Japanese OEMs launch plans for HEV/EV/PHEV through 2014

Toyota and Honda will increase HEV lineups, primarily with small-sized cars

2011/08/15

Summary
Toyota: Introducing 11 HEV models in 2011-2012 as part of their multiple HEV launch plan aimed at boosting sales in Japanese markets
Honda: HEV accounts for 47.1% of all Fit cars, 86% of orders for the Fit Shuttle
Nissan: Selling 1.5 million units of EVs, including Renault's, in six years from fiscal 2011 to 2016
Mitsubishi Motors: Launching three EVs and five PHEVs from fiscal 2011 to 2015
Mazda and Fuji Heavy Industries to team up with Toyota for HEV launch while Suzuki eyes PHEV launch

Summary

Below is a summary of HEVs (Hybrid electric vehicles), EVs (Electric vehicles) and PHEVs (Plug-in hybrid electric vehicles) launched recently by Japanese OEMs and their launch plans from 2011 to 2014 (based on their press releases and media reports).

Toyota and Honda will enhance their HEV lineup primarily with small-sized cars while continuing their omnidirectional development of clean vehicles (eco-cars) such as EVs, PHEVs and FCEVs. Though the two companies will launch EVs and PHEVs in 2012 as their next-generation eco-cars, they plan to focus initially on PHEVs judging that the full market penetration of EVs is not likely to happen in the near future.

Toyota released the third-generation Prius in May 2009 with a starting price of 2.05 million yen while Honda released the Fit HEV in October 2010 with a starting price of 1.59 million yen. Both models are selling well. It is said Toyota is releasing a Vitz-size HEV toward the end of 2011 with 10-15 mode fuel efficiency in excess of 40km/L and a starting price of around 1.5 million yen. This suggests growing competition in terms of fuel efficiency and price.

Nissan plans to sell 1.5 million units of EVs, including those by Renault, in six years from fiscal 2011 to 2016. Nissan's one motor/two clutch HEV system, originally adopted on the Fuga in 2010, will be made available on the front-wheel drive mid-sized cars as well.

Mitsubishi Motors plans to release three EV and five PHEV models in five years from fiscal 2011 to 2015. The company has made available lower-priced grades characterized by a lower battery capacity with the i-MiEV and the MINICAB-MiEV slated for delivery starting in the fall of 2011.

Mazda will launch the Demio-based EV for fleet lease customers in the Japanese market in the spring of 2012, and release HEVs in 2013 after adopting technologies from Toyota.

Fuji Heavy Industries (FHI) will release their HEV in 2013 and is expected to release their PHEV sometime in the mid-2010s.

Suzuki Motor has developed a Swift-based PHEV equipped with a 660cc engine for mini-cars.

Toyota, Honda and Nissan plan to start full scale production of FCEV (Fuel cell electric vehicle) in 2015 if all goes as planned.

HEV sales by Toyota and Honda in Japanese markets

(vehicles)

		2005	2006	2007	2008	2009	2010
Toyota	Total sales in Japan HEV sales (thereof) Prius HEV ratio	1,701,905 58,388 43,670 3.4%	1,682,272 70,520 46,717 4.2%	1,580,232 71,642 48,902 4.5%	1,455,355 103,266 73,110 7.1%	1,365,660 250,680 208,876 18.4%	1,556,205 391,993 315,669 25.2%
Honda	Total sales in Japan HEV sales HEV ratio	460,735 1,932 0.4%	412,295 7,844 1.9%	393,818 4,392 1.1%	421,114 5,125 1.2%	461,794 97,049 21.0%	485,532 87,492 18.0%