Toyota holds 33.3% of its home market in August.
The Japanese new vehicle market improves 17.3% year-on-year in August to 340,342 sales, leading to a year-to-date volume up 16.3% to 3,169,994. Local behemoth Toyota (+42.6%) continues to vastly outpace its home market and accounts for exactly 1 in 3 new vehicles sold this month vs. 30.2% year-to-date. Suzuki (+8.5%) remains in 2nd place with 14.1% share despite a lukewarm result. In fact the entire Top 6 returns to its YTD order, with Daihatsu (+9.1%), Honda (+7.6%), Nissan (-1.2%) and Mazda (-1%) in tow. Lexus (+116.7%) and Isuzu (+73.1%) post the largest gains in the Top 10 whereas Mitsubishi (+3.3%) is shy and Subaru (-16.2%) freefalls. Below, Alfa Romeo (+98.5%), Maserati (+83.3%) and Land Rover (+70.4%) stand out but remain below 0.3% share.
In the regular car ranking, last month Toyota managed to monopolise the Top 6 spots, this time the manufacturer does even better with 7 models in the Top 7. The Yaris/Yaris Cross (+1.4%) easily remains on top with over 14,000 units above the Corolla/Corolla Cross (+39.1%). The Sienta (+244.6%) ranks third like last month and YTD, the Roomy (+76.8%) rallies back up from #15 in July to #4, the Prius (+274.6%) is boosted by the new generation, the Noah (+89.6%) and Voxy (+94.1%) shoot up. The Nissan Note (-21.3%) and Serena (+9.8%) are the only non-Toyota models in the Top 10. Notice also the Toyota Alphard (+128.1%), Land Cruiser W (+43.3%), Crown (+1938.2%), Lexus NX350H (+2125.3%), Suzuki Jimny Wagon (+109%) and Toyota Vellfire (+1518.6%) all posting sensational gains.
Over in the kei car aisle, the Honda N-BOX (+51.1%) is once again the best-selling vehicle in the country when counting regular cars and kei cars, it distances the Daihatsu Tanto (+113.9%), Suzuki Spacia (+29.9%) and Hustler (+53.6%) all in formidable shape. The Top 7 kei cars are in the same order as last month, but the Daihatsu Move (+7.4%), Suzuki Wagon R (+1.4%) and Alto (+0.3%) all disappoint. Further down, notice the Honda N-ONE (+176.6%) and Mitsubishi Delica Mini/eK (+94.5%) both very dynamic.
Previous month: Japan July 2023: Market up 8.5%, Toyota monopolises Top 6 of regular cars ranking
One year ago: Japan August 2022: Suzuki up to #2, Mitsubishi, Mazda shine in market off -9.3%
Full August 2023 Top 51 All brands, Top 50 regular cars and Top 35 all kei cars below.
Japan August 2023 – brands:
| Pos | Brand | Aug-23 | % | /22 | Jul | 2023 | % | /22 | Pos | FY22 |
