At an April 27 Tokyo press conference to discuss financial results, Daihatsu Motor Co. Senior Managing Executive Director Ichiro Yoshitake said that the new Wake is aimed at a new demographic for the company and that, and that with the similarly tall Tanto, the company had managed to create a new market segment.
He explained the sales situation of the new Wake, which was introduced last November. “We set a sales goal of 5,000 units per month,” he said, “but sales are holding steady at 7,000 per month. We’re targeting a new male demographic for the Wake along with the Tanto. This is a demographic that likes the outdoors and usually drives minivans.”
About the Tanto, he expressed confidence that, “We’ve created a new market segment. I think we’re creating a new vehicle category.”
(Translated by Greg Scott)