Japanese Automakers Back on Track, Edmunds.com Reports
SANTA MONICA - Edmunds.com reported that Japanese car manufacturers are finally back on track in the United States one year after the March 11, 2011, earthquakes that struck Japan.
The website reported that the market share for Japan’s top automakers - most notably Toyota and Honda - are back to pre-earthquake levels following a year of supply shortages and increased prices for some of the most popular vehicles.
“The March 11 earthquake and tsunamis revealed the vulnerabilities of Japan and its once-invincible automotive industry,” said Michelle Krebs, senior analyst at Edmunds.com. “But as humbling as the business fallout was in the weeks and months after the disaster, a lot of credit is due to top company executives who resourcefully restored business operations to ‘normal’ levels in less than a year.”
Japanese automakers did not feel the full business impact of the earthquake until the summer of 2011, according to Edmunds.com. During this time, market share and retention rates bottomed out at 12-month lows to the benefit of U.S., European and South Korean carmakers.
Japanese market share in the U.S. fell from 38.5 percent last February to 30.1 percent in June. The rate of customers trading in Japanese vehicles for other Japanese vehicles followed a similar trend.
As much as Japan struggled to maintain market share last summer, it also fought to reign in pricing, which rose quickly as a result of dwindling supply. From February to June, the average transaction price of a Japanese vehicle climbed $813, or 3.1 percent, to $27,239, Edmunds.com reported.
South Korean brands Hyundai and Kia prices also climbed more than three percent in this period, but their increases were due to brand momentum, as demonstrated by their significant market share growth. In the same period, average European brand prices climbed just 0.3 percent, while average American brand prices fell 0.9 percent.
By the end of last month, Japanese brands had almost fully rebounded to pre-earthquake levels, according to Edmunds.com. Japanese market share and trade-in loyalty are each less than one percentage point shy from where they stood last February. And the average transaction price for Japanese vehicles is back under $27,000 for the first time since the middle of last year.
“We quickly learned how strong and resilient the Japanese people and Japanese companies really are,” Krebs said. “Their automotive brands could have been down even longer, if not for the perseverance and hard work to get their plants up and running again.”
Market Share and Trade-in Loyalty by Brand Origin
Market Share | Purchase After Japanese Trade-Ins | |||||||||||
Origin | 11-Feb | 11-Jun | 12-Feb | 11-Feb | 11-Jun | 12-Feb | ||||||
Japan | 38.5% | 30.1% | 37.8% | 74.5% | 69.8% | 73.9% | ||||||
USA | 46.2% | 50.3% | 45.4% | 15.9% | 17.2% | 14.5% | ||||||
Europe | 6.8% | 8.6% | 7.6% | 4.5% | 6.0% | 4.8% | ||||||
S.Korea | 7.7% | 9.9% | 8.4% | 5.1% | 7.0% | 6.8% | ||||||
More Industry

RV Group Expands Carolina Footprint
Blue Compass RV Columbia Northeast is the 13th RV dealership owned by Blue Compass in the Carolinas.
Read More →
Agent Acumen
An Agent Summit panel of people who’ve been supporting auto dealers for years gave both timely and timeless advice for those starting out or mulling the prospect.
Read More →
Missed Maintenance Creates Opportunity
As families get back on the road and into daily school routines, service drives have an opportunity to capture customers who are behind on recommended vehicle maintenance.
Read More →
Mitsubishi Unveils U.S. Plan
The automaker announced a strategy that includes an expanded lineup and dealership presence, along with more ‘rugged’ and electric models.
Read More →
Selling to Grow
The question of whether you should sell your agency and if so, when, is up to you. But it’s a question worth asking to ensure you keep the business on the right path for yourself, employees and clients.
Read More →
Recalled Vehicles Hit 5-Year High
Though the number of events has fallen so far this year, impacted units are up significantly. Meanwhile, regulators consider consumer notification changes.
Read More →
Auto Group Acquires Top-Performing Rooftop
Car Pros sold its Kia Huntington Beach location to Sutherlin Automotive Group, marking the buyer’s third location in Southern California.
Read More →
China as Pacesetter
Automotive leaders huddled on where North America stands in the global picture and how it can strengthen its position against the Asian juggernaut’s surging industry.
Read More →
BMW Concept Car Makes Fuel to Burn
The prototype developed in concert with a South Carolina university engineering team generates more solar energy than it uses in a typical daily commute.
Read More →
South Carolina Auto Group Downsizes
Florida-based group Holler-Classic has acquired four rooftops, its first in South Carolina, from Dick Smith Automotive Group.
Read More →