Away from car

Team On the edge08BN029K Lisa Ogasawara08BN054M Eiji Sakaguchi08BN077L Yuka Takiyama

Outline

• Current Status

• Why car sales are decreasing?

-use consumer’s behavior theory

• Measures

• Predict the next 10 years

• Conslusion

Current behavior of youth consumers

Mainly the age group of under 25 years old don’t have their own car.

Shift away from car：

-0.30%

1.70%

-0.90%

-1.90%

0.60% 0.40%-0.02%

-1.90%

-6.70%

-8.00%

-7.00%

-6.00%

-5.00%

-4.00%

-3.00%

-2.00%

-1.00%

0.00%

1.00%

2.00%

3.00%

1999 2000 2001 2002 2003 2004 2005 2006 2007

The number of domestic new car sales(Ratio in the previous year)

JAMA (http://www.jama.or.jp/)

4.40%

11.80%

13.20%

30.90%

25.60%

13.10%

under 30

30～39

40～49

50～59

60～69

over 70

The number of consumers who buy new cars (each age group)

JAMA (http://www.jama.or.jp/)

Why??

How can we segment the market??

1. Demographic→Economic

2. Lifestyle3. Geographic

1. Economic factors

Too much cost!!

1.8 million yen

2. Life Style

Diversify of hobbies

ranking What is your hobby??

1 Watching movie

2 Reading book

3 Listening music

4 Shopping

5 Travel

6 Surf the Net

7 Talking

8 Karaoke

9 Sleeping

10 DrivingCOBS ONLINE (http://cobs.jp/)

Shift the purpose of the car; from hobby to transportation

3. Demographic factors

Most young people live in urban area

-4000

-2000

0

2000

4000

6000

80000～

4

5～

9

10～

14

15～

19

20～

24

25～

29

30～

34

35～

39

40～

44

45～

49

50～

54

55～

59

60～

64

65～

69

70～

74

75～

79

80～

84

85～

89

90～

94

95～

99

ove

r 1

00

Increasing and decreasing population of Tokyo (1995 to 2009)

Tokyo Metropolitan Government (http://www.metro.tokyo.jp/)

Train infrastructure Is on very high level in urban area

Tokyo Metropolitan Government (http://www.metro.tokyo.jp

Measures to shift away from car

TOYOTA (http://www.toyota.co.jp/)

Predict for the next 10 years

Increase electric cars sales

Muchcolor (http://www.muchcolor.com/machiiro/index.php)

0

1000

2000

3000

4000

5000

6000

7000

2002 2003 2004 2005 2006 2007 2008 2009

The number of member of car sharing

Promoting Personal Mobility and Ecological Transportation(http://www.ecomo.or.jp/index.html)

Conclusion

The rise of other traffic infrastructure

＆Shift purpose from hobby to transportation

↓Decrease the number of domestic new car salesIn the future…

References

• Muchcolor(http://www.muchcolor.com/machiiro/index.php)

• JAMA (http://www.jama.or.jp/)

• Personal Mobility and Ecological Transportation (http://www.ecomo.or.jp/index.html

• COBS ONLINE (http://cobs.jp/)

• Tokyo Metropolitan Government(http://www.metro.tokyo.jp/)

• TOYOTA (http://www.toyota.co.jp/)