Japanese automakers are pursuing specific measures, including shorter development times and the use of common platforms, to compete with Chinese vehicles. Nissan is at the center of attention, along with Honda, Toyota, Suzuki and Mitsubishi.
As Chinese automakers accelerate the pace of new product launches, Japanese automakers are outlining plans to speed up product development. Several companies aim to reduce development times and the number of parts through the use of common platforms and digital technologies.
Nissan is reported to be pursuing a strategy of developing a completely new SUV model in 3 years using a common platform, with a possible launch in the North American market in 2028. It has also achieved a 70% reduction in the number of parts. The company aims to shorten product development times by up to 40% and plans to extend the approach to other models.
Honda has set a goal of halving product development costs and lead times by 2025, and plans to make maximum use of digital technologies such as AI in new products launched from 2028 onward. Through its Area 5 project, Toyota aims to improve factory space utilization efficiency, boost productivity and accelerate the development of new vehicles. Suzuki is preparing a roadmap to reduce new product development time to about 2 years, while Mitsubishi Motors is targeting about 3 years, by 202,030.
According to a report by Nikkei Asia, Chinese automakers are launching new models one after another within short periods, raising concerns about market sustainability. BYD's vice president noted that 542 new vehicle models had been announced in the domestic market in the first half of this year. At least 8 companies were also reported to have announced new products on 16 July, intensifying pressure to cut prices.