Car manufacturers in Japan could be prioritising the wrong aspects of their business, leading to the potential burst of the successful Japanese motor industry, according to an article by the Telegraph today.

Concerns that carmakers are putting out concept vehicles and gimmicks when they should be focusing on attracting more buyers to their established ranges are apparently mounting.

The article argues that spending hundreds of millions on gimmick products such as the Round Box and Nissan PIVO 2 is no good if standard cars aren’t selling through the roof.

The heart of the problem could be in the aesthetics, according to the article, with many top-spec Japanese vehicles failing to wow the public. The article goes on to list flaws in Japanese companies’ new vehicles, including those by Nissan, Isuzu, Toyota, Subaru and Honda .

The article concludes that car finance packages, discounts and giveaways are all signs of a beleaguered market desperate for customers.