Toyota Prius sales are up 238.1% year-on-year.
New vehicle sales in Japan climb 10.7% year-on-year in October to 397,672 units, meaning the year-to-date tally is now up 15.1% or over 525,000 sales to 4,005,158. This is the first time since 2019 that the Japanese market crosses the 4 million unit benchmark after 10 months. The Top 2 manufacturers outpace the market: Toyota (+14.5%) reaches 31.9% share while Honda (+36%) is up two spots on September to #2 and 14.5% share vs. 12% year-to-date. Daihatsu (-7.4%) underperforms year-on-year in third place but still manages a strong 13.8% share vs 12.4% so far this year. Suzuki (+0.5%) lurks just 463 sales below. Nissan (+9.1%) can’t quite match the market growth but remains in 5th place above a disappointing Mazda (-2.8%). Lexus (+140.150, Mitsubishi (+51%), Isuzu (+29.3%) and to a lesser extent Subaru (+12%) all post fantastic gains. Below, notice BYD (+3350%) off a low year-ago base, Citroen (+109.4%), Maserati (+108.9%) and Land Rover (+77.4%).
Toyota monopolises the Top 7 regular cars for the second time in the past 3 months. The Yaris/Cross (+12.6%) dominates again above the Corolla/Cross (+21.2%) while the Roomy (+35.3%) overtakes the Sienta (-0.7%) for third place. The Prius (+238.1%), Noah (+11.9%) and Voxy (+1.5%) follow. The Honda Vezel (+64.9%) is the best of the rest at #8, distancing the Nissan Note (-11.2%) in difficulty. The Nissan Serena (+39.2%) is up strongly to round out the Top 10. Below, the Toyota Harrier (+515.3%), Subaru Impreza (+87.2%) and Honda StepWGN (+76.3%) stand out.
Over in the kei cars ranking, the Honda N-Box (+40.2%) is by far the best-selling vehicle in Japan with almost 23,000 sales. The Top 6 models are in the same order as in the year-to-date charts. The Daihatsu Tanto (+5.4%) and Suzuki Spacia (+3.7%) are soft above the Suzuki Hustler (+36.5%) and Daihatsu Move (-13.6%). The Daihatsu Taft (+65.9%) lodges the largest year-on-year gain in the Top 10, with the Mitsubishi Delica Mini/eK (+122.9%), Honda N-WGN (+61.9%) and Nissan Sakura (+59%) making waves below.
Previous month: Japan September 2023: VW T-Roc up to #3 foreigner, market up 10.7%
One year ago: Japan October 2022: Daihatsu (+87.8%) surges, Toyota Sienta up to #2, market up 28.6%
Full October 2023 Top 50 All brands, Top 50 regular cars and Top 35 All kei cars below.
Japan October 2023 – brands:
| Pos | Brand | Oct-23 | % | /22 | Sep | 2023 | % | /22 | Pos | FY22 |
| 1 | Toyota | 126,798 | 31.9% | + 14.5% | 1 | 1,335,139 | 33.3% | + 27.8% | 1 | 1 |
| 2 | Honda | 57,670 | 14.5% | + 36.0% | 4 | 482,057 | 12.0% | + 2.6% | 4 | 4 |
