Japan September 2025: Subaru (+22%), Suzuki (+7.3%) defy negative market (-2.4%)
Suzuki Jimny sales are up 125.5% (regular version) and 24.8% (kei car version) in September.
The Japanese new vehicle market edges down for the third month in a row at -2.4% year-on-year in September to 428,214 units. Sales through September remain in positive however at +5% to 3,465,399. Toyota (-4.9%) falls to 28.1% share vs. 30.6% year-to-date whereas Suzuki (+7.3%) is up to 16.2% vs. 16%. Subaru (+22%), Daihatsu (+6.4%) and Mazda (+0.4%) also end the month in positive but Nissan (-21.6%), Lexus (-9.2%), Honda (-6.2%) and Mitsubishi (-5.5%) struggle. Isuzu (-0.2%) is stable at #9. Further down, Mercedes (-2.4%) tops the foreign legion at #11 ahead of BMW (+6.2%), Volkswagen (+74.7%) and Audi (+22.7%). BYD (+195.9%) breaks its volume record at 802 sales.
Looking at the regular car ranking, the Toyota Yaris/Cross (+4.8%) stays at #1 above the Toyota Corolla/Cross (-10.1%). However when applying the estimated Yaris/Yaris Cross and Corolla/Corolla Cross splits, the Yaris would rank #8, the Yaris Cross #12, the Corolla #13 and the Corolla Cross #15. This leaves the Toyota Raize (+8.4%) as the true leader above the Toyota Roomy (-18.4%), Honda Freed (-16.1%) and Toyota Sienta (-25.6%). The Suzuki Jimny Wagon (+125.5%), Subaru Forester (+90.9%), Toyota Alphard (+50.2%) and Vellfire (+48.4%) also shine.
As for kei cars, the Honda N-Box (-13%) holds onto the top spot but falls heavily. It distances the Suzuki Spacia (+3.7%) and a surging Daihatsu Move (+251.3%). The Daihatsu Tanto (-2.1%) and Suzuki Hustler (-0.5%) complete the Top 5. The Honda N-One (+162.6%) and Suzuki Jimny (+24.8%) impress. In the foreign models charts over Q3, the Mini lineup (+10.9%) dominates above the VW Golf (+128.9%). The Mercedes G Class (-16.4%) is up to a fantastic 3rd place but drops YoY as it ranked #2 over Q3 2024. The VW T-Cross (+149.2%), Jeep Wrangler (+89.9%), Land Rover Defender 110 (+50.1%) and Mercedes GLA (+34.7%) are among the best performers.
Previous month: Japan August 2025: Daihatsu Move (+145%), Toyota Raize (+37.1%) shine in negative market
One year ago: Japan September 2024: Mercedes G Class up to #2 foreign model, Honda N-Box #1 overall
Full September 2025 Top 48 All brands, Top 50 regular cars, Top 32 All kei cars and Q3 Top 20 foreign models below.
