Abstract
In recent years, tremendous paradigm shift has happened in global automotive industry. The growth of the market in developed countries, which used to be a mass market, has been slow down, on the other hand, the size of the emerging market has grown rapidly. Among them, the entire automotive market in China has already become the largest in the world from 2009. And in 2020, China will also be the largest new energy vehicle market. Under these circumstances, Japanese automotive and the related industries have been being under pressure to change their strategies focusing on developed market into emerging market in order to make a leap forward. In this paper, I will focus on automotive and the related industry in China being though to be a leader of global automotive industry in the future and consider how Japanese companies can break into China market smoothly in order to survive in the global market.
KEYWORDS: Electric Vehicles, Hybrid Electric Vehicles, Plug-in Hybrid Vehicles, Smart Grid for Mobility