A cautious shift at the Japan Mobility Show
- SBD Automotive
- Nov 6
- 3분 읽기
Keep calm and carry on - that felt like the spirit of this year’s Japan Mobility Show. On stage, CEOs from Toyota, Honda and Nissan spoke with conviction about reshaping their platforms and cultures for the SDV, EV, AV and AI era.
Yet, across the exhibition floor, the transformation still felt early. Concepts were thoughtful rather than flashy, and the excitement came more from intent than from spectacle. Still, the absence of flashy, headline-grabbing prototypes didn’t mean there wasn’t plenty to learn.
What stood out?
Purpose over dazzle
Compared with Shanghai earlier this year, there were far fewer “delight” features. Instead, Japan’s show leaned into purpose - ageing societies, disaster resilience, sustainability, accessibility. Cars as social infrastructure, not toys.
Pragmatism over purity
Japan resists the binary BEV narrative. Toyota and others stick with an “all-of-the-above” approach (hybrids, hydrogen and EVs) driven by practical limits and a desire to reduce dependence on Chinese supply chains.
Cities as the customer
OEMs increasingly frame vehicles as part of the city: smart-grid nodes, mobile power sources, and logistics hubs rather than isolated products.
Doubling down on brand identity
Subaru = love.
Mazda = joy.
Mitsubishi = resilience.
Toyota = happiness.
Each brand is asking: what makes us uniquely Japanese in a global EV world?
Lexus as the lone luxury flagbearer
With no Sony-Honda presence, Lexus carried the domestic premium torch - pushing harder on in-cabin CX and the convergence of design + SW. Their growing independence inside Toyota is paying off.
Global show of force
Stronger foreign presence than expected:
Kia launching in Japan with its PBV lineup
BYD debuting a Japan-specific kei EV
BMW / Mercedes doubling down on luxury BEVs
Notably absent: US automakers, despite political pressure to engage.
Focused exporters
OEMs with clear geographic focus - Suzuki (India), Subaru (USA) - seem better placed to respond coherently to the Chinese onslaught.
Multi-modal experimentation
From Toyota’s VTOL and Honda’s jet to Yamaha’s autonomous bikes and Suzuki’s shuttles - carmakers are diversifying. When passenger cars lose glamour, mobility takes new forms.
Fleet & logistics renaissance
The most grounded exhibits centred on fleet electrification and logistics efficiency. In an ageing society, efficiency is empathy - measurable ROI beats concept-car glitz.
Start-ups inching forward
Small but promising start-up hall. Highlight: Cuebus, developing maglev-based underground freight tunnels - solving demographic strain, not vanity.
Key takeaway
"Japan’s mobility industry is doing the basics well and staying true to long-term purpose, which feels right for a domestic audience. Globally, though, the balance still needs work. Reliability and pragmatism are solid foundations, but the absence of delight is risky. New platforms will help — but the real transformation lies in culture: the courage to combine quiet excellence with bold and agile imagination."
Andrew Hart
CEO, SBD Automotive
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