| 1 | Toyota | 113,427 | 33.3% | 42.6% | 1 | 1,072,300 | 30.2% | 31.0% | 1 | 1 |
| 2 | Suzuki | 48,063 | 14.1% | 8.5% | 2 | 432,292 | 12.1% | 13.2% | 2 | 2 |
| 3 | Daihatsu | 41,643 | 12.2% | 9.1% | 5 | 385,831 | 10.9% | 8.8% | 3 | 3 |
| 4 | Honda | 40,562 | 11.9% | 7.6% | 3 | 370,224 | 10.4% | -2.3% | 4 | 4 |
| 5 | Nissan | 32,946 | 9.7% | -1.2% | 4 | 325,134 | 9.2% | 7.5% | 5 | 5 |
| 6 | Mazda | 12,235 | 3.6% | -1.0% | 6 | 127,090 | 3.6% | 19.7% | 6 | 6 |
| 7 | Mitsubishi | 7,410 | 2.2% | 3.3% | 9 | 64,733 | 1.8% | 6.3% | 9 | 8 |
| 8 | Lexus | 6,988 | 2.1% | 116.7% | 7 | 67,381 | 1.9% | 139.5% | 7 | 12 |
| 9 | Subaru | 6,523 | 1.9% | -16.2% | 8 | 64,968 | 1.8% | 0.6% | 8 | 7 |
| 10 | Isuzu | 6,245 | 1.8% | 73.1% | 10 | 44,312 | 1.2% | 73.2% | 10 | 10 |
| 11 | Hino | 3,513 | 1.0% | 14.7% | 13 | 27,149 | 0.7% | -13.6% | 12 | 11 |
| 12 | Mercedes | 3,257 | 1.0% | 1.0% | 11 | 32,559 | 0.9% | 5.3% | 11 | 9 |
| 13 | Mitsubishi Fuso | 3,041 | 0.9% | 38.2% | 14 | 23,970 | 0.7% | 40.2% | 13 | 15 |
| 14 | Volkswagen | 2,556 | 0.8% | 2.3% | 12 | 18,773 | 0.5% | -3.6% | 15 | 13 |
| 15 | BMW | 2,469 | 0.7% | 12.9% | 15 | 21,404 | 0.6% | 15.6% | 14 | 14 |
| 16 | Audi | 1,836 | 0.5% | 1.3% | 16 | 15,655 | 0.4% | 19.3% | 16 | 16 |
| 17 | Volvo | 1,062 | 0.3% | -12.2% | 18 | 10,036 | 0.3% | -2.6% | 18 | 18 |
| 18 | UD Trucks | 835 | 0.2% | 24.6% | 20 | 6,765 | 0.2% | 16.6% | 20 | 20 |
| 19 | Jeep | 834 | 0.2% | 23.4% | 19 | 7,841 | 0.2% | 15.2% | 19 | 19 |
| 20 | Land Rover | 738 | 0.2% | 70.4% | 23 | 5,716 | 0.2% | 99.2% | 21 | 26 |
| 21 | Mini | 620 | 0.2% | -59.3% | 17 | 10,756 | 0.3% | -9.6% | 17 | 17 |
| 22 | Peugeot | 502 | 0.1% | -14.2% | 22 | 5,497 | 0.2% | 2.9% | 22 | 22 |
| 23 | Porsche | 415 | 0.1% | 4.0% | 21 | 5,283 | 0.2% | 10.5% | 23 | 23 |
| 24 | Renault | 382 | 0.1% | -47.0% | 24 | 4,873 | 0.1% | -13.3% | 24 | 21 |
| 25 | Fiat | 294 | 0.1% | 54.7% | 25 | 3,012 | 0.1% | -24.2% | 26 | 24 |
| 26 | Citroen | 270 | 0.1% | 18.9% | 26 | 3,639 | 0.1% | 16.6% | 25 | 25 |
| 27 | Maserati | 132 | 0.0% | 83.3% | 28 | 920 | 0.0% | 20.3% | 30 | 30 |
| 28 | Alfa Romeo | 129 | 0.0% | 98.5% | 30 | 1,183 | 0.0% | 11.4% | 27 | 28 |
| 29 | Ferrari | 125 | 0.0% | -15.0% | 27 | 939 | 0.0% | -8.7% | 28 | 29 |
| 30 | Abarth | 123 | 0.0% | 38.2% | 29 | 938 | 0.0% | -49.5% | 29 | 27 |
| 31 | BYD | 89 | 0.0% | 8800.0% | 31 | 744 | 0.0% | 12300.0% | 31 | 48 |
| 32 | Chevrolet | 71 | 0.0% | 54.3% | 32 | 537 | 0.0% | 16.2% | 33 | 34 |
| 33 | Bentley | 67 | 0.0% | 19.6% | 33 | 408 | 0.0% | 0.5% | 35 | 35 |
