Success Stories

With Solid Backing, Forsee Power Swiftly Moves into Japan

Forsee Power is a French industrial group specializing in smart battery systems for the industrial and commercial vehicles. Their products power everything from light vehicles such as two- and three-wheelers and small autonomous vehicles, to heavy vehicles including buses, trucks, off-highway vehicles for construction, agriculture and industry, as well as trains.

Establishment: 2023/02

Destination: Kanagawa・Kanto

Semiconductors, Robotics, and Machinery
France

Update : 2025/03

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Transcript: text for visually impaired.

Description:
A man wearing Boston glasses and a suit with an orange tie appears and starts talking:
"Up to the company registration, it took only four months."

Caption:
Just 4 months
White letters randomly appear in the center of the screen to form Success Story—Forsee Power Builds Success in Japan's Mobility Sector.

Caption:
Success Story
Forsee Power Builds Success in Japan's Mobility Sector

Description:
A worker with gloves wearing a work jacket with the white and orange company logo of Forsee Power printed on the left chest is inspecting a battery system.
Two workers are talking to each other.
The top panel is being installed on a box-shaped device.

Narration:
As countries around the world accelerate their efforts to achieve carbon neutrality, Japan has also set a goal of becoming carbon neutral by 2050. While electrification has been focused on the automotive sector until now, in recent years electrification of commercial mobility such as agricultural machinery, ships, and aircraft has also been advancing and attracting attention.

Description:
A zoom-up of a small transparent glass ball appears.
Two men are discussing targets displayed on a monitor.

Caption:
Japan is accelerating electrification in various fields to achieve carbon neutrality by 2050.

Description:
The morning sun is rising and reflecting off the glass of skyscrapers.
Cars are being sequentially assembled on a line.
Cars are recharging at a charging station in a suburb.
Orange robotic arms are assembling parts on a line.
Rice plants are swaying in the wind.
A large cargo ship is carrying many containers on the sea, seen from above.
Two jet planes are on a runway in the evening.

Caption:
Agricultural machinery, Ships, Aircraft

Caption:
Forsee power plant in France

Description:
The screen shows a Forsee Power plant in France.
A man in work clothes with the white and orange company logo of Forsee Power printed on the upper back is using a panel to control operations in a factory.
A yellow robotic arm is moving in a factory, and a man is working with wires.
A back shot of a man in a suit appears who is working on a laptop, and a profile of the man is zoomed in.

Narration:
Forsee power, a French company that designs, develops, and manufactures battery systems for electric mobility has positioned Japan as a strategic market. The company established Forsee Power Japan LLC in February 2023.

Caption:
Press Conference on establishment of the power plant

Description:
A man wearing glasses and a suit is speaking at a press conference on the establishment of a plant, using a large projector screen.

Caption:
Aim of entry into the Japanese market

Description:
A man with Boston glasses and an orange tie, Kenjiro Azuma, appears and starts speaking.

Caption:
Kenjiro Azuma
Japan Managing Director & APAC Business Development Director
Forsee Power Japan

Azuma speaks:
"Forsee power is a battery system manufacturer. We are not producing battery cells, which are used in [products] like laptops, but what we really do is design the whole system so that lithium battery cells can be used in an efficient and also safe way."

Description:
A worker with milky-white protective glasses wearing a company jacket with the white and orange logo of Forsee Power printed on the back and gloves is inspecting a battery system with a measuring instrument.

Azuma speaks:
"Japan is not only a big market of passenger car manufacturers, but here we have also many global manufacturers in other mobility segments like off-highway, which includes construction equipment, agricultural equipment, two wheelers, and railways. So we have many good global customers in Japan."

Description:
A large bulldozer is hauling dirt at a construction site, an agricultural machine is sprinkling water in a vast field, and a train is passing through a city.

Caption:
Large numbers of good customers in Japan

Narration:
When Forsee Power began setting up its Japanese subsidiary, the company got a pleasant surprise.

Description:
On a shelf, there are samples developed jointly with agricultural equipment manufacturers, including Kubota and Kawasaki Motors.

Caption:
Process for smooth start of operation

Azuma speaks:
"Actually, I was very surprised that it was very easy and quick. I was working with JETRO's Tokyo office, Yokohama office, and Osaka office. Each of them explained the business environment in each city and supported us by introducing potential sites and so on. After all this study and comparison, we made the choice to settle in Yokohama."

