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.