Japan Mobility Show 2025: Focus on the Kei Cars: The Japanese market
- 说明
Japan Mobility Show 2025: Focus on the Kei Cars: The Japanese market
- Japan was the first country to regulate its automotive market in favour of ultra-compact vehicles. These mini cars, known locally as “Kei-jidōsha” or simply Kei cars, occupy a distinct and enduring segment of Japan’s mobility landscape. To qualify as a Kei car, a vehicle must not exceed 3.4 meters in length, 1.48 meters in width, or 2 meters in height. Engine output is capped at 64 horsepower (47 kW), and displacement is limited to 660 cc. Notably, these restrictions apply to both internal combustion and battery-electric Kei cars. There are, however, no weight limitations, allowing extra battery mass in electric variants without altering the prescribed dimensional standards.
- In recent years, Kei cars have accounted for 35% to 39% of Japan’s passenger car market. In the first nine months of 2025, their share slipped to 32%, reflecting a decline in an already shrinking domestic market. Most Kei cars are powered by small combustion engines, though mild hybrids have become increasingly common. Fully electric Kei cars, however, remain a rarity.
- The roots of Japan’s Kei car segment reach back to the post–World War II era, when the nation was rebuilding amid severe material shortages and widespread poverty. The government sought to promote small, affordable, and fuel-efficient vehicles that could be produced economically and made accessible to a broad segment of the population. These cars not only stimulated economic recovery but also enhanced personal mobility at a critical moment in Japan’s modernization.
- Eighty years later, Kei cars remain a cornerstone of Japanese mobility culture. Their enduring appeal lies in their practicality, compact dimensions, and urban suitability. In a country where land is scarce and cities are densely populate, small and agile vehicles make perfect sense, further cementing their status as an integral part of everyday life in Japan. Kei cars also benefit from tax incentives, lower insurance costs, and simplified registration procedures.
Japan Mobility Show 2025: Introduction
- 说明
Japan Mobility Show 2025: Introduction
- The event formerly known as the Tokyo Motor Show has been rebranded as the Japan Mobility Show (JMS) and will open on October 29, 2025, at Tokyo Big Sight in Koto Ward, Tokyo Bay. Traditionally held every one to two years (with a pause during the COVID-19 pandemic), the show was once among the world’s five major automotive exhibitions—alongside those in Frankfurt, Detroit, Geneva, and Paris.
- While the IAA in Munich has successfully reinvented itself, Paris and Detroit continue to search for their own way, and the Geneva Motor Show has already withdrawn from the global stage. Meanwhile, auto shows in China and technical shows expos have become increasingly significant to the industry. Against this backdrop, it will be interesting to see how Tokyo asserts its position in today’s evolving landscape.
- The show’s new name reflects a broader vision: Japan’s automotive industry is now fully embracing diverse forms of mobility beyond traditional automobiles—a trend that began years ago, particularly in the context of personal mobility for the elderly, but was not previously captured in the event’s name. Recent announcements by carmakers confirm this shift, with boats, bicycles, and flying vehicles set to appear alongside conventional cars. The Japan Automobile carmakers Association (JAMA) has also announced a record 480 exhibitors for this year’s event.
- Based on the participant list released so far, the show will be dominated by domestic Japanese companies. This contrasts with European auto shows, which are also largely national in focus but tend to feature strong Chinese participation. The situation mirrors Japan’s current automotive market, which is overwhelmingly controlled by local carmakers. Foreign brands often find it challenging to gain traction in Japan, where one company—Toyota—stands out as the clear leader. Now the world’s largest carmaker, Toyota continues to outpace its domestic rivals, who are gradually losing market share. It will be interesting to observe how this dominance is reflected in this year’s show.
- Japan remains the only major country to continue prioritizing full hybrid (F-HEV) technology, while Europe and China are focused mainly on battery electric vehicles (BEVs), and the United States largely maintains its emphasis on combustion engines.
- One tradition, however, remains unchanged: the Tokyo show’s long-standing reputation for showcasing concept cars, design studies, and prototypes. Judging by the announcements from participating carmakers, this hallmark focus will continue at the Japan Mobility Show—albeit under a new name and with a slightly updated format. Once again, concept cars will take centre stage in Tokyo.
- Japan is well known for its regulations governing mini cars, known as “Kei cars.” It is particularly interesting to examine the new developments in this segment showcased at the Japan Mobility Show, especially as discussions about introducing a European equivalent of the Kei car regulations are beginning to emerge. The following pages provide an analysis of this market and the latest kei cars novelties presented at the Japan Mobility Show (JMS).