| 34 | DS | 59 | 0.0% | -18.1% | 34 | 689 | 0.0% | 51.1% | 32 | 33 |
| 35 | Cadillac | 53 | 0.0% | -7.0% | 39 | 405 | 0.0% | -26.1% | 36 | 32 |
| 36 | Jaguar | 46 | 0.0% | 24.3% | 35 | 471 | 0.0% | -25.9% | 34 | 31 |
| 37 | Lotus | 38 | 0.0% | 660.0% | 46 | 58 | 0.0% | -65.1% | 46 | 44 |
| 38 | Lamborghini | 35 | 0.0% | -46.2% | 37 | 339 | 0.0% | -19.5% | 37 | 36 |
| 39 | Scania | 32 | 0.0% | 10.3% | 38 | 239 | 0.0% | 11.2% | 40 | 41 |
| 40 | Ford | 26 | 0.0% | -31.6% | 40 | 212 | 0.0% | -30.9% | 41 | 39 |
| 41 | Alpina | 23 | 0.0% | -4.2% | 41 | 197 | 0.0% | -0.5% | 42 | 42 |
| 42 | Aston Martin | 22 | 0.0% | 15.8% | 36 | 293 | 0.0% | 16.3% | 38 | 40 |
| 43 | Hyundai | 20 | 0.0% | -73.7% | 44 | 264 | 0.0% | 17.9% | 39 | 37 |
| 44 | Rolls-Royce | 19 | 0.0% | -29.6% | 43 | 147 | 0.0% | -17.4% | 44 | 43 |
| 45 | Dodge | 15 | 0.0% | -59.5% | 42 | 154 | 0.0% | -53.5% | 43 | 38 |
| 46 | McLaren | 11 | 0.0% | -26.7% | 45 | 115 | 0.0% | 26.4% | 45 | 45 |
| 47 | GMC | 3 | 0.0% | -57.1% | 47 | 19 | 0.0% | -44.1% | 47 | 46 |
| 48 | Pontiac | 3 | 0.0% | 50.0% | – | 12 | 0.0% | -14.3% | 49 | 52 |
| 49 | Buick | 1 | 0.0% | 0.0% | – | 7 | 0.0% | -12.5% | 51 | 54 |
| 50 | Chrysler | 1 | 0.0% | -50.0% | – | 6 | 0.0% | -62.5% | 53 | 50 |
| 51 | RUF | 1 | 0.0% | n/a | – | 1 | 0.0% | n/a | 58 | – |
| – | Others | 532 | 0.2% | 118.9% | – | 3,469 | 0.1% | 24.0% | – | – |
Japan August 2023 – regular cars:
| Pos | Model | Aug-23 | /22 | Jul | 2023 | /22 | Pos | FY22 |
| 1 | Toyota Yaris/Cross | 14,232 | 1.4% | 1 | 130,507 | 14.2% | 1 | 1 |
| 2 | Toyota Corolla/Cross | 10,201 | 39.1% | 2 | 105,367 | 15.3% | 2 | 2 |
| 3 | Toyota Sienta | 9,636 | 244.6% | 3 | 89,469 | 189.7% | 3 | 8 |
| 4 | Toyota Roomy | 8,704 | 76.8% | 15 | 58,951 | -25.0% | 8 | 4 |
| 5 | Toyota Prius | 7,252 | 274.6% | 5 | 65,293 | 188.8% | 6 | 20 |
| 6 | Toyota Noah | 7,139 | 89.6% | 4 | 67,364 | 107.8% | 5 | 11 |
| 7 | Toyota Voxy | 6,542 | 94.1% | 6 | 63,872 | 112.8% | 7 | 13 |
| 8 | Nissan Note | 6,192 | -21.3% | 7 | 72,644 | -0.7% | 4 | 3 |
| 9 | Nissan Serena | 5,790 | 9.8% | 8 | 48,316 | 22.2% | 12 | 12 |
| 10 | Toyota Raize | 5,071 | -11.5% | 17 | 42,381 | -25.9% | 13 | 5 |
| 11 | Toyota Alphard | 4,865 | 128.1% | 21 | 32,521 | -18.7% | 17 | 10 |
| 12 | Honda Freed | 4,590 | -11.7% | 10 | 54,146 | -0.6% | 10 | 6 |
| 13 | Toyota Aqua | 4,567 | 2.5% | 9 | 57,596 | 31.6% | 9 | 7 |
| 14 | Toyota Land Cruiser W | 4,111 | 43.3% | 12 | 40,872 | 77.3% | 14 | 17 |
| 15 | Toyota Harrier | 4,062 | 24.2% | 11 | 53,908 | 98.2% | 11 | 18 |
