The number of vehicles sold in Japan in general continued to decline over the review period, with the shrinking population of drivers behind this. Japan’s population is concentrated in urban areas where public transportation such as trains and buses are conveniently available.
The 45th Tokyo Motor Show was held from October-November 2017 with a total 771,200 visitors attending. Tokyo Motor Show is held every two years and in 2017 the main theme of the show was ‘Beyond the motor’ with manufacturers introducing new technology and trends.
The usage of care sharing services has been rapidly increasing in Japan especially in urban areas. Many believe that it is more cost efficient compared to owning a car and paying maintenance and parking fees.
Daimler AG continues to lead luxury cars in Japan in 2018 with its range of Mercedes-Benz cars, with a strong line-up of SUVs and unique services helping it to increase its value share. In 2018, Daimler AG partnered with NTT Docomo Inc to be involved in a free-of-charge test drive service whereby service users can test drive the company’s cars for a maximum of two hours unsupervised.
In 2018, domestic player Toyota Motor Corp further accelerated the branding strategy for Lexus by going beyond the automotive industry and tapping into other luxury goods such as personal accessories and food. In March 2018, large mixed retailer Tokyo Midtown Hibiya opened, with the 35-story building including offices, shopping, dining, and entertainment facilities.
Tesla saw strong growth in its value share in 2017 with it benefiting from its position as the sole provider of luxury electric cars in Japan and the widespread media attention that it has received as a result. However, over the review period it is set to face a wave of competition from leading brands which are set to introduce their own electric cars.
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