Ann99 2

 

 

Review of the Japanese Auto Industry in Canada – 1998

The Japan Automobile Manufacturers Association of Canada is a non-profit
trade association established in 1984 to promote greater understanding on economic and
trade matters pertaining to the motor vehicle industry and to encourage closer cooperation
between Canada and Japan. JAMA Canada’s members include the following companies who
import, distribute, manufacture and export automotive products:

Hino Diesel Trucks (Canada) Ltd., Honda Canada Inc., Honda
of Canada Manufacturing, Mazda Canada Inc., Nissan Canada Inc., Subaru
Canada Inc.,  Suzuki Canada Inc., Toyota Canada Inc., and Toyota
Motor Manufacturing Canada Inc.

JAMA
Canada Members’ Operations in Canada


(click on the image to enlarge)

As a group, JAMA Canada members have become an integral part of
the Canadian auto industry that makes a significant and growing contribution to Canada:

Through an extensive distribution, sales and service network employing over 30,000
Canadians from Newfoundland to British Columbia,;
Through several billions of dollars in direct investment, joint ventures and industrial
cooperation in vehicle and parts manufacturing;
Through the direct employment of about 17,500 Canadians at Japanese vehicle and auto
parts manufacturing operations, and several hundred new jobs which will be added over the
next few years.
Through the export of about 76% of vehicle production to the U.S. and other foreign
countries, which adds to Canada’s trade balance.
Through Japanese automakers’ presence in the Canadian market for over thirty years
which has helped to stimulate competition for the benefit of Canadian consumers.
Through manufacturing investment, forging a hybrid of Canadian and Japanese business and
industrial culture; and through a growing array of supplier relationships helping Canadian
industry be globally competitive through the diffusion of both product and process
technologies.

The Japanese auto industry in Canada is comprised of more than just the current members
of JAMA Canada. For this review, we collect and publish information about Japanese
affiliated parts investments and operations in Canada. For a list of JAMA Canada members,
please see this section. For a list of Japanese affiliated auto
parts companies in Canada, please see this section.

Contributions to the Canadian Economy

1. Consumer Benefits

In pursuit of satisfying the ever demanding consumer, Japanese
automakers have stimulated competition and raised the quality of vehicles not only made in
Japan, but increasingly vehicles designed and developed in North America for the Canadian
and U.S. markets. For all automakers, quality is a necessary ingredient just to be able to
participate in an increasingly competitive global industry. But for Japanese automakers,
quality is a constantly moving target, driven by the demands of the consumer, lower costs
and continuous improvement. What’s more, about 54%, or almost three of every five
Japanese brand vehicles currently sold in Canada are built in North America. As such, the
benefits to local communities and local suppliers in Canada continues to grow,
particularly as capacity in Canada expands from 530,000 units in 1998 to over 700,000
units by 2001. In addition, according to opinion polls and industry surveys over the
years, Japanese vehicles still represent the leading edge in terms of reliability,
performance and customer satisfaction.

2. Employment

The Japanese auto industry is multi-faceted and in the aggregate,
employs over 49,000 Canadians in manufacturing both parts and vehicles, imports, exports,
transportation, distribution, sales and service.

In the manufacturing sector, more than 7,700 Canadians work in three
motor vehicle manufacturing plants, and about 9,800 jobs have been created in Canada
through various parts and materials operations supplying the North American auto industry.
Expanding manufacturing investments at Honda of Canada Manufacturing and Toyota Motor
Manufacturing Canada will add hundreds of additional jobs directly, plus significant
indirect employment as a result of increasing local sourcing of supplies and services.
There are about 30,000 Canadians employed in about 1,000 dealerships according to the
Canadian Association of Japanese Automobile Dealers (CAJAD). Finally, there are about
1,600 people employed in the national distribution and head offices of JAMA Canada
members.

Several of our member companies maintain regional offices and
warehouses in different regions of Canada including Western Canada, Ontario, Quebec and
the Maritime region. Some member companies run operations in Canada related to vehicle
engineering, design and testing. These R&D activities focus primarily on vehicle and
component cold weather testing in Northern Ontario and in the Maritimes.

3. Investments in Manufacturing

There are three vehicle manufacturing plants and currently thirty-seven
Japanese affiliated auto parts and related materials and machine tool operations in
Canada. Total investment in vehicle manufacturing stands at $4.3 billion. Further details
about parts and vehicle manufacturing in Canada can be found on pages x through y.

Honda Canada announced in 1995 a $300 million minivan plant in
Alliston, Ontario that opened in 1998 with a two-shift capacity of 120,000 units and an
additional 1,200 associates. The new plant started production of the new, larger Odyssey
minivan in the summer of 1998. The plant will be operating on one shift initially, adding
a second shift in mid-1999 to reach projected capacity. Honda Canada also announced an
additional 60,000 units of capacity may be added by 2001, depending on market conditions
in North America.