| 16 | Honda Fit | 3,715 | -27.8% | 13 | 39,105 | -5.1% | 15 | 9 |
| 17 | Honda StepWGN | 3,700 | -19.8% | 14 | 24,233 | 6.6% | 21 | 16 |
| 18 | Honda Vezel | 3,387 | -3.6% | 16 | 30,289 | -4.9% | 19 | 14 |
| 19 | Suzuki Solio | 3,120 | -15.2% | 18 | 33,432 | 36.9% | 16 | 15 |
| 20 | Toyota RAV4 | 2,511 | 27.9% | 19 | 32,135 | 59.2% | 18 | 22 |
| 21 | Toyota Passo | 2,323 | 3.1% | 30 | 22,393 | -3.8% | 22 | 19 |
| 22 | Toyota Crown | 2,242 | 1938.2% | 20 | 28,730 | 233.3% | 20 | 31 |
| 23 | Mazda CX-5 | 2,123 | -18.9% | 28 | 17,776 | -12.7% | 29 | 21 |
| 24 | Lexus NX350H | 1,936 | 2125.3% | 24 | 21,351 | 422.0% | 23 | n/a |
| 25 | Subaru Impreza | 1,930 | 45.2% | 29 | 17,780 | 25.4% | 28 | 26 |
| 26 | Suzuki Swift | 1,895 | 4.4% | 27 | 18,215 | 5.0% | 26 | 23 |
| 27 | Suzuki Jimny Wagon | 1,879 | 109.0% | 25 | 17,802 | 69.8% | 27 | 30 |
| 28 | Toyota Vellfire | 1,829 | 1518.6% | 33 | n/a | n/a | n/a | n/a |
| 29 | Subaru Forester | 1,694 | 13.3% | 22 | 14,605 | -12.8% | 30 | 24 |
| 30 | Honda ZR-V | 1,623 | new | 26 | n/a | new | n/a | – |
| 31 | Nissan X-Trail | 1,578 | -26.6% | 23 | 18,666 | 93.2% | 25 | 29 |
| 32 | Mazda2 | 1,491 | -31.2% | 31 | 14,578 | -12.8% | 31 | 25 |
| 33 | Mazda CX-30 | 1,302 | 7.5% | 38 | 12,922 | 10.0% | 32 | 34 |
| 34 | Mazda CX-60 | 1,265 | 146.1% | 32 | 20,389 | 3866.7% | 24 | n/a |
| 35 | Mazda CX-8 | 1,128 | 14.4% | 37 | 11,101 | 21.2% | 34 | 39 |
| 36 | Mitsubishi Delica D5 | 1,119 | -15.1% | 39 | 11,851 | 9.2% | 33 | 33 |
| 37 | Nissan Kicks | 1,113 | 85.2% | 34 | 9,413 | -33.4% | 38 | 28 |
| 38 | Lexus UX250H | 1,084 | 416.2% | 35 | 8,137 | n/a | 42 | n/a |
| 39 | Suzuki Xbee | 942 | -7.2% | 46 | 8,512 | 8.5% | 40 | 41 |
| 40 | Mazda3 | 867 | 7.0% | 36 | 10,267 | 3.0% | 36 | 36 |
| 41 | Mitsubishi Outlander | 848 | -47.6% | 43 | 8,547 | -33.4% | 39 | 32 |
| 42 | Honda Civic | 819 | 14.7% | 44 | 8,268 | 45.3% | 41 | 47 |
| 43 | Toyota Hiace W | 796 | 8.9% | 42 | 7,397 | 24.6% | 45 | 46 |
| 44 | Subaru Levorg | 784 | -60.5% | 40 | 9,507 | 11.5% | 37 | 35 |
| 45 | Daihatsu Thor | 782 | -9.5% | n/a | 6,915 | -7.0% | 47 | 43 |
| 46 | Lexus RX500H | 748 | new | 41 | 6,977 | new | 46 | n/a |
| 47 | Toyota 86 | 732 | -7.7% | 48 | 7,728 | -25.4% | 44 | 37 |
| 48 | Toyota Camry | 690 | 150.9% | 45 | n/a | n/a | n/a | n/a |
| 49 | Daihatsu Rocky | 653 | -58.6% | n/a | 10,842 | -26.0% | 35 | 27 |
| 50 | Mitsubishi Eclipse Cross | 526 | -8.4% | 50 | 6,037 | 2.1% | 49 | 50 |
Japan August 2023 – kei cars:
