Last week Prime Minister Shinzo Abe announced that Japan would participate in the Trans-Pacific Partnership (TPP) talks, a prospect that worries American car makers since the trade agreement could remove any remaining tariffs from Japanese cars sold in the U.S., thus making them cheaper and even more attractive to American consumers. Apparently, carmakers in the U.S. don't think the agreement will sufficiently remove what they deem barriers to American car sales in Japan. The fact that these barriers, which include, in the words of Reuters, "discriminatory taxes, onerous and costly certification procedures for foreign cars and [an] unwillingness by Japanese auto dealers to sell foreign cars," have not prevented certain European automakers from doing well in Japan may, in fact, indicate that the problem is American products rather than Japanese protectionism. For instance, the U.S. claims that Japan's preferential tax treatment for kei (light) cars — smaller automobiles whose engine displacement is 660cc — is a trade barrier, but since America doesn't make kei cars it's difficult to understand what it's a barrier to. Kei cars account for about 30 percent of the Japanese car market, which means people like them, and the main reason they like them is their superior gas mileage.
It's also the main reason for the popularity of hybrids. On March 3, the land ministry announced its most recent findings for the best gas mileage among cars sold in Japan. Toyota's hybrid Aqua came out in first place with 35.4 km per liter (in JC08 mode). In second place was the first hybrid car sold in Japan, Toyota's Prius with 32.6km/l. In third place was Toyota's high-end hybrid Lexus at 30.4km/l, and fourth was Honda's hybrid Insight. The highest non-hybrid on the list was the Mitsubishi Mirage, which gets 27.2km/l.
Aqua is also the best-selling model in Japan right now. In February, 24,526 Aquas were sold nationwide, with Prius in second place with 23,473. After that, it was Nissan's Note with 16,497 followed by Honda's Fit. However, overall kei cars still outsell regular cars and hybrids in terms of units, probably because in addition to good gas mileage they cost less to purchase. Suzuki's Alto and Mazda's Carol tied for first among kei cars in terms of fuel efficiency with 30.2km/l. American carmakers will probably not be happy to learn that the government has required all cars sold in Japan to meet stricter efficiency standards by 2015 in accordance with the revised Energy Conservation Law. As it stands, however, a fair number of domestic models already meet these standards.