The Japanese Automotive Market: Driving Strong Demand In 2020 And Beyond

By Emma Regan

Source: Shutterstock

After the second world war, Japan needed to boost its economy and did so by manufacturing vehicles. Now, the nation is world-leading in the automotive industry and is widely known for its cutting-edge technology and invigorating ideas. Here, we look at how Japan has catered to the domestic and global market through its peculiar characteristics, response to globalized supply chains, shift to green technology, and how the worldwide pandemic has affected the Japanese automotive market.

Overview of the Japanese Automotive Market

The automotive sector in Japan is the third-largest automotive producing industry in the world, with 78 factories in 22 prefectures and employing over 5.5 million people, it is a major pillar of the country’s economy. Automotive manufacturing takes up 89% of the country’s manufacturing sector and auto parts suppliers have also grown a substantial part of Japan’s economy, spreading into other industries such as chemicals and rubber. It is a highly innovative and technology-driven industry, with increased production of hybrid and electric vehicles being brought onto the domestic and global market and an increase of supply and demand on an international scale.

Domestic brands such as Toyota, Nissan, Honda, Suzuki and Mitsubishi dominate the Japanese automotive market, with foreign-manufactured cars seen more as status symbols due to the incredibly high maintenance cost of imported vehicles. The majority of car owners reside in rural areas of Japan, while its urban population heavily relies on public transport.

Kei cars and motorcycles are also affordable alternatives to regular-sized cars and satisfy the country’s demand for convenience in tiny spaces, however, the Japanese automotive industry is becoming more environmentally aware thus consumers are moving away from motorcycles to bicycles and e-bikes.

Kei Cars

In order to cater to Japan’s limited space, ageing society and increase in single-person households, Japan’s automotive industry created ‘keijidōsha’ (軽自動車), light automobiles otherwise known as Kei cars. They are very small vehicles that benefit from certain tax insurance and regulations, making them much cheaper than regular passenger cars, but also easier to navigate in Japan’s metropolitan areas.

The success of Kei cars is limited to Japan, being bought mainly by first-time drivers and as a fashion statement by female drivers, yet they are sold across Europe. All of Japan’s major automotive brands manufacture ‘keijidōsha’, with 1.9 million sold within the last year and Honda’s N-Box dominating Japan’s light automobile sales in 2019.

Source: Shutterstock

Best-selling Brands in Japan’s Automotive Industry


Toyota is currently the top-selling vehicle brand in Japan, selling more cars than its competitors Nissan and Honda combined. In 2019, it sold 1.5 million vehicles in Japan and 10.7 million vehicles globally, an increase from the previous year. Yet its beginning was very humble, starting as a textile manufacturer in the mill town of Koromo, it is now one of the largest automakers in the world. The company has pushed boundaries, curated high-quality designs for practical and recreational use combined, and are responsible for pushing hybrid and electric cars to the forefront of the automotive sector in Japan with their model Toyota Prius- the best-selling passenger car model in Japan.

The company plans to release a two-seater electric vehicle later this year, predominantly aimed at older drivers and increase its global sales of electric vehicles to 5.5 million units by 2025. Not only does this accommodate the automotive sector in Japan, but it was recently announced that Toyota would collaborate with Hitachi and JR East on developing railway vehicles equipped with hybrid systems, and previously the company announced it would build a prototype ‘city of the future’, a fully-connected ecosystem powered by hydrogen fuel cells at the base of Mt. Fuji.

Source: Best Selling Cars


Nissan is one of the giants in the Japanese automotive market, selling over half a million units in 2019 and has also expanded into the global market.

The company is one of the oldest in the Japanese auto sector, established in 1911 and manufactured trucks and planes for the Japanese army during the Second World War. It has partnered with various foreign brands such as Austin and Prince Motor Company, however, it is more recently in a horizontal keiretsu (系列) between Renault and Mitsubishi- an expansive network of companies working tightly to maintain mutually beneficial strategic relationships. Together, they have sold 10.6 million units in 2019.

Growing demand for SUVs, light commercial vehicles and electric vehicles have helped Nissan’s sales numbers grow, with the keiretsu accounting for half of the electric vehicles sold worldwide back in 2016. The Nissan Leaf is one of these vehicles, now having sold 140,000 in Japan alone. In July, the company announced that its new Ayria crossover electronic vehicle will go on sale in Japan in 2021 and later in the year on a global scale.

