The Return Of Japan Bashing: Ornery Lobbyist Group Steps Up Anti-Japanese Rhetoric

Bertel Schmitt
by Bertel Schmitt

The American Automotive Policy Council does not want Japan to be part of a free trade pact with America and other countries. The lobbying arm of Chrysler, Ford and GM published a study that claims that “including Japan in the Trans-Pacific Partnership (TPP) free trade agreement combined with allowing Japan to continue to manipulate its currency could put 90,000 American auto jobs at risk.”

Matt Blunt, president of the American Automotive Policy Council, told Reuters:

“We firmly believe a free trade agreement with Japan will lock in one-sided trade benefits that Japan enjoys today at the expense of U.S. auto jobs. It will deliver a blow to America’s auto industry and auto workers at really at critical juncture in our recovery.”

Bill Duncan, head of the Washington office of the Japanese Automobile Manufacturers Association’s is shaking his head: “Something is clearly either wrong or incomplete here. Japanese makers produce 70 percent of their U.S. sales in North America, the bulk of which are in U.S. plants with U.S. workers.”

Insulting the American public while assuming that it is stupid enough to believe it, the American Automotive Policy Council is still selling the old canard of a closed Japanese car market which the poor American automakers are just dying to penetrate if the heinous Japanese government would only let them.

The AAPC banks on the illiteracy of Americans when it comes to foreign currencies. The AAPC has the gall to claim that Japan uses “currency manipulation to gain an unfair competitive advantage” while the Japanese yen is at unsustainable levels that drive Japanese auto manufacturers out of their own country.

The AAPC keeps repeating that the Japanese car market is closed, but it can’t come up with proof. Japan has a zero percent duty on automobiles. America charges 2.5 percent on cars and a massive 25 percent duty on light trucks. The AAPC cites the “non-tariff barriers” that supposedly surround Japan, but it is unable to name them. In despair, the AAPC points at the low numbers of American exports to Japan, which indeed are a disgrace.

January through July 2012, foreign manufacturers imported 135,634 vehicles to Japan, up 24 percent from the same period of 2011. Volkswagen, Mercedes, BMW, Audi all registered double digit increases. Volkswagen imported 33,414 units in the period while Blunt’s paymaster Ford only managed to sell 2,185 and was outsold by niche-players such as Porsche and Alfa Romeo. Chevrolet did even worse with just 844 units sold. In typical “it is not our fault” fashion, Detroit blames its inability or unwillingness to sell cars in Japan on “non-tariff barriers that maintain a closed auto market.”

If you truly want to sell to Japan, you need to have what Japan wants. All of the Detroit Three had ample time to learn this. They all had the inside track when it came to Japan. Chrysler had an alliance with Mitsubishi. GM at one time had control of Isuzu. Ford had been Mazda’s largest shareholder for many years and controlled the company. They all pulled out for various reasons.

While Detroit and their Washington mouthpiece are blowing smoke, Japan is rolling its eyes. The most formidable barrier keeping Japanese imports out of the U.S. is the obscenely high yen. When Blunt alleges currency manipulation, he leaves only two options: Either he is stupid, or he thinks everybody else is. The 2.5 percent import duty on cars are peanuts in comparison. Nobody is thinking of importing pickups to the U.S., the big Japanese players all have their truck production in the country already. If you ask Japanese auto executives about the aim of the shrill anti-TPP rhetoric and the desperate lies of the AAPC, they shrug their shoulders.

One executive told me: “I think they simply want to be ornery.”

Auto Imports To Japan January-July 2012Cumulative Total January-July2012Share%2011YoYVW33,41419.0%27,34422.2%Nissan29,00116.5%32,303-10.2%Mercedes-Benz22,31412.7%17,52727.3%BMW21,90112.5%17,35026.2%Audi13,7167.8%11,78616.4%Toyota10,3065.9%7,62735.1%BMW MINI9,4285.4%7,68122.7%Volvo7,5054.3%5,71631.3%Peugeot3,4362.0%3,466-0.9%Fiat3,1991.8%3,1740.8%Alfa Romeo2,8741.6%1,223135.0%Jeep2,7741.6%1,70862.4%Porsche2,3911.4%1,95422.4%Citroen2,2231.3%1,66033.9%Ford2,1851.2%1,84318.6%Renault1,9041.1%1,68712.9%Land Rover9010.5%60548.9%Chevrolet8440.5%57147.8%Cadillac7550.4%832-9.3%smart7180.4%6943.5%Dodge6840.4%52031.5%Jaguar6130.3%5923.5%Suzuki4260.2%2,380-82.1%Chrysler3810.2%3625.2%Ferrari2750.2%23616.5%Maserati1710.1%14121.3%Honda1610.1%638-74.8%Lotus1550.1%1540.6%Hummer1450.1%176-17.6%Lamborghini950.1%5572.7%Bentley930.1%5472.2%Aston Martin830.0%7510.7%Lancia750.0%5147.1%Hyundai650.0%5030.0%GMC620.0%66-6.1%BMW Alpina600.0%82-26.8%Rolls Royce480.0%56-14.3%Rover370.0%2454.2%Saab160.0%38-57.9%Mclaren90.0%Unimog80.0%4100.0%Mitsubishi70.0%94-92.6%Pontiac70.0%8-12.5%Maybach60.0%7-14.3%MG60.0%6Morgan60.0%9-33.3%Bugatti20.0%Ssangyong20.0%Zagato20.0%Artega10.0%Autobianchi10.0%2-50.0%Detomaso10.0%2-50.0%Kia10.0%2-50.0%PROTON10.0%RUF10.0%Saturn10.0%1Buick5-100.0%GMDAT1-100.0%Mini1-100.0%Opel1-100.0%Others390.0%375.4%Total175,535100.0%152,68115.0%Source: Japan Automobile Importers Association
Bertel Schmitt
Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

