April 8, 2004
JAMA
Passenger Car and Motorcycle Market Trend Surveys
Fiscal Year 2003 Survey Results
The Japan Automobile Manufacturers Association, Inc. (JAMA) has completed the compilation of data obtained from its fiscal 2003 passenger car and motorcycle market trend surveys.
The passenger car market trend survey is a nationwide, questionnaire-based survey of households that is conducted once every two years and is aimed at determining demand structure and forecasting qualitative shifts in demand. The motorcycle market trend survey—also nationwide, questionnaire-based, and administered every two years—targets new motorcycle buyers in order to identify changes taking place in the market.
The 2003 passenger car market trend survey revealed the following:
- The average purchase price of new cars declined from the ¥2,152,000 reported in the previous survey (FY 2001) to ¥2,001,000 in FY 2003, attesting to increased user demand for greater economy.The average period of single ownership of vehicles rose from 6.2 years (2001 survey) to 6.5 years in FY 2003.Incentives cited by users for potential upcoming replacement purchases included (1) "If the Automobile Tax and other cost factors were reduced"; (2) "If extremely fuel-efficient models were marketed" (3) "If extremely low-priced models were marketed"; and other factors, reflecting users' growing concern with price and other cost issues.
- Awareness of car navigation and ETC (Electronic Toll Collection) systems increased, reaching the high levels of 96% and 94%, respectively.
The 2003 motorcycle market trend survey revealed the following:
- Of the different criteria applicable when deciding to purchase a motorcycle, 40% of respondents this time chose the "Low in price" criterion, up from 26% in the previous survey (FY 2001).Among mini-sized motorcycle (126cc-250cc) owners in their 20s and younger, the most popular vehicle-related recreation was "Customizing and dressing up the motorcycle" (49%).Assessing the impact on motorcycle use if the prohibition on tandem riding on highways were to be abolished, the most common responses among users of motorcycles of 126cc and over were (1) "Opportunities for tandem riding would increase" (41%); (2) "Activity spheres would expand" (38%); and (3) "Motorcycle use would expand" (37%).
- For users of motorcycles of 126cc and over, 58% said that they would want to use a motorcycle ETC system ("Very much want to use" + "Moderately want to use").
A report on these surveys is being distributed to the public (see attachment) and survey results are also posted on the following JAMA Web pages.
Passenger car market trend survey:
http://www.jama.or.jp/lib/invest_analysis/four-wheeled.html
Motorcycle market trend survey:
http://www.jama.or.jp/lib/invest_analysis/two-wheeled.html
Market Trend Survey Activities—General Description
Passenger Cars:
In order to determine passenger car demand structure and facilitate forecasts
for qualitative shifts in demand, the JAMA Passenger Car Market Survey Group's
Market Survey Subcommittee conducts a nationwide questionnaire survey of households
once every two years.
Motorcycles:
In order to track changes in the motorcycle market, the JAMA Motorcycle Market
Survey Group's Market Survey Subcommittee conducts a nationwide questionnaire
survey once every two years.
FY 2003 Market Trend Surveys—Outline of Implementation
| Passenger Cars | Motorcycles |
| Survey RegionNationwide | Nationwide |
| Survey Target Households (incl. single-person households) |
New vehicle owners |
| Valid Responses5,298 (69.7% response rate) |
5,436 (52.2% response rate) |
| Survey PeriodAugust 20-September 4, 2003 | August 01-31, 2003 |
FY 2003 Market Trend Surveys—Survey Results (Summary)
Passenger Car Market Trend Survey
- Recent Market Trend Changes (Previous [FY 2001] survey results
Current
survey results)
- Slight increase in percentage of households nationwide owning
passenger cars (79.0%79.2%). Increases in households owning RVs (35.9%37.0%)
and households owning minicars [mini-passenger cars] (19.3%22.7%). Among multiple vehicle-owning households, increases in "One
car is an RV" ownership (56.5%59.7%), "One
car is a minicar" ownership (49.7%53.2%),
and "Both RV and minicar" ownership (24.4%27.7%). Steady increase in average period of single ownership of
vehicles (average of 6.5 years). Slight decrease in purchases of previously owned vehicles
[i.e., used cars] (28%27%). Sustained downward trend in average vehicle purchase price,
underscoring users' financial priorities (average price decline
from 2,152,000 yen2,001,000
yen). 1995 and 2003 passenger-car user, cluster analysis-based
results (analysis conducted on basis of 1995 and 2003 "Purchase
priorities" data, with categorization and analysis of
each "cluster" group): Group stressing high style
= 21%; group stressing cabin space + leisure use = 14%; and
group stressing safety + economy = 28%.
- Among recent vehicle purchases, decrease in purchases of
sedan-type passenger cars (FY 1995 67%36%),
and increases in purchases of minicars (FY 1995 12%20%)
and station wagons and RVs (FY 1995 22%43%).
- Slight increase in percentage of households nationwide owning
passenger cars (79.0%
- Shifting Consumer Trends in the Automobile Market
- In the safety priority user group, increase in safety as
a priority for the "top priority" subgroup and the "priority" subgroup
combined (49%52%). High levels of safety awareness and safety equipment recognition. Car navigation system awareness was high (96%), but use
rate low (29%). Factors most often mentioned as impeding ETC use were "High
price of equipment"; "Infrequent use of toll roads" and "Use
of ETC does not ease expressway congestion."
- Among degrees of interest in use of onboard telematics,
highest interested-in-use figures were recorded for "Emergency
rescue services (GPS-based)"46%; "News
delivery services (news, stock prices, weather, etc.)"35%; "Town,
events, and restaurant information services"31%.
