Looking at the top Japanese Best Selling Models up to October 2023 leadership is maintained by the Honda N-Box with 190,608 sales (+13.5%) in front of the Toyota Yaris with 163,214 new registrations (+13.0%).

Thanks to the last generation exploit, the Daihatsu Tanto protects 3rd place with 131,612 sales (+63.2%).

In fourth place ranks the Toyota Corolla -down 1 spot- with 130,146 units sold (+18.1%) followed by the Toyota Sienta -up from 20th spot- with 111,748 sales (+126.2%) and the Suzuki Spacia with 99,770 (+23.7%).

The Daihatsu Move ranks in 7th with 92,277 sales (+23.9%) ahead of the Nissan Note with 89,648 (-1.0%), the Toyota Noah -up 13 spots- with   83,968 sales (+77.3%).

The Toyota Prius -up 24 spots- closes the top 10 with 83,528 sales (+196.0%).

Tables with sales figures

In the tables below we report sales for top 50 models.

Market Trend and Outlook

The Japanese Auto Market in October 2023 grows for the 14th month in a row, with new sales reaching 214,235 (+15.4%). YTD figures at 2.22 million are up 20.4% from the previous year.

Looking at cumulative data up to October 2023, brand-wise Toyota maintains 1st with 1.16 million sales (+33.0%), followed by Nissan at 218,223 (-1.2%), Honda at 212,163 registrations (+6.1%), Mazda at 119,019 (+9.6%), Suzuki with 101,158 sales (+22.9%), Lexus at 82,738 (+132.9%) and Subaru with 70,816 new registrations (+5.4%).

Mercedes ranks in 8th with 41,193 sales (+3.4%), in front of Mitsubishi with 39,582 sales (-6.4%) and BMW closing the Top 10 with 27,684 new car registrations (+10.9%).

Looking at specific models the Honda N-Box is the best seller with a 13.5% increase in year-on-year sales, followed by the Toyota Yaris which is up 13.0%.

Medium-Term Market Trend

The Japanese auto-market in the last decade hasn’t performed amazingly. With its last great rise in 2012 (+26%), sales have remained between the 5 and 5.5 million range until 2019 with the peak reached in 2014.

With the global pandemic in 2020 the entire world economy slowed down drastically, stores and manufactures closing down and most economies taking a beating. The Japanese auto market was no exception falling 12.5% and bringing sales to the mid 4 million range. Although the Japanese market did drop compared to other economies it stood its ground relatively well.

In the last few years the Japanese auto market hasn’t recovered from the fall in 2020. External factors are to blame for this fall in demand for automotives: firstly the lack of raw materials has lead car manufacturers to raise prices and waiting times for cars; another reason is that more and more manufacturers are pushing towards electric that on average costs much more than a diesel or petrol car. This being said despite the terrible performance in 2022, the Japanese market still maintains one of the largest auto markets in the world.

With 2023 starting off strong, this might be the year in which the Japanese Market finally starts to revoker from the covid driven collapse in 2020.

Tables with sales figures

In the tables below we report sales for all Brands, top 10 Manufacturers Group and top 10 Models.

The Japanese car market in 2022 has had a bad year, with total sales reaching the lowest levels in years despite having a brief recovery in the last months of the 2022.

Looking at the top Best selling car models this year’s leadership has been taken back by the Honda N-Box with 202,197 sales (+7.0%) overtaking the former leader, and now in second, Toyota Yaris with 168,557 (-20.8%).

Thanks to the last generation exploit, third place is taken by the Toyota Corolla -rising 3 spots- with 131,548 sales (+18.7%).

In fourth place ranks the Nissan Note -up 5 spots- with 110,113 units sold (+22.1%) followed by the Toyota Roomy with 109,236 sales (-19.0%) and the Daihatsu Tanto with 107,809 (-7.8%).

In seven place the Suzuki Spacia with 100,206 sales (-22.2%) ahead of the Daihatsu Move with 94,837 (-1.0%), the Toyota Raize -up 3 spots- with 83,620  sales (+2.1%).

In 10th place the Suzuki Wagon R -up 7 spots- with 82,213 sales (+19.2%).

Tables with sales figures

In the tables below we report sales for top 50 models.

Market Trend and Outlook

The Japanese auto market in 2022 totals 2.22 millions sales, a 7.4% decrease from the prior year and the lowest level of the past decade. In December sales fell 5.4%, with 180,040 new registrations. 

Looking at cumulative data from 2022, brand-wise the top 7 remain unchanged compared to the previous year: Toyota in 1st with 1.04 millions sales (-14.2%), followed by Honda at 263,034 (-1.9%), Nissan at 236,813 registrations (+4.5%), Mazda at 126,616 (+5.3%), Suzuki with 101,382 sales (+2.2%), Subaru at 81,420 (-2.0%) and Mercedes with 52,391 cumulative sales (+1.3%).

