Japan PC and LUV Market Situation in 2016
- The Japanese automotive market (PC + LUV) fell by 1.5% in 2016, to less than 5 million units (4.97 million units) for the first time since 2011. This market has been stagnant since the early 2000s and is even tending towards a year over year reduction . This is due to structural rather than cyclical factors The Japanese market will never regain its levels of the 1990s (between 6 million and 8 million units per year). Therefore, in order to survive and grow, Japanese manufacturers must continue to develop their activities abroad and to export more from Japan.
- Since imports are traditionally very low in Japan, Japanese manufacturers are able to control the domestic market . In 2016, however, most of them lost market share to the Toyota (Toyota-Lexus-Daihatsu) group, which enjoys:
1. An ultra-dominant position in the Japanese market (45% of market share on average each year).
2. Financial power that allows it to propose and renew a large number of models.
3. The renewal in 2016 of two new successful models: the Toyota Prius and Siena. These two models almost doubled their sales in 2016 compared to 2015.
- In 2016, Toyota sold 2.23 million vehicles on the Japanese market, ahead of Honda (707,000), Suzuki (623,000), Renault-Nissan (534,000), Mazda (201,000), Subaru(156,000) and Mitsubishi (130,000). Imports account for 387,000 units, or 7.8% of the total market.
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