In 1997, Toyota opened their $600 million plant in Cambridge, Ontario
which increased capacity by 120,000 units and an additional 1,200 team members. TMMC
continues to make Corollas and 1.8L four cylinder engines for the Corolla and officially
began assembly of the Camry Solara in September, 1998. TMMC will also produce about 6,000
convertible models of the Camry Solara annually starting in 2000. Canada is the exclusive
worldwide location for the production of both the Honda Odyssey and the Toyota Camry
Solara.

CAMI Automotive, the 50/50 joint venture manufacturing plant
established by Suzuki and General Motors of Canada in Ingersoll, started production of the
new compact sport utility vehicle (SUV) in October 1998 – the Suzuki Vitara and the
Chevrolet Tracker. Since start-up in 1989, CAMI continues to build two different vehicles,
a sub-compact passenger car, the Suzuki Swift and the Chevrolet Metro, along with the
compact SUV. Total capacity is 200,000 units annually.

When these expansions are complete, over $4.3 billion will have been in
invested in Canadian vehicle manufacturing, with a potential production capacity of
730,000 units, and a workforce of 8,300 Canadians at Honda, Toyota and CAMI.

In 1998, Japanese automakers manufactured about 3.0 million vehicles in
North America. Canadian plants built over 396,000 units or 14.3% of total Japanese
production in North America which grew by 3.1% in 1998 to almost 2.8 million units. With a
significant increase in production capacity from current expansions at Honda and Toyota
together with higher output from new SUV production at CAMI, the Canadian share of total
Japanese vehicle production in North America should expand in 1999.

As in 1997, about 76% of total vehicle output at the three Japanese
affiliated operations in Canada was exported in 1998, primarily to the US. About 9,000
units were shipped to other countries including Puerto Rico and Latin America.

Comparing exports and imports of vehicles in 1998, for the sixth
consecutive year Canada has been a net exporter of Japanese vehicles. Imports from Japan,
the US and Mexico totalled 247,000 units, while 302,000 vehicles were exported, thereby
contributing to Canada’s trade balance.

Comparing production and sales in Canada, there were about 1.3 vehicles
produced in Canada for each one sold by all JAMA Canada members combined. At the same
time, all vehicles that were exported to the US met the NAFTA rule of origin requirements
for North American content.


1998 – The Year in Review

Production:

Japanese-affiliated vehicle production in Canada grew by 3.4% in 1998
to over 396,000 units. Behind this modest increase, however significant changes are
evident. Output at Honda (HCM) in Alliston rose 8.8% over 1997 to just under 180,000 units
and Toyota (TMMC) in Cambridge increased production 58.6% to almost 172,000 units. Both
HCM and TMMC opened new or renewed plants in 1998 for the Odyssey minivan and the Camry
Solara coupe, respectively.

Honda: Output at HCM increased 8.5% to over
179,000 units in 1998, largely due to start-up of the second plant for the Odyssey.
Production of Civic and Acura EL models gained 1.3% to over 167,000 units, while almost
12,000 minivans were built by the end of the year. While production of the Odyssey is
still on one shift, the second shift is expected to start in the spring, with full
capacity likely to be reached later in the fall. Total output for the model year is
estimated at 75,000 units, with 60,000 units exported (most to the US, some to Japan
including right hand drive) and 15,000 for the Canadian market.

Toyota: At TMMC, both Corolla and Camry Solara
production boosted output 57.6% over 1997 to just under 172,000 units, up from 109,000
last year. Corolla production shifted to the second plant in 1997, and production of the
Camry Solara began in the fall of 1998 at the original plant. TMMC has recently announced
the addition of a Camry Solara convertible for manufacture in Cambridge. The new model is
slated to go on sale in the spring of 2000 and Toyota is expecting to sell 6,000 Solara
convertibles per year. TMMC has teamed up with American Sunroof Corporation (ASC) Inc. of
Michigan for production of the convertible. ASC will establish a facility to integrate the
production of the Solara convertible in Cambridge, and is expected to create over 50 new
jobs.

CAMI: At the same time, CAMI was idle during the
summer due to soft demand in the US, but started production of the new Suzuki Vitara /
Chevrolet Tracker compact sport utility vehicle in Ingersoll last September. While this
should boost their output in 1999, over the past calendar year, total production at CAMI
dropped 59% to about 45,000 units for both the SUV and the subcompact Suzuki Swift /
Chevrolet Metro.







