Japanese Journalist: The Era of Japanese Cars Has Crumbled

After visiting the Thailand Motor Show, Japanese automotive journalist Takumi Takahiro from the publication CAR VIEW wrote an article stating: "The golden age of Japanese cars is over—the spotlight has shifted to Chinese vehicles."

The article states: "The 47th Bangkok Motor Show, held at the end of March and throughout April 2026, attracted a staggering 1,798,312 visitors—70% more than Japan’s recent ‘Mobility Expo’ held in autumn last year."

In recent years, the fiercest competition at the Bangkok Motor Show has been between Japanese and Chinese car brands.

Before the pandemic, Thailand was firmly under Japanese automotive dominance, with Japanese brands holding over 90% market share. However, by the 2020s, Chinese automakers began launching aggressive expansion campaigns.

Simply looking at the booth layout diagrams from the exhibition floor reveals how significantly Chinese brands have occupied space.

Order and reservation volumes during the show have undergone dramatic changes in recent years.

2019 Sales (on-site at the show):

1. Toyota (6,110 units)

2. Mazda (5,211 units)

3. Honda (4,910 units)

4. Mitsubishi (3,019 units)

5. Ford (2,836 units)

6. Isuzu (2,715 units)

7. Mercedes-Benz (2,405 units)

8. Suzuki (2,319 units)

9. Nissan (2,255 units)

10. MG (2,225 units)

At that time, Japanese cars were undisputed kings. Yet by 2026, the situation had completely reversed. BYD claimed first place (17,354 units).

2. Toyota (15,750 units)

3. OMODA JAECOO (15,088 units)

4. MG (10,537 units)

5. DEEPAL+NEVO (8,573 units)

6. Geely (7,811 units)

7. Chery (7,509 units)

8. Great Wall (6,819 units)

9. GAC (6,287 units)

10. Honda (5,907 units)

Although total sales volume has greatly increased compared to 2019, only Toyota and Honda among Japanese brands made it into the top ten. Toyota, long the dominant champion, has now fallen from grace—BYD has taken the lead.

As a Japanese person, seeing this ranking gives me chills down my spine.

Indeed, this ranking evokes deep pessimism about the future of Japanese automobiles.

Based on the data above, it's clear that even countries where Japanese cars once reigned supreme are now flooded with Chinese vehicles. Isn't that terrifying? It's no exaggeration to say that overseas markets have supported Japan’s auto industry—and now, the decline of that industry is directly tied to this shift.

You might think, “Well, that’s just Thailand.” But what’s happening in Thailand will inevitably spread across Southeast Asia.

Southeast Asia has long been a major market for Japanese cars; losing it would mean incalculable losses. Moreover, this trend could extend to the Middle East, Europe, and eventually even the United States. Watching the Bangkok Motor Show, I feel deeply concerned about the future of Japanese cars.

From now on, we must reassess the so-called 'advantages of Japanese cars.' At least when it comes to pricing, you simply can’t compete with Chinese vehicles. And there’s no denying that Chinese cars have surpassed Japanese ones in certain aspects.

Additionally, young people’s perceptions have changed—many now believe, “Smartphones are made in China, so why not cars too?” The heyday of Japanese cars is nearing its end.

Regardless, I sincerely hope Japanese automakers perform at their best. Standing in the center of the Bangkok Motor Show venue, all I can do is pray.

Original source: toutiao.com/article/1864363027823755/

Disclaimer: This article reflects the personal views of the author.