Japan September 2025 – brands:
| Pos | Brand | Sep-25 | % | /24 | Aug | 2025 | % | /24 | Pos | FY24 |
| 1 | Toyota | 120,390 | 28.1% | – 4.9% | 1 | 1,061,806 | 30.6% | + 6.4% | 1 | 1 |
| 2 | Suzuki | 69,553 | 16.2% | + 7.3% | 2 | 556,014 | 16.0% | + 1.4% | 2 | 2 |
| 3 | Honda | 63,758 | 14.9% | – 6.2% | 3 | 477,134 | 13.8% | – 7.4% | 3 | 3 |
| 4 | Daihatsu | 49,030 | 11.4% | + 6.4% | 4 | 390,739 | 11.3% | + 59.0% | 4 | 5 |
| 5 | Nissan | 38,532 | 9.0% | – 21.6% | 5 | 319,009 | 9.2% | – 13.9% | 5 | 4 |
| 6 | Mazda | 13,635 | 3.2% | + 0.4% | 6 | 117,460 | 3.4% | + 13.3% | 6 | 6 |
| 7 | Subaru | 13,167 | 3.1% | + 22.0% | 8 | 86,732 | 2.5% | + 11.8% | 8 | 8 |
| 8 | Mitsubishi | 11,169 | 2.6% | – 5.5% | 7 | 91,111 | 2.6% | + 3.2% | 7 | 7 |
| 9 | Isuzu | 7,903 | 1.8% | – 0.2% | 10 | 56,587 | 1.6% | + 13.8% | 10 | 10 |
| 10 | Lexus | 7,747 | 1.8% | – 9.2% | 9 | 66,170 | 1.9% | – 3.9% | 9 | 9 |
| 11 | Mercedes | 5,501 | 1.3% | – 2.4% | 11 | 38,346 | 1.1% | – 3.6% | 11 | 11 |
| 12 | BMW | 3,932 | 0.9% | + 6.2% | 13 | 26,792 | 0.8% | + 6.6% | 12 | 13 |
| 13 | Mitsubishi Fuso | 2,957 | 0.7% | + 2.2% | 12 | 23,318 | 0.7% | – 7.4% | 15 | 14 |
| 14 | Hino | 2,907 | 0.7% | – 29.3% | 14 | 26,585 | 0.8% | – 15.8% | 13 | 12 |
| 15 | Volkswagen | 2,823 | 0.7% | + 74.7% | 15 | 24,156 | 0.7% | + 38.7% | 14 | 15 |
| 16 | Audi | 2,695 | 0.6% | + 22.7% | 17 | 17,504 | 0.5% | + 2.5% | 16 | 16 |
| 17 | Mini | 2,005 | 0.5% | + 7.1% | 16 | 14,410 | 0.4% | + 32.5% | 17 | 17 |
| 18 | Volvo | 1,381 | 0.3% | – 1.6% | 19 | 9,004 | 0.3% | – 8.0% | 19 | 18 |
| 19 | UD Trucks | 1,172 | 0.3% | + 4.7% | 18 | 9,106 | 0.3% | + 24.0% | 18 | 19 |
| 20 | Land Rover | 995 | 0.2% | + 28.7% | 23 | 6,646 | 0.2% | + 7.9% | 21 | 22 |
| 21 | Porsche | 822 | 0.2% | – 42.4% | 21 | 7,793 | 0.2% | + 5.8% | 20 | 21 |
| 22 | Jeep | 816 | 0.2% | – 22.5% | 20 | 6,510 | 0.2% | – 8.0% | 22 | 20 |
| 23 | BYD | 802 | 0.2% | + 195.9% | 25 | 2,977 | 0.1% | + 59.9% | 25 | 27 |
| 24 | Fiat | 633 | 0.1% | + 3.9% | 24 | 3,170 | 0.1% | – 9.6% | 24 | 25 |
| 25 | Peugeot | 622 | 0.1% | + 39.1% | 22 | 5,086 | 0.1% | + 30.3% | 23 | 23 |
| 26 | Renault | 320 | 0.1% | – 9.1% | 27 | 2,331 | 0.1% | – 40.5% | 26 | 24 |
| 27 | Alfa Romeo | 291 | 0.1% | + 200.0% | 26 | 1,089 | 0.0% | + 41.6% | 29 | 31 |
| 28 | Citroen | 266 | 0.1% | + 7.3% | 28 | 2,056 | 0.1% | – 4.5% | 27 | 26 |
| 29 | Ferrari | 155 | 0.0% | + 34.8% | 29 | 1,112 | 0.0% | + 3.2% | 28 | 29 |
| 30 | Hyundai | 111 | 0.0% | + 91.4% | 30 | 759 | 0.0% | + 54.3% | 30 | 33 |
| 31 | Scania | 79 | 0.0% | + 61.2% | 32 | 474 | 0.0% | + 36.6% | 34 | 38 |
| 32 | Lamborghini | 70 | 0.0% | – 24.7% | 31 | 734 | 0.0% | + 28.3% | 31 | 32 |
| 33 | Maserati | 66 | 0.0% | – 42.6% | 33 | 578 | 0.0% | – 37.3% | 33 | 30 |
| 34 | Cadillac | 65 | 0.0% | + 4.8% | 36 | 422 | 0.0% | + 24.1% | 35 | 40 |
| 35 | Alpina | 55 | 0.0% | + 66.7% | 39 | 312 | 0.0% | + 4.0% | 39 | 41 |
| 36 | Rolls-Royce | 51 | 0.0% | + 75.9% | 40 | 328 | 0.0% | + 19.7% | 38 | 42 |
| 37 | Aston Martin | 49 | 0.0% | + 8.9% | 34 | 344 | 0.0% | – 12.2% | 36 | 37 |
| 38 | Abarth | 40 | 0.0% | – 80.9% | 35 | 625 | 0.0% | – 56.9% | 32 | 28 |
| 39 | DS | 34 | 0.0% | – 19.0% | 42 | 304 | 0.0% | – 16.5% | 40 | 39 |
| 40 | Bentley | 33 | 0.0% | – 13.2% | 37 | 330 | 0.0% | – 20.1% | 37 | 36 |
| 41 | Chevrolet | 33 | 0.0% | – 51.5% | 38 | 278 | 0.0% | – 39.8% | 41 | 34 |
| 42 | McLaren | 17 | 0.0% | – 39.3% | 43 | 204 | 0.0% | + 4.1% | 42 | 44 |
| 43 | Ford | 17 | 0.0% | + 0.0% | 41 | 154 | 0.0% | – 0.6% | 44 | 45 |
| 44 | Dodge | 8 | 0.0% | + 60.0% | 44 | 88 | 0.0% | – 2.2% | 46 | 46 |
| 45 | Lotus | 6 | 0.0% | – 82.9% | 45 | 150 | 0.0% | – 36.7% | 45 | 43 |
| 46 | GMC | 3 | 0.0% | – 25.0% | – | 12 | 0.0% | – 33.3% | 47 | 47 |
| 47 | Buick | 3 | 0.0% | n/a | – | 6 | 0.0% | + 20.0% | 51 | 52 |
| 48 | MG | 1 | 0.0% | n/a | – | 9 | 0.0% | + 350.0% | 50 | 53 |
| – | Others | 1,494 | 0.3% | + 172.1% | – | 8,304 | 0.2% | + 94.5% | – | – |
Japan September 2025 – regular cars:
| Pos | Model | Sep-25 | /24 | Aug | 2025 | /24 | Pos | FY24 |
| 1 | Toyota Yaris/Cross | 13,670 | + 4.8% | 1 | 123,334 | + 7.0% | 1 | 2 |
| 2 | Toyota Corolla/Cross | 11,523 | – 10.1% | 2 | 107,501 | – 12.7% | 2 | 1 |
| 3 | Toyota Raize | 9,407 | + 8.4% | 3 | 72,298 | + 132.4% | 4 | 20 |
| 4 | Toyota Roomy | 8,564 | – 18.4% | 4 | 70,247 | + 46.9% | 5 | 12 |
| 5 | Honda Freed | 7,502 | – 16.1% | 6 | 68,865 | + 9.7% | 6 | 5 |
| 6 | Toyota Sienta | 7,464 | – 25.6% | 5 | 79,599 | – 7.6% | 3 | 3 |
| 7 | Nissan Note | 7,402 | – 31.7% | 10 | 63,481 | – 20.2% | 8 | 4 |
| 8 | Honda Vezel | 7,401 | + 26.9% | 12 | 49,401 | – 17.8% | 14 | 9 |
| 9 | Toyota Alphard | 7,373 | + 50.2% | 7 | 65,979 | + 17.1% | 7 | 8 |
| 10 | Nissan Serena | 6,928 | – 16.2% | 11 | 56,981 | – 8.3% | 12 | 7 |
| 11 | Toyota Noah | 6,721 | + 5.0% | 9 | 60,244 | + 13.8% | 9 | 11 |
| 12 | Toyota Voxy | 6,623 | – 0.5% | 8 | 59,113 | + 11.4% | 10 | 10 |
| 13 | Toyota Crown | 5,351 | – 9.3% | 14 | 43,694 | – 6.8% | 15 | 15 |
| 14 | Subaru Forester | 4,976 | + 90.9% | 21 | 25,143 | + 54.1% | 22 | 29 |
| 15 | Suzuki Jimny Wagon | 4,834 | + 125.5% | 38 | 28,386 | + 46.5% | 21 | 28 |
| 16 | Toyota Aqua | 4,587 | – 23.3% | 13 | 57,709 | + 27.8% | 11 | 14 |
| 17 | Honda StepWGN | 4,575 | + 26.2% | 16 | 42,876 | – 6.3% | 16 | 17 |
| 18 | Toyota Land Cruiser W | 4,408 | – 23.7% | 18 | 34,617 | – 1.2% | 20 | 19 |
| 19 | Honda Fit | 4,148 | – 37.9% | 19 | 36,949 | – 25.6% | 19 | 16 |
| 20 | Suzuki Solio | 4,097 | – 10.7% | 15 | 41,517 | – 0.2% | 18 | 18 |
| 21 | Toyota Prius | 3,957 | – 49.1% | 20 | 52,442 | – 8.8% | 13 | 6 |
| 22 | Toyota Harrier | 3,812 | – 28.8% | 17 | 41,800 | – 18.9% | 17 | 13 |
| 23 | Subaru Impreza | 3,491 | + 6.8% | 25 | 23,938 | + 2.3% | 24 | 25 |
| 24 | Toyota Vellfire | 3,286 | + 48.4% | 23 | 24,433 | – 2.0% | 23 | 23 |
| 25 | Suzuki Swift | 3,107 | + 4.9% | 24 | 21,682 | – 17.8% | 26 | 22 |
| 26 | Nissan X-Trail | 3,013 | + 9.2% | 37 | 16,492 | – 36.2% | 32 | 24 |
| 27 | Mitsubishi Delica D5 | 2,875 | + 37.1% | 22 | 20,694 | + 45.9% | 27 | 33 |
| 28 | Honda WR-V | 2,659 | – 25.0% | 32 | 22,527 | + 12.2% | 25 | 27 |
| 29 | Mazda CX-5 | 2,360 | + 4.4% | 27 | 18,530 | + 27.4% | 30 | 34 |
| 30 | Toyota RAV4 | 2,174 | – 37.4% | 30 | 19,652 | – 24.2% | 28 | 26 |
| 31 | Mazda2 | 2,044 | – 13.4% | 26 | 18,555 | + 15.8% | 29 | 31 |
| 32 | Suzuki Fronx | 2,028 | new | 29 | 15,736 | new | 34 | n/a |
| 33 | Honda ZR-V | 1,871 | – 44.7% | 33 | 17,010 | – 50.9% | 31 | 21 |
| 34 | Lexus LBX | 1,828 | – 6.6% | 31 | 15,583 | – 5.9% | 36 | 32 |
| 35 | Subaru Levorg | 1,774 | – 16.2% | 34 | 11,798 | – 38.4% | 37 | 30 |
| 36 | Honda Civic | 1,527 | – 25.4% | 41 | 15,622 | + 30.3% | 35 | 36 |
| 37 | Lexus NX350H | 1,495 | – 31.1% | 28 | 16,437 | + 35.6% | 33 | 35 |
| 38 | Daihatsu Rocky | 1,207 | – 30.3% | 36 | 11,782 | n/a | 38 | 42 |
| 39 | Mazda CX-30 | 1,199 | – 18.6% | 40 | 10,116 | – 5.1% | 39 | 38 |
| 40 | Toyota Hiace W | 1,155 | + 152.7% | 42 | n/a | n/a | n/a | 49 |
| 41 | Mazda3 | 1,075 | + 66.2% | 39 | 9,912 | + 24.7% | 40 | 41 |
| 42 | Mazda CX-60 | 951 | + 116.1% | 44 | 8,541 | + 71.3% | 42 | 50 |
| 43 | Nissan Kicks | 920 | – 31.4% | 46 | 7,848 | – 33.3% | 43 | 37 |
| 44 | Suzuki Xbee | 914 | – 10.9% | 35 | 8,691 | – 8.1% | 41 | 39 |
| 45 | Lexus RX350 | 874 | + 58.3% | 43 | n/a | n/a | n/a | n/a |
| 46 | Honda Odyssey | 872 | – 16.2% | n/a | 6,046 | – 36.8% | n/a | 40 |
| 47 | Mazda CX-80 | 870 | – 14.8% | n/a | 7,422 | n/a | 45 | n/a |
| 48 | Mazda MX-5 (Roadster) | 815 | – 18.0% | 47 | 7,786 | – 4.4% | 44 | 43 |
| 49 | Mazda CX-3 | 813 | + 97.8% | 45 | n/a | n/a | n/a | 47 |
| 50 | Mitsubishi Outlander | 791 | + 213.9% | 50 | 5,965 | n/a | n/a | 45 |
Japan September 2025 – kei cars:
| Pos | Model | Sep-25 | /24 | Aug | 2025 | /24 | Pos | FY24 |
| 1 | Honda N-BOX | 21,717 | – 13.0% | 1 | 156,802 | + 0.1% | 1 | 1 |
| 2 | Suzuki Spacia | 16,407 | + 3.7% | 2 | 126,868 | + 2.0% | 2 | 2 |
| 3 | Daihatsu Move | 13,506 | + 251.3% | 3 | 86,516 | + 285.6% | 4 | 11 |
| 4 | Daihatsu Tanto | 11,457 | – 2.1% | 4 | 91,558 | + 47.7% | 3 | 3 |
| 5 | Suzuki Hustler | 7,993 | – 0.5% | 5 | 68,038 | – 4.0% | 5 | 4 |
| 6 | Suzuki WagonR | 6,742 | – 6.3% | 7 | 55,816 | – 10.4% | 6 | 5 |
| 7 | Suzuki Alto | 5,394 | – 9.9% | 6 | 45,515 | – 14.2% | 8 | 7 |
| 8 | Nissan Dayz | 5,257 | + 1.6% | 12 | 34,715 | – 13.6% | 13 | 9 |
| 9 | Mitsubishi Delica Mini/eK | 5,020 | – 16.2% | 9 | 42,924 | – 7.1% | 9 | 8 |
| 10 | Nissan Roox | 4,824 | – 35.2% | 8 | 51,455 | – 6.9% | 7 | 6 |
| 11 | Suzuki Jimny | 4,710 | + 24.8% | 10 | 38,578 | + 25.3% | 11 | 12 |
| 12 | Honda N-ONE | 4,344 | + 162.6% | 18 | 13,304 | – 2.4% | 16 | 17 |
| 13 | Daihatsu Mira | 4,259 | – 14.0% | 11 | 41,641 | + 37.7% | 10 | 10 |
| 14 | Daihatsu Taft | 4,016 | – 33.0% | 13 | 37,637 | + 57.9% | 12 | 13 |
| 15 | Honda N-WGN | 2,835 | – 7.8% | 14 | 22,268 | – 13.0% | 14 | 14 |
| 16 | Suzuki Every Wagon | 2,126 | + 24.8% | 15 | 15,561 | + 10.0% | 15 | 16 |
| 17 | Nissan Sakura | 1,432 | – 42.4% | 17 | 12,198 | – 33.2% | 17 | 15 |
| 18 | Mazda Flair Wagon | 1,309 