BYD launches RACCO kei EV in Japan

BYD (1211.HK) has launched the RACCO (ラッコ) kei-class electric vehicle in Japan on July 28, 2026, marking a push into the country’s largest light-vehicle category. The RACCO is designed specifically for the Japanese mini-car market, positioning the model within a high-volume segment where compact dimensions and efficiency are key.

The launch adds an electric option in a vehicle class that is central to everyday mobility in Japan. By entering this category, BYD is broadening its local lineup and seeking a stronger foothold in a market that has been dominated by domestic manufacturers.

Verified Japanese specifications list three RACCO grades: the 200, the 300Plus and the 300Premium. Published MSRPs are ¥2,145,000 for the RACCO 200, ¥2,398,000 for the RACCO 300Plus, and ¥2,497,000 for the RACCO 300Premium, placing all three within the typical price band for kei-class passenger cars.

WLTC driving ranges are stated at 210 km for the RACCO 200 and 320 km for both the RACCO 300Plus and 300Premium. These figures differentiate the base model from the higher trims and highlight additional usable range for buyers opting for the 300Plus or 300Premium variants.

Other coverage has cited different starting figures and subsidy-adjusted prices, but the verified Japanese outlet data confirm the official MSRPs and the three-grade structure. This pricing and range information outlines the core commercial proposition of the new model.

The RACCO is presented as a super-height wagon kei car, with an overall height of about 1,800 millimetres. This tall profile is aimed at maximizing interior space within strict kei-class dimensional limits and contributes to the vehicle’s distinct silhouette.

Both-side electric sliding doors are a key feature of the design, enhancing ease of entry and exit in tight urban parking spaces. This configuration aligns the RACCO with user priorities in the kei segment, where practicality and convenient access are important selling points.

The combination of a tall body and sliding doors places the RACCO in direct contention with other super-height wagon kei models, positioning it as an EV alternative in a familiar format for Japanese buyers.

BYD is supporting the RACCO launch with a marketing campaign fronted by actress Alice Hirose, who serves as a commercial and brand ambassador for the model. She attended the announcement event, underscoring the company’s effort to give the car strong public visibility.

Reporting also notes that her sister Suzu Hirose has long been associated with a rival super-height wagon, Suzuki’s WagonR, adding a point of contrast in brand alignments within the segment. BYD’s choice of ambassador signals an attempt to connect the RACCO with a broad audience through a well-known public figure.

By combining a Japan-specific kei EV product with targeted local marketing, BYD is positioning the RACCO as a new entrant in a competitive but strategically important vehicle class.