Source: Nissan


Honda is another giant within the Japanese automotive market, almost 50% of automobile sales occurred in Japan and other Asian countries this year. Honda started by selling motorcycles in Japan post-war for the country to be mobile at a quick and affordable mass-producing rate. It became the biggest motorcycle in Japan in the 1950s, upholding that title with 45.6% of the market share in 2019, despite the recent decline of motorcycle sales in Japan. It is also now one of the biggest motorcycle brands in the world, along with Suzuki and Yamaha.

The company went onto manufacture cars during the 1960s and has since gone on to produce a wide variety, including Kei cars and electric vehicles. Recently, the company unveiled it would start selling its first mass-produced electric vehicle on October 30th in Japan, to increase the consumption of electric vehicles. Honda plans to have electric vehicles, fuel cell vehicles, and hybrids account for two-thirds of its cars globally by 2030.

Source: Japan Times


Famous for its product variety, Yamaha is a world-leading producer of motorcycles, marine products, intelligence machinery and from their sister company, musical instruments. It is the second-biggest motorcycle brand in Japan and the world, with a 43.5% share of net sales in Asia and generating ¥1.7 trillion globally in 2019. Established in 1955, the company produced its first motorcycle in the same year, it launched the YA1 by demonstrating it in a motorcycling race in Japan where rival companies such as Honda would also publicize the superiority of their products.

Over the years, Yamaha has continued this rivalry, yet when the domestic market in Japan started to shrink, the companies teamed up to devote more resources in other Asian markets. Similarly, it was revealed last year that Japan’s big four motorcycle brands would work together to make a unified standard for electric motorcycles, helping to make the Japanese automotive market even more sustainable. Yamaha also unveiled an electric scooter with the company Gogoro, and although it is set to hit the Taiwan market first, it is hoping to expand in the future.

Source: My News Desk


Suzuki is similar to Honda in that it’s a multifunctional company manufacturing automobiles, motorcycles, ATVs, engines, and wheelchairs. Starting out as a looming company, it is now part of the big four brands dominating the motorcycle world but also does exceptionally well in Japan with its range of Kei cars, sharing over 30% of the market in 2019.

In the 1980s, Suzuki entered a keiretsu with General Motors to start its expansion into the US market, which led onto expanding to countries such as India, Germany, Thailand and China. At the beginning of 2020, the company said it would follow in Yamaha’s footsteps by releasing an electric scooter onto the Indian market, joining the global sustainable vehicle race.

Source: Economic Times

Impact of Covid-19 on the Japanese Automotive Market

Like most industries, the Japanese automotive market has been affected by COVID-19. All Japanese automakers had to close production plants all around the world for safety measures. Japan sales declined sharply by 23% in June, with Toyota still being the best-forming brand, followed by Honda and Nissan. However, the Japanese automakers vowed to protect jobs against the worldwide pandemic, setting up a special fund for those who have been laid off to find jobs and even produced face masks.

The Future of the Japanese Automotive Market

While the global pandemic has had a massive impact on the automotive industry in Japan, it’s clear to see where the sector is going in terms of developing renewable, green technologies to be incorporated into vehicles. Demand for electric motorcycles is stronger now than ever before amid declining sales in Japan, so hopefully, these will be released on the Japanese automotive market soon enough and help spur growth in the sector. Japan remains to be a leader in this space, and the UK-Japan Trade Deal will also benefit the Japanese automotive market in the long run.

See also: IoT In Japan: Essential yet Lacking?

Keep checking back or follow us on LinkedIn, Facebook or Twitter to get notified about our latest posts. We’ll be adding more articles on technology developments and various sectors in Japan, so watch this space!

Alternatively, feel free to get in touch and see how we can help you develop your offering for the Japanese market.

Originally published at on October 20, 2020.



Cultural insight agency connecting Europe and Japan. Tokyoesque’s Market Readiness Score measures how to succeed in the world’s third largest market.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store

Cultural insight agency connecting Europe and Japan. Tokyoesque’s Market Readiness Score measures how to succeed in the world’s third largest market.