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Point 2
Development Race for the Next Generation Engine |
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While gasoline engines were the predominant automobile engines of the past, energy-efficient cars came to be sought due to tighter environmental standards, such as auto emission countermeasures, and issues related to global warming. In 1997, TMC launched the Toyota Prius, a hybrid car. This resulted in a conversion of the automobile engine paradigm. The Prius, a car that alternates between a gasoline engine and an electric motor for its power, became a hit shortly after its launch. 160 thousand were manufactured by 2003. TMC implemented not only a full model change of the Prius in the autumn of 2003 but also introduced hybrid engines to some of its other models, such as in the Estima Hybrid and the Crown Sedan Mild Hybrid.
The automaker is advancing the strengthening of its hybrid car lineup. Furthermore, Honda has already released its hybrid car, the Insight. The company has also introduced hybrid engines to the Civic, one of its leading models.
Making things difficult here is the fact that it is still unknown what type of engine will become the mainstream engine replacing gasoline engines. |
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F1 in 2004 Monaco Grand Prix |
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The greatest focus is placed on fuel cell vehicles since it is fueled by hydrogen and is low in the emission of carbon dioxide, high in heat efficiency, and produces little noise and vibration. However, it will not only take some time before they become commercially viable but will also necessitate the setting up of an infrastructure, such as a "hydrogen stations," in order for them to spread. Furthermore, even if fuel cell cars should be popularized in developed countries, a prerequisite for such cars to sell in developing countries like China and India is that the income level rises to become one on par with developed countries.
Although TMC and other Japanese automakers are ahead of others in terms of hybrid cars, it is unknown whether Japan will be able to maintain its edge through other types of next-generation engine vehicles such as in fuel cell cars. This is one of the points that an eye should be kept on from now on. |
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Point 3
Can Japanese Automakers Develop Emerging Markets such as China? |
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Now that the automotive markets in developed countries and regions such as the U.S., Europe and Japan have entered a state of maturity, the new battleground for automakers around the world will be emerging markets such as BRICs (Brazil, Russia, India and China) and Eastern Europe. Among them, the most important market will be China.
At 4.50 million vehicles n 2003, the production of automobiles in China surpassed that of France. This placed China in the number 4 position following the United States, Japan and Germany. |
Showroom of Nissan Motor Co., Ltd. at Ginza 4-chome, Tokyo |
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It is thought that high growth will continue yearly with automobile production reaching 10 million, a level similar to that of Japan, by 2010. Partly because Japanese automakers had no choice but to prioritize local production in major export markets such as the U.S. and Europe, European and American manufactures have taken a lead over Japan in China. Germany's Volkswagen manufactures the Passat, Jetta, etc. in China through a joint venture with the Shanghai Automotive Industry Corporation and First Automobile Works, and it has a high share of the Chinese market. |
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Meanwhile, Japanese automakers, which got a late start, launched their strategies for China from the late 1990s. Honda manufactures the Accord and Odyssey in China through a joint venture with Guangzhou Automobile Group Co., Ltd., and Nissan is producing the Sunny in Guangzhou City and Szechuan Province through a joint venture with DongFeng Motor Corporation. TMC, which began joint-venture production of the Vios with Tianjin Automotive Xiali Co., Ltd., an affiliate of First Automobile Works, also established a joint venture with Guangzhou Automobile Group Co., Ltd. TMC is now preparing for the local production of the Camry in China.
The success or failure of a strategy for China, which has the potential of becoming the biggest market in the 21st century, will be a key that will greatly influence the future map of the global automotive industry. |
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