For three decades Japanese auto producers, supported by the Japanese go v e r nment, deployed with extraordinary success ma r k e t and nonmarket strategies to access the small an d fragmented but rapidly gr o w i n g
car markets of So u t h e a s t As i a . The last ha l f -d e c ad e has pr e s e nt ed a series of unexpected challenges, including extended recession and nancial reform in Japan; the lingering effects of the nancial crisis in Southeast As i a ; an d the entry of ne w competitors from South Korea, North America, an d Europe. Th e s e pr e s s u r es ha v e split the industry into two. Leaders Toyota an d Honda ha v e defended and extended traditional Japanese pr od u c t i o n networks. Weaker players such as Nissan, Mitsubishi, an d Suzuki have accepted subordination to the leading western rms, which ar e rationalizing their Japanese pa r t n e r s an d us i n g them to enter Japan and ot h e r Asian markets. This article explores production, trade, an d investment data, industrial policies toward autos in Japan and Southeast Asia, and brief case studies of To y ot a an d Nissan to illustrate the challenges to, an d varying responses of, Japanese au t o producers in developingAsia. These rms remain committed to So u t h e a s t Asia, but the days of Japanese dominance are drawing to a close.