- In the safety priority user group, increase in safety as
a priority for the "top priority" subgroup and the "priority" subgroup
combined (49%
- Changes in Ownership Awareness
- Longer average period of single ownership of vehicles =
6.2 years6.5
years. Incentives cited for potential upcoming vehicle replacement
purchases - "If Automobile Tax or other costs are reduced"; "If
extremely fuel-efficient cars are marketed"; "If
extremely low-priced cars are marketed" - reflect an overriding
preoccupation with cost factors. Among groups not owning cars (non-owners), increase in men
in their 20s and younger (FY 1995 15%18%);
decrease in men in their 40s (FY 1995 8%5%). Among reasons for giving up car ownership, increase in "Financial
reasons" (FY 1995 27%38%);
decrease in "No longer have parking space availability" (FY
1995 18%15%). Among advantages of ownership as envisioned by non-owners,
increases in "Ability to take drives whenever desired" (FY
1995 38%43%); "Easy
to transport large or heavy items" (FY 1995 29%39%);
and "Sphere of activity would expand" (FY 1995 38%39%).
- In young user (20s) analysis, increase in average purchase
price (FY 1995 1,978,000 yen2,104,000
yen); among models purchased, increase in station wagons (FY
1995 9%35%)
and in minicars and mini "bonnet-type" station wagons
(FY 1995 21%27%).
- Longer average period of single ownership of vehicles =
6.2 years
- Parent-Child Involvement in Car Purchases and Car Use
- Parent-child involvement when purchasing cars (in terms of offering full or partial opinions and advice) = "Parents advising children" 42%, "Children advising parents" 33%. Reasons for joint involvement included "Parents provide overall support, leading to parent-child involvement in car purchase" (90%); and "Parents and children reciprocally lend and borrow car, leading to parent-child involvement in car purchase" (85%).
- Uses envisioned when parents and children ride together = "Local shopping and neighborhood trips and errands" (55%); "Errands and visits to large shopping centers" (50%); and "Shuttling to and from or accompanying on in-patient hospital visits, nursing care" (43%). These results point to an anticipated growing need for such uses with the "graying" of society.
Motorcycle Market Trend Survey
- New Motorcycle Buyer Survey (Previous [FY 2001] survey results Current survey
results)
- Motorcycle use increased overall among people in their 20s
and 30s (36%39%);
within that same user age category, the number of owners of
50cc-and-under models also increased (31%36%). Increase in motorcycle users who hold passenger car driver's licenses (69%80%)
and decrease in users who hold motorcycle driver's licenses only (31%21%).
Increase in users expressing the desire to continue to ride
motorcycles in the future (86%92%). Decline in average years of motorcycle use (5.9 years5.5
years). Increase in temporary ownership interruptions and repurchases
(10%14%). Among purchase decision priorities, increase in "Low
price" (26%40%). Among reasons for making new purchases, increase in "Low
fuel and maintenance costs" (36%42%).
- Among reasons for purchasing an additional motorcycle, increase
in "Varied use, depending on distance to destination" (33%37%).
- Motorcycle use increased overall among people in their 20s
and 30s (36%
- Topics Survey
- Mini-sized motorcycle user survey
- Though the domestic motorcycle market is generally in decline, demand for mini-sized motorcycles (126cc-250cc) has increased in recent years, with scooters selling especially well. Driving this demand are "Young users in their 20s and younger" - a change from conventional scooter owners.
- "Sightings around town" have become a factor
that prompt purchases, with the "customizing" of
scooters, reflecting the wider trend of individualized,
personal fashion, contributing to the popularity of this
vehicle class.
- Imported motorcycle (reverse imports, overseas models) user
survey
- Both "reverse imports" and overseas models
recorded slight increases in demand, the former category
bolstered by "Driving performance" and the
latter by a "Status symbol" appeal. In terms
of users, these models are positioned differently from
their domestic counterparts, with the percentage of overseas
model owners aged in their 40s and older particularly
high.
- Both "reverse imports" and overseas models
recorded slight increases in demand, the former category
bolstered by "Driving performance" and the
latter by a "Status symbol" appeal. In terms
of users, these models are positioned differently from
their domestic counterparts, with the percentage of overseas
model owners aged in their 40s and older particularly
high.
- Lifting of highway tandem-riding prohibition (Proposed)
- Of current owners/users of the 126cc-and-over motorcycle class (for which
highway riding is allowed), 63% favored the abolition of the regulation prohibiting
tandem riding ("Highly favor lifting of regulation" + "Moderately
favor lifting of regulation").
- Of current owners/users of the 126cc-and-over motorcycle class (for which
highway riding is allowed), 63% favored the abolition of the regulation prohibiting
tandem riding ("Highly favor lifting of regulation" + "Moderately
favor lifting of regulation").
- Introduction of motorcycle electronic toll collection (ETC)
use
- Of current owners/users of the 126cc-and-over motorcycle
class (for which highway riding is allowed), 58% replied
they would want to use a motorcycle ETC system ("Very
much want to use" + "Moderately want to use").
- Of current owners/users of the 126cc-and-over motorcycle
class (for which highway riding is allowed), 58% replied
they would want to use a motorcycle ETC system ("Very
much want to use" + "Moderately want to use").
- Introduction of automatic transmission (AT)-only motorcycle driver's license
- Of current motorcycle owners not holding large-sized motorcycle driver's licenses, 29% expressed the desire to obtain AT-only licenses if such a license category were introduced. Of previous owners of motorcycles not holding large-sized motorcycle driver's licenses, 16% expressed the desire to "Ride again if such a category were introduced" or "Would consider learning to ride again if such a category were introduced."
- Mini-sized motorcycle user survey
