in the joint venture market belongs to Japanese automakers.
The Fit, Camry, and Sylphy once defined the mainstream joint venture market, but then came the rise of Chinese brands and EV startups, overtaking joint venture automakers in the blink of an eye. Joint venture brands seemed trapped—gasoline cars were under pressure, and their EVs lagged behind both market trends and consumer needs. The industry saw them as lost, confused, and, perhaps, quietly preparing for a comeback.
Just when Volkswagen and GM resorted to slashing gas car prices to stay afloat, Japanese automakers doubled down on hybrids and EVs, launching a full-scale counterattack in the EV space.
From directly importing global models to developing China-specific designs, and now to leveraging local innovation to enhance global EVs, Japan’s Big Three have worked just as hard as their Chinese rivals. Their breakthrough was inevitable.
Why Japanese EVs Took So Long to Shine
Many once blamedhybrids for delaying Japan’s EV progress. But in reality, hybrids gave them a wealth of experience in battery, motor, and energy management systems. Now, that expertise is accelerating their push into the global EV market.
Of course, the EV competition has moved beyond electrification to intelligence, where global brands face a disadvantage. From smart infotainment to advanced autonomous driving, deep integration with local ecosystems is crucial. This gap in localization—more than anything—explains why Japanese EVs are only now making their big leap forward.
If the gasoline era was about global standardization, the EV era is fragmented, shaped by regional ecosystems. It’s not just about UI design or app integrations but also policy-driven limitations on advanced autonomous driving.
The bZ3X and S7 showcase a key lesson: The first automakers to fully localize will gain cost advantages and consumer trust.
Joint Venture EVs Are Ready to Win
GAC Toyota and Dongfeng Honda have set the benchmark, proving they understand what Chinese consumers truly want. With bZ3X securing 10,000 orders in just one hour, competitors and consumers alike are realizing that joint venture EVs can be trendy choices too.
For decades, Japanese cars were loved worldwide for their durability and quality—built to last for generations. Now, by combining that legacy with cutting-edge smart ecosystems, winning over Chinese consumers is just a matter of time.
However, breaking long-standing biases takes more than just one standout model. To truly change the game, Japanese automakers need blockbuster hits that can rapidly scale their success.
The bZ3X’s breakthrough—bringing LiDAR-powered smart driving to the sub-150,000 RMB segment—is just the beginning. GAC Toyota has rewritten industry standards, and with the upcoming bZ7, a premium EV sedan co-developed with Huawei, their momentum seems unstoppable.
From the taxi-like reputation of traditional Chinese brands to the high-tech appeal of EV startups, Japanese automakers are now making EVs both stylish and trustworthy for everyday consumers.
As automakers across China race todemocratize smart features, the rapid evolution of China’s localized smart automotive ecosystem is reshaping the industry. But quality and brand still matter—and that’s where joint venture automakers hold their edge.
2025 is here. The new generation of joint venture EVs is ready to win over Chinese consumers. And Japanese automakers, leading all other global brands, have never stopped striving to reclaim their former glory—only now, they have the technology and vision to do it.
来源：TMC动力一点号