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Toyota (+47.6%) tightens its grip to 34.6% of market up 19.8% – Greatest Promoting Vehicles Weblog

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Toyota sales vastly outpace their home market in June.

392,719 new vehicles hit Japanese roads in June, a 19.8% year-on-year improvement. As a result the H1 2023 volume is up 17.5% to 2,450,599 units. Note the June result is still -12.8% off pre-pandemic June 2019. Toyota (+47.6%) vastly outruns its home market to tighten its stranglehold to 34% share vs. 29.6% over H1. Suzuki (+8.6%) remains in 2nd place despite trailing the market by a significant margin. Honda (-10.7%) advances to #3 ahead of Daihatsu (+1.4%) with Lexus (+143.8%), Isuzu (+94.4%) and Mazda (+38.4%) scoring the best gains in the remainder of the Top 10. Nissan (+18.3%) is also solid in 5th position but Mitsubishi (+10%) and Subaru (+0.2%) disappoint. Mercedes (+16.2%) is the best-selling foreign carmaker again but is kept outside the Top 10 at #11. DS (+218.3%), Land Rover (+152.1%), Lamborghini (+117.5%), Porsche (+44.7%) and Maserati (+42.1%) are some of the best performers further down the charts just as newcomer BYD drops four spots on May to #32.

In the regular models ranking, Toyota monopolises the Top 6 like last month, placing the Yaris/Cross (+35.1%) in the lead above the Corolla/Cross (+35.7%) and the Sienta (+187.2%). The following nameplates all post surreal gains: the Prius is up 572% thanks to a new generation, the Noah is up 132.2% and the Voxy up 107.7%. The Nissan Note (-2.3%) is the best of the rest despite an underwhelming performance. Notice also the Toyota Harrier (+160%), Crown (+977.1%), Nissan X-Trail (+293.4%), Suzuki Jimny Wagon (+105.5%) and Lexus NX350H (+217%) all in great shape. 

As for kei cars, the Honda N-BOX (-5.9%) keeps the lead but the Daihatsu Tanto (+152.9%) is getting significantly closer this time. The Daihatsu Move (+39.2%) and Suzuki Spacia (+3%) complete a Top 4 identical to last month and H1. The Suzuki Hustler (+36.6%) and Nissan Dayz (+26.1%) also shine in the remainder of the Top 10. Notice also the Nissan Sakura EV up 93.2% year-on-year to #13, a ranking it also holds over H1.

The Mini range (-0.3%) tops the foreign models charts again, distancing the VW Golf (-10.9%) and Mercedes C-Class (-52%) both in difficulty. The Audi A3 (+49.1%) is up 9 spots on Q1 to #4 while the Mercedes G-Class (+35.2%) is up 10 to #5. The BMW 2 Series (+130.3%), 3 Series (+35.5%) and Mercedes GLB (+32.9%) also impress. The Land Rover Defender 110 scores a second consecutive Top 20 finish at #20.

Previous month: Japan May 2023: Toyota Prius up to #2 in market up 25%

One year ago: Japan June 2022: Mitsubishi, Mazda stand out, 10th straight double-digit market drop (-10.8%)

Full June 2023 Top 50 All brands, Top 50 regular models, Top 35 All kei cars, Q2 and H1 2023 Top 20 foreign models below.

Japan June 2023 – brands:

Pos Brand Jun-23 % /22 May 2023 % /22 Pos FY22
1 Toyota 133,434 34.0% 47.6% 1 826,865 33.7% 29.6% 1 1
2 Suzuki 53,731 13.7% 8.6% 2 329,465 13.4% 13.5% 2 2
3 Honda 43,246 11.0% -10.7% 4 282,016 11.5% -3.0% 4 4
4 Daihatsu 42,095 10.7% 1.4% 3 312,178 12.7% 15.9% 3 3
5 Nissan 40,751 10.4% 18.3% 5 250,705 10.2% 9.7% 5 5
6 Mazda 16,084 4.1% 38.4% 6 99,770 4.1% 26.2% 6 6
7 Mitsubishi 8,617 2.2% 10.0% 8 49,334 2.0% 9.2% 9 8
8 Lexus 8,584 2.2% 143.8% 7 51,247 2.1% 140.2% 7 12
9 Subaru 7,703 2.0% 0.2% 9 50,304 2.1% 9.3% 8 7
10 Isuzu 5,675 1.4% 94.4% 10 32,740 1.3% 75.9% 10 10
11 Mercedes 5,004 1.3% 16.2% 11 25,597 1.0% 5.0% 11 9
12 Hino 3,756 1.0% 15.3% 12 20,311 0.8% -19.3% 12 11
13 Mitsubishi Fuso 3,478 0.9% 67.1% 13 17,775 0.7% 38.1% 13 15
14 BMW 3,429 0.9% 15.0% 15 16,692 0.7% 18.8% 14 14
15 Audi 2,232 0.6% -0.3% 16 12,188 0.5% 23.0% 16 16
16 Volkswagen 1,960 0.5% -30.4% 14 12,639 0.5% -14.2% 15 13
17 Mini 1,890 0.5% 22.7% 17 8,884 0.4% -4.8% 17 17
18 Volvo 1,718 0.4% 3.1% 18 7,982 0.3% -3.2% 18 18
19 Jeep 1,146 0.3% -17.2% 19 6,167 0.3% 21.0% 19 19
20 Porsche 1,123 0.3% 44.7% 22 4,277 0.2% 5.1% 23 23
21 UD Trucks 1,015 0.3% 15.9% 20 5,149 0.2% 14.7% 20 20
22 Land Rover 948 0.2% 152.1% 21 4,443 0.2% 97.1% 22 26
23 Peugeot 776 0.2% -19.9% 23 4,457 0.2% 10.0% 21 22
24 Renault 606 0.2% -30.1% 24 4,004 0.2% -0.6% 24 21
25 Fiat 581 0.1% -29.7% 26 2,377 0.1% -31.6% 26 24
26 Citroen 565 0.1% -7.2% 25 3,059 0.1% 12.9% 25 25
27 Maserati 270 0.1% 42.1% 31 667 0.0% 3.7% 30 30
28 Alfa Romeo 237 0.1% 18.5% 27 953 0.0% 3.0% 27 28
29 Abarth 226 0.1% -42.1% 32 708 0.0% -56.4% 28 27
30 DS 226 0.1% 218.3% 29 578 0.0% 66.1% 31 33
31 Ferrari 134 0.0% -6.3% 30 684 0.0% -6.6% 29 29
32 BYD 93 0.0% new 28 577 0.0% new 32 48
33 Jaguar 89 0.0% 56.1% 36 385 0.0% -32.2% 34 31
34 Lamborghini 87 0.0% 117.5% 41 272 0.0% -4.9% 37 36
35 Bentley 79 0.0% 16.2% 33 287 0.0% 4.7% 36 35
36 Chevrolet 74 0.0% 5.7% 34 408 0.0% 17.6% 33 34
37 Cadillac 62 0.0% -16.2% 40 325 0.0% -23.7% 35 32
38 Aston Martin 48 0.0% 50.0% 37 238 0.0% 24.0% 38 40
39 Alpina 47 0.0% 80.8% 35 156 0.0% 9.9% 42 42
40 Scania 34 0.0% 47.8% 38 178 0.0% 24.5% 40 41
41 Hyundai 30 0.0% -18.9% 42 229 0.0% 163.2% 39 37
42 Ford 26 0.0% -27.8% 39 160 0.0% -32.8% 41 39
43 Rolls-Royce 26 0.0% 8.3% 45 111 0.0% -17.2% 44 43
44 McLaren 21 0.0% 23.5% 44 92 0.0% 48.4% 45 45
45 Dodge 14 0.0% -63.2% 43 122 0.0% -52.3% 43 38
46 GMC 3 0.0% -40.0% 49 12 0.0% -47.8% 47 46
47 Morgan 2 0.0% 100.0% 48 18 0.0% 5.9% 46 49
48 Lotus 2 0.0% -77.8% 50 12 0.0% -91.9% 48 44
49 Unimog 1 0.0% n/a 53 6 0.0% n/a 51 57
50 Bugatti 1 0.0% 0.0%  – 1 0.0% -66.7% 55 55
51 Hummer 1 0.0% n/a  – 1 0.0% n/a 56  –
52 Chrysler 0 0.0% -100.0% 51 5 0.0% -64.3% 52 50
53 Pontiac 0 0.0% -100.0% 46 9 0.0% -10.0% 49 52
54 Buick 0 0.0% -100.0%  – 6 0.0% 0.0% 50 54
55 MG 0 0.0% -100.0% 52 5 0.0% -28.6% 53 53
56 Lancia 0 0.0% -100.0% 47 4 0.0% -20.0% 54 51
 – Others  739 0.2% -17.2%  – 2,770 0.1% 13.5%  –  –

Japan June 2023 – regular models:

