Japan Mobility Show 2025: List of participating carmakers
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Japan Mobility Show 2025: List of participating carmakers
Compared to other recent auto shows, the Japan Motor Show seems to have a more national focus, one might even say isolationist. Of the 13 passenger car carmakers represented, nine are Japanese. Compared to European trade fairs, there is a noticeable absence of Chinese carmakers, with only BYD appearing to be represented. The absence of the entire VW Group is also noteworthy. European carmakers are represented only by the German premium carmakers BMW (including Mini) and Mercedes. There is not a single American brand represented, not even Tesla.
Japan Mobility Show 2025: Focus on the Kei Cars: Will Europe follow the Japanese regulation?
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Japan Mobility Show 2025: Focus on the Kei Cars: Will Europe follow the Japanese regulation?
- While Europe's current situation differs from post-war or modern Japan, the necessity for affordable, space-saving, cost-efficient, fuel-efficient, and lightweight vehicles is critically relevant. This stems from the trend toward increasingly expensive, larger, and heavier cars, particularly with the growth of SUVs. Moreover, Europe's dependence on foreign resources means reducing vehicle demand translates to less geopolitical reliance. Economic stagnation, resulting in stagnant incomes, combined with rising car costs, makes personal mobility, especially BEVs, unattainable for more and more people.
- The EU Commission has recognized the problem and its economic risks. It also sees its political goal of 100% emission-free vehicles from 2035 onwards as being at risk, as well as growing competition from China, which produces and sells fully electric vehicles at much lower prices than European carmakers. It is in this context that Ursula Von Der Leyen, President of the European Commission, announced her desire to develop small vehicles, “E-car.“ The name “E-car” refers to: E for environmental – clean, efficient and lightweight, E for economical – affordable for people and E for European – built here in Europe, with European supply chains.
- This idea is inspired by the one in force in Japan concerning Kei Cars. It follows repeated complaints from Renault and Stellantis who advocated for regulations inspired by those of Japanese Kei Cars in order to revive the European automobile industry. It is also supported by the work of "Gerpisa" ("Permanent Study and Research Group on the Automotive Industry and its Employees "), a global network of researchers in economics, management, history and sociology specialising in the automotive industry. This work has notably led to the proposal to create a category of automobiles between motor quadricycles (M0) and passenger cars (M1) that must comply with specific regulations, with the idea of allowing carmakers to develop small and light low-cost electric models in large series. This option has also been supported for several years by Inovev (see in particular the analyses relating to Kei Cars).
- Within this context, Kei Cars are receiving special attention at the Japan Mobility Show 2025. It is striking that the Kei Car concepts announced are all BEVs. Is this an indication of the future direction of this vehicle class? The following new Kei Car models/concepts will be displayed: Mitsubishi Delica Mini, Mitsubishi eK Space, Nissan Roox, Suzuki Vision e-Sky (BEV concept), Suzuki mini commercial vehicle (BEV concept), Suzuki Xbee, Suzuki Spacia, BYD Kei Car (BEV concept).
- The best-selling kei cars in 2025 are, in descending order, the Honda N Box, the Suzuki Spacia, the Daihatsu Tanto, the Daihatsu Move, the Suzuki Hustler, and the Nissan Roox. The only kei car with an electric motor that sells above 1 000 units this year is the Nissan Sakura. Competition from Mitsubishi with its electric versions of the eK and Delica Mini, as well as the Toyota C+, is marginal.
- The question of whether such cars can also be successful in Europe is justified. Smart enjoyed temporary success with small cars. It also ties in with the question of whether the current dominance of SUVs is driven by demand or supply. If the EU succeeds in introducing regulations for such vehicles, will this convince the European industry and, more importantly, European customers? Among European carmakers, French carmakers seem to be best placed to respond to this vehicle class, as France also has a tradition of small cars. However, in order for this new market segment is to be successful, European carmakers must be well-prepared, especially since Japanese carmakers already offer a wide range of products and Chinese companies (like BYD) can quickly launch attractive, affordable new models.
Japan Mobility Show 2025: Introduction
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Japan Mobility Show 2025: Introduction
- The event formerly known as the Tokyo Motor Show has been rebranded as the Japan Mobility Show (JMS) and will open on October 29, 2025, at Tokyo Big Sight in Koto Ward, Tokyo Bay. Traditionally held every one to two years (with a pause during the COVID-19 pandemic), the show was once among the world’s five major automotive exhibitions—alongside those in Frankfurt, Detroit, Geneva, and Paris.
- While the IAA in Munich has successfully reinvented itself, Paris and Detroit continue to search for their own way, and the Geneva Motor Show has already withdrawn from the global stage. Meanwhile, auto shows in China and technical shows expos have become increasingly significant to the industry. Against this backdrop, it will be interesting to see how Tokyo asserts its position in today’s evolving landscape.
- The show’s new name reflects a broader vision: Japan’s automotive industry is now fully embracing diverse forms of mobility beyond traditional automobiles—a trend that began years ago, particularly in the context of personal mobility for the elderly, but was not previously captured in the event’s name. Recent announcements by carmakers confirm this shift, with boats, bicycles, and flying vehicles set to appear alongside conventional cars. The Japan Automobile carmakers Association (JAMA) has also announced a record 480 exhibitors for this year’s event.
