A cautious shift at the Japan Mobility Show
- SBD Automotive
- Nov 6
- 3 分钟阅读
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
为了帮助行业专业人士保持领先地位，我们现在提供 2025 领域通行证提供特定领域的研究报告。
ADAS &自动驾驶
驾驶舱和信息娱乐系统
数字车联网服务
电气化
创新与战略
汽车安全
软件定义的车辆
用户体验
每份通行证还包括一份独家定制报告，该报告将我们各种报告中的见解整合为一个 规范化视图提供一个清晰的视角 主机厂、供应商和生态系统 战略的清晰视角。欲了解更多详情或获取我们的完整目录，请立即联系我们！