The automaker is betting that its cars will appeal to younger Japanese buyers who are also more open to trying South Korean imports, thanks to the local success of electronics brands and hip Korean culture.
The alliance says the partners will jointly launch 35 new EVs over the next five years. And they will pursue a common strategy to secure global battery production capacity of 220 gigawatt-hours by 2030.
The Japan Automobile Manufacturers Association says traditional automakers expect new entrants from other industries and that the Sony represents Japan’s turn at floating a hopeful new industry player.
Toyota Group megasupplier Aisin is grappling with how and when to shift to a new lineup of electrified products. Profits made from today's internal-combustion vehicles will lead to investment in EV products.