Japan In November 2012: Kei Cars Save The Month
Some forecasters expected Japan’s appetite for new cars to drop by more than 20 percent in the last quarter after government incentives expired in September. So far, it is not happening. Sales of new cars, trucks and buses declined a minuscule 0.4 percent in November. Elsewhere you may read that the market was down 3.3 percent, but they are not giving you the whole story. Sales of mini vehicles, or kei cars actually were up in November, pulling the market nearly completely out of minus territory.
Sales of regular vehicles were down 3.3 percent to 243,974 units, the Japan Automobile Dealers Association JADA said today. Honda’s sales dropped an alarming 40.4 percent, those of Nissan are down 12.2 percent. Don’t be too alarmed about Honda, they made it more than up elsewhere …
Mini vehicle sales Japan November 2012ManufacturerNov ’12Nov ’11YoYYTD ’12YTD ’11YoYSuzuki45,27145,2430.1%549,571438,23725.4%Daihatsu46,89852,361-10.4%632,695497,82727.1%Mitsubishi5,2196,906-24.4%75,13285,945-12.6%Subaru3,2329,322-65.3%66,76776,289-12.5%Honda30,6018,150275.5%295,389114,486158.0%Mazda3,9653,9510.4%49,51042,55716.3%Nissan11,83515,336-22.8%145,395134,3998.2%Toyota2,9312,05942.4%40,8574,120891.7%Other163433.3%574042.5%Total149,968143,3314.6%1,855,3731,393,90033.1%Data courtesy Japan Mini Vehicles AssociationData provided by the Japan Mini Vehicle Association paint a different picture for kei cars. Honda tore into the kei car market with a number of (slightly) different NBOXes. Honda’s kei sales were up a huge 275.5 percent and helped lift the market for mini vehicles by 4.6 percent in November.
Total vehicle sales Japan November 2012ManufacturerNov ’12Nov ’11YoYYTD ’12YTD ’11YoYDaihatsu47,14252,657-10.5%635,475500,70126.9%Hino3,5503,06815.7%38,46730,79224.9%Honda50,15040,92722.5%700,407462,07351.6%Isuzu4,5564,1858.9%54,40037,80243.9%Lexus3,1623,795-16.7%40,69040,1231.4%Mazda14,59714,830-1.6%205,974177,79315.9%Mitsubishi10,45111,456-8.8%132,021137,450-3.9%Mitsubishi Fuso2,7063,159-14.3%31,83024,44830.2%Nissan46,48454,806-15.2%620,810546,21013.7%Subaru15,11914,1636.7%163,545143,24814.2%Suzuki50,54851,323-1.5%632,830509,24424.3%Toyota124,952122,3642.1%1,552,2671,060,22546.4%UD Trucks773955-19.1%8,3667,59310.2%Other19,75217,87910.5%214,136183,31216.8%Total393,942395,567-0.4%5,031,2183,861,01430.3%Consolidated, it looks like this. The market is down only slightly. Nissan’s COO Toshiyuki Shiga said in a recent interview with The Nikkei [sub] that he thinks “sales declines in response to the end of the subsidy program should be limited.” And indeed, that appears to be the case.
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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Re. the main photo: Either the man in the picture is quite small in stature, or Kei cars aren't as small as I've imagined. It looks really tall! And rather big. From the picture, it looks like a slightly narrower Dodge Nitro or something.
That thing looks very sturdy, and like the doors would go THONKKKK.