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Strategic Analysis of Carsharing Market in Japan
Frost & Sullivan, Dec 2010, Pages: 30
This research service focuses on the evolution of sustainable personal transportation market, especially the carsharing market in Japan. It provides an overview of worldwide and Japanese market trends, types of services, their impacts and carsharing operators' strategies. The study also provides key regional differences, best practices case studies, emergence of new services such as mobility integrators along with business model analysis, market forecast and assessments. The study also gives an overview of two of the largest carsharing market namely North American and European carsharing market
Research Overview
This Frost & Sullivan research service titled Strategic Analysis of Carsharing Market in Japan focuses on the evolution of the carsharing market, trends, types of services, their impact and operators’ strategies. The study also provides key differences between European and North American carsharing markets, along with best practices case studies, business model analysis and market forecast assessment.
Market Overview
The Number of Carsharing Vehicles in Japan Cross 3000 in 2010, as the Concept Finds Favour with Generation Y Consumers
Carsharing is evidently gaining momentum in Japan, considering half of the 30 carsharing programmes in the country commenced operations only in 2009. Japan is a major economy where vehicle buying has reduced by more than 30 per cent since 1990. Young Japanese consumers no longer consider cars a status symbol and are instead, drawn to personal computers, mobile phones, and the Internet. As Japan has one of the highest urbanisation rates (70 per cent) in the world, the attendant issues of parking, congestion, and connectivity are prompting city dwellers to use alternatives such as public transport. The three major metropolitan cities of Osaka, Tokyo and Kanagawa are expected to account for more than 60 per cent of the country’s carsharing members by 2014.
Consumers have traditionally perceived great advantages in having a personal transportation in emergencies. Therefore, market participants have to demonstrate the savings they can accrue over the long term to persuade them to adopt carsharing services. The concept of focusing on the functions of products and providing the same as services is popular in mobility solutions such as carsharing. “Carsharing is a suitable replacement for car ownership in highly congested cities such as Tokyo, where there is a demand for personal transportation,” says the analyst of this research. “Furthermore, alternative mobility solutions such as carsharing complement other transport modality and serve people who want the convenience of an own vehicle without the hassles of vehicle ownership.”
The market will be bolstered by the government’s emphasis on low-carbon community development and eco driving. Simple and always-available multimodal integration with public transportation is likely to go a long way in increasing the market’s adoption rates. With carsharing operators expanding aggressively in Japan, competition will be primarily based on the services offered rather than the fleet segment. “Carsharing in Japan is witnessing remarkable competition from a variety of companies that can transform this simple mobility service into a true transportation alternative to private vehicle ownership,” notes the analyst. “Novel services, new target groups, integration with other operators and solutions, innovative marketing strategies using Web2.0 and geographic diversity are likely to provide the competitive edge.”
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