Suzuki Motor will introduce its first battery electric vehicle to Japanese consumers on January 16, 2026, as the automaker seeks to capture market share in a segment that has struggled to gain traction domestically. The electric SUV will be priced from 3,993,000 yen ($27,000), marking the company’s entry into a market where EVs represent less than 2% of total vehicle sales.
The e Vitara launch comes as Japan’s electric vehicle sales fell 33% in 2024 to 59,736 cars, the first decline in four years, contrasting with the company’s stated confidence that domestic EV adoption will accelerate. Japan’s reluctance to adopt EVs is becoming increasingly apparent compared to other major economies, with consumers showing persistent preference for hybrid vehicles.
Suzuki’s timing appears questionable given market dynamics. The vehicle will be manufactured in India rather than domestically, potentially limiting its appeal to Japanese buyers who traditionally favor locally-produced cars. The company positions the e Vitara within its “multi-pathway” electrification strategy that includes hybrid, biofuel and compressed natural gas options.
The automaker acknowledges the challenging landscape but maintains optimism about Japan’s EV future, despite mounting evidence suggesting consumer resistance to battery-only vehicles persists. Whether Suzuki’s ¥3.99 million entry point can stimulate demand in a contracting market remains to be seen.
