17 August 2020

Kei Car Sales (By Brand) : 2015-19

The Daihatsu Tanto is a popular kei model

As mentioned in part one of the series, benefits for kei car ownership were scales back, and the percentage they commanded slipped from 42% to 38%. Not a seismic shift by any means but still noticeable. The two brands with most to lose slightly lessened their dependence on such models.

In 2019, Had two models in excess of 100,000 registrations (the Tanto & Move), while Suzuki only got one (the Spacia). Honda had its N-Box exceeding a quarter of a million sales and the Nissan Dayz went over the 150,000 mark.

Toyota has a small interest in the kei category, it still seems happy to leave that to its subsidiary brand Daihatsu. As for Toyota's four separate chains of car dealers, that's going to change as the size of the market continues to fall. Their ranges will be be more integrated to save on cost.

I presume the Suzuki Spacio is spacious within

The kei car remains a popular car in Japan. I can see that as a diminutive car in a congested city the logic of ownership. The fact they make them look funky as well no doubt adds to the appeal. I could see them having some export potential and they have on occasion done OK in that regard. The fact that they take over a third of total sales is impressive, even allowing for incentives.

Brand / Year 2019 2018 2017 2016 2015
Daihatsu 464,148 460,667 459,783 439,886 466,517
Kei % 91 93 94 98 100
Suzuki 433,499 441,098 410,785 379,278 427,233
Kei % 78 78 79 79 85
Honda 304,191 325,370 314,830 303,353 317,166
Kei % 46 46 45 44 45
Nissan 161,894 145,853 141,333 114,955 175,623
Kei % 35 29 29 26 36
Mitsubishi 45,595 45,929 43,424 37,436 47,815
Kei % 50 50 55 52 55
Mazda 29,238 32,873 29,929 29,581 34,570
Kei % 16 17 16 17 16
Subaru 15,892 18,218 20,935 19,360 23,567
Kei % 13 13 13 14 16
Toyota 24,669 25,627 22,284 21,061 18,554
Kei % 2 2 2 2 1
Total 1,479,455 1,495,961 1,443,635 1,345,240 1,511,398
Kei % 37 37 35 35 38

In following the boxy kei car theme of late, the Nissan Dayz.
It left me dazed too.

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