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Not sure what "Japan's century" means to you apart from automotive industry competition, starting in the 70s, but I think we can agree, sales growth no longer depends on US market entry. Japanese brands produce as many vehicles as USA, in as many markets as USA, and leverages JV with both Euro, US, and Chinese manufacturers. Their share is wide and deep, especially in the global south.

OTOH, the US new car market has been collapsing (into the secondary market) for two decades, because of escalating MSRP (offset by manufacturers' finance ops) is beyond the reach of median HH income, where value, inventory, and preference for shitty mpg ICE vehicles converge. Moreover, average trade-in cycle ("lifespan") which ranged 4-7 years at the turn of the century is now around 12 years.

Doom of the day is strictly for American consumption

by Cat on Tue Dec 14th, 2021 at 07:49:05 PM EST
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