Production
1998 1997 1996 1995 1994 1993 1992 1991
Honda (HCM) 179,751 165,181 144,482 106,133 108,308 100,996 104,123 99,150
Toyota (TMMC) 171,739 108,252 97,344 90,136 85,870 79,219 68,092 67,834
CAMI* 45,000 110,000 124,000 184,000 170,000 162,000 147,000 160,000
Total 396,490 383,433 365,826 380,269 364,178 342,215 319,215
326,984
%
Change
3.4% 4.8% -3.8% 4.4% 6.4% 7.2% -2.4% 19.3%


* estimated Source: JAMA Canada

Exports:

As the Canadian market alone is too small to sustain rising levels of
production in Canada since the Auto Pact was signed in 1965, integration of the industry
on a North American basis has allowed foreign automakers in Canada to benefit from trade
agreements that permit access to the larger U.S. market. Like the U.S. Big 3, Japanese
automakers export a high level of their Canadian production, and likewise, rely on
imported models to serve the needs of the Canadian consumer.

In 1998, three Japanese-affiliated plants in Canada exported about
302,000 units, up 3.4% from 292,000 units in the previous year. About 97% of exports are
shipped to the U.S., while about 9,000 units are exported to other destinations, such as
Puerto Rico and Latin America.

Honda’s exports of finished vehicles from Canada in 1998 reached a
new high level at over 134,000 units, a gain of 10.9%. TMMC’s exports jumped 76.0% to
about 130,000 units, also a record level. CAMI shipped 60.8% fewer units in 1998 than in
the previous year, down to 38,000 units from 97,000 in 1997.

The ratio of units produced to units exported were unchanged from a
year earlier. About 76.3% of all vehicles produced in 1998 were exported, compared to
76.2% in 1997. As mentioned previously, Canada has been a net exporter of Japanese brand
vehicles every year since 1993, as exports exceeded imports. While 302,471 vehicles were
exported from Canada, 246,571 units were imported in total from Japan, the U.S. and
Mexico.

Exports
1998 1997 1996 1995 1994 1993 1992 1991
Honda (HCM) 144,544 121,248 112,999 88,117 90,427 82,535 76,287 79,220
Toyota (TMMC) 130,021 73,855 67,153 67,151 65,935 70,889 52,373 47,970
CAMI* 38,000 97,000 117,000 165,000 153,000 150,000 121,000 113,000
Total 312,565 292,103 297,152 320,268 309,362 303,424
249,660 240,190
% Change 7.0% -1.7% -7.2% 3.5% 2.0% 21.5% 3.9% 9.0%


* estimated Source: JAMA Canada

Imports (Shipments):

Overall imports of finished vehicles by JAMA Canada members grew 4.6%
in 1998 to 246,571 units from 235,767 units in the previous year as a result of higher
shipments from both the US/Mexico and Japan. The increase was mainly due to strong
consumer demand for Japanese brand vehicles.

Japan: Shipments of vehicles from Japan in 1998 were up 3.4% to 145,755
units from 140,960 units in 1997. At the same time, finished vehicle shipments from Japan
to Canada changed direction in the course of 1998. While strong in the first quarter, over
the last three quarters, shipments were declining. For the fiscal year beginning in April,
vehicles exported from Japan have fallen 12.8% overall, from 115,000 to 100,000 units to
the end of December.

Imports from Japan
1998 1997 1996 1995 1994 1993 1992 1991
Passenger Cars 144,922 140,189 69,647 69,712 105,268 155,978 243,055 246,411
Trucks 833 846 644 3,410 9,371 18,776 32,461 41,217
Total 145,755 141,035 70,291 73,122 114,639
174,754 275,516 287,628
% Change 3.4% 100.6% -3.9% -36.2% -34.4% -36.6% -4.2% 1.0%


Source: JAMA

US/Mexico: Vehicles shipped from plants in the US and Mexico for JAMA
Canada members rose 6.3% in 1998 to under 100,800 units, up from 94,800 units in 1997.
Passenger car shipments edged up 1.4%, while light trucks rose 26.1% year over year.

Imports from US/Mexico (NAFTA)
1998 1997 1996 1995 1994 1993* 1992* 1991*
Passenger Cars 76,990 75,915 67,586 64,577 61,852 40,200 31,500 22,300
Trucks 23,826 18,892 10,697 11,929 10,051
Total 100,816 94,807 78,283 76,506 71,903 40,200 31,500 22,300
%
Change
6.3% 21.1% 2.3% 6.4% 78.9% 27.6% 41.3% 47.7%


* estimated Source: JAMA Canada

Sales:

Sales of JAMA Canada members in 1998 attained a new peak, topping out
at 330,148 units, an increase of 10.9% over 1997. The previous peak was in 1991 when
Japanese automakers sold 325,000 vehicles in Canada. The key difference between then and
now is the fact that in 1998, 54% of all vehicles sold were models built in North America,
compared to only 20% in 1991.

