Sales of Suzuki "Jimny" continue to be strong. With the first full model change in 20 years on July 5, 2018, the current model, which is the 4th generation, has appeared. For the Japanese market, there are the "Jimny" mini car and the "Jimny Sierra" equipped with a 1.5-liter engine, both of which are selling well.
[See in the photo] The unique styling is the charm of "Jimny"
Looking at the transition of Jimny's registered number until December 2020, it was constantly maintaining the low 2000 to mid 3000 monthly, but after the state of emergency in May 2020, 3000 The number of cars has continued to exceed, and in September it reached a record high of 4704. Since then, monthly sales have been at the level of 4000 units, and the situation has been steadily increasing.
Regarding this point, Suzuki said, "At the Kosai Plant, which produces Jimny (Shizuoka Prefecture), the production volume has increased due to the partial improvement of the production line for further production increase, and the latest registration (notification). The number of cars has also increased. "
In addition, Jimny Sierra also performed well in July 2020 with a record high of 2099 units (337.5% compared to the same month of the previous year), ranking 28th in the sales volume ranking. is this. It ranks higher than all Mazda SUVs (CX-3, CX-30, CX-5, CX-8). (Survey by Japan Automobile Dealers Association)
For the whole year (January-December 2020), it was 16,603 units (153.3%), ranking 39th higher than Suzuki "Crosby", Subaru "Levorg", and Nissan "Leaf".
Generally, when a new model car is released, the replacement demand of existing customers will be completed in about one year from the second half of the release, and the number of units sold will go from stable to declining. It seems that this so-called "new car effect" does not work for Jimny.
What exactly is behind that?
■ Unique commerciality
First, let's look at the breakdown of the 4th generation Jimny users. The so-called volume zone, which has a large number of purchases, is for men in their 40s and 50s in Jimny, and for men in their 50s and 60s in Jimny Sierra.
The male-female ratio is about 7 to 3 for Jimny and about 8 to 2 for Jimny Sierra, and Suzuki points out that "the number of female users is increasing compared to the previous model."
Regarding the purchase motive, there is data from Suzuki research that there are many words that are directly related to Jimny's commercial value, such as "I was attracted to the original styling and full-scale four-wheel drive performance."
Certainly, I personally purchased the 4th generation Jimny, but the motive was "the appearance from the outside, the driving performance, and the interior that creates a unique world view", which is some options for the highest grade. The high cost performance of less than 2 million yen even with the Jimny installed boosted the feeling of purchasing.
Of course, it goes without saying that the popularity of Jimny is supported by the demand as a so-called four-wheel drive vehicle in snowy areas, and as a practical vehicle for business and business such as agriculture and forestry, road maintenance and management, local governments and police. right.
Also, when considering the reasons why Jimny sells by stepping into changes in the market and society, some keywords emerge. One is the "SUV shift".
■ SUVs are in the age of group male division
From the 2000s to the 2010s, replacement demand for sedans to SUVs progressed in Europe, the United States and China, and such a trend spread in Japan as well.
Toyota has small SUVs "Rise" and "Yariskros", small and medium-sized SUV "C-HR", medium-sized off-road SUV "RAV4", medium-sized high-quality SUV "Harrier", medium-sized and large "Land Cruiser Prado", and in Japan. A full lineup of SUVs consisting of the large "Land Cruiser" will be formed, and "Corolla Cross" will be added in 2021.
Toyota's SUV shift, which occupies about 50% of the domestic market share, impressed users with changes in the entire market. In the mini vehicle market, models such as the second-generation Suzuki "Hustler" and Daihatsu "Taft" are attracting attention as new growth potential.
Among imported cars, while the SUV shift under German car brands such as Mercedes-Benz and BMW is progressing, sales of Jeep, a brand under FCA (Stellantis on January 16), are conspicuous. There are also compact and casual models such as the "Renegade" and "Compass", but the mainstay is the full-scale four-wheel drive "Wrangler."
Jeep sales in 2020 reached a record high of 13,588 units, which is about twice that of five years ago and seven times that of 10 years ago, but in 2023 the number of sales bases will increase from the current 82 bases. By setting 100 bases, we aim to sell more than 20,000 units a year.
Looking at the strong sales of Jeep and Jimny, it seems that these two events are connected.
That is the second keyword, "gear".
Gear refers to a high-performance tool, but it is important to feel fashionable there.
There are various specific purposes such as staying in the car for outdoor activities such as camping and fishing and leisure, but even if you do not have such a hobby, owning gear itself is a fun and fulfilling feeling in your daily life. To give birth to.
In this respect, female users who have few opportunities for full-scale off-road driving may be motivated to own Jeep and Jimny.
■ There are still more reasons why Jimny sells
One more point. This is my personal opinion, but I think that "middle and old age" may also be a keyword. Some middle-aged and older men began to think of "one of the last cars" as they approached the elderly and the reality of returning their licenses increased. In some cases, it reaches Jeep or Jimny. I have actually heard such stories many times around the author.
Other than that, the "Neo Classic" boom, which nostalgic for Showa cars, will also help Jimny's strong performance.
There is a mood in which the orthodox styling of round headlights is preferred, and parts that replace Toyota "Hiace", which is in high demand for customization as a leisure transporter, with round headlights are becoming popular.
The design concept of the 4th generation Jimny is the first Jimny produced in the 1970s, and it seems that the 4th generation has a neoclassical atmosphere as a whole car, not just the round light.
The biggest challenge for Jimny and Jimny Sierra is "long delivery time".
At Suzuki dealers, there was a time when it was said that "there are variations depending on the grade and color, but it is a long one and the delivery time is one year or more." As a result, used cars that are more expensive than new cars are on the market.
As mentioned above, the production volume is on the rise due to the partial improvement of the production system at the Kosai factory this spring, but now we have news that further improvement in delivery time can be expected.
Suzuki announced on January 20, 2021 that it has started production of Jimny for overseas markets (equivalent to Jimny Sierra in Japan) at Maruti Suzuki's Gurgaon plant in India.
Until now, Jimny for overseas markets has also been produced at the Kosai Plant, but it is said that it will mainly manufacture cars shipped to Central and South America (excluding Brazil and Mexico), the Middle East, Africa, Asia, etc. in India.
In a solo interview with Jimny's chief engineer Hiroyuki Yonezawa in January 2019, he said, "There is no production plan overseas such as India." It means that it has decided to produce in India.
In addition to Jimny and Jimny Sierra, the Kosai Factory produces "Alto", "Spacia", "Wagon R" and "Hustler", but Jimny has a rudder frame structure, so it is welded and the production process is slightly different from other models. Wrong. It is possible that the partial change in the production system for Jimny in the spring of 2020 was an idea with a view to starting production in India.
■ How do you deal with electrification?
Finally, I would like to think about the future of Jimny's product planning. After all, what is worrisome is electrification.
In the "Green Growth Strategy" announced by the Ministry of Economy, Trade and Industry on December 25, 2020, the time to realize electrification including light vehicles was stated as "at the latest in the mid-2030s", but at the ordinary session of the Diet session opened in January 2021. In his policy speech, Prime Minister Kan stated that "100% electrification of new cars by 2035".
At what point will Jimny and Jimny Sierra complete the electrification shift by 2035? Is that a condition for the appearance of the 5th generation? I would like to keep an eye on Jimny's evolution.
