By offering smaller, more affordable cars and increasing their visibility in the marketplace, foreign automakers are gradually increasing their presence in Japan.
Imported cars make up around 9 percent of the entire domestic passenger car market. In recent years, however, some automakers have managed to increase their share of the pie.
"(Imported) cars that have a strong and original character are expanding their share of the market," said Seiji Sugiura, senior analyst at Nomura Securities Co. "The number of small imported cars, which are more affordable, are also on the rise."