Japan Auto Sales Plunge as Young Lose Interest

"The changes in individuals' values on cars came cumulatively over time," said Nissan Chief Operating Officer Toshiyuki Shiga. "The change in young people's attitude toward cars didn't happen overnight. So we have to keep convincing them cars are great."

In an effort to do just that, Nissan Motor Co. has dealerships featuring colorful accessories for cars meant to appeal to Japanese women's alleged penchant for "cute" things, and signed major league star Ichiro for splashy TV ads for a new sporty model, among other efforts.

Toyota, the nation's biggest car maker, has hosted test-drive events, taken part in fashion shows and even developed its own suburban shopping mall that houses a dealership to reach out to buyers.

About half the autos produced in Japan are sold in Japan, while the other half are exported. But the U.S. market -- where more profitable models like light trucks tend to be popular -- is more lucrative.

Still, this nation's disenchantment with cars is cause for concern. Americans, after all, are expected to start buying cars again -- eventually -- partly because of the inadequacy of mass transit there.

It's a different story in Japan's cities where streets are clogged but trains are efficient. The domestic market also is shrinking due to a drop in population.

Makino, the young man who plays what he calls "organic folk music," is typical of the new breed who scoffs at the sportscar-idolizing culture of the older generation.

He and his friends see cars as nothing more than a tool, much like a vacuum cleaner, not a reflection of their identity, tastes or income level. Makino's father own a car, but he has never owned one. And he doesn't know a Honda Fit from a Toyota Vitz.