일본 경자동차산업의 시장환경과 그 특이점에 관한 연구

A Study on the Market Environment and Characteristics of Japan’s Mini Vehicles Industry

Purpose: In this paper, we analyzed the secrets of popularity, characteristics of users, usage status, and social utility of mini vehicles in Japan. The key points revealed on this basis are as follows. Research design, data, and methodology: Japan’s auto sales market was about 40% for mini vehicles, 55% for general cars and 5% for imported cars. Sales of mini vehicles were also in high demand, accounting for one-third of the global market. The number of mini vehicles owned exceeded 30 million units as of 2019, accounting for about 40% of the total number of cars owned. The main owner of the mini vehicles was “Women” and was an important means of daily transportation such as commuting and shopping. Results: Japan’s mini vehicles were manufactured to reflect social and cultural characteristics, making them a “non-tariff barriers” for foreign car makers. The biggest factor in the popularity of mini vehicles was “economic feasibility.” The cost of maintenance (taxes) and purchase of vehicles was lower than that of general cars. The next most important thing for consumers was the convenience of use, such as the convenience of driving narrow roads and parking. For people living in rural areas, mini vehicles were replacing public transportation. Therefore, mini vehicles were a valuable life line in rural areas. Implications: Mini vehicles were making huge contributions to employment. About 20% of the total auto production was mini vehicles, all of which were produced in Japan. The impact on road damage was also much smaller than that of general cars, contributing to social cost savings.