In 1998, although the total market in Canada was flat, Canadian
consumers continued to be attracted to Japanese brand cars, light trucks, minivans and
sport utility vehicles. A combination of new models, high quality and reliability, as well
as competitive prices were likely factors in establishing this record performance. The
top-selling passenger car in Canada for 1998 was the Honda Civic at 54,065 units, the
first time that a Japanese brand has topped the field in Canada. The Toyota Camry took the
top sales honours in the US for 1998 for the second year in a row.

Passenger car sales recorded an increase of 9.0% to 246,336 units.
Reflecting the strength of the light truck market in Canada, JAMA Canada members’
light truck sales jumped 17.1% in 1998 to 83,123 units from 71,033 units the year before.
About 54% of sales were models built in North America. By class of vehicle, about 60% of
passenger cars and 35% of light trucks were North American built. Several JAMA Canada
members achieved new record high sales in 1998 including Hino, Honda, Subaru
and
Toyota.

Japanese brand market share gained over two points in 1998 over the
previous year, rising to 23.7% from 21.4%. Passenger car share rose to 33.3% from 30.6%,
while the light truck share rose almost two points to 12.8% from 10.9% in 1997.

JAMA Canada Members’ Sales in
Canada

1998

1997

1996

1995

1994

1993

1992

1991

Passenger Cars

246,336

226,023

182,745

173,503

193,633

204,237

245,021

260,968

Japan Built

98,536

65,065

48,323

65,959

91,180

131,031

182,004

198,078

N.A. Built

147,800

160,958

134,422

107,544

102,453

73,206

63,017

62,890

Light Trucks

83,123

71,033

35,485

30,534

40,743

47,518

54,038

62,731

Japan Built

53,863

53,256

22,396

18,525

29,132

41,819

51,020

59,872

N.A. Built

29,260

17,777

13,089

12,009

11,611

5,699

3,018

2,859

Total Light-Duty Vehicles

329,459

297,056

218,230

204,037

234,376

251,755

299,059

323,699

Japan Built

152,399

118,321

70,719

84,484

120,312

172,850

233,024

257,950

N.A. Built

177,060

178,735

147,511

119,553

114,064

78,905

66,035

65,749

Source: AIAMC, JAMA Canada

Passenger Car Sales
by Company

1998

1997

98/97

% Change

HONDA

98,586

90,303

9.2

Japan Built

26,568

15,293

73.7

Canada/U.S.
Built

72,018

75,010

-4.0

TOYOTA

91,528

80,128

14.2

Japan Built

42,569

22,636

88.1

Canada/U.S.
Built

48,959

57,492

-14.8

MAZDA

22,650

22,195

2.1

Japan Built

16,744

14,827

12.9

Canada/U.S.
Built

5,906

7,368

-19.8

NISSAN

20,036

20,570

-2.6

Japan Built

7,205

8,458

-14.8

Canada/U.S.
Built

9,019

10,539

-14.4

Mexico Built

3,812

1,573

142.3

SUZUKI

5,381

4,883

10.2

Japan Built

3,259

2,311

41.0

Canada/U.S.
Built

2,122

2,572

-17.5

SUBARU

8,155

7,944

2.7

Japan Built

2,191

1,540

42.3

Canada/U.S.
Built

5,964

6,404

-6.9

TOTAL CARS

246,336

226,023

9.0

Japan Built

98,536

65,065

51.4

North
American Built

147,800

160,958

-8.2

Source: AIAMC

Truck Sales by Company

1998

1997

98/97

% Change

HONDA

18,430

16,782

9.8

Japan Built

16,281

16,782

-3.0

Canada/U.S.
Built

2,149

0

0

TOYOTA

36,847

26,169

40.8

Japan Built

18,606

19,945

-6.7

Canada/U.S.
Built

18,241

6,224

193.1

MAZDA

5,847

6,000

-2.6

Japan Built

2,125

2,010

5.7

Canada/U.S.
Built

3,722

3,990

-6.7

NISSAN

14,348

16,541

-13.3

Japan Built

10,637

11,081

-4.0

Canada/U.S.
Built

3,711

5,460

-32.0

SUZUKI

3,922

4,167

-5.9

Japan Built

2,485

2,064

20.4

Canada/U.S.
Built

1,437

2,103

-31.7

SUBARU

3,729

1,374

171.4

Japan Built

3,729

1,374

171.4

Canada/U.S.
Built

0

0

0

HINO

689

561

22.8

Japan Built

689

561

22.8

Canada/U.S.
Built

0

0

0

TOTAL TRUCKS*

83,812

71,594

17.1

Japan Built

54,552

53,817

1.4

North
American Built

29,260

17,777

64.6


* includes HINO (medium-duty)

Source: AIAMC




Japanese Production & Sales in Canada, 1987 to
1998

(click on the image to enlarge)



Canadian Exports & Imports of Japanese Vehicles,
1987-1998

(click on the image to enlarge)


NEXT: Overview of the Canadian Auto Industry –
1998