| Pos | Model | Aug-23 | /22 | Jul | 2023 | /22 | Pos | FY22 |
| 1 | Honda N-BOX | 16,812 | 51.1% | 1 | 146,979 | 11.2% | 1 | 1 |
| 2 | Daihatsu Tanto | 10,950 | 113.9% | 2 | 101,290 | 81.5% | 2 | 2 |
| 3 | Suzuki Spacia | 8,768 | 29.9% | 3 | 78,647 | 25.0% | 3 | 3 |
| 4 | Suzuki Hustler | 7,268 | 53.6% | 4 | 49,614 | 11.6% | 6 | 7 |
| 5 | Daihatsu Move | 7,092 | 7.4% | 5 | 75,974 | 31.5% | 4 | 4 |
| 6 | Suzuki WagonR | 5,590 | 1.4% | 6 | 49,664 | -4.5% | 5 | 5 |
| 7 | Suzuki Alto | 4,816 | 0.3% | 7 | 47,016 | 7.6% | 7 | 8 |
| 8 | Nissan Roox | 4,610 | -6.4% | 10 | 46,563 | -3.9% | 8 | 6 |
| 9 | Daihatsu Taft | 4,603 | 20.8% | 15 | 34,507 | -9.4% | 10 | 10 |
| 10 | Daihatsu Mira | 4,273 | 28.8% | 9 | 40,973 | 0.4% | 9 | 9 |
| 11 | Mitsubishi Delica Mini/eK | 3,593 | 94.5% | 12 | 21,239 | 13.5% | 15 | 14 |
| 12 | Nissan Dayz | 3,504 | 59.1% | 8 | 26,204 | -22.0% | 12 | 11 |
| 13 | Suzuki Jimny | 2,851 | -14.8% | 11 | 26,395 | -7.5% | 11 | 13 |
| 14 | Nissan Sakura | 2,419 | -31.3% | 13 | 25,182 | 189.6% | 13 | 15 |
| 15 | Honda N-WGN | 2,360 | -4.6% | 14 | 24,613 | -14.1% | 14 | 12 |
| 16 | Honda N-ONE | 1,643 | 176.6% | 16 | 12,777 | -3.8% | 16 | 16 |
| 17 | Suzuki Every Wagon | 1,066 | -16.7% | 17 | 12,550 | 32.6% | 17 | 18 |
| 18 | Mazda Flair Wagon | 992 | 28.3% | 18 | 8,145 | 36.6% | 18 | 20 |
| 19 | Toyota Pixis | 722 | -58.6% | 20 | 7,527 | -43.0% | 20 | 17 |
| 20 | Mazda Flair Crossover | 625 | 61.9% | 19 | 4,161 | 15.8% | 22 | 22 |
| 21 | Nissan NV100 Clipper Rio | 445 | 45.9% | 21 | 3,652 | 33.3% | 23 | 24 |
| 22 | Subaru Chiffon | 394 | 25.5% | 27 | 2,876 | 8.7% | 26 | 25 |
| 23 | Mazda Flair | 387 | 186.7% | 24 | 2,852 | 8.4% | 27 | 27 |
| 24 | Mazda Carol | 371 | 20.8% | 22 | 3,399 | 62.7% | 24 | 29 |
| 25 | Daihatsu Copen | 280 | -1.1% | 25 | 3,325 | 12.4% | 25 | 23 |
| 26 | Mitsubishi eK Cross EV | 255 | -57.3% | 23 | 5,741 | 264.5% | 21 | 26 |
| 27 | Subaru Pleo | 155 | -44.2% | 28 | 1,446 | -26.0% | 29 | 30 |
| 28 | Toyota Copen GR Sport | 118 | -21.9% | 29 | 1,059 | -22.2% | 30 | 32 |
| 29 | Daihatsu Cast | 104 | -91.8% | 26 | 8,078 | -18.6% | 19 | 19 |
| 30 | Mazda Scrum Wagon | 81 | -21.4% | 30 | 833 | 0.6% | 31 | 33 |
| 31 | Mitsubishi Town Box | 38 | -9.5% | 32 | 348 | -0.9% | 32 | 35 |
| 32 | Subaru Stella | 35 | -88.0% | 31 | 1,675 | -24.1% | 28 | 28 |
| 33 | Toyota C+POD | 14 | -82.3% | 33 | 194 | -79.7% | 33 | 34 |
| 34 | Honda S660 | 0 | -100.0% | – | 4 | -99.8% | 34 | 31 |
| 35 | Daihatsu Wake | 0 | -100.0% | – | 3 | -100.0% | 35 | 21 |
Sources: JADA, JMVA, JAIA
