Full Size Follies from Japan

podcast Episode: 0082
why japan fails at the full size truck market

    Japan can dominate every sector of the American automotive market, except for one.  Could there be a good reason why they just can win the full size truck market, or are our values to engrained in North American products to look at a Japanese full size pickup.  This and more is covered on this podcast.

     Japan has always been a winner in the automotive market, as they have made the top end of lists for nearly every segment out there.  Even though today their lineup of sports or supercars is limited, the products the have still top the lists.  But one market has always been out of their grasp for market domination. 

     Full size trucks may seem like a market that Japanese brands could dominate.  With better quality standards they should be able to beat the domestic brands at their bread and butter game.  But unfortunately both Nissan and Toyota still have not been able to make an extensive impact on this market.  Their issue could lie in two (2) market segments, which Toyota is not even in and Nissan is missing one key ingredient to.

    So, what are these two markets and how can they get into them.  One is the commercial marketplace or fleet sales, which Nissan has tried to get into, but Toyota still sits on the sidelines.  The other would be the most important market to be seen as a true truck manufacture.  Anyone can build a bigger truck, but these two (2) have forgotten one key market.  Diesel is the name of this market and Heavy Duty work trucks are what both companies have overlooked.

     Why is this market so important for the full size market.  Mid and Compact trucks don't require diesel options, but a few do build them.  Nissan and Toyota have trucks in other world markets part of this segment.  But why not in truck hungry North America?  That is an answer only this Podcast can reveal, as the answer is odd.

    Now follow AutoLooks as we take a look at the follies of the Japanese full sized trucks and how they could change their tune to take over this market.  Hopefully they listen, or this market will only be owned by the Americans and possibly the Chinese in the future.

Everett J.
​#autolooks