| 3 | Daihatsu | 54,948 | 13.8% | – 7.4% | 3 | 496,551 | 12.4% | + 6.5% | 3 | 3 |
| 4 | Suzuki | 54,485 | 13.7% | + 0.5% | 2 | 548,421 | 13.7% | + 10.9% | 2 | 2 |
| 5 | Nissan | 35,939 | 9.0% | + 9.1% | 5 | 408,069 | 10.2% | + 7.9% | 5 | 5 |
| 6 | Mazda | 14,861 | 3.7% | – 2.8% | 6 | 154,022 | 3.8% | + 12.2% | 6 | 6 |
| 7 | Subaru | 10,035 | 2.5% | + 12.0% | 8 | 84,685 | 2.1% | + 1.2% | 8 | 7 |
| 8 | Mitsubishi | 9,302 | 2.3% | + 51.0% | 7 | 85,719 | 2.1% | + 11.8% | 7 | 8 |
| 9 | Lexus | 7,179 | 1.8% | + 140.1% | 9 | 82,738 | 2.1% | + 132.9% | 9 | 12 |
| 10 | Isuzu | 4,170 | 1.0% | + 29.3% | 10 | 55,118 | 1.4% | + 60.9% | 10 | 10 |
| 11 | Mercedes | 3,570 | 0.9% | + 0.9% | 11 | 41,193 | 1.0% | + 3.4% | 11 | 9 |
| 12 | Mitsubishi Fuso | 3,083 | 0.8% | + 38.7% | 14 | 30,613 | 0.8% | + 41.6% | 13 | 15 |
| 13 | BMW | 2,436 | 0.6% | – 17.0% | 13 | 27,684 | 0.7% | + 10.9% | 14 | 14 |
| 14 | Volkswagen | 2,194 | 0.6% | – 5.4% | 12 | 25,145 | 0.6% | – 1.8% | 15 | 13 |
| 15 | Hino | 1,913 | 0.5% | – 5.3% | 15 | 32,215 | 0.8% | – 13.0% | 12 | 11 |
| 16 | Audi | 1,422 | 0.4% | – 14.9% | 16 | 19,503 | 0.5% | + 16.0% | 16 | 16 |
| 17 | Mini | 1,284 | 0.3% | – 19.9% | 17 | 14,398 | 0.4% | – 8.0% | 17 | 17 |
| 18 | UD Trucks | 798 | 0.2% | – 13.4% | 21 | 8,506 | 0.2% | + 9.8% | 20 | 20 |
| 19 | Volvo | 708 | 0.2% | – 33.7% | 18 | 12,006 | 0.3% | – 8.8% | 18 | 18 |
| 20 | Land Rover | 699 | 0.2% | + 77.4% | 22 | 7,340 | 0.2% | + 91.8% | 21 | 26 |
| 21 | Jeep | 600 | 0.2% | – 16.4% | 19 | 9,643 | 0.2% | + 14.7% | 19 | 19 |
| 22 | Renault | 556 | 0.1% | – 8.7% | 24 | 6,226 | 0.2% | – 14.6% | 24 | 21 |
| 23 | Peugeot | 475 | 0.1% | – 6.7% | 23 | 6,779 | 0.2% | + 2.7% | 22 | 22 |
| 24 | Porsche | 402 | 0.1% | + 29.7% | 20 | 6,653 | 0.2% | + 14.2% | 23 | 23 |
| 25 | Fiat | 308 | 0.1% | + 14.9% | 26 | 3,785 | 0.1% | – 22.3% | 26 | 24 |
| 26 | Citroen | 266 | 0.1% | + 109.4% | 25 | 4,414 | 0.1% | + 23.1% | 25 | 25 |
| 27 | Maserati | 188 | 0.0% | + 108.9% | 27 | 1,347 | 0.0% | + 34.8% | 28 | 30 |
| 28 | BYD | 138 | 0.0% | + 3350.0% | 28 | 1,071 | 0.0% | + 4768.2% | 31 | 48 |
| 29 | Abarth | 133 | 0.0% | – 16.4% | 31 | 1,194 | 0.0% | – 47.3% | 29 | 27 |
| 30 | Ferrari | 112 | 0.0% | – 16.4% | 30 | 1,183 | 0.0% | – 9.1% | 30 | 29 |
| 31 | Hyundai | 85 | 0.0% | + 34.9% | 40 | 385 | 0.0% | – 11.3% | 38 | 37 |
| 32 | Alfa Romeo | 61 | 0.0% | – 47.9% | 29 | 1,408 | 0.0% | + 2.8% | 27 | 28 |
| 33 | Chevrolet | 59 | 0.0% | – 19.2% | 32 | 686 | 0.0% | + 8.5% | 33 | 34 |
| 34 | Bentley | 57 | 0.0% | – 25.0% | 35 | 528 | 0.0% | – 1.3% | 35 | 35 |
