Japan Market Reports 2008 Partner in Japan G&S International Japan 6-4-13 Soshigaya, Tokyo Setagaya-ku 157-0072 Japan Web www.gs-int-ltd.com
Contents 1) The Japanese car industry Big in Japan? page 3 2) What drives the Japanese car? page 4 3) Level of industry output & main production places? page 5 4) Where are the main locations of the Japanese car industry? page 6 5) Automobile parts purchased from EU & U.S. Big business? page 7 6) Distribution structure for automobile parts in Japan? page 8 7) What is the transaction flow for auto parts in Japan? page 9 8) Market Trends for Individual Assembly Parts? page 10 9) How have foreign parts makers entered the JP market in the past? page 11 10) Success stories market entry Japan page 12 11) Recent changes in the Japanese auto supplier industry? page 13 12) Few key points in regards to Japanese customers page 14 G&S International Japan services overview page 15 2
The Japanese automotive industry ranks second in the world, closely behind that of the United States and well ahead of those of other nations with over 10.9 million vehicles produced in 2007. Japanese automakers and parts manufacturers continue to develop many of the industry s most innovative features, presenting significant business opportunities for foreign firms with applicable products and technologies. J a p a n t h e s e c o n d b i g g e s t a u t o m o t i v e m a r k e t w o r l d w i d e Market Focus: Global Partnerships Foreign companies entering the Japanese automotive market will find a strong domestic consumer base that purchases some 6 million vehicles each year. In addition, Japanese automakers produced 4.96 million vehicles for export in 2004. Foreign companies in Japan not only benefit from strong domestic sales and exports but also the ability to leverage the global reach of Japanese automakers and parts manufacturers. Furthermore, Japanese companies have broken away from the practice of doing business with companies simply because they are part of a close association of affiliated companies, or keiretsu. Instead, Japanese companies are optimizing their supply networks by choosing to work with companies from around the world that offer parts superior in cost, technology and quality. 3
Intelligent Driving Japanese automakers are integrating more telematics products and services into automobiles to make driving more convenient and pleasurable, opening doors for innovative foreign companies. Environment A growing emphasis on environmental sustainability is generating opportunities for automotive companies whose technologies help reduce the automobile s impact on the environment. Safety Consumer demand for increased automotive safety features provides great opportunities for foreign firms as Japan s automotive manufacturers shift their focus from reducing damage resulting from accidents to preventing the accidents all together. Added Value As more electronic and information device parts are Integrated into automobiles, foreign companies in related fields can expect to find growing demand for their business in Japan. 4
Automobile Production of Top 5 Countries 2006 Japanese Car Maker's main R&D locations Known for their quality and innovation, Japanese automakers continue to develop many of the industry s most advanced technologies that are later seen around the world, presenting significant partnership opportunities for foreign firms expanding to Japan to leverage Japan's automotive industry and sell to the global market. 2007: Japan s car industry is picking up again! Japanese car production, sales, exports Source: JAMA 5
The Japanese automotive industry ranks second in the world, closely behind that of the United States and well ahead of those of other nations with over 10.9 million vehicles produced in 2007. Japanese automakers and parts manufacturers continue to develop many of the industry s most innovative features, presenting significant business opportunities for foreign firms with applicable products and technologies. Manufacture of Transportation Equipment (1)Aichi (2)Gunma (3)Shizuoka (4)Mie (5)Fukuoka Motor vehicles parts and accessories (1) Aichi (2) Shizuoka (3) Gunma (4) Kanagawa (5) Saitama TOKYO Source: Ministry of Economy, Trade and Industry, 2006 6
Japan is No.1 purchasing industry for auto parts from the U.S. and EU the trend for foreign imports of quality car parts is stable and expected to slightly increase over the next 5 years many foreign parts suppliers experience growing business globally, if successful business can be made with Japanese car makers in Japan many Japanese auto-makers appreciate the high quality and innovative solutions developed by foreign suppliers, especially from Germany 7
The structure of the automobile industry resembles a pyramid, with the automobile manufacturers at its apex and the frame manufacturers who assemble the car bodies and the parts manufacturers below. As many as 20 to 30 thousand parts are required to construct a single automobile; however, automobile manufacturers only manufacture around 30% of these in-house, and the majority are manufactured by automobile parts manufacturers. Source: Ministry of Economy, Trade, and Industry 8
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Besides many other interesting auto part fields, a list-up of a few car parts currently strong in demand by Japan auto-makers >>> Radiators Piston Rings Wiring Harnesses Headlights Transmissions Wheels Shock Absorbers Disc pads Fuel tanks Seatbelts Navigation Systems 10
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Building close relations with Japanese companies is one key to succeeding around the world. Providing optimal products to Japanese Automakers through localization is important The brake specialist works with auto manufacturers around the world TMD Friction (Germany) is the market leader as a manufacturer of automobile disk brakes pad and drum brake linings in Europe, and one of largest makers of these car parts in the world. Product requirements for brake components and other TMD products vary by market. High performance is a must in Europe, where drivers accept noisier braking as a tradeoff for the power needed to brake at high speeds, while Japanese drivers demand cleaner, quieter performance from their brakes. For Japanese auto manufacturers, who market automobiles in regions with different needs, TMD, with its comprehensive expertise, is an attractive business partner. Japanese users can now take advantage of TMD Friction Japan K.K. to improve quality and efficiency through unified procurement of brake materials and systems for every market. The company enjoyed a 2% market share in Japan in its first year of operation, and within four years hopes to see its share climb to 10%. Mr. Yasuhiro Miyaji, who succeeded Dr. Martius as president in August 2006, says enthusiastically, "If we can ask our customers about all their needs directly and respond to these needs, (achieving 10%) is no fantasy." 12
Throughout the era of high economic growth, the Japanese automobile parts industry grew consistently. However, the auto growth has slowed down globally, competition in the industry is intensifying worldwide. The transition engulfing the automobile parts manufacturing industry in Japan can be characterized as follows: As Japanese automobile manufacturers expand their overseas manufacturing operations, they demand that parts manufacturers have an overseas presence (many smaller Japanese parts makers can t provide that > increase in demand in foreign suppliers) As automobile manufacturers seek to optimize their supply chains, they more readily conduct business with companies that do not belong to their (Japanese) conglomerates Environmentally friendly technology & Modularizationis much supported in Japan Demands for price reductions is expected to growing stronger Competition is intensifying as more foreign parts manufacturers enter the Japanese market 13
Extreme focus on quality and on customer service (you will find the biggest claim rate worldwide in Japan) Need to show long term committement to Japan Excellent distribution and service network a must Some adaption to the Japanese market often required Extreme need and request for technical information and documentation Close and frequent communication to partner and customers necessary to maintain well-working long-term relations Focus hard on hiring top people (a pool of very talented Japanese are available if you screen carefully). Use recruiting agencies and headhunters rather than printed or internet ads OK to take a premium price still, although the market is becoming more competitive 14
G&S International Japan services overview G&S International Japan are providing market entry and marketing/ sales for European companies in Japan. The firm work with enterprises especially from Europe that do object to start or expand their business operations in Japan. Professional Japan Business Development: market research & marketing intelligence sales partner sourcing & partner negotiation marketing & direct sales logistics & import services e-commerce & web development start-up coordination & turn-around management HR recruiting & interim management firm representation & PR management Japan Marketing Solutions Please contact us for more details on the Japanese auto & supplier market! G&S 15