Nissan and Mitsubishi join forces on midgets (Kei Cars)
- Nissan and Mitsubishi started joint production of a Midget (mini-vehicle less than 660 cm3) in Mitsubishi's Mizushima plant (where is already manufactured the i-Miev), which will be sold from the 6th June, under the names DAYZ and DAYZ Highway Star for Nissan, and under the names eK Wagon and eK Custom for Mitsubishi.
- Nissan and Mitsubishi together account for only 10% of the Japanese market for midgets, most of the market is occupied by Daihatsu and Suzuki. By cooperating, they think they can double this to reach 20%.
- Daihatsu and Suzuki currently dominate the Japanese market midgets, with a share of about 30% each, while Honda is third with 20%. Subaru and Mazda together account for 10%.
- Of all the Japanese passenger car registrations (PC), the midgets represent more than a third of the market (34% in 2012 against 32.3% in 2011 and 30.5% in 2010). The previous sales record dating back to 2008 (33.8% market share). Prior to 2006, the market share of midgets on Japanese soil was less than 30%.
- So we are indeed witnessing a shift in the Japanese market to small cars, probably for matters of price, economy and size. Midget thus move more easily in cities and enjoy tax exemptions and parking facilities.
Data source: File #101 - Worldwide production detailed by models
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