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丰田占日本汽车市场近半·外国车很难混
日本在名誉上是一个开放性市场，但外国产品很难挤进日本市场是一个不争的事实。比如汽车，中国人喜欢那些欧美的高大上品牌均在日本步履维艰，销量不大。 2015年日本整个汽车市场销售了4758267辆汽车，其中小车为2704485辆。进口的外国车则有285496辆，占日本市场6%左右。2006年以来，除了2008和2009年受雷曼金融危机影响进口车的份额跌至3.2%和3.6%之外，这些年外国进口车在日本大致就在6%上下。
日本国产车的市场份额中，丰田独大，统计如下表：
2015及2014年乘用车合计： | 厂家 | 2015年 | 2014年 | 前年
同月比 | 2015年 | 2014年 | 前年
同期比 | | 12月 | 占有率 | 12月 | 占有率 | 1-12月
累計 | 占有率 | 1-12月
累計 | 占有率 | | 丰田 | 97,938 | 47.9% | 83,108 | 41.9% | 17.8% | 1,253,109 | 46.3% | 1,319,961 | 46.1% | -5.1% | | 本田 | 26,029 | 12.7% | 28,184 | 14.2% | -7.6% | 381,277 | 14.1% | 446,394 | 15.6% | -14.6% | | 日产 | 19,421 | 9.5% | 20,117 | 10.1% | -3.5% | 308,734 | 11.4% | 358,396 | 12.5% | -13.9% | | 马自达 | 8,482 | 4.2% | 12,251 | 6.2% | -30.8% | 187,263 | 6.9% | 152,722 | 5.3% | 22.6% | | 斯巴鲁 | 10,522 | 5.1% | 10,649 | 5.4% | -1.2% | 123,985 | 4.6% | 126,564 | 4.4% | -2.0% | | 铃木 | 6,077 | 3.0% | 4,725 | 2.4% | 28.6% | 76,656 | 2.8% | 78,278 | 2.7% | -2.1% | | 丰田凌志 | 4,111 | 2.0% | 2,873 | 1.4% | 43.1% | 48,231 | 1.8% | 44,246 | 1.5% | 9.0% | | 三菱 | 2,554 | 1.2% | 2,707 | 1.4% | -5.7% | 39,135 | 1.4% | 43,189 | 1.5% | -9.4% | | 大发 | 115 | 0.1% | 131 | 0.1% | -12.2% | 1,624 | 0.1% | 1,891 | 0.1% | -14.1% | | 五十铃 | 0 | 0.0% | 0 | 0.0% | -% | 0 | 0.0% | 1 | 0.0% | -100.0% | | 其它 | 29,078 | 14.2% | 33,663 | 17.0% | -13.6% | 284,471 | 10.5% | 288,830 | 10.1% | -1.5% | | 合計 | 204,327 | 100.0% | 198,408 | 100.0% | 3.0% | 2,704,485 | 100.0% | 2,860,472 | 100.0% | -5.5%
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前三名厂家几乎占了日本国内品牌市场的一大半，达到71.8%的垄断地步。我们知道日本人买车最大的因素的性价比和品质，是否高大上并不是他们要考虑的。 外国车则不像在中国那么滋润，在日本活得很是艰难。原本一直在日本销量尚可的德国大众汽车也仅是那款‘高尔夫’销得最好，长年居进口车销量第一名。但由于去年大众汽车的排气门事件让其在世界的销量大幅下跌，在日本也同样比2014年下跌了18.8%，把占据了日本进口车头名15年的位置让给了奔驰汽车。在日本本来就少得可怜的外国进口车市场中争食的外国厂家却不少。下表就是去年外国汽车在日本销售的统计：
2014和2015日本进口车统计表 (含日本厂家在海外生产进口日本的部分)
| 厂家 | 2015年 | 2014年 | 前年
同月比 | 2015年 | 2014年 | 前年
同期比 | | 12月 | 占有率 | 12月 | 占有率 | 1-12月
累計 | 占有率 | 1-12月
累計 | 占有率 | | Mercedes-Benz | 6,494 | 20.2% | 7,304 | 20.1% | -11.1% | 65,162 | 19.8% | 60,839 | 18.1% | 7.1% | | VW | 4,532 | 14.1% | 7,449 | 20.5% | -39.2% | 54,766 | 16.7% | 67,438 | 20.1% | -18.8% | | BMW | 5,499 | 17.1% | 5,820 | 16.0% | -5.5% | 46,229 | 14.1% | 45,645 | 13.6% | 1.3% | | Audi | 2,472 | 7.7% | 3,483 | 9.6% | -29.0% | 29,414 | 9.0% | 31,413 | 9.4% | -6.4% | | Nissan | 1,324 | 4.1% | 1,321 | 3.6% | 0.2% | 21,255 | 6.5% | 23,344 | 6.9% | -8.9% | | BMW MINI | 2,528 | 7.9% | 2,403 | 6.6% | 5.2% | 21,083 | 6.4% | 17,596 | 5.2% | 19.8% | | Toyota | 1,141 | 3.5% | 1,000 | 2.7% | 14.1% | 14,777 | 4.5% | 16,446 | 4.9% | -10.1% | | Volvo | 1,766 | 5.5% | 1,344 | 3.7% | 31.4% | 13,786 | 4.2% | 13,520 | 4.0% | 2.0% | | Jeep | 630 | 2.0% | 687 | 1.9% | -8.3% | 7,132 | 2.2% | 6,692 | 2.0% | 6.6% | | Porsche | 839 | 2.6% | 1,043 | 2.9% | -19.6% | 6,690 | 2.0% | 5,385 | 1.6% | 24.2% | | Fiat | 711 | 2.2% | 532 | 1.5% | 33.6% | 6,032 | 1.8% | 7,289 | 2.2% | -17.2% | | Peugeot | 644 | 2.0% | 684 | 1.9% | -5.8% | 5,906 | 1.8% | 5,710 | 1.7% | 3.4% | | Renault | 398 | 1.2% | 452 | 1.2% | -11.9% | 5,082 | 1.5% | 4,662 | 1.4% | 9.0% | | Ford | 417 | 1.3% | 371 | 1.0% | 12.4% | 4,968 | 1.5% | 4,783 | 1.4% | 3.9% | | Mitsubishi | 86 | 0.3% | 276 | 0.8% | -68.8% | 4,102 | 1.2% | 5,598 | 1.7% | -26.7% | | Land Rover | 342 | 1.1% | 260 | 0.7% | 31.5% | 3,105 | 0.9% | 3,225 | 1.0% | -3.7% | | Suzuki | 437 | 1.4% | 0 | 0.0% | -% | 2,953 | 0.9% | 330 | 0.1% | 794.8% | | Alfa Romeo | 171 | 0.5% | 375 | 1.0% | -54.4% | 2,321 | 0.7% | 2,661 | 0.8% | -12.8% | | Citroen | 177 | 0.6% | 209 | 0.6% | -15.3% | 1,979 | 0.6% | 2,321 | 0.7% | -14.7% | | ABARTH | 185 | 0.6% | 190 | 0.5% | -2.6% | 1,472 | 0.4% | 356 | 0.1% | 313.5% | | Maserati | 177 | 0.6% | 183 | 0.5% | -3.3% | 1,449 | 0.4% | 1,407 | 0.4% | 3.0% | | Jaguar | 161 | 0.5% | 135 | 0.4% | 19.3% | 1,349 | 0.4% | 1,073 | 0.3% | 25.7% | | smart | 455 | 1.4% | 51 | 0.1% | 792.2% | 1,012 | 0.3% | 1,114 | 0.3% | -9.2% | | DS | 96 | 0.3% | 86 | 0.2% | 11.6% | 925 | 0.3% | 86 | 0.0% | 975.6% | | Cadillac | 67 | 0.2% | 95 | 0.3% | -29.5% | 837 | 0.3% | 968 | 0.3% | -13.5% | | Chevrolet | 92 | 0.3% | 100 | 0.3% | -8.0% | 825 | 0.3% | 1,253 | 0.4% | -34.2% | | Ferrari | 36 | 0.1% | 75 | 0.2% | -52.0% | 720 | 0.2% | 561 | 0.2% | 28.3% | | Chrysler | 40 | 0.1% | 118 | 0.3% | -66.1% | 466 | 0.1% | 1,292 | 0.4% | -63.9% | | Bentley | 36 | 0.1% | 28 | 0.1% | 28.6% | 370 | 0.1% | 317 | 0.1% | 16.7% | | Lamborghini | 10 | 0.0% | 15 | 0.0% | -33.3% | 349 | 0.1% | 187 | 0.1% | 86.6% | | BMW Alpina | 47 | 0.1% | 31 | 0.1% | 51.6% | 309 | 0.1% | 428 | 0.1% | -27.8% | | Dodge | 29 | 0.1% | 38 | 0.1% | -23.7% | 296 | 0.1% | 504 | 0.2% | -41.3% | | Lotus | 15 | 0.0% | 19 | 0.1% | -21.1% | 271 | 0.1% | 321 | 0.1% | -15.6% | | Aston Martin | 19 | 0.1% | 18 | 0.0% | 5.6% | 