Japan’s carmakers are readying their youthful passion for cars.


Japan’s carmakers are readying their youthful passion for cars.

Yokohama, Japan (Reuters) – the big black parking lot is driven by truck to yokohama port during the day. On a weekend night, it turned into an accelerated Japanese car runway.

The low-key for car enthusiasts rest stop for the country’s car culture palace is famous, but also show that Toyota and nissan motor company are scrambling to solve the problem of “youth”.

On Friday, about 50 of the super sports car fans gathered at the back of a truck, the first in a few days ago to collectors Takeshi Kimura’s latest Lamborghini Huracan Performante, they are mainly 40 to 50 years old man.

“Today’s young people, their adult during the recession, some of whom have no family growth,” kimura said, due to social media, including special, Japan’s ambassador, driving a ferrari F40 slide on the ski slopes, and in driving school practice driving super sports car.

“As a result, people are in their 20s and they don’t know how interesting cars are.”

Most important of all, at the height of the Japanese auto industry, the cars that reverberated through the big black spots,

At the time, Honda, nissan and their compatriots earned a global reputation for sleek, fast, well-designed cars. The twists and turns of Japan’s roads have produced the technology of moving the back wheels of the popular culture through movies like “fast” and “angry” franchises.

Today, even the young Japanese are unmoved.

“Now the automakers just don’t drive the car I want to drive,” said Sho Watabe, a 20-year-old student who piloted Daikoku in the 1996 Mazda rx-7 model.

“If you look at the way cars are designed today, they all look the same. They all lack personality… If carmakers keep making the same types of cars, young people will continue to deviate from them. “

Japan automobile manufacturers association, according to data from the Japanese carmaker has for years been plagued by young people’s interest in car down, with the rapid development of society, since 2000, domestic car sales fell by 17%.

According to the national police agency, the number of Japanese licensees under the age of 30 has fallen by 35 per cent since 2001, although the total number of licensees has increased by about 9 per cent over the same period.

Due to the complex control unit and sensor makes it increasingly difficult to repair, the adjustment of the national culture, has been the global fans called to focus on speed of extrusion mass market mode as soon as possible.

In order to appease the car enthusiasts, to encourage more young people’s interest, Toyota last month under its Gazoo car brand launched a series of customized, sports version of the Prius, Yaris and other existing models, including set-up sports car and the car.

Supercar collector Takeshi Kimura drives Mercedes-Benz AMG G63 6×6 on the Rainbow Bridge in Tokyo, Japan October 20, 2017. Picture taken October 20, 2017. REUTERS/Toru Hanai

Nissan also unveiled its Leaf electric car racing version and Serena van at this week’s Tokyo motor show with its more sporty flagship sibling.

Last month, Toyota motor corp. President akio toyoda told reporters: “the mass consumers need reliable, convenient car, but we hope to Gazoo positioning for one to use our” secret weapon “platform, the use of our ability to attune to attract fans.

In order to improve the brand awareness of young fans, Toyota and more and more automobile manufacturers and suppliers were digging up the drift of the country culture, the culture has been associated with years of illegal street racing to clean up its image.

“We don’t have a lot of car racing, so we don’t register with young drivers,” said Junichi Sugano, a spokesman for Toyo Tyres. “it’s a small, important market. Tires, a sponsor of the first intercontinentalintercontinental drift cup held in Tokyo earlier this month.

“Not everyone is drifting, and many of them are driving minivans.”

In the long term, Toyota is also promising to expand its sports car lineup, raising hopes of reviving its popular Supra model.

Back at Daikoku, Kimura, a Car enthusiast, has some advice for Japanese manufacturers.

“If Japanese carmakers want more young people to buy their cars, they have to come up with really stylish and unique cars,” he said. “They need to come to places like this to show the racing cars that make their children’s hearts race.”


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