16 August 2020

Kei Car Sales (By Brand) : 2010-14

The N-Box hit a sweet spot as far as the Japanese car buying public were concerned. Obviously not designed for open road driving

The Kei car market gained its share of the market, going from 32% in 2010 to 42% in 2014. Suzuki and Daihatsu still dominated. Suzuki had four models exceeding 100,000 sales and Daihatsu three. However, honda made a big move due to the introduction of the N-Box model. Nissan had the Dayz while the eK model was very important to Mitsubishi, accounting for over half of the brand's registrations in the country.

To explain how Toyota are so strong in Japan without resorting to kei cars is as follows. Four dealership chains handle Toyota's domestic sales. Those named "Toyota" dealers sell premium vehicles, "Toyopet" dealers champion medium-priced cars, "Corolla" dealers purvey mainstream models, and "Netz" dealers aim to woo younger drivers. Each of the afore mentioned chains has exclusive vehicles.

Brand / Year 2014 2013 2012 2011 2010
Suzuki 555,706 479,479 442,057 360,327 425,620
Kei % 88 86 83 82 88
Daihatsu 545,871 516,725 548,291 426,567 471,414
Kei % 100 100 99 99 99
Honda 369,772 373,128 288,648 98,477 114,794
Kei % 45 51 41 21 19
Nissan 210,847 153,591 123,746 122,208 123,730
Kei % 37 27 22 24 22
Mitsubishi 59,589 52,984 47,963 56,499 66,532
Kei % 58 50 45 52 50
Mazda 46,376 46,425 41,671 35,066 38,903
Kei % 23 23 22 21 20
Subaru 27,074 38,030 32,995 33,716 43,604
Kei % 18 23 23 31 36
Toyota 23,756 29,708 32,284 5,866
Kei % 2 2 2 1
Total 1,839,356 1,690,429 1,557,990 1,139,056 1,284,931
Kei % 42 39 36 34 32

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