Never Mind The Showcars, Here's How Daihatsu Gets It Done
Since the Tokyo Auto Show and some Scion scuttlebutt have us on something of a Daihatsu theme here, I thought I’d show a bit of what the small car specialists are up to these days. The truth: despite the brand’s futuristic showcar image projections, Daihatsu mostly plays in the rough-and-tumble entry-level segments of emerging markets, where the cars are small and the margins can be even smaller.
And it’s had better luck there than in the so-called “mature markets.” Though the third generation Charade flopped on the American market amid much popular ridicule of its name (and, according to gearhead lore, oversight of other favorable qualities), the previous generation became the FAW-Tianjin “Xiali,” one of China’s most ubiquitous cars. Now Daihatsu is ditching Europe and hustling strangely cool little mini-MPVs built in Indonesia with the taglines “it’s very cheap” and “we build them compact.” Who needs developed markets?
Of course you can’t mention Daihatsu without referencing the fact that it is majority owned by Toyota, and the two firms work hand-in-hand. For example, the MPV advertised at the top of the post is sold as both a Daihatsu Xenia and a Toyota Avanza. Interestingly, the outgoing Toyota Yaris was put on sale in Europe as the Daihatsu Charade just this year… apparently the brand’s last “new” model before disappearing from its toehold in Europe.
Speaking of obligatory references, here’s Top Gear’s love song to Daihatsu’s Terios.
More by Edward Niedermeyer
Latest Car Reviews
Read moreLatest Product Reviews
Read moreRecent Comments
- Poltergeist I expect this will go over about as well as the CR-Z did 15 years ago.
- Michael S6 Welcome redesign from painfully ugly to I may learn to live with this. Too bad that we don't have a front license plate in Michigan.
- Kjhkjlhkjhkljh kljhjkhjklhkjh A prelude is a bad idea. There is already Acura with all the weird sport trims. This will not make back it's R&D money.
- Analoggrotto I don't see a red car here, how blazing stupid are you people?
- Redapple2 Love the wheels
Comments
Join the conversation
Wow seems like lots o daihatsu articles recently Have we suddenly found a replacement for panther love
Well when your expertise is building small, cheap, fuel-efficient cars, it makes sense to concentrate in market where those are they type of cars that the public wanted. Competing in a land where big cars with honking V8 engine is the norm is doomed to failure, which turns out to be the case.