Description:
The locations of Tokyo, Yokohama, and Osaka are indicated with orange marks on a digital map of Japan.
An image of Yokohama appears, showing tall buildings, a Ferris wheel, and a river.

Caption:
Yokohama

Azuma speaks:
"After we started getting the support from JETRO up to the company registration, it took only four months, and until we had the company operational, it took only six months. Compared to any other county, it was definitely very fast."

Caption:
Companies can be established in Japan faster than in any other country

Azuma speaks:
"We've established our company just one year ago, but we've already launched our technical service lab in Kawasaki. It really helps us support customers in terms of R&D support and after-sales support."

Description:
There are two workers wearing protective glasses and Forsee Power's work jackets. One of them is removing the top cover of a battery system.
He is putting the device in a tester, inspecting something, and then fixing the top cover with screws.

Narration:
Forsee Power is steadily expanding its business in Japan, including joint development with Kubota Corporation and provision of systems to Kawasaki Motors. Ask the company once again what attracted it to Japan.

Caption:
Joint development with agricultural equipment manufacturer Kubota.

Description:
The screen shows an image of a piece of equipment like a motor and a battery system developed jointly with Kubota.

Caption:
Provided battery system to Kawasaki Motors.

Description:
The screen shows images of Kawasaki motorbikes and the provided battery system.

Caption:
Attractions of the Japanese market

Azuma speaks:
"The first one is a bit overlapping with what I mentioned, but good market potential, the second point is a very well-organized business environment, and the third point is acquisition of good talent with a good level of cost. Those three points are the main attractiveness of Japan."

Caption: Good market potential

Description: The screen shows the backs of several businesspeople with bags who are crossing an intersection straight ahead in a downtown.

Caption: Well-organized business environment

Description: In a meeting room in the evening, negotiation has been completed, and representatives from the parties are shaking hands.

Caption: Recruitment of good talent at reasonable cost

Description: Two men wearing protective glasses and Forsee Power's work jackets are talking to each other.

Azuma speaks:
"I would definitely say that JETRO is the perfect guide for you to enter into Japan's market."

Caption:
The door is open for success in Japan and beyond
Talk to JETRO first!

Description:
The INVEST JAPAN logo with a cherry blossom flower appears on the left and the JETRO logo on the right.

We spoke to Forsee Power Japan's Managing Director Kenjiro Azuma about the company's decision to enter the Japanese electromobility market, their strategic partnerships with Japanese companies, the incredibly quick four-month registration period, and the company's unique recruitment approach. He also provides details on setting their headquarters and service lab in Yokohama, and the company's ambitions for the future.

Established in 2011, Forsee Power has emerged as a pioneer in smart battery systems for sustainable electric transport with operations in Europe, Asia and North America. The company has to date equipped over 4,200 buses and 145,000 light electric vehicles (LEVs) worldwide with its battery systems, designing and manufacturing a range of smart lithium-ion battery solutions that can last up to 15 years.

Kenjiro Azuma leads the Forsee Power Japanese site, bringing valuable industry expertise in mobility and energy solutions as well as familiarity with local business culture to guide the company's expansion in this important market. Under his leadership, Forsee Power Japan has built strong partnerships with major Japanese vehicle manufacturers while contributing to the broader goal of sustainable transportation.

Forsee Power Japan office located in Yokohama

Eyeing the Japanese Market

"We had two main objectives when entering the Japanese market," explains Kenjiro Azuma. "First, we wanted to win customers in Japan because it's not just a market for passenger cars—it's home to many global manufacturers in other mobility segments like construction equipment, agricultural machinery, motorcycles and railway systems. Second, we wanted to prove we could meet the quality expectations that Japanese customers are known for."

The company's market entry was facilitated greatly by its strategic partnership with Mitsui & Co., which began with an investment in Forsee Power in late 2017. This partnership grew from an existing long-term relationship, as Kenjiro Azuma explains: "The interaction between Forsee Power and Mitsui's Paris office actually started five years before the investment. Around 2016–2017, we saw a significant increase in lithium-ion battery energy density, reaching levels suitable for mobility applications. We believed the technology had finally passed the tipping point."

Mitsui's support extended beyond financial investment. The multinational trading company actively promoted Forsee Power's products in Japan and globally, leveraging its extensive network to facilitate introductions to major manufacturers. This groundwork proved crucial in building the business case for establishing a local subsidiary.

