Japan’s car industry is being hit by a trend among younger generations to opt for life in the slow lane. Research shows this falling interest in cars in Japan and the United States. The benefit is a reduction in fatal road accidents but the car industry is responding with product development aimed at the needs of younger people.

UNDER 35-year-olds in Japan have spent their entire adult life in an environment of economic, political and social stagnation. They are described as having ‘given up on getting ahead’.

This generation seeks stability, security, conformity - a quiet life. The symbol of their lifestyle is the smart mobile phone. New words refle...

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Dr. Stefan Lippert
Like their Japanese peers, they are staying at home, using social networks to connect with friends and moving to big cities where mass transit such as trains, buses and trams makes car ownership optional, if not a problem
read more about it in the report
Who will benefit?
  • Report is targeted to the decision makers in cross country manufacturing – suppliers, manufacturers, logistics.
  • Also considered useful for the administrative university facilities, to better understand the possibe effects of current decisions.
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