Japan's 'Little Four'
Japan's 'Little Four'
"How Long Can Japan's Niche Brands Survive?" --Motor Trend Feb. 2012

Commentators have been speculating on the future of Japanese niche brands ever since Daihatsu withdrew its minicars from the U.S. market in 1992 four years after launching them in 1988. Isuzu Motors America discontinued the sale of its SUVs in the U.S effective Jan. 31, 2009. Since then, nothing, including the deepest economic downturn since the Great Depression, has driven the survivors away. Suzuki is still clinging to its two-tenths market share, and Mitsubishi defies predictions of its imminent demise by continuing to introduce new models.


By Alex Taylor III, senior editor-at-large @FortuneMagazine - Last updated February 16 2012: 9:48 AM ET
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