Building a Local Presence in Japan

Forsee Power selected Yokohama as its Japanese headquarters and also established a technical service lab there, fulfilling two important functions. "Our service lab provides R&D support to customers during their development phase," Kenjiro Azuma explains. "When technical issues arise, we can simulate the conditions in our lab to identify and resolve problems. The lab also handles after-sales service for battery repairs, which is crucial since damaged batteries are classified as hazardous goods and can't be shipped internationally."

With support from JETRO, the company completed its establishment process with remarkable speed. "It took only four months to complete the company registration and six months to become fully operational," says Kenjiro Azuma. "Compared to other countries, it was surprisingly fast and straightforward, without any unexpected costs."

A worker is performing simulation tasks in the Technical Service Lab.

Performing a technical simulation at the Technical Service Lab

Kenjiro Azuma continues, "With JETRO's support, we received overall guidance on the business environment in Japan, including investment and labor regulations, tax accounting and more. They also introduced us to labor consultants, accountants and lawyers, which was so helpful. JETRO also supported us during the establishment by letting us use an office free of charge. And finally, they supported us in finding a location for our after-sales lab, which we launched in Kawasaki City."

Overcoming Market Entry Challenges

As a relatively young French company entering the Japanese market, Forsee Power faced several challenges. "Being a young, mid-sized French company meant we weren't well known in Japan," Kenjiro Azuma acknowledges. "This made recruitment particularly challenging. However, having Mitsui as a partner and shareholder provided credibility that reassured potential employees. Additionally, our position in a dynamically growing industry with significant social impact has helped attract talented individuals."

The company has developed a distinctive approach to recruitment that emphasizes transparency and cultural fit. "With a small team of eight people, harmony is essential," Kenjiro Azuma explains. "During interviews, I focus on having meaningful conversations where we can understand each other. Rather than just reviewing past experience, I spend time explaining our company's vision and culture, ensuring candidates can make confident decisions about joining us."

Two Forsee Power workers are talking, mindful of the importance of teamwork and harmony

The Forsee Power team values harmony

Forsee Power's success in Japan builds on several key strengths. The company offers a range of standard products that are adaptable to various applications. It maintains a global manufacturing footprint across major markets and provides innovative solutions like battery financing and leasing options. These capabilities have helped establish the company as not just a component supplier, but rather as a comprehensive solution provider in the electric mobility space.

Future Growth and Market Outlook

Looking ahead, Kenjiro Azuma outlines a vision for growth: "Our immediate priority is winning and supporting more Japanese customers. We need to ensure successful delivery and support for their electromobility programs through to completion. While many electric vehicles produced in Japan are currently exported, we aim to contribute directly to Japan's domestic decarbonization efforts in the medium term."

The company sees particular potential in the agricultural sector, where electrification is gaining momentum. "We're currently focusing on smaller vehicles like lawnmowers and compact tractors," Kenjiro Azuma explains. "This is partly driven by European cities banning diesel vehicles in city centers, affecting equipment used in public parks and gardens. Looking ahead, electrification also aligns with the trend toward autonomous operation in agriculture as electric vehicles are easier to control electronically than traditional internal combustion engine-based machinery."

Kenjiro Azuma discussing future growth and prospects with passion

Kenjiro Azuma discusses future growth and prospects with passion

The partnership with Kubota illustrates this direction. "Kubota sees hybrid systems as a practical solution for off-highway applications, where charging infrastructure remains limited," says Kenjiro Azuma. "We're co-developing battery packs for their new hybrid engine, which offers a realistic path toward more eco-friendly operation while maintaining practical usability."

As Forsee Power continues to expand its presence in Japan, the company is also looking to broaden its regional influence. "We're already managing the Australian market from Japan," Kenjiro Azuma notes, "and we plan to expand our support to other areas in the Asia-Pacific region. Our success in Japan has created a strong foundation for wider regional growth."

Japan's Attractive Investment Environment

For companies considering investing in Japan, Kenjiro Azuma offers encouraging insights based on his own experience: "Even as a Japanese person, I was surprised by how much the investment environment had improved. We didn't encounter any significant legal difficulties or barriers. The process of investing and doing business in Japan has become remarkably straightforward, and JETRO provides invaluable additional guidance for market entry."

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