Japan’s leading automakers are on a mission to showcase their commitment to carbon neutrality and transportation innovation at the highly anticipated Japan Mobility Show this week. The event marks the successor to the revered Tokyo Motor Show, a platform that started in 1954 and drew over 1.3 million enthusiasts in 2019. This year, organizers have set a target of a million attendees, aiming to reignite the passion after a pandemic-induced break.
Top names like Toyota Motor, Honda Motor, and Nissan Motor have often faced criticism for their seemingly slow response to phasing out gasoline-powered vehicles. But this time, they are poised to make a statement. Electric vehicle (EV) concepts will dominate their displays, reinforcing their drive to popularize battery-powered vehicles on Japanese streets in the foreseeable future.
While Japan has been a forerunner in pioneering petrol-electric hybrid technologies, it has lagged in embracing the full EV transition. A mere 1.5% of new cars sold in Japan in 2022 were battery-electric, a stark contrast to the nearly 20% in China. Masami Tanaka, the director-general of the Japan Automobile Manufacturers Association’s Next-Generation Mobility Division, pointed out the challenges, stating, “Rising energy and labor costs make it tough to manufacture and sell cars in Japan. Vital industries require more backing to drive the nation’s economic momentum.”
Interestingly, Japan’s automotive giants have been advocating a multi-faceted approach to curbing emissions, drawing criticism from environmentalists who argue for a faster EV shift. The upcoming show will serve as a platform for almost 500 companies, albeit with a limited international presence. Only three overseas manufacturers – China’s BYD, Germany’s Mercedes-Benz Group, and BMW – have chosen to display their innovations.
While these global giants have indeed ventured into the Japanese EV market, their initial sales outcomes have been lackluster. According to Tatsuo Yoshida, a senior auto analyst at Bloomberg Intelligence, the growth potential for brands like BYD remains limited in Japan.
As a highlight, Toyota’s premium Lexus brand will unveil a series of electric concept cars, reflecting its renewed electrification focus declared recently. Also, expect to see Toyota’s FT-3e SUV and a sports car titled FT-Se. Nissan is set to intrigue with four concept EVs, including the Hyper Urban crossover and the Hyper Punk compact, featuring futuristic, avant-garde designs.
Honda, Subaru, and Suzuki Motor are not far behind, each gearing up to present their electric sports car concepts and a mini electric wagon respectively.
While Japanese car giants have pledged to amplify EV production and reduce overall emissions, mass-market models that could rival the likes of BYD or Tesla are expected only around 2025.
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