FI showroom red and grey logo
MenuMENU
SearchSEARCH

Japanese Automakers Back on Track, Edmunds.com Reports

Edmunds.com reported that Japanese car manufacturers are finally back on track in the United States one year after the March 11, 2011, earthquakes that struck Japan.

by Staff
March 13, 2012
3 min to read


SANTA MONICA, Calif. — Edmunds.com reported that Japanese car manufacturers are finally back on track in the United States one year after the March 11, 2011, earthquakes that struck Japan.

The website reported that the market share for Japan’s top automakers — most notably Toyota and Honda — are back to pre-earthquake levels following a year of supply shortages and increased prices for some of the most popular vehicles.

Ad Loading...

“The March 11 earthquake and tsunamis revealed the vulnerabilities of Japan and its once-invincible automotive industry,” said Michelle Krebs, senior analyst at Edmunds.com. “But as humbling as the business fallout was in the weeks and months after the disaster, a lot of credit is due to top company executives who resourcefully restored business operations to ‘normal’ levels in less than a year.”

Japanese automakers did not feel the full business impact of the earthquake until the summer of 2011, according to Edmunds.com. During this time, market share and retention rates bottomed out at 12-month lows to the benefit of U.S., European and South Korean carmakers.

Japanese market share in the U.S. fell from 38.5 percent last February to 30.1 percent in June. The rate of customers trading in Japanese vehicles for other Japanese vehicles followed a similar trend.

As much as Japan struggled to maintain market share last summer, it also fought to reign in pricing, which rose quickly as a result of dwindling supply. From February to June, the average transaction price of a Japanese vehicle climbed $813, or 3.1 percent, to $27,239, Edmunds.com reported.

South Korean brands Hyundai and Kia prices also climbed more than three percent in this period, but their increases were due to brand momentum, as demonstrated by their significant market share growth. In the same period, average European brand prices climbed just 0.3 percent, while average American brand prices fell 0.9 percent.

Ad Loading...

By the end of last month, Japanese brands had almost fully rebounded to pre-earthquake levels, according to Edmunds.com. Japanese market share and trade-in loyalty are each less than one percentage point shy from where they stood last February. And the average transaction price for Japanese vehicles is back under $27,000 for the first time since the middle of last year.

“We quickly learned how strong and resilient the Japanese people and Japanese companies really are,” Krebs said. “Their automotive brands could have been down even longer, if not for the perseverance and hard work to get their plants up and running again.”


Market Share and Trade-in Loyalty by Brand Origin



Market Share


Purchase After Japanese Trade-Ins

Origin


11-Feb


11-Jun


12-Feb


11-Feb


11-Jun


12-Feb

Japan


38.5%


30.1%


37.8%


74.5%


69.8%


73.9%

USA


46.2%


50.3%


45.4%


15.9%


17.2%


14.5%

Europe


6.8%


8.6%


7.6%


4.5%


6.0%


4.8%

S.Korea


7.7%


9.9%


8.4%


5.1%


7.0%


6.8%

More Auto Finance

black background with orange text saying Alec Hagey Toyota Financial Services President and CEO effective April 6 with picture of Alec Hagey
Industryby Lauren LawrenceApril 6, 2026

Toyota Financial Services President Replaced

Scott Cooke has served in various roles with Toyota Financial Services for over 20 years, including president and CEO, which he retires from on June 30.

Read More →
Photo of person grabbing stacks of cash from a surface
Auto Financeby Gil Van OverMarch 30, 2026

Permission or Approval: When to Notify Finance Sources

Credit card down payments, multiple vehicle purchases and even straw purchases can be completed without committing bank fraud, as long as you tell the bank first.

Read More →
Three people's hands on desk as one signs a document
Auto Financeby Hannah MitchellMarch 11, 2026

At-Risk Auto Borrowers Drive Looser Credit Access

Cox Automotive’s index shows the subprime segment, long loan terms, negative-equity borrowers and down payment amounts all grew in February despite ever-higher vehicle prices.

Read More →
Ad Loading...
Auto Financeby Lauren LawrenceFebruary 23, 2026

Auto Loan Forecast Bucks Market Trend

Auto loan originations rose over 6% year-over-year in the third quarter of 2025, but TransUnion predicts a slight decline in auto loan growth this year, making it an outlier in the company's overall lending forecast.

Read More →
Auto Financeby Hannah MitchellFebruary 11, 2026

Auto Credit More Plentiful

Growing access shows greater lender appetite for risk as consumers take on heavier debt burden in an inflated market.

Read More →
Auto Financeby Hannah MitchellJanuary 27, 2026

Auto Loans Long as Stretch Limos

More consumers, faced with ever-rising car prices, are adapting by agreeing to longer loan terms despite the cost of added interest payments.

Read More →
Ad Loading...
A person holds a stack of cash with a small red toy car on top.
Auto Financeby StaffJanuary 20, 2026

AutoPayPlus Launches RePayPlus

The reinsured biweekly payment program offers auto dealers with customer retention and reinsurance structure.

Read More →
F&Iby Hannah MitchellJanuary 12, 2026

Auto Credit Access Loosens

December brought some of the best borrowing availability for consumers in years, though lenders tightened their reins on riskier segments of the market.

Read More →
A hand holding small burlap money bags next to a toy red car, symbolizing auto financing, loan payments, and dealership profitability.
Industryby StaffNovember 14, 2025

Report Uncovers $4.7B Opportunity for Auto Dealers

Solving mismatched payment quotes can boost sales, profits

Read More →
Ad Loading...
Industryby Hannah MitchellNovember 10, 2025

Auto Loans More in Reach

October easier to tap despite approval rates falling

Read More →