I don't know if you feel this way, but in recent years, fewer and fewer people have bought Japanese cars...
Japanese cars used to have the highest market share in China, and in 2008, Japanese cars had a 30% share of the passenger car market in China79%, this peak record has not been broken to this day. In 2019, German cars had a market share of 24 percent in China's passenger car market2%, still not surpassing the glory of the Japanese system.
However, the Chinese market of Japanese cars has been seriously tested, according to the statistics of the Passenger Car Association, in 2023, the retail sales of Japanese cars in China will be about 3.7 million, a year-on-year decrease of 99%, and the sales share fell for three consecutive years, falling to 17%, breaking through the record low.
Fuel-efficient, durable, and value retained, this is the impression that Chinese consumers have of Japanese cars for many years, and it is with these labels that Japanese cars have sold well in the Chinese market for decades. But all this, in the end, can not escape the impact of new energy vehicles. In recent years, China's new energy vehicles have developed rapidly, BYD, Weilai, Xiaopeng and other car companies continue to make efforts, coupled with the first subsidies for new energy vehicles, therefore, the rapid development of the new energy vehicle market has actually produced a diversion and substitution effect on Japanese cars. Under a number of diversions, the market share of fuel vehicles of Japanese automakers is being rapidly divided.
Many people will ask, don't Japanese cars produce new energy vehicles? In fact, they also produce, but consumers don't choose it. In the first half of 2023,Only 2 Japanese cars were sold5% comes from new energy vehicles. In the entire NEV market, the share of Japanese brands is only 15%。In other words, if you were asked to buy a new energy vehicle, would you choose a Japanese car?
As new energy vehicles gradually replace traditional fuel vehicles, the influence of Japanese brands on consumers' car purchase decisions is weakening. More and more potential consumers are more inclined to choose Chinese brand new energy vehicles in the same ** range, or turn to high-end emerging brands in pursuit of higher quality. Whichever one they choose, this reflects the fact that consumers are gradually distancing themselves from traditional joint venture fuel vehicles.
In addition, the legend of Japanese cars to preserve their value has gradually been broken. In the past, Japanese cars were known for their value retention, and according to the data of the China Automobile Association in the first half of 2023, Lexus ranked among the top 20 in terms of value retention.
Second, Toyota ranked.
3. Honda ranked eighth. Looking at the data,In 2022, the three-year value retention rate of Japanese cars reached 79%, and in the first half of 2023, it was only 67%.52%, a decrease of nearly 12%.
Changes in the three-year retention rate of used cars of major mainstream brands.
The main reason for not maintaining value is that Japanese cars are now selling low, so they can only increase sales through large discounts and cutting down the **, and the new car has a large discount and a low **, which will naturally lead to the previous car being worthless.
Of course, Japan's discharge of nuclear wastewater has also led to a deterioration in the overall perception of Japan by global consumers, which will also affect the sales of Japanese goods, the most important of which is automobiles.
Therefore, there are many reasons for the decline in Japanese car sales, but it is undeniable that Japanese cars still occupy an absolute advantage at the global level, so domestic car companies should make persistent efforts to win more market share when their opponents are "at a loss".