In October 2020, the Japanese government committed to achieving carbon neutrality by 2050. Alongside digitalization and the new post-pandemic living and working normality, carbon neutrality constitutes the third mega-trend the Japanese automobile industry must adapt to. However, the industry is confronted with serious socio-economic challenges in the domestic market. Japan’s demographic structure is changing dramatically. The unprecedented aging of its society will also accelerate the fast-proceeding urbanization processes of the three metropolitan areas, Tokyo, Nagoya, and Osaka, and the continuous depopulation of rural areas. Both processes will further diminish the importance of the car for individual mobility and the importance of the domestic automobile market for Japanese manufacturers. Against this background, the Japan Automobile Manufacturer Association began to develop new mobility concepts more than a decade ago. Key to all these concepts is automated driving technology. This chapter raises three questions. How are socio-economic changes affecting the Japanese automobile market and the development of new mobility concepts? What impact will these new mobility concepts have on the electrification of the car market? And how will they influence Japanese manufacturers’ global strategies?