Japan In February 2012: Market In Full Bloom

by Bertel Schmitt

Published: March 2nd, 2012

japan in february 2012 market in full bloom

When Toyota announced an ambitious sales plan for 2012, and the intention to raise sales in Japan by 36 percent, a common reaction was: “Excuse me?”

In February 2011, sales of passenger vehicles excluding minivehicles had been down 14.3 percent. Sales in Japan had been down for most of the year, as a result of cut subsidies. When smaller inducements came back in fall, sales were up again. We are comparing with a low base. As matters are coming back to normal we better get used to a stretch of double digit gains.

Compared to the low base, Toyota’s plan is entirely doable. So far, the market complies and Toyota is on target.

February 2012 Sales Japan, Excluding Minivehicles

ManufacturerFeb’12Feb’11YoYYTD’12YTD’11ChangeDaihatsu2872860.3%486555-12.4%Hino3,0942,60918.6%5,4524,64117.5%Honda50,44034,38746.7%94,70962,18752.3%Isuzu4,6573,16447.2%8,1015,30952.6%Lexus3,5543,4732.3%6,7126,09110.2%Mazda14,11513,3815.5%26,97724,6009.7%Mitsubishi5,6554,28532.0%10,4048,00929.9%Mitsubishi Fuso2,6381,88440.0%4,6463,26342.4%Nissan55,67944,21225.9%95,32973,43429.8%Subaru7,6067,4062.7%13,52312,29710.0%Suzuki7,6137,632-0.2%13,98414,052-0.5%Toyota158,877115,00038.2%283,510199,72641.9%UD Trucks69060015.0%1,2451,01722.4%Other18,30814,31527.9%31,40224,60727.6%Total333,213252,63431.9%596,480439,78835.6%

In February, Japan’s domestic sales of new cars, trucks and buses excluding minivehicles rose 31.9 percent from a year earlier to 333,213 vehicles, the Japan Automobile Dealers Association says. The market is up for the sixth consecutive month.

February 2012 Sales Japan, Minivehicles

ManufacturerFeb’12Feb’11YoYYTD’12YTD’11ChangeSuzuki52,01845,33914.7%94,34682,81013.9%Daihatsu63,96950,93725.6%117,76392,98326.7%Mitsubishi8,8759,481-6.4%16,22216,1860.2%Subaru9,5728,18716.9%18,32714,13129.7%Honda26,71514,35386.1%46,49425,01185.9%Mazda5,2474,19125.2%9,8708,00623.3%Nissan16,44016,1671.7%29,77127,8656.8%Toyota3,57406,273Other330.0%46-33.3%Total186,413148,65825.4%339,070266,99827.0%

Sales of minivehicles were up 27 percent to 186,413 units in February, data of the Japan Mini Vehicles Association shows. The share of minivehicles was 36 percent in February.

February 2012 Sales Japan, All Vehicles

ManufacturerFeb’12Feb’11YoYMS Feb’12MS Feb’11Daihatsu64,25651,22325.4%12.4%12.8%Hino3,0942,60918.6%0.6%0.7%Honda77,15548,74058.3%14.8%12.1%Isuzu4,6573,16447.2%0.9%0.8%Lexus3,5543,4732.3%0.7%0.9%Mazda19,36217,57210.2%3.7%4.4%Mitsubishi14,53013,7665.5%2.8%3.4%Mitsubishi Fuso2,6381,88440.0%0.5%0.5%Nissan72,11960,37919.4%13.9%15.0%Subaru17,17815,59310.2%3.3%3.9%Suzuki59,63152,97112.6%11.5%13.2%Toyota162,451115,00041.3%31.3%28.7%UD Trucks69060015.0%0.1%0.1%Other18,31114,31827.9%3.5%3.6%Total519,626401,29229.5%

Overall, the market is up 29.5 percent. Toyota and Honda are gaining, Nissan and Suzuki are losing market share.

#BertelSchmitt #February2012 #Japan #Sales

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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Mike978 on Mar 02, 2012

Bertel - I was one of those wondering how Toyota would increase by 36% in Japan during 2012. Thanks for the explanation of starting from a low base (a bit like Chrysler is doing). Toyota (and Honda) did out perform the market in Japan. But they both under-performed the growing market in the US in February. So a mixed bag.

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