| 35 | Jaguar | 48 | 0.0% | – 41.5% | 36 | 581 | 0.0% | – 29.3% | 34 | 31 |
| 36 | DS | 43 | 0.0% | – 28.3% | 34 | 808 | 0.0% | + 41.8% | 32 | 33 |
| 37 | Alpina | 43 | 0.0% | + 95.5% | 44 | 262 | 0.0% | – 2.2% | 41 | 42 |
| 38 | Aston Martin | 40 | 0.0% | + 48.1% | 42 | 363 | 0.0% | + 26.5% | 39 | 40 |
| 39 | Lotus | 39 | 0.0% | + 1850.0% | 38 | 147 | 0.0% | – 14.0% | 46 | 44 |
| 40 | Lamborghini | 34 | 0.0% | – 35.8% | 33 | 460 | 0.0% | – 13.9% | 37 | 36 |
| 41 | Cadillac | 29 | 0.0% | – 27.5% | 39 | 478 | 0.0% | – 32.2% | 36 | 32 |
| 42 | Scania | 26 | 0.0% | + 136.4% | 37 | 315 | 0.0% | + 24.0% | 40 | 41 |
| 43 | McLaren | 23 | 0.0% | + 228.6% | 46 | 149 | 0.0% | + 29.6% | 45 | 45 |
| 44 | Dodge | 20 | 0.0% | – 20.0% | 43 | 197 | 0.0% | – 49.7% | 43 | 38 |
| 45 | Ford | 17 | 0.0% | – 34.6% | 41 | 261 | 0.0% | – 28.9% | 42 | 39 |
| 46 | Rolls-Royce | 15 | 0.0% | + 50.0% | 45 | 175 | 0.0% | – 16.3% | 44 | 43 |
| 47 | Chrysler | 3 | 0.0% | + 50.0% | – | 9 | 0.0% | – 57.1% | 50 | 50 |
| 48 | Morgan | 2 | 0.0% | – 60.0% | – | 21 | 0.0% | – 8.7% | 47 | 49 |
| 49 | Buick | 1 | 0.0% | n/a | – | 8 | 0.0% | + 0.0% | 51 | 54 |
| 50 | Lancia | 1 | 0.0% | – 87.5% | – | 6 | 0.0% | – 57.1% | 54 | 51 |
| – | Others | 354 | 0.1% | – 41.3% | – | 4,449 | 0.1% | + 3.9% | – | – |
Japan October 2023 – models (regular cars):
| Pos | Model | Oct-23 | /22 | Sep | 2023 | /22 | Pos | FY22 |
| 1 | Toyota Yaris/Cross | 15,917 | + 12.6% | 1 | 163,214 | + 25.3% | 1 | 1 |
| 2 | Toyota Corolla/Cross | 11,817 | + 21.2% | 2 | 130,146 | + 29.6% | 2 | 2 |
| 3 | Toyota Roomy | 11,022 | + 35.3% | 4 | 80,689 | – 5.5% | 7 | 4 |
| 4 | Toyota Sienta | 10,668 | – 0.7% | 3 | 111,748 | + 189.0% | 3 | 8 |
| 5 | Toyota Prius | 8,767 | + 238.1% | 6 | 83,528 | + 226.0% | 6 | 20 |
| 6 | Toyota Noah | 8,020 | + 11.9% | 7 | 83,968 | + 108.9% | 5 | 11 |
| 7 | Toyota Voxy | 7,307 | + 1.5% | 9 | 78,849 | + 106.1% | 8 | 13 |
| 8 | Honda Vezel | 7,085 | + 64.9% | 14 | 42,863 | + 19.6% | 17 | 14 |
| 9 | Nissan Note | 6,753 | – 11.2% | 5 | 89,648 | + 8.1% | 4 | 3 |
| 10 | Nissan Serena | 6,188 | + 39.2% | 8 | 62,840 | + 38.5% | 12 | 12 |
| 11 | Toyota Raize | 5,754 | – 33.6% | 13 | 53,760 | – 18.6% | 13 | 5 |
| 12 | Honda StepWGN | 5,420 | + 76.3% | 15 | 35,025 | + 37.2% | 20 | 16 |
| 13 | Toyota Harrier | 5,390 | + 515.3% | 16 | 64,538 | + 116.7% | 11 | 18 |
| 14 | Toyota Aqua | 5,252 | – 25.0% | 10 | 68,856 | + 36.4% | 9 | 7 |
| 15 | Honda Freed | 5,050 | – 13.8% | 11 | 65,035 | + 4.5% | 10 | 6 |
| 16 | Toyota Alphard | 5,024 | + 7.7% | 12 | 43,326 | – 6.0% | 16 | 10 |