Pos Model Jun-23 /22 May 2023 /22 Pos FY22
1 Toyota Yaris/Cross 17,710 35.1% 1 97,421 19.4% 1 1
2 Toyota Corolla/Cross 12,336 35.7% 4 82,374 16.0% 2 2
3 Toyota Sienta 11,909 187.2% 3 67,344 160.4% 3 8
4 Toyota Prius 11,008 572.0% 2 48,835 165.5% 6 20
5 Toyota Noah 10,031 133.2% 5 50,489 113.6% 5 11
6 Toyota Voxy 8,739 107.7% 6 48,669 115.3% 7 13
7 Nissan Note 8,535 -2.3% 12 58,095 2.0% 4 3
8 Toyota Aqua 8,330 118.5% 9 46,458 36.1% 8 7
9 Nissan Serena 7,898 122.9% 7 34,460 23.5% 12 12
10 Honda Freed 7,248 8.2% 11 43,513 -0.7% 11 6
11 Toyota Harrier 7,050 160.0% 10 43,997 97.7% 10 18
12 Toyota Raize 5,892 9.6% 13 33,333 -26.5% 13 5
13 Toyota Land Cruiser W 5,125 53.0% 14 31,142 84.4% 14 17
14 Honda Fit 4,843 -2.6% 18 29,962 1.2% 15 9
15 Toyota Crown 3,662 977.1% 16 23,288 180.6% 19 31
16 Honda Vezel 3,619 -26.9% 17 22,770 -4.5% 20 14
17 Suzuki Solio 3,606 13.1% 15 26,888 53.8% 16 15
18 Toyota RAV4 3,416 40.9% 23 26,297 72.7% 17 22
19 Nissan X-Trail 2,899 293.4% 21 14,330 189.4% 25 29
20 Toyota Passo 2,898 31.2% 22 18,138 0.9% 21 19
21 Honda StepWGN 2,835 -16.1% 26 15,970 28.7% 24 16
22 Mazda CX-60 2,790 new 40 17,499 new 22 n/a
23 Toyota Roomy 2,610 -66.5% 8 45,814 -30.1% 9 4
24 Suzuki Jimny Wagon 2,402 105.5% 20 13,522 56.1% 28 30
25 Suzuki Swift 2,335 18.8% 24 13,967 5.0% 26 23
26 Lexus NX350H 2,289 217.0% 19 16,922 356.7% 23 n/a
27 Subaru Impreza 1,984 16.3% 27 13,845 28.7% 27 26
28 Subaru Forester 1,932 -1.4% 41 10,114 -20.0% 32 24
29 Mazda3 1,884 121.9% n/a 7,923 3.9% 36 36
30 Honda ZR-V 1,823 new 28 n/a new n/a  –
31 Mazda CX-5 1,804 -6.9% 25 13,495 -12.8% 29 21
32 Mazda2 1,792 -7.2% 30 11,271 -4.1% 30 25
33 Mitsubishi Delica D5 1,496 29.9% 35 9,458 17.3% 34 33
34 Mazda CX-30 1,415 0.0% 31 10,236 25.3% 31 34
35 Lexus UX250H 1,401 395.1% 34 5,521 153.5% 46 n/a
36 Mazda CX-8 1,394 113.5% 33 8,539 18.5% 35 39
37 Subaru Levorg 1,262 -2.8% 36 7,459 73.0% 37 35
38 Mitsubishi Outlander 1,202 -26.3% 47 6,715 -21.9% 40 32
39 Lexus RX500H 1,131 new 42 5,132 new 49 n/a
40 Toyota C-HR 1,130 24.0% 44 7,224 2.6% 38 42
41 Nissan Ariya 1,083 230.2% 32 5,206 96.9% 48 n/a
42 Toyota Camry 989 77.2% 43 n/a #VALUE! n/a n/a
43 Nissan Kicks 948 16.5% 39 6,730 -45.1% 39 28
44 Toyota 86 943 -1.3% 37 6,142 -28.1% 44 37
45 Mazda CX-3 932 -16.9% 49 n/a n/a n/a 48
46 Mitsubishi Eclipse Cross 854 10.3% 45 4,811 2.3% 50 50
47 Toyota Alphard 826 -80.0% 29 24,560 -29.4% 18 10
48 Toyota Hiace W 807 21.9% 48 5,597 31.2% 45 46
49 Suzuki Xbee 717 -48.0% 46 6,668 9.5% 41 41
50 Honda Civic 660 -2.8% n/a 6,467 54.1% 43 47
n/a Daihatsu Rocky 494 -69.4% 38 9,589 -11.3% 33 27
n/a Daihatsu Thor 286 -57.0% 50 5,483 3.6% 47 43
n/a Nissan Leaf n/a n/a n/a 6,605 4.1% 42 40

Japan June 2023 – kei cars:

Pos Model Jun-23 /22 May 2023 /22 Pos FY22
1 Honda N-BOX 16,040 5.9% 1 112,248 8.0% 1 1
2 Daihatsu Tanto 14,572 152.9% 2 80,085 81.2% 2 2
3 Daihatsu Move 11,017 39.2% 3 62,091 46.1% 3 4
4 Suzuki Spacia 9,040 3.0% 4 60,075 26.0% 4 3
5 Suzuki Hustler 6,877 36.6% 7 34,157 -0.6% 8 7
6 Suzuki Alto 6,036 23.8% 6 36,681 8.6% 7 8
7 Suzuki WagonR 5,519 -23.3% 5 38,011 -4.3% 5 5
8 Daihatsu Mira 5,323 14.0% 8 32,399 -6.8% 9 9
9 Nissan Dayz 4,013 26.1% 14 18,364 -33.4% 14 11
10 Suzuki Jimny 3,956 0.6% 11 20,110 -8.1% 11 13
11 Mitsubishi Delica Mini/eK 3,270 36.3% 13 14,366 -2.9% 15 14
12 Nissan Roox 3,239 -50.6% 10 37,920 1.5% 6 6
13 Nissan Sakura 3,236 93.2% 12 19,589 957.2% 13 15
14 Honda N-WGN 2,041 -56.1% 15 20,001 -10.9% 12 12
15 Honda N-ONE 1,770 -20.5% 18 9,490 -12.7% 17 16
16 Suzuki Every Wagon 1,445 6.3% 16 10,233 50.5% 16 18
17 Toyota Pixis 1,372 -28.9% 17 6,214 -30.5% 19 17
18 Daihatsu Taft 1,091 -74.6% 9 28,226 -1.7% 10 10
19 Daihatsu Cast 926 -43.7% 19 7,696 7.4% 18 19
20 Mazda Flair Wagon 790 6.0% 20 6,181 41.9% 20 20
21 Mitsubishi eK Cross EV 562 31.9% 22 5,040 1083.1% 21 26
22 Mazda Flair Crossover 516 40.2% 21 2,751 -4.7% 22 22
23 Nissan NV100 Clipper Rio 432 46.4% 24 2,698 24.3% 24 24
24 Subaru Chiffon 409 25.5% 25 2,277 14.8% 26 25
25 Mazda Carol 393 45.6% 23 2,548 61.9% 25 29
26 Daihatsu Copen 379 11.5% 26 2,742 19.5% 23 23
27 Mazda Flair   286 -23.5% 27 2,111 -5.4% 27 27
28 Subaru Stella 211 -32.2% 28 1,558 -4.2% 28 28
29 Subaru Pleo 161 -6.4% 29 1,151 -23.9% 29 30
30 Toyota Copen GR Sport 146 -30.8% 30 841 -19.4% 30 32
31 Mazda Scrum Wagon 127 49.4% 31 654 3.6% 31 33
32 Mitsubishi Town Box 43 10.3% 32 261 -1.9% 32 35
33 Toyota C+POD 22 -82.3% 33 157 -78.8% 33 34
34 Honda S660 0 -100.0%  – 4 -99.8% 34 31
35 Daihatsu Wake 0 -100.0%  – 3 -100.0% 35 21

Japan Q2 2023 – foreign models:

Pos Model Q2 2023 /22 Q1 2023 /22 Pos FY22
1 Mini 4,268 -0.3% 1 8,884 -4.8% 1 1
2 VW Golf 2,243 -10.9% 7 3,866 -10.6% 3 3
3 Mercedes C-Class 2,168 -52.0% 2 5,336 -32.0% 2 2
4 Audi A3 1,805 49.1% 13 3,023 48.8% 7 16
5 Mercedes G-Class 1,673 35.2% 15 2,701 11.3% 9 10
6 Volvo S/V/XC60 1,622 -14.3% 4 3,493 -2.8% 4 4
7 Volvo XC40 1,561 -17.3% 5 3,251 -4.3% 5 7
8 BMW 2 Series 1,529 130.3% 20 2,458 52.9% 13 12
9 BMW 3 Series 1,386 35.5% 6 3,038 20.2% 6 9
10 Mercedes GLB 1,372 32.9% 11 2,660 n/a 10 11
11 Jeep Wrangler 1,189 3.8% 9 2,516 n/a 12 15
12 VW T-Roc 1,181 5.5% 8 2,561 -7.8% 11 8
13 Mercedes GLC 1,021 103.0% n/a n/a n/a n/a n/a
14 BMW X1 1,005 6.0% n/a n/a n/a n/a n/a
15 Mercedes GLA 990 n/a n/a 1,797 n/a 19 n/a
16 Mercedes A-Class 977 n/a 18 1,914 n/a 16 19
17 VW T-Cross 927 -50.2% 3 2,868 -7.2% 8 5
18 VW Polo 920 19.8% 17 1,905 -26.4% 17 6
19 Audi A4 888 n/a n/a 1,752 n/a 20 n/a
20 Land Rover Defender 110 822 n/a 16 1,844 n/a 18 n/a
n/a BMW 1 Series 695 n/a 12 1,980 n/a 15 17
n/a Audi Q3 677 -33.6% 10 1,988 25.0% 14 13

Sources: JADA, JMVA, JAIA

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