Once upon a time, there was business enough for everyone. However, thanks to the Japanese population’s aging problem and growing lack of new customers, driving schools in Japan are trying increasingly odd ways to attract new customers. We’re talking training to drive in a BMW, or learning to ride a motorcycle on a Harley-Davidson. We’re talking about offering aromatherapy, in-car massages, free manicures, and an increasing amount of crazy gimmicks at Japanese driving schools.
“It’s harder to get new customers compared with before,” said Aki Takahashi, head of Tokyo’s Musashi Sakai Driving School, where 5000 students graduate yearly. “We think price competition can’t go any further so we’re enhancing our service line-up.” The company is fighting for both new drivers and the newly-driving middle-aged housewife, a growth demographic for driving schools. “An environment that women feel comfortable entering is one where anyone can feel comfortable. Women are our main target.”
They’re not just going after women. They’re also having English-language driving instruction for foreigners, sign-language driving for the hearing impaired, and even handicapped-accessible cars for special needs drivers. When they launch an extra-large car for sumo wrestlers, let me know.
Tags: Tokyo, Japan, Musashi Sakai Driving School, driving school offers BMWs and manicures, upscale driving school, Aki Takahashi, unusual driving school, massages at driving school, aromatherapy, promotional gimmicks