| 17 | Honda Fit | 4,726 | + 0.8% | 17 | 48,504 | + 7.2% | 15 | 9 |
| 18 | Subaru Impreza | 4,553 | + 87.2% | 20 | 25,895 | + 58.7% | 22 | 26 |
| 19 | Honda ZR-V | 3,652 | new | 25 | n/a | new | n/a | – |
| 20 | Toyota Land Cruiser W | 3,556 | + 55.0% | 18 | 48,926 | + 79.6% | 14 | 17 |
| 21 | Suzuki Solio | 3,522 | – 11.7% | 19 | 41,156 | + 41.5% | 18 | 15 |
| 22 | Toyota Crown | 3,132 | + 22.5% | 21 | 34,581 | #VALUE! | 21 | 31 |
| 23 | Mazda CX-5 | 2,669 | – 13.3% | 37 | 21,935 | – 12.3% | 29 | 21 |
| 24 | Toyota Vellfire | 2,360 | + 1866.7% | 24 | n/a | n/a | n/a | n/a |
| 25 | Mazda CX-30 | 2,328 | + 106.9% | n/a | 15,250 | + 20.7% | 32 | 34 |
| 26 | Suzuki Jimny Wagon | 2,320 | + 47.2% | 27 | 22,444 | + 85.5% | 26 | 30 |
| 27 | Toyota RAV4 | 2,140 | – 1.8% | 22 | 36,759 | + 53.9% | 19 | 22 |
| 28 | Lexus NX350H | 2,112 | + 268.6% | 26 | 25,843 | + 431.2% | 23 | n/a |
| 29 | Subaru Forester | 2,065 | + 18.3% | 29 | 18,785 | + 1.7% | 30 | 24 |
| 30 | Nissan X-Trail | 2,027 | + 15.1% | 30 | 22,598 | + 73.1% | 25 | 29 |
| 31 | Suzuki Swift | 1,900 | – 4.0% | 28 | 22,375 | + 13.5% | 27 | 23 |
| 32 | Nissan Kicks | 1,613 | + 10.1% | 32 | 12,799 | – 16.8% | 36 | 28 |
| 33 | Mazda CX-8 | 1,532 | + 29.8% | 39 | 13,956 | + 32.4% | 34 | 39 |
| 34 | Mazda2 | 1,509 | – 28.5% | 35 | 17,637 | – 7.6% | 31 | 25 |
| 35 | Suzuki Xbee | 1,396 | + 25.2% | 38 | 11,269 | + 23.3% | 40 | 41 |
| 36 | Mitsubishi Delica D5 | 1,393 | – 6.8% | 31 | 15,037 | + 22.7% | 33 | 33 |
| 37 | Honda Civic | 1,373 | + 125.8% | 33 | 11,340 | + 73.3% | 39 | 47 |
| 38 | Daihatsu Rocky | 1,203 | – 46.2% | 34 | 13,682 | – 17.7% | 35 | 27 |
| 39 | Mitsubishi Outlander | 1,188 | + 137.6% | 36 | 11,252 | – 26.0% | 41 | 32 |
| 40 | Toyota Passo | 980 | – 62.4% | 23 | 25,832 | + 1.9% | 24 | 19 |
| 41 | Mazda CX-60 | 976 | – 43.8% | 43 | 22,305 | + 1580.9% | 28 | n/a |
| 42 | Daihatsu Thor | 969 | – 9.9% | 41 | 9,010 | + 10.2% | 43 | 43 |
| 43 | Mazda3 | 951 | – 9.2% | 42 | 12,186 | + 14.2% | 37 | 36 |
| 44 | Toyota Hiace W | 934 | + 20.2% | 44 | 9,267 | + 37.5% | 42 | 46 |
| 45 | Nissan Leaf | 886 | + 113.0% | 50 | 8,147 | – 20.2% | 45 | 40 |
| 46 | Subaru Levorg | 734 | – 57.2% | 40 | 11,386 | + 5.4% | 38 | 35 |
| 47 | Toyota JPN Taxi | 682 | + 91.6% | n/a | n/a | n/a | n/a | n/a |
| 48 | Mazda CX-3 | 626 | + 8.9% | 45 | n/a | n/a | n/a | 48 |
| 49 | Lexus RX350 | 599 | + 0.0% | n/a | n/a | n/a | n/a | n/a |
| 50 | Toyota Camry | 597 | + 24.9% | 46 | n/a | n/a | n/a | n/a |
Japan October 2023 – models (kei cars):
| Pos | Model | Oct-23 | /22 | Sep | 2023 | /22 | Pos | FY22 |