- Based on the participant list released so far, the show will be dominated by domestic Japanese companies. This contrasts with European auto shows, which are also largely national in focus but tend to feature strong Chinese participation. The situation mirrors Japan’s current automotive market, which is overwhelmingly controlled by local carmakers. Foreign brands often find it challenging to gain traction in Japan, where one company—Toyota—stands out as the clear leader. Now the world’s largest carmaker, Toyota continues to outpace its domestic rivals, who are gradually losing market share. It will be interesting to observe how this dominance is reflected in this year’s show.
- Japan remains the only major country to continue prioritizing full hybrid (F-HEV) technology, while Europe and China are focused mainly on battery electric vehicles (BEVs), and the United States largely maintains its emphasis on combustion engines.
- One tradition, however, remains unchanged: the Tokyo show’s long-standing reputation for showcasing concept cars, design studies, and prototypes. Judging by the announcements from participating carmakers, this hallmark focus will continue at the Japan Mobility Show—albeit under a new name and with a slightly updated format. Once again, concept cars will take centre stage in Tokyo.
- Japan is well known for its regulations governing mini cars, known as “Kei cars.” It is particularly interesting to examine the new developments in this segment showcased at the Japan Mobility Show, especially as discussions about introducing a European equivalent of the Kei car regulations are beginning to emerge. The following pages provide an analysis of this market and the latest kei cars novelties presented at the Japan Mobility Show (JMS).
Japan Mobility Show 2025: Focus on the Kei Cars: The Japanese market
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Japan Mobility Show 2025: Focus on the Kei Cars: The Japanese market
- Japan was the first country to regulate its automotive market in favour of ultra-compact vehicles. These mini cars, known locally as “Kei-jidōsha” or simply Kei cars, occupy a distinct and enduring segment of Japan’s mobility landscape. To qualify as a Kei car, a vehicle must not exceed 3.4 meters in length, 1.48 meters in width, or 2 meters in height. Engine output is capped at 64 horsepower (47 kW), and displacement is limited to 660 cc. Notably, these restrictions apply to both internal combustion and battery-electric Kei cars. There are, however, no weight limitations, allowing extra battery mass in electric variants without altering the prescribed dimensional standards.
- In recent years, Kei cars have accounted for 35% to 39% of Japan’s passenger car market. In the first nine months of 2025, their share slipped to 32%, reflecting a decline in an already shrinking domestic market. Most Kei cars are powered by small combustion engines, though mild hybrids have become increasingly common. Fully electric Kei cars, however, remain a rarity.
- The roots of Japan’s Kei car segment reach back to the post–World War II era, when the nation was rebuilding amid severe material shortages and widespread poverty. The government sought to promote small, affordable, and fuel-efficient vehicles that could be produced economically and made accessible to a broad segment of the population. These cars not only stimulated economic recovery but also enhanced personal mobility at a critical moment in Japan’s modernization.
- Eighty years later, Kei cars remain a cornerstone of Japanese mobility culture. Their enduring appeal lies in their practicality, compact dimensions, and urban suitability. In a country where land is scarce and cities are densely populate, small and agile vehicles make perfect sense, further cementing their status as an integral part of everyday life in Japan. Kei cars also benefit from tax incentives, lower insurance costs, and simplified registration procedures.
The new Renault Boréal will be reserved for emerging countries
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The new Renault Boréal will be reserved for emerging countries
- Renault is launching a new SUV that will be reserved (presumably) for emerging markets. It's the Boréal, a C-segment SUV that is aesthetically and mechanically very similar to the recent Dacia Bigster, which has been on sale in Europe for a few months. Presented in Brazil, the Renault Boréal will be sold in five markets: Latin America, Morocco, Turkey, India, and South Korea, where the Dacia brand has little presence or is even unknown, while the Renault brand is well-established and well-known.
- Let us recall that Renault's non-European markets represented 35% of the brand's overall sales in 2024, or 560,000 units out of a total of 1,577,000 vehicles (including 167,000 in Turkey, 139,000 in Brazil, 67,500 in Morocco, 42,000 in India, 40,000 in Korea, 35,500 in Argentina, 30,000 in Mexico and 25,000 in Colombia).
- Following the launch of the Kardian and Duster in 2023, then the Grand Koléos in 2024, the Boréal is the fourth SUV launched by Renault for emerging countries. Based on the RGMP platform derived from the CMF-B platform of the Dacia Duster and Dacia Bigster, the Renault Boréal has a length of 4.56 m and a width of 1.84 m, dimensions close to those of the Dacia Bigster.
- Production of the model will initially be concentrated at the Curitiba site (Brazil) for all of Latin America and at the Bursa site (Turkey) for all of the Middle East and Morocco. It is true that the Tangier site in Morocco (which produces the Dacia Sandero for all of Europe) is now practically saturated. For India and South Korea, no details have yet been given, but it is likely that the Boréal will be produced in the short term in these two countries for their domestic markets.
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