Japanese Automakers Back on Track, Edmunds.com Reports
SANTA MONICA - Edmunds.com reported that Japanese car manufacturers are finally back on track in the United States one year after the March 11, 2011, earthquakes that struck Japan.
The website reported that the market share for Japan’s top automakers - most notably Toyota and Honda - are back to pre-earthquake levels following a year of supply shortages and increased prices for some of the most popular vehicles.
“The March 11 earthquake and tsunamis revealed the vulnerabilities of Japan and its once-invincible automotive industry,” said Michelle Krebs, senior analyst at Edmunds.com. “But as humbling as the business fallout was in the weeks and months after the disaster, a lot of credit is due to top company executives who resourcefully restored business operations to ‘normal’ levels in less than a year.”
Japanese automakers did not feel the full business impact of the earthquake until the summer of 2011, according to Edmunds.com. During this time, market share and retention rates bottomed out at 12-month lows to the benefit of U.S., European and South Korean carmakers.
Japanese market share in the U.S. fell from 38.5 percent last February to 30.1 percent in June. The rate of customers trading in Japanese vehicles for other Japanese vehicles followed a similar trend.
As much as Japan struggled to maintain market share last summer, it also fought to reign in pricing, which rose quickly as a result of dwindling supply. From February to June, the average transaction price of a Japanese vehicle climbed $813, or 3.1 percent, to $27,239, Edmunds.com reported.
South Korean brands Hyundai and Kia prices also climbed more than three percent in this period, but their increases were due to brand momentum, as demonstrated by their significant market share growth. In the same period, average European brand prices climbed just 0.3 percent, while average American brand prices fell 0.9 percent.
By the end of last month, Japanese brands had almost fully rebounded to pre-earthquake levels, according to Edmunds.com. Japanese market share and trade-in loyalty are each less than one percentage point shy from where they stood last February. And the average transaction price for Japanese vehicles is back under $27,000 for the first time since the middle of last year.
“We quickly learned how strong and resilient the Japanese people and Japanese companies really are,” Krebs said. “Their automotive brands could have been down even longer, if not for the perseverance and hard work to get their plants up and running again.”
Market Share and Trade-in Loyalty by Brand Origin
Market Share | Purchase After Japanese Trade-Ins | |||||||||||
Origin | 11-Feb | 11-Jun | 12-Feb | 11-Feb | 11-Jun | 12-Feb | ||||||
Japan | 38.5% | 30.1% | 37.8% | 74.5% | 69.8% | 73.9% | ||||||
USA | 46.2% | 50.3% | 45.4% | 15.9% | 17.2% | 14.5% | ||||||
Europe | 6.8% | 8.6% | 7.6% | 4.5% | 6.0% | 4.8% | ||||||
S.Korea | 7.7% | 9.9% | 8.4% | 5.1% | 7.0% | 6.8% | ||||||
More Industry

Kia Closes Out Summer With a Bang
Its U.S. subsidiary broke multiple records in August, in part due to a surge of demand for hybrids models.
Read More →
Indiana Dealership Changes Hands
A 30-year-old Ford dealership in Indiana has a new owner and will soon be undergoing renovations to meet manufacturer requirements.
Read More →
Texas Dealership No Longer in the Family
The Ford store, a longtime cornerstone of the Houston market, is now part of one of the fastest-growing U.S. auto groups.
Read More →
Genesis Grows California Presence
The Cardinale Automotive Group opened its third Genesis rooftop in the Golden State, Genesis of San Bruno, a stand-alone dealership serving the San Francisco Bay Area.
Read More →
August Auto Sales a Mixed Bag
An early forecast shows strong business despite consumer hurdles, and hybrids are a big piece of their affordability coping strategy.
Read More →
EV Market Humming Along
July sales show steady growth as the segment stabilizes from last year’s artificial surge following pullback of federal support.
Read More →
Auto Loan Delinquency Rates Stabilize
Auto loans are a main driver of nonmortgage consumer debt, but delinquency rates stabilized in the second quarter across all credit risk tiers.
Read More →
EV Sales Recover in Q2
The EV sales roller coaster continues as numbers show improvement, but industry experts predict a year-over-year third-quarter decline and fourth-quarter jump.
Read More →
The Cheapest Hybrids to Fuel
The powertrain is increasing in popularity, in no small part due to its fuel economy. A new report lists the most efficient hybrids on the market.
Read More →
Hybrids and SUVs Gaining Ground
The most recent Kelley Blue Book Brand Watch found that only two nonluxury brands increased in shopper consideration, buoyed by their hybrid and SUV offerings.
Read More →