164 | 0.0% | 168 | 0.1% | -2.4% | | Rolls Royce | 10 | 0.0% | 15 | 0.0% | -33.3% | 156 | 0.0% | 154 | 0.0% | 1.3% | | Mclaren | 13 | 0.0% | 10 | 0.0% | 30.0% | 90 | 0.0% | 88 | 0.0% | 2.3% | | Hyundai | 14 | 0.0% | 3 | 0.0% | 366.7% | 82 | 0.0% | 92 | 0.0% | -10.9% | | GMC | 1 | 0.0% | 10 | 0.0% | -90.0% | 50 | 0.0% | 92 | 0.0% | -45.7% | | Rover | 5 | 0.0% | 3 | 0.0% | 66.7% | 47 | 0.0% | 38 | 0.0% | 23.7% | | Scania | 3 | 0.0% | 3 | 0.0% | 0.0% | 47 | 0.0% | 43 | 0.0% | 9.3% | | Honda | 4 | 0.0% | 3 | 0.0% | 33.3% | 39 | 0.0% | 46 | 0.0% | -15.2% | | Lancia | 2 | 0.0% | 1 | 0.0% | 100.0% | 22 | 0.0% | 38 | 0.0% | -42.1% | | Hummer | 2 | 0.0% | 3 | 0.0% | -33.3% | 19 | 0.0% | 36 | 0.0% | -47.2% | | Pontiac | 0 | 0.0% | 1 | 0.0% | -100.0% | 18 | 0.0% | 13 | 0.0% | 38.5% | | Morgan | 3 | 0.0% | 2 | 0.0% | 50.0% | 14 | 0.0% | 21 | 0.0% | -33.3% | | Autobianchi | 0 | 0.0% | 2 | 0.0% | -100.0% | 10 | 0.0% | 7 | 0.0% | 42.9% | | MG | 1 | 0.0% | 0 | 0.0% | -% | 8 | 0.0% | 11 | 0.0% | -27.3% | | Buick | 1 | 0.0% | 0 | 0.0% | -% | 8 | 0.0% | 10 | 0.0% | -20.0% | | Unimog | 1 | 0.0% | 2 | 0.0% | -50.0% | 8 | 0.0% | 4 | 0.0% | 100.0% | | Bugatti | 0 | 0.0% | 0 | 0.0% | -% | 5 | 0.0% | 2 | 0.0% | 150.0% | | Saab | 0 | 0.0% | 1 | 0.0% | -100.0% | 4 | 0.0% | 5 | 0.0% | -20.0% | | Opel | 0 | 0.0% | 0 | 0.0% | -% | 4 | 0.0% | 2 | 0.0% | 100.0% | | Detomaso | 0 | 0.0% | 0 | 0.0% | -% | 3 | 0.0% | 3 | 0.0% | 0.0% | | Maybach | 0 | 0.0% | 0 | 0.0% | -% | 2 | 0.0% | 1 | 0.0% | 100.0% | | PROTON | 0 | 0.0% | 0 | 0.0% | -% | 2 | 0.0% | 1 | 0.0% | 100.0% | | RUF | 0 | 0.0% | 0 | 0.0% | -% | 1 | 0.0% | 1 | 0.0% | 0.0% | | Innocenti | 0 | 0.0% | - | -% | -% | 1 | 0.0% | - | -% | -% | | Kia | 0 | 0.0% | - | -% | -% | 1 | 0.0% | - | -% | -% | | DAEWOO | - | -% | 0 | 0.0% | -% | - | -% | 2 | 0.0% | -% | | Mini | - | -% | 0 | 0.0% | -% | - | -% | 2 | 0.0% | -% | | Saturn | - | -% | 0 | 0.0% | -% | - | -% | 1 | 0.0% | -% | | Others | 30 | 0.1% | 137 | 0.4% | -78.1% | 425 | 0.1% | 315 | 0.1% | 34.9% | | Total | 32,163 | 100.0% | 36,391 | 100.0% | -11.6% | 328,622 | 100.0% | 335,960 | 100.0% | -2.2% |
出自：日本汽车进口协会(JAIA)
总共才有28万多辆进口车，要由多达61个厂家来分食，其中还有日本自己的厂家夹杂在其中，难怪福特去年只能卖5000辆车了，完全不具备经济规模，只好悻悻然退出日本市场了。据信同样在日本销量不佳的通用汽车业可能会步福特汽车后尘，撤离日本市场。 也能在日本进口车中见到中国人趋之若鹜的高大上品牌，销量却是少得可怜的。 如果说到爱国的名号，在汽车领域非韩国人和日本人莫属，国产车的市场占有率都达到90%以上。而咱们中国则是万国汽车的竞争场。
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