On April 27 at their financial results conference, Daihatsu Motorâ€™s President Masanori Mitsui announced that its sales forecast for mini cars in Japan for the 2015 fiscal year has been lowered by 8% from the previous year to 630,000 units.
According to the Japan Automobile Manufacturers Association (JAMA), overall demand for mini cars is projected to decline by 13% this year due to the tax hike on light motor vehicles. As for Daihatsu, they are expected to maintain top shares of the mini car market.
In the 2014 calendar year, Suzuki, Daihatsuâ€™s rival for mini cars, regained top shares of the market. However, Daihatsu was able to maintain its top spot for the ninth consecutive year (since 2006) in the 2014 fiscal year.
Looking back on the sales battle, President Mitsui said, â€œIf you told me that it went overboard, that may have been true. Itâ€™s calmed down this year. Weâ€™re planning to take it easier in 2015.â€ On the other hand, he also stated his desire to strengthen Daihatsuâ€™s product appeal by â€œaiming to introduce new products and technologies this year that will entice our customersâ€.
(Translated by Travis Yamabata)