Japanese Drivers Show Strong Preference for Local Brands, but Jeep Stands Out
Japanese drivers exhibit a notable preference for domestic vehicles, often only considering foreign brands when they seek something luxurious or distinctive.
For instance, premium brands like Ferrari and Lamborghini outpace their American counterparts, such as Chevrolet and Cadillac, in sales. Ford has even withdrawn from the Japanese market entirely, and its attempt to introduce the Mustang did little to stir interest among Japanese consumers.
Despite this trend, Jeep has emerged as a remarkable exception. According to reports from Automotive News, although Jeep’s sales figures are modest relative to Japanese brands, the iconic off-road company has sold 6,344 units in Japan from January to August 2017. In contrast, Chevrolet managed to sell only 373 vehicles during the same period. Jeep’s sales in Japan increased by 6.9 percent in the first quarter of 2017, making it the seventh most successful imported brand in the country.
Among the Jeep models gaining popularity in Japan are the Renegade and the Wrangler. The compact Renegade is favored for its size, which suits the narrow streets of Japan, while the Wrangler ranks as the fourth-largest market for this model worldwide.
What explains Japan’s affection for Jeep? A key factor is the brand’s proactive approach to the Japanese market. Jeep produces all its models in right-hand drive, modifies drivetrains to qualify for eco-car incentives, and incorporates Japanese navigation systems. Additionally, the vehicles come equipped with folding side mirrors, a practical feature for navigating Japan’s tight parking conditions.
Rather than simply importing SUVs into Japan, Jeep is making a concerted effort to connect with local consumers, resulting in a fruitful strategy.
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