| 1 | Honda N-BOX | 22,943 | + 40.2% | 1 | 190,608 | + 13.5% | 1 | 1 |
| 2 | Daihatsu Tanto | 15,795 | + 5.4% | 2 | 131,612 | + 63.2% | 2 | 2 |
| 3 | Suzuki Spacia | 9,439 | + 3.7% | 3 | 99,779 | + 23.7% | 3 | 3 |
| 4 | Suzuki Hustler | 8,953 | + 36.5% | 4 | 67,578 | + 17.1% | 5 | 7 |
| 5 | Daihatsu Move | 7,888 | – 13.6% | 5 | 92,277 | + 23.9% | 4 | 4 |
| 6 | Daihatsu Taft | 6,523 | + 65.9% | 6 | 47,475 | + 0.2% | 10 | 10 |
| 7 | Nissan Roox | 6,185 | – 1.3% | 8 | 59,056 | – 3.1% | 8 | 6 |
| 8 | Suzuki Alto | 5,979 | – 2.0% | 9 | 59,299 | + 5.2% | 7 | 8 |
| 9 | Daihatsu Mira | 5,859 | – 18.7% | 10 | 52,567 | – 3.7% | 9 | 9 |
| 10 | Suzuki WagonR | 5,640 | – 26.2% | 7 | 61,673 | – 8.6% | 6 | 5 |
| 11 | Mitsubishi Delica Mini/eK | 4,545 | + 122.9% | 11 | 31,064 | + 34.1% | 15 | 14 |
| 12 | Honda N-WGN | 3,731 | + 61.9% | 14 | 32,036 | – 7.0% | 13 | 12 |
| 13 | Suzuki Jimny | 3,450 | + 7.1% | 15 | 33,360 | – 6.7% | 11 | 13 |
| 14 | Nissan Sakura | 2,990 | + 59.0% | 13 | 31,973 | + 115.7% | 14 | 15 |
| 15 | Honda N-ONE | 1,716 | + 24.7% | 16 | 16,470 | + 1.5% | 16 | 16 |
| 16 | Nissan Dayz | 1,486 | – 50.7% | 12 | 32,138 | – 19.3% | 12 | 11 |
| 17 | Suzuki Every Wagon | 1,251 | – 21.3% | 17 | 15,232 | + 20.2% | 17 | 18 |
| 18 | Mazda Flair Wagon | 1,237 | + 29.3% | 18 | 10,578 | + 35.7% | 18 | 20 |
| 19 | Toyota Pixis | 790 | – 4.6% | 19 | 9,145 | – 38.7% | 19 | 17 |
| 20 | Mazda Flair Crossover | 546 | + 24.7% | 20 | 5,288 | + 17.2% | 22 | 22 |
| 21 | Subaru Chiffon | 482 | + 10.6% | 21 | 3,885 | + 7.8% | 26 | 25 |
| 22 | Nissan NV100 Clipper Rio | 425 | + 9.3% | 22 | 4,591 | + 31.3% | 23 | 24 |
| 23 | Mazda Carol | 425 | + 58.6% | 24 | 4,250 | + 63.0% | 24 | 29 |
| 24 | Daihatsu Copen | 353 | – 24.4% | 25 | 4,065 | + 4.8% | 25 | 23 |
| 25 | Mazda Flair | 320 | – 11.8% | 23 | 3,620 | + 8.8% | 27 | 27 |
| 26 | Subaru Pleo | 244 | + 8.0% | 27 | 1,940 | – 25.1% | 28 | 30 |
| 27 | Mitsubishi eK Cross EV | 231 | – 51.9% | 26 | 6,347 | + 103.9% | 21 | 26 |
| 28 | Toyota Copen GR Sport | 136 | + 13.3% | 28 | 1,345 | – 17.7% | 30 | 32 |
| 29 | Mazda Scrum Wagon | 94 | – 31.4% | 29 | 1,035 | – 6.0% | 31 | 33 |
| 30 | Toyota C+POD | 58 | – 9.4% | 32 | 275 | – 75.6% | 33 | 34 |
| 31 | Mitsubishi Town Box | 50 | + 6.4% | 31 | 451 | + 1.3% | 32 | 35 |
| 32 | Daihatsu Cast | 22 | – 98.4% | 30 | 8,153 | – 36.0% | 20 | 19 |
| 33 | Subaru Stella | 4 | – 98.5% | 33 | 1,698 | – 41.6% | 29 | 28 |
| 34 | Honda S660 | 1 | – 66.7% | – | 5 | – 99.8% | 34 | 31 |
| 35 | Daihatsu Wake | 0 | – 100.0% | – | 3 | – 100.0% | 35 | 21 |
Sources: JADA, JMVA, JAIA
