The Tokyo Motor Show was a major event that attracted 2 million people from the 1980s to the 1990s, but in recent years the number of visitors has decreased and the last exhibition in 2017 drew only 770,000 attendees.  

Please see the below charts. Since 2005, this show held once every two years. 

This time, in order to get new interests, it also invited family-oriented planning such as work experience in the automobile industry, and other industries such as electronics and communications. 

There was a tendency to break through the feeling of rut that was seen in 2017 and earlier. For example, work experience events in the automobile industry for children and enhancement of gourmet booths. There were many hands-on exhibitions, and there was an effort to break away from the event of just watching a car. 

Exhibits of compact EV, V2H and sharing mobility were very conspicuous. There was an enthusiasm for visitor learning as a reality in near future. 

The features of this show seemed to fall into two basic classes: Compact EVs and V2H (Vehicle to Home) concept models.

Compact EVs

This is due to the road network in Japan, especially in urban areas. Many models that meet the demand for EVs suitable for narrow alleys have been proposed. Currently, the smallest class in Japan is the “Kei” class with less than 660cc. There is a trend to promote a more compact ULV (Ultra Lightweight Vehicle). 

Much of the ULV development is almost complete. Currently, it is in the stage where demonstration experiments such as sharing are being conducted. Many models have a cruising range of about 100km and can be recharged at home outlets in about 5 to 6 hours. The expected selling price is about 1 to 1.5 million yen, which is cheaper than Kei Car. The maximum speed is 60km / h, so it is not possible to drive on a highway, but it is expected that cost reduction can be achieved by eliminating excessive safety equipment. 

V2H Concept model 

In Japan, which is a major disaster country where 10% of global disasters occur in Japan, the exhibition that actively promotes V2H (Vehicle to Home) is conspicuous. The EV may be interpreted as a “movable battery” and the market may recognize its value as a mobility that can move to a necessary location and supply power in the event of a disaster. I think that it is a very useful way of thinking to increase added value, not just as a means of transportation. Although the power supply to the grid will be a story ahead for some time, it makes a lot of sense to supply emergency power. 

Of course, even during normal times when there was no disaster, V2H in the original sense that EV batteries cover a certain amount of household electricity was also received very favorably, and many visitors were interested. . In Japan, where home-use stationary fuel cell systems are already widespread, the general understanding is that living expenses can be saved by providing electricity for one’s own home. In Japan, resistance to the idea that mobility can take on this function is weak. 

As overseas brands such as BMW and VOLVO stopped exhibiting at this show, the brand power of the Tokyo Motor Show was feared to decline. 

According to statistical information from JAIA (Japan Automobile Import Association), the number of newly registered foreign OEM cars in the first half of 2019 is 149,010, 98.2% of the previous year. Mercedes-Benz is 97.7%, Volkswagen is 92.4%, BMW is 100.0%, Audi is 80.5%. From such a current situation, it is no wonder that overseas brands become a mind that they do not expect much from the Japanese market. Because the Japanese automobile market is shrinking, growth is not expected and there is no need to invest resources there. That judgment is probably not wrong. However, this is not limited to Tokyo, and the number of exhibitors at motor shows is also decreasing in Paris, Frankfurt and Detroit. 

In the past, there were times when motor shows were directly connected to branding, such as the announcement of new models and the release of new technologies. However, the era when such functions were required for motor shows may be over. 

It may be a role for social media or teaser site now. Promoting new products online makes it easier to reach your target audience. Another advantage is that it can be released to the world at the same time. However, it will reach users who are interested in it, but not to users who are not interested in cars. The organizers knew this well and came up with a variety of ideas to make people interested in cars, including preparing various hands-on events for children. 

Exhibitors and organizers are currently exploring the importance of a motor show. Opportunities for automobile OEMs around the world to gather in one place will be lost. In other words, it is synonymous with the localization of the motor show itself. Europe, the United States, Japan, the demand varies depending on each region, and I think that it will become a motor show that fits each region. 

The number of visitors may decrease as the number of people who are not interested in car ownership increases in the future, however, a place where mobility companies can propose the future, and also people can experience the near-future tech, the Motor Show will continue to evolve while changing its role.  PSR

Slides From The Show

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