Recently, cars are moving poorly in Japan.
One of the reasons is the trend away from cars
of youth. The tendency of youth buy or
want to buy cars decline compare with the
The Reasons are…
1, Global business depression
2, Keeping away from car of the youth
3, The development of transportation
…and so on
The result of our Survey
The youth have the license
of the car having 54.2%,
there is the youth who does not
have a car more than 60%.
The interest in car of the youth
Driver’s licensee got license
when they were youth
The 60% of youth get a driver’s license. The average to get a
driver’s license 20 years old.
Either after they got license…
the period doesn’t have car after
getting a driver’s license
Why youth doesn’t buy car?
• It was a brand the possession of the
private car in Japan before, and was
status that improved oneself. However,
there is recognition that cars are
convenient transportation at the most
for present youth. In addition, there are
many reasons they doesn’t have private
The reason Why youth
doesn’t buy car
• Don’t use a car in a daily life
• Too much cost to maintain
• Too much cost to purchase
• Use money for another thing
• Scared own driver’s skill
• Don’t interest in car
• Don’t have merit to have own car
• rent a car if they needs
• Difficulty to secure parking
• The problem of environment
• There are not a attractive car
• Bad image
• No reason
Expect how change their
purchase tendency in the
• The tendency of purchase cars is turning
points when person child, marriage, transfer,
getting promotion, etc.
• So, the youth consumer rarely experiences
such turning points.
• The market of youth consumer will not
develop a bigger market in future.
The trigger to purchase a car
• Move or transference
• To take a child
• Birth of child
• Stability of their income
• Household economy
• Old enough to buy a car
• Getting a promotion
• Finding a good car
• low level of interest rate
• Succession to property
• Boyfriend and girlfriend
• No interest in own car
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