The result of JAMA’s fiscal 2008 motorcycle market trends survey

Today, I am going to talk about something a bit more serious. Japan Automobile Manufacturers Association Inc. (JAMA), a non-profit industry association comprised of major automobile manufacturers in Japan that carries out research on the industry. It has announced the result of their 2008 survey on motorcycle market trends.

This survey, against the background of young people’s detachment from cars, has a theme of “what is going to happen to the relationship between younger generations and motor vehicles” and has been conducting an analysis of university students who, within a few years are going out into the world, as the “entry generation”.
To understand this generation’s way of thinking, behaviour patterns and their perception of cars, the research subjects are set as follows:

1) Concept of values in the current environment and lifestyles
2) Concept of value of motor vehicles
3) Inhibitory elements & needs in purchasing cars

Main aspects of the result of the survey were as follows (abstracted):
・People in this “entry generation” tend to have pessimistic views towards societies future and the economy. They were brought up in a less competitive environment, not having a chance to be conscious of competition. This has been attributed to a more relaxed education policy and they spend a lot of time inside.
・They would rather choose an easier way of life and working style than making an effort. They are reluctant to spend money and do not care less what the trends are and what other people have. In their behavioural phase, they have less opportunity to play sports, moving around, or going on a holiday.
・Not many of them own their own cars but they use their family’s car. They use a car more for shopping but less for leisure and commuting.
・They have an interest and buying motivation in cars the same as in the older generations but not as strong. They are more careful to decide when to buy one.
・The most likable car body type is compact but they have positive image towards sedans and sport cars.
・They are surrounded with so many things and have so many things they are interested in, that, it is causing a drop in their interest in cars.
・As for the image of cars, they highly value the functional side of making their life more convenient and comfortable but less of the psychological side of conspicuous consumption social status.
・The reasons for the lack of a strong desire for cars are “lack of benefit in having a car”, “increased awareness of global environment and society” and “more drawback in the cost and effort”.
・The function they want on cars are upgraded benefits such as “computerization”, “automatization” and “higher environmental performance”.

The total results are far too much to mention all here but to sum up, although less numbers of men in big cities have cars, women and people in rural area still have a similar level of interest and buying motive towards cars. However, the reason why this does not lead to a strong desire to own one is, according to the report, that the “burdens” surrounding cars weigh more than the “utility” they can get from car ownership.

Like in Japan, where there are too many things, consumers’ tastes became diversified. Car manufacturers have to produce better cars to satisfy the customers who are used to having good trouble-free Japanese cars and bring something to enhance them. It seems impossible to keep making cars to respond to ever-changing people’s needs. I, personally would take some minor malfunctions as the car’s individual characteristics. I think it is great fun to keep good a relationship with my car for a long time by fixing bits & pieces as they come. What do you think about the results of the survey?


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