Japanese carmakers are losing ground at the ongoing 23rd Guangzhou International Automobile Exhibition amid intensifying competition from Chinese and global brands, with the situation worsening following the recent China-Japan tensions. The Guangzhou International Automobile Exhibition, south China's biggest annual automotive industry event, is taking place from Nov 21 to 30 in Guangdong Province. Japan's auto sector has long been a pillar of its economy, but it is now under unprecedented strain. High U.S. tariffs and declining sales on the Chinese market are forcing Japanese manufacturers to rethink their long-term strategies. That reassessment has become even more sensitive following the Japanese Prime Minister Sanae Takaichi's recent provocative remarks on China's Taiwan. Japanese brands have already seen their market share in China halve over the past few years, falling to less than 11.2 percent in 2024. Japan’s three big automakers - Toyota, Honda and Nissan - have all scaled back production and closed multiple factories. Zeng Yingzhuo, an automotive insights analyst, said the rapid rise of Chinese car brands is the biggest challenge facing Japanese automakers. Bingo Wu, an automotive content creator, said that these are hard days for Japanese automakers in China, made even worse by the recent tensions between the two countries. Some Japanese commentators have called Takaichi's remarks "rash," warning that ordinary workers and consumers could end up paying the price. Shotlist: Guangzhou City, Guangdong Province, south China - Nov 21, 2025: 1. Various of automobile exhibition in progress; Japanese cars, signs on display; 2. SOUNDBITE (Chinese) He Jianxin, procurement manager, automaker (starting with shot 1/partially overlaid with shot 3): "Chinese buyers do think about a car's origin -- and its resale value. From a consumer's perspective, it's probably wise to think twice before buying a Japanese car." [SHOT OVERLAYING SOUNDBITE]; 3. Various of automobile exhibition in progress [SHOT OVERLAYING SOUNDBITE]; 4. Various of automobile exhibition in progress; 5. SOUNDBITE (Chinese) Zeng Yingzhuo, automotive insights analyst (starting with shot 4/ending with shot 6): "Japanese brands are slipping because of the ever-stronger Chinese carmakers, who have taken a large share of the domestic market. On the other hand, Japan is too slow to the EV shift."; 6. Various of automobile exhibition in progress; 7. SOUNDBITE (Chinese) Bingo Wu, automotive content creator (starting with shot 6/partially overlaid with shot 8): "They are in a tough spot. Above all, they need to figure out how to sell the models better, since they've already invested heavily, building factories and establishing dealerships here. But you should never deny the one-China principle, and the Japanese side should do better in that. Only under good government dialogue, can brands engage in deeper cooperation and make more products." [SHOT OVERLAYING SOUNDBITE]; 8. Various of automobile exhibition in progress [SHOT OVERLAYING SOUNDBITE]; 9. Various of automobile exhibition in progress; people doing live broadcast. [Restrictions: No access Chinese mainland]