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About Japanese Brands

Few industrial stories rival the rise of Japan's carmakers. In the 1960s their small sedans were curiosities on American roads; by the 1980s they had rewritten what drivers expected of a car. The oil shocks of the 1970s opened the door, and fuel-sipping Civics and Corollas walked through it. What kept customers coming back was something harder to copy: cars that started every morning, kept their resale value and rarely saw the inside of a repair bay, products of the lean manufacturing methods Toyota pioneered and the whole world later studied.

Trade friction shaped the industry as much as engineering. Export limits agreed with Washington in 1981 pushed Japanese firms to build factories in Ohio, Tennessee, Kentucky and beyond, and to move upmarket with Acura, Lexus and Infiniti. Enthusiasts got their own golden age, the era of the Supra, NSX, RX-7, Skyline GT-R, Miata and WRX, cars that still command collector prices. Toyota's Prius then made the hybrid mainstream, a technology Japanese brands now sell in enormous numbers.

The picture today is mixed. Toyota is the world's largest automaker by volume and has argued for a multi-pathway approach rather than an all-electric sprint. Honda and Nissan explored a merger in 2025 before talks collapsed, Nissan has been restructuring under heavy losses, and smaller players such as Mazda, Subaru and Mitsubishi lean on partnerships to afford electrification. Suzuki dominates India through Maruti Suzuki, while Chinese EV makers pressure Japanese sales across Asia.

This section gathers news across all of them: new models and reveals, sales and earnings, recalls, factory investments and tariffs, hybrid and battery strategy, the performance cars enthusiasts care about, and the alliances that keep the industry's map shifting. It is also where the bigger arguments play out, from whether Japan bet too cautiously on battery-electric cars to how its brands are coping with American tariffs, a weaker yen and a generation of Chinese rivals that build cheaper, faster and with more software than anyone predicted.

Japanese Brands

Toyota, Honda, Nissan, Mazda, Subaru and friends: the carmakers who taught the world about reliability, then hybrids, now facing the EV and tariff era.

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Inside Japanese Brands

Toyota The world's biggest carmaker, from Corolla and Camry to Land Cruiser and Tacoma, betting on hybrids, hydrogen and EVs at once while rivals pick one road. 17 subtopics
Lexus Toyota's luxury arm, born in 1989 to beat Mercedes at its own game, now selling hybrid SUVs by the hundred thousand and previewing an electric LFA. 10 subtopics
Honda The engine company that builds cars: Civic, Accord and CR-V by the million, Type R heroes, a hybrid push and a bumpy road toward electric power. 14 subtopics
Acura Honda's precision-crafted luxury arm, the first Japanese premium brand in America, from the Integra and NSX to Ohio-built SUVs and EVs. 7 subtopics
Nissan From Datsun's 240Z to the Leaf and the GT-R, Japan's scrappiest giant, now fighting its way through a turnaround with trucks, hybrids and EVs. 14 subtopics
Infiniti Nissan's luxury arm since 1989, the brand of the rocks-and-trees ads, the G35 and the FX, now rebuilding around the QX80, QX60 and new QX65. 4 subtopics
Mitsubishi The Dakar-conquering, rally-bred three diamonds, from the Lancer Evolution and Pajero to plug-in Outlanders, a revived 4x4 and pickups for Honda. 5 subtopics
Mazda Hiroshima's independent-minded carmaker, from the rotary RX-7 and Le Mans-winning 787B to the Miata and a lineup of driver-focused crossovers. 6 subtopics
Subaru The boxer-engined, all-wheel-drive maker of the Outback, Forester and WRX, a cult brand for snowbelt families, dog owners and rally fans alike. 9 subtopics
Suzuki Japan's master of small cars, from kei boxes and the cult Jimny to India's Maruti Suzuki empire, plus motorcycles and a first global EV. 2 subtopics

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