{"id":734,"date":"2009-03-25T14:06:37","date_gmt":"2009-03-25T14:06:37","guid":{"rendered":"http:\/\/www.influx.co.uk\/wordpress\/?p=734"},"modified":"2022-12-07T16:38:31","modified_gmt":"2022-12-07T16:38:31","slug":"japanese-cars-take-over","status":"publish","type":"post","link":"https:\/\/www.adrianflux.co.uk\/influx\/features\/japanese-cars-take-over\/","title":{"rendered":"Japanissimo!"},"content":{"rendered":"
\"japan_1\"<\/figure>\n

Japan\u2019s final victory in its long campaign to dominate the global car industry only came last year. General Motors had been the world\u2019s biggest carmaker for 75 years, and last year celebrated its centenary. Toyota\u2019s birthday gift to the General was to steal his long-held, long-cherished number-one slot. Japan overtook Germany as the world\u2019s biggest car exporter back in \u201974, and the US as the world\u2019s biggest carmaker in 1980, but it took until 2008 for a Japanese carmaker to become the biggest in the world.<\/p>\n

And when it finally came, it was a very Japanese victory. There was no corporate crowing. Toyota\u2019s bosses wouldn\u2019t discuss it; not even a press release was issued. Maybe they\u2019d foreseen the cataclysmic sales slump that has since hit every major carmaker, Toyota included, and decided that making a big noise about numbers would be a bad idea.<\/p>\n

But the slump won\u2019t threaten Toyota\u2019s number one position. And what do you notice about those two other red-letter dates in Japan\u2019s automotive history? Each follows a major global economic crisis, namely the oil panics of \u201973 and \u201979. In each case Japan\u2019s car industry was hit hard. But in each case, as the world\u2019s economy rebounded, chastened car buyers wanted more of the small, reliable, economical and affordable cars the Japanese build so brilliantly. You can count on the same thing happening again.<\/p>\n

\"Honda,<\/figure>\n

So where did it all go right for Japan? As a global car superpower, it was a very late starter. In the 1920s and \u201830s, as the US and European carmakers were bringing motoring to the masses and building fabulous Bugattis and Duesenbergs, the Japanese government classed anything with four wheels and an engine as a munition, and controlled what was built. So the first Japanese car firms \u2013 Mitsubishi, Isuzu, Mazda and Toyota \u2013 mostly built grim military trucks.<\/p>\n

But the government also passed an act which made it almost impossible for foreign carmakers to continue to operate in Japan. Ford and GM established themselves in Europe before the war and still dominate. They also controlled virtually all of Japan\u2019s car production until the mid-\u201830s, and might still do if they hadn\u2019t been booted out.<\/p>\n

The Americans might have lost another opportunity to stifle Japan\u2019s nascent car industry during the war, when a massive bombing mission on Toyota\u2019s main factory was called off after the A-bombs were dropped and Japan capitulated. Not that Toyota and its rivals then had it easy; in the bleak post-war years they were reduced to making pots and pans to keep their factories open.<\/p>\n

But the Americans helped out again, twice. First, while still controlling Japan they banned car production. So the Japanese concentrated on building cheap, efficient motorbikes, which found an instant, vast and desperate global market. By 1960, Japan was the biggest bike maker in the world, and firms like Honda and Suzuki got their start. Then the Korean War brought US money flowing into Japan, creating demand for military trucks, reopening the car factories and supercharging the Japanese economy.<\/p>\n

\"japan_3\"<\/figure>\n

But the real inflection point came in 1955. The Japanese government again stepped in, but this time with a positive suggestion. It proposed a \u2018people\u2019s car\u2019; something small, light and cheap that cash-strapped post-war car buyers could reasonably aspire to, with tax breaks to encourage firms to build them and buyers to buy them. It was the birth of the \u2018kei-car\u2019: the tiny, distinctive city transport still popular in Japan today. But more importantly it brilliantly foresaw the kind of car the world would want in two decades\u2019 time, and it wasn\u2019t the gross-out, gas-guzzling, wings\u2019n\u2019fins monstrosities that Detroit was producing.<\/p>\n

Japan\u2019s small-car expertise is the single most important reason for its success. But the Japanese also pushed hard to export them or \u2013 better \u2013 make them overseas, and built them with an efficiency and quality never seen before. Taiichi Ohno rose from the factory floor to create the fabled Toyota Production System; an obsessive-compulsive\u2019s guide to carmaking now studied in business schools around the world, complete with its own language and the reason Toyotas have won die-hard loyalty for their utter dependability. \u201cIf you want to go into the Outback, take a Land Rover,\u201d runs an old Australian saying. \u201cBut if you want to come back, take a Land Cruiser.\u201d<\/p>\n

Japan\u2019s reputation as a purveyor of passionless white-good-on-wheels is undeserved. True, their engineers\u2019 passion is directed more towards faultless build quality than naked dynamism, but that\u2019s hardly a bad thing. But this is also a car industry that got into Formula One and world rallying in the \u201860s, as soon as it could afford to. Honda\u2019s first car was a sports car, and Nissan-Datsun\u2019s 240Z one of the seminal sports cars of the \u201860s and \u201870s.<\/p>\n

\"japan_4\"<\/figure>\n

But it wasn\u2019t until 1989 that the Japanese really started to cut loose, launching the Mazda MX-5, which would become the world\u2019s best-selling sports car, and the Lexus brand, which showed the Japanese could do luxury as well as \u2013 or better than \u2013 the Europeans. In 1990 came the incomparable Honda NSX, which married Ferrari looks and responses to Corolla reliability and running costs. And from \u201992, Subaru and Mitsubishi put increasingly absurd amounts of power into the road-going saloon versions of their world rally cars.<\/p>\n

All of these cars, and others, have fanatical followings at home and abroad, but it\u2019s still hard to get excited about any aspect of a Toyota Avensis. Our feelings about Japanese cars run from utter indifference to total obsession. That won\u2019t change. Right now, the Japanese car makers are hard at work on the plug-in hybrid, fuel-cell and battery-electric cars we\u2019ll all be desperate for in a decade. Like those first kei-cars half a century ago, they won\u2019t be exciting, but they\u2019ll be ready when the world needs them.<\/p>\n

And at the other end of the scale, there\u2019s the new Nissan GT-R. It exceeds even icons like the NSX with its towering, staggering performance and intellect. But it differs from most of the stand-out Japanese cars of the past in being distinctively, self-confidently Japanese; its styling inspired by the giant Gundam robots of manga rather than the work of the famous European car design houses. Consider it a gift from the Japanese car industry to itself. And expect more of the same.<\/p>\n

By Ben Oliver<\/p>\n

If you need Japanese import insurance<\/a> then try Adrian Flux, call 0800 089 0050.<\/p>\n","protected":false},"excerpt":{"rendered":"

How the land of the rising sun leapt from the ashes to take over the automotive world<\/p>\n","protected":false},"author":11,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[1779,6],"tags":[131,2728,251,2077,1177,256,109,254,255],"class_list":["post-734","post","type-post","status-publish","format-standard","hentry","category-cars","category-features","tag-honda","tag-isuzu","tag-japan","tag-japanese","tag-japanese-cars","tag-lexus","tag-mazda","tag-nissan","tag-subaru","manufacturers-isuzu"],"acf":[],"yoast_head":"\nJapanissimo! - Influx<\/title>\n<meta name=\"description\" content=\"Influx looks at the dominance of Japanese cars since World War II and how they have become ambassadors for style, pace and reliability.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adrianflux.co.uk\/influx\/features\/japanese-cars-take-over\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Japanissimo! 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