Tesla to enter Indian market in second half of 2025
- 说明
Tesla to enter Indian market in second half of 2025
- The United States, China and Europe (30 countries = EU + United Kingdom + Switzerland + Norway) are the three main markets for the American brand of battery electric cars Tesla, joined in 2025 by Turkey which bought 12,320 units during the first six months of the year, which suggests a sales volume of 25,000 units over the whole year. But Inovev is rather counting on 50,000 sales due to a slow but gradual ramp-up of the Tesla brand in Turkey (sales in June 2025 thus reached 7,235 units). This figure, if reached, would represent a volume of a European country like France or England, which was unhoped for a year ago.
- In the second half of 2025, Tesla has decided to invest in a new market, the Indian market, the fourth largest market in the world, behind China, the United States and Europe (30 countries). But a market that is still not very keen on battery electric cars.
- In fact, India will only have purchased 2.7% of battery electric vehicles in 2024, or around 110,000 units. But according to all experts, this market seems to offer growth opportunities in the BEV category.
- In the Indian market, Tesla will be positioned in the Premium segment given its relatively high prices ($70,000 to $80,000 per unit) and its positioning in the D segment with its Model 3 and Model Y, in a country that mainly buys cars from the A and B segments. In this context, the American carmaker is counting on 2,000 annual sales between 2026 and 2030. In 2030, experts expect the Indian market to represent 1.1 million battery electric vehicles in 2030, all brands combined.
The new Renault Boréal will be reserved for emerging countries
- 说明
The new Renault Boréal will be reserved for emerging countries
- Renault is launching a new SUV that will be reserved (presumably) for emerging markets. It's the Boréal, a C-segment SUV that is aesthetically and mechanically very similar to the recent Dacia Bigster, which has been on sale in Europe for a few months. Presented in Brazil, the Renault Boréal will be sold in five markets: Latin America, Morocco, Turkey, India, and South Korea, where the Dacia brand has little presence or is even unknown, while the Renault brand is well-established and well-known.
- Let us recall that Renault's non-European markets represented 35% of the brand's overall sales in 2024, or 560,000 units out of a total of 1,577,000 vehicles (including 167,000 in Turkey, 139,000 in Brazil, 67,500 in Morocco, 42,000 in India, 40,000 in Korea, 35,500 in Argentina, 30,000 in Mexico and 25,000 in Colombia).
- Following the launch of the Kardian and Duster in 2023, then the Grand Koléos in 2024, the Boréal is the fourth SUV launched by Renault for emerging countries. Based on the RGMP platform derived from the CMF-B platform of the Dacia Duster and Dacia Bigster, the Renault Boréal has a length of 4.56 m and a width of 1.84 m, dimensions close to those of the Dacia Bigster.
- Production of the model will initially be concentrated at the Curitiba site (Brazil) for all of Latin America and at the Bursa site (Turkey) for all of the Middle East and Morocco. It is true that the Tangier site in Morocco (which produces the Dacia Sandero for all of Europe) is now practically saturated. For India and South Korea, no details have yet been given, but it is likely that the Boréal will be produced in the short term in these two countries for their domestic markets.
Despite Renault's help, Mitsubishi fails to relaunch in Europe
- 说明
Despite Renault's help, Mitsubishi fails to relaunch in Europe
- The Japanese carmaker Mitsubishi, which is gradually moving away from its main shareholder Nissan (which is struggling with inextricable financial difficulties), decided three years ago to relaunch its sales in the European market (30 countries = EU + United Kingdom + Switzerland + Norway), after having lost a lot of influence there between 2000 and 2022, going from 200,000 to 50,000 sales in this market, thus losing 75% of its sales in 22 years. At the time, Mitsubishi even questioned its withdrawal from Europe.
(See Auto Analyse 2021-09-7 of 04/19/2021).
(See Auto Analyse 2021-09-7 of 04/19/2021).
- Rebranded Renault models was a quick and inexpensive solution. The models chosen were initially the Renault Clio (B-segment sedan) and Captur (B-segment SUV) sold under the Mitsubishi Colt and Mitsubishi ASX names, two traditional names for the Japanese carmaker. These two models began their careers from the second half of 2023.
- These two models have contributed to Mitsubishi's sales in Europe increasing from 40,000 units in 2023 to 60,000 in 2024, but according to Inovev and based on sales figures recorded during the first half of 2025, these sales will not reach the volume observed in 2024 over the whole of 2025.
- Mitsubishi will launch a third model at the end of this year, the Grandis (another traditional Mitsubishi name) which is nothing other than a rebadged Renault Symbioz, but this model will not achieve either the sales volume hoped for by the carmaker or the sales volume of Mitsubishi from the years 2000-2020.