Mitsubishi moves up 3 spots into 8th with 49,177 sales (+42.4%), in front of Lexus -down 1 spot- with 41,252 sales (-19.3%) and Daihatsu closing the Top 10 with 36,299 new car registrations (-7.8%).

Tables with sales figures

In the tables below we report sales for all Brands, top 10 Manufacturers Group and top 10 Models.

Research Contents

Focus2move Automotive Market Reports provide a comprehensive and complete overview of the competitive environment including information on the sales volumes of cars and light commercial vehicles, market size, market share, and industry trends. The research also provides a deep analysis of segments and complete data for brands and models in the last two years, plus forecasts for total market sales, segments, and brands up to 2028.

Through our comprehensive global sales database, and the expertise of seasoned consultants in the field, we can help you gain further insight into the automotive market trends and base your business decisions on actionable data.

Make sure you stay one step ahead of your competitors!

Focus2move market reports can help you assist your data-driven decision-making process by providing up-to-the-minute automotive industry intelligence.

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Table of contents:

• Country Overview
• Economic Outlook
• Market Outlook
  • Market Heritage
  • Car Passenger’s segmentation
  • LCVs segmentation
  • Car Passengers Body Type mix
  • LCVs Body Type mix
  • Premium segment share
  • Chinese OEMs share
• Key Players
  • Top selling Groups 2022
  • Top selling Brands 2022
  • Top selling models 2022
• Key Factors for market Evolution
• 2023-2028 Volume Forecast
  • TIV evolution by segment
  • Cars and LCVs forecast
  • Segments forecast
  • Premium segment share forecast
  • Chinese OEMs share forecast
  • Forecast by Manufacturer

In Japan, over 70% of the car market is represented by the top 50 models while over 85% is represented by the top 100. During the last decade, leadership has frequently changed. However, since 2017, the market leader has been Honda N-Box, which has now been dethroned this year by the Yaris.

Indeed, the Toyota Yaris is the new leader, holding 4.8% share with 212,927 sales in 2021. The second position is taken by the Honda N-Box, with 188,940 (4.2% share), ahead of the Toyota Roomy rising an amazing 7 spots and the Suzuki Spacia -down 2 spots-, selling respectively 134,801 (3% share) and 128,881 units (2.9% share).

In 5th place we find the Daihatsu Tanto -down 1 spot- with 116,912 sales (2.6% share), followed by the Toyota Corolla and Daihatsu Move with 110,865 (2.5% share) and 95,840 (2.2% share) units sold respectively.

Closing the Top 10 ranking, we have the Toyota Alphard with 95,049  sales (2.1% share), ahead of the Nissan Note -up 9 spots- with 90,177 sales (2% share) and finally the Nissan Roox rising 6 spots by selling 84,748 units (1.9% share).

Tables with sales figures

In the tables below we report sales for top 30 models.

Market Trend in November

The Japanese car market this year attempted to recover from the pandemic crash of 2020 and reported a very promising performance in the first half, followed by another double-digit fall.

It is the third biggest market in the world, with an annual volume oscillating in the last decade between 4.9 and 5.5 million units, with 2019 ending at 5.2 million units.

Due to the COVID-19 pandemic sales fell in  2020. In fact, sales have been 4.598.610, reporting a decline of 11.6% compared to 2019.

In 2021 the year started positively for the Japanese market, in fact, in Q1 1.43 units have been sold, reporting a 4.2% increase in sales compared to Q1 2020, while in Q2 sales started growing quickly, reporting a 23.8% increase in sales with 1.03 million units due to the incredibly low volumes in Q2 2020.

In Q3 sales started falling in double-digits, losing 14.8% sales with 1,02 million units, and kept falling 19.2% in Q4 with 968,238 units.

Indeed, Full-Year sales for 2021 have been 4.45 million, reporting a 3.3% decrease compared to 2020.

Brand-wise, this year the leader Toyota (-2.1%) gained 0.4% market share and. In second place we have Suzuki (-3.6%), maintaining 13.7% share, followed by Honda which lost 0.4% share, falling 6.4%.  Daihatsu remained in 4th place and lost 3.4%, followed by Nissan which lost 3.6%.

Mazda remained in 6th place and lost 11.2%, followed by Subaru (-4%) and Mitsubishi which reported the best performance in the leaderboard and gained 10.5% sales. Closing the leaderboard we have Isuzu losing 5.5% this year and Hino in last place losing just 0.1%.

The most sold vehicle this year is the Toyota Yaris (+40.3%) with 212,927 units sold, followed by the Honda N-Box registering 188,940 new sales this year. The Toyota Roomy (+54.5%) closes the podium and reports 134,801 new units sold.

Tables with sales figures

In the tables below we report sales for all Brands, top 10 Manufacturers Group and top 10 Models.

In Japan, 74.7% of the car market is represented by the top 50 models while almost 90% is represented by the top 100. During the last decade, leadership has frequently changed. However, since 2017, the new market leader has been Honda N-Box.

Indeed, the Honda N-Box is still on top of the list, holding 5.6% share with 247.707 sales in 2020. The second position is taken by the Toyota Yaris, with 151.766 (3.4% share), ahead of the Suzuki Spacia and the Daihatsu Tanto, selling respectively 139.851 (3.2% share) and 129.681 units (2.9% share).

In 5th place we find the Toyota Raize -up 64 spots- with 126.038 sales (2.9% share), followed by the Toyota Corolla -up 3 spots- and Daihatsu Move -down 1 spot- with 118.276 (2.7% share) and 104.134 (2.4% share) units sold respectively.

Closing the Top 10 ranking, the Honda Fit reached 8th position with 98.210  sales (2.2% share), ahead of the Toyota Alphard -up 15 spots- with 90.748 (2.1% share) and the Toyota Roomy -up 3 spots- selling 87.242 units (2% share).

Tables with sales figures

In the tables below we report sales for all top 50 models.

Market Trend

The Japanese car market has been hit in 2020 by the world-wide COVID-19 pandemic, which has impacted sales significantly.

It is the third biggest market in the world, with an annual volume oscillating in the last decade between 4.9 and 5.5 million units, with 2019 ending at 5.2 million units.

At the beginning of 2020, according to the data released by the JADA, JAMA, and JAIA, the total vehicles (including HCVs and Bus) started in a very negative tone (-13.5%). The situation was improving slowly up until the virus struck, leading to a very sharp drop in sales in April (-23.7%), followed by the worst-performing month of the year in May (-36.8%).

In the second half of the year the country recovered reporting only one month with a double-digit sales drop (August, down 15.2%), but also only one month of growth in the entire year (October, +1.8%).

Indeed, Full-Year sales for 2020 have been 4.598.610, reporting a decline of 11.6% compared to 2019.

Brand-wise, this year the leader Toyota (-5.9%) gained 2.1% market share and registered the best hold in the leaderboard. In second place we have Suzuki (-8.2%), which gained 0.5% share, overtaking Honda which lost 0.6% share, falling 15.6%.  Daihatsu remained in 4th place and lost 10.7%, followed by Nissan which lost 18.3%.

Mazda remained in 6th place and lost 12.4%, followed by Subaru (-20.5%) and Mitsubishi which reported the worst performance in the leaderboard by losing 33.3% sales. Closing the leaderboard we have Isuzu losing 19.5% this year and Hino in last place losing 14.9%.

The most sold vehicle this year remains the Honda N-BOX (-2.3%) with 247.707 units sold, followed by the Toyota Yaris registering 151.766 new sales this year. The Suzuki Spacia (-15.9%) closes the podium and reports 139.851 new units sold.

Tables with sales figures

In the tables below we report sales for all Brands, top 10 Manufacturers Group and top 10 Models.

Economic Environment

Japanese economy grew faster than initially estimated in the third quarter, according to a second GDP release. The improvement was due to upgraded estimates for the domestic economy, notably fixed investment. The external sector, however, continued to flag, likely weighed on by trade tensions with Korea and between the U.S. and China.

Turning to the fourth quarter, economic activity appears to be waning given the PMI measuring private sector activity fell into contractionary territory in October and remained stuck there through December. Activity is likely being subdued by the sales tax increase from 8% to 10% that took effect in October; Typhoon Hagibis, which hit Japan in October; and continued trade tensions.

Market Trend

The Japanese vehicles market is the third in the World with an annual volume oscillating in the last decade between 4.9 and 5.5 million units and with 2017 and 2018 ended at 5.25 million.

In 2019, according to the data released by the JADA, JAMA and JAIA, the total vehicles (including HCVs and Bus) were marginally negative.

Indeed, Total sales have been 5.18 million, down 1.6% from the previous year.

The market was dominated by three local brands, Toyota, Honda and Nissan holding a combined share near 70%. However, their share was 74% in the 2014 and 79.5% in the 2010.

They are losing share in favor of imported brands, with Mercedes at 2.4%, BMW at 1.7%, Volkswagen 1.7%, Mini at 0.9% and Audi at 0.9%.

Tables with sales figures

In the tables below we report sales for all Brands, top 10 Manufacturers Group and top 10 Models.