Daihatsu: Innovations in the competitive mini and compact car market
Establish research and development organization in Indonesia and Malaysia
2014/10/09
- Summary
- Competing to be top in fuel economy in mini vehicle market
- Strengthening R&D for engine powertrains
- "Ultra space": maximizing space in mini-vehicle cabin
- Revolutionary "monocoque frame ＋plastic exterior panel architecture" in all-new Copen
- Fierce competition in 2014 mini-vehicle market
- Astra Daihatsu Motor in Indonesia leads in production volume
- Launched LCGC (Low Cost Green Car) ahead of competitors
- Competition with Honda and Nissan heating up in Malaysia, another important market
- Perodua's product lineup
- FY2014 revenue lower due to severe competition
Summary
Daihatsu lead the mini vehicle market for seven years, between 2007 and 2013. However, in the aggressive competition with hit products like Honda's N Series and Suzuki's Hustler, Daihatsu was overtaken by Suzuki from April 2014 in terms of unit sales. Amidst this severe competitive environment in the mini vehicle market, Daihatsu is aiming to recover in the second half of the fiscal year ending in March 2015 (FY2015) by launching new models developed and engineered with a focus on fuel efficiency, roomier cabin interiors, and the appeal of its proprietary products. Within the Toyota Group, Daihatsu is in charge of development and production of low fuel consumption and low-cost vehicles for both brand of Daihatsu and Toyota. In addition, production for Toyota accounts for a large percentage in whole Daihatsu productions.
Related Report:
Suzuki: Plans to sell 3 million units in India and increase local ASEAN production (Oct. 2014)
Toyota: Implements strategy to launch fourteen new engines in two years (Sep. 2014)