Japanese people buy cars, followed by brand, comfort first.
Among the popular domestic models in Japan in 2021, we cannot see even a luxury car, among the top 20 sales models, we cannot see a BBA model, and we cannot see Japanese local luxury brands such as Crown and Lexus .
You said that the Japanese exclude German luxury cars. I can understand that the BBA did not make it on the list, but their own Lexus, Crown, Acura , Infiniti, etc. were not on the list either. This fully illustrates one thing: the Japanese have almost zero desire to consume luxury cars.
Buy a luxury car and you will definitely be cut off. This is the consumption perception of Japanese people.
There are two reasons for rejecting luxury cars. One is that the income is not excellent enough. Luxury cars are a negative asset for consumers and a luxury product that increases the pressure of life. The other is that people are sober. Luxury cars cannot bring a better travel experience, nor can they bring excellent social value.
The Japanese belong to the second type, and the world is sober.
In 2021, Japan's per capita income reached US$40,000, or more than 200,000 yuan. Japanese people who hold more than 200,000 years of income do not consume luxury brands such as Lexus and BBA at all.
In the Japanese car selection list, Toyota row top 1, Suzuki row top 2, Honda and Nissan are also the first echelon of car selection. For them, economical and practicality have become the first choice.
Why?
The Japanese have very low demand for vehicles, and it is enough to meet the daily travel of AB points. Therefore, in this process, lower cost of car use is the key. Toyota, Honda and other brands have lower new car prices, and the reliability and stability are excellent. The most important thing is that the fuel consumption is very low, which brings unparalleled economic advantages.
The attribute of a car is a tool and must be linked to the economy. This is the Japanese car selection concept.
At the same time, Japanese industry itself does not have the gene to mass produce high-end brands, especially for local residents, and the consumer value formed is "pragmatic first".
The three largest luxury brands in Japan, Acura, Lexus and Infiniti, are not the largest market in Japan, but in the North American market. In fact, the original intention of these three luxury brands is to tell a good luxury story in the European market, rather than telling the luxury gimmick to local consumers.
Because in the eyes of enterprises, the essence of luxury is to package higher premium power through stories.
For local residents, Japanese companies "only sell" ordinary brands, in a sense, help local residents bypass the risk of becoming leeks and truly maximize their budgets.
A mature market must be a market that does not consume luxury brands. At present, Japan's automobile culture is indeed one dimension ahead of us. Even if it has an annual income of more than 200,000 yuan, do not over-consumption of a luxury brand.
For them, the essence of a luxury brand is still a car, and the so-called luxury brand is just a story packaged by the company. "De-high-end" is the performance that a mature consumer should have.
On the contrary, the market for over-consumption of luxury brands will definitely have a lot of room for growth.
The same market as the Japanese markets include the European and American markets. Although they consume luxury brands, their luxury brands are very low, and choosing luxury brands is a normal state.
Because in the eyes of European and American consumers, BBA, the luxury brand we think, is an ordinary brand in their opinion.