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  • Alluster Alluster on Aug 23, 2012

    The complaint is that Japan is devaluing the yen. For someone who has supposedly done a lot of research, you would know that Japan has spent $350 Billion in 2011 alone trying to devalue the yen, while many here get their panties in a wad over the $50B bailout to Detroit. Just cause the yen is at historic highs, it does not mean the Japanese govt is not actively devaluing their currency. The same way i cant claim I am not trying to kill someone I am stabbing at, just cause the victim is still alive. You would also know that there is a huge resistance at the 75 yen to dollar level. All currency traders/investors know from experience Japan will intervene when the dollar reaches 75 yen level. I would do research on why foreign brands have less than 5% market share in the worlds third largest economy. Show me one country in the G20 with a similar take rate of foreign brands. I would also try to find out why the imported from Japan Yaris/Fit costs the same as a locally made Sonic in the US, while the imported Sonic costs 50% more than a locally made Yaris/Fit in Japan. Chevy is definitely not being greedy nor is the Sonic equipped any better than the Fit/Yaris. But you know what, fact finding takes time and energy. Its easier to be a their mouthpiece and regurgitate their garbage. I have nothing against the Japanese. My company has an office in Tokyo with 400 employees and I regularly interact with a dozen of them. Such amazing people they are. I am not going to let a few sleazy companies like Toyota and Honda and some scumbags in the Govt doing their bidding define the country.

    • MeaCulpa MeaCulpa on Aug 23, 2012

      So, Japan is trying to depreciate the yen, that is surely odd and nothing every nation in the world tries from time to time when their currency is perceived as too dear. But if currency manipulation is the metric that shall be applied, I do wonder if Detroit shouldn't be considered the recipient of a couple of trillions in subsidies. "Chevy is definitely not being greedy nor is the Sonic equipped any better than the Fit/Yaris." Oh, chevy not greedy? Please do tell what a Corvette costs in Europe, excluding sales taxes and the 10 customs duty.

  • Challenger2012 Challenger2012 on Aug 24, 2012

    Here is something MC to think about. How is it that in Communist China, where one political party decides who will build and where, there are all many different (foreign) car makers building in China, yet not a single foreign car maker builds in Japan’s free market?

  • MaintenanceCosts I wish more vehicles in our market would be at or under 70" wide. Narrowness makes everything easier in the city.
  • El scotto They should be supping with a very, very long spoon.
  • El scotto [list=1][*]Please make an EV that's not butt-ugly. Not Jaguar gorgeous but Buick handsome will do.[/*][*] For all the golf cart dudes: A Tesla S in Plaid mode will be the fastest ride you'll ever take.[/*][*]We have actual EV owners posting on here. Just calmly stated facts and real world experience. This always seems to bring out those who would argue math.[/*][/list=1]For some people an EV will never do, too far out in the country, taking trips where an EV will need recharged, etc. If you own a home and can charge overnight an EV makes perfect sense. You're refueling while you're sleeping.My condo association is allowing owners to install chargers. You have to pay all of the owners of the parking spaces the new electric service will cross. Suggested fee is 100$ and the one getting a charger pays all the legal and filing fees. I held out for a bottle of 30 year old single malt.Perhaps high end apartments will feature reserved parking spaces with chargers in the future. Until then non home owners are relying on public charge and one of my neighbors is in IT and he charges at work. It's call a perk.I don't see company owned delivery vehicles that are EV's. The USPS and the smiley boxes should be the 1st to do this. Nor are any of our mega car dealerships doing this and but of course advertising this fact.I think a great many of the EV haters haven't came to the self-actualization that no one really cares what you drive. I can respect and appreciate what you drive but if I was pushed to answer, no I really don't care what you drive. Before everyone goes into umbrage over my last sentence, I still like cars. Especially yours.I have heated tiles in my bathroom and my kitchen. The two places you're most likely to be barefoot. An EV may fall into to the one less thing to mess with for many people.Macallan for those who were wondering.
  • EBFlex The way things look in the next 5-10 years no. There are no breakthroughs in battery technology coming, the charging infrastructure is essentially nonexistent, and the price of entry is still way too high.As soon as an EV can meet the bar set by ICE in range, refueling times, and price it will take off.
  • Jalop1991 Way to bury the lead. "Toyota to offer two EVs in the states"!
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