Lift off: Bisha­mon leads Ja­panese au­to­mo­tive sec­tor to new heights

From small cars to the largest of trucks, Aichi-based Sugiyasu Cor­po­ra­tion has de­vel­oped un­ri­valled au­to­mo­tive ser­vice equip­ment that can sus­tain all types of ve­hi­cle. Through tech­nol­ogy, re­li­a­bil­ity, and a unique value propo­si­tion, the Bisha­mon brand has

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The cur­rent back­drop of the global au­to­mo­tive mar­ket, it’s fair to say, is an over­whelm­ingly pos­i­tive one. Such is the high vol­ume of growth in ve­hi­cle sales that, in com­ing decades, we could wit­ness the num­ber of au­to­mo­biles on our roads sur­pass global pop­u­la­tion es­ti­mates.

Within this en­vi­ron­ment of stag­ger­ing growth, pres­sure is build­ing on au­tomak­ers, garages and ven­dors to keep pace with un­con­trol­lable de­mand. As a re­sult, to serve the cru­cial pur­pose of space op­ti­miza­tion as fac­to­ries and work­shops fill to ca­pac­ity, al­most all ve­hi­cle man­u­fac­tur­ing units will soon have to be equipped with spe­cial au­to­mo­tive lifts – giv­ing rise not just to ac­tual ve­hi­cles, but a thriv­ing au­to­mo­tive sub-sec­tor.

In Ja­pan – the world’s sec­ond largest car pro­duc­ing coun­try be­hind China – the undis­puted king­pin of au­to­mo­tive con­vey­ing equip­ment is Sugiyasu Cor­po­ra­tion, which through its well­known Bisha­mon brand has gained a dom­i­nat­ing 75 per­cent mar­ket share, with sales turnover of $100 mil­lion and 350 em­ploy­ees. As such a ma­jor force in the global au­to­mo­tive lifts mar­ket – one that is es­ti­mated to reach al­most $10 bil­lion in value by Mr. Ya­su­toshi Sugiura, Chief Op­er­at­ing Of­fi­cer, Sugiyasu Cor­po­ra­tion. 2026 – the out­look of the com­pany is un­sur­pris­ingly lofty.

“Bisha­mon has be­come a lead­ing brand in au­to­mo­bile lifts both in Ja­pan and around the world,” says Mr. Ya­su­toshi Su- giura, the pres­i­dent of par­ent com­pany Sugiyasu Cor­po­ra­tion, which also spe­cialises in con­vey­ing equip­ment for the homecare and ma­te­rial han­dling seg­ments.

“The rea­son for our suc­cess re­ally all comes down to the trust our cus­tomers have to­wards our brand name. Since our in­cep­tion, we have put the qual­ity of our prod­ucts and safety of our clients first and have al­ways de­liv­ered on our prom­ises.”

This al­most ob­ses­sive fo­cus on qual­ity is what has helped dif­fer­en­ti­ate Bisha­mon – and Ja­panese man­u­fac­tur­ers in gen­eral – from over­seas com­pe­ti­tion, stresses Mr. Sugiura.

“The term monozukuri not only em­bod­ies the ac­tion of man­u­fac­tur­ing ‘things’, but also the phi­los­o­phy be­hind the pro­cesses that pro­vide prod­ucts of un­par­al­leled qual­ity – a qual­ity that is truly unique to Ja­pan,” he ex­plains. “In­deed, what sep­a­rates Ja­panese com­pa­nies from the rest is the ef­fort put into re­search and de­vel­op­ment.”

How­ever, de­spite Bisha­mon’s com­mand­ing po­si­tion in the mar­ket, there is rarely a good time for com­pla­cency. Never more so is this the case than in to­day’s mar­ket, when rapidly-de­vel­op­ing tech­no­log­i­cal ad­vance­ments, es­pe­cially in au­to­ma­tion, are chang­ing the face – and mov­ing the goal­posts – of the man­u­fac­tur­ing in­dus­try on an al­most con­tin­u­ous ba­sis.

In order to re­main ahead of the game, Bisha­mon has been ramp­ing up its in­vest­ments ac­cord­ingly.

“Our pro­duc­tion bases now fea­ture state-of-the-art fa­cil­i­ties that en­able us to man­u­fac­ture prod­ucts of ex­cep­tional re­li­a­bil­ity,” says Mr. Sugiura. “How­ever, for us to con­tinue serv­ing our clients ef­fi­ciently and re­spond­ing to our cus­tomers’ needs, we must per­pet­u­ally im­prove the tech­nol­ogy we have in our hands and ap­proach our man­u­fac­tur­ing pro­cesses with an in­no­va­tive men­tal­ity.

“In the fu­ture we hope to max­i­mize our use of IOT in ad­min­is­tra­tive work as well, and have our em­ploy­ees within var­i­ous lines of our op­er­a­tions in­ter­con­nected. In this way, we be­lieve the com­pany will be a com­pletely uni­fied one, work­ing like a well-oiled ma­chine.”

Much like it’s mar­ket-lead­ing equip­ment, then.

“Since our in­cep­tion in 1949, our ob­jec­tive has been to pro­vide un­ri­valled tech­nol­ogy to our clients. As we strive to ex­pand in­ter­na­tion­ally, we in­vite all au­to­mo­tive shops to try our prod­ucts and to test the un­ri­valled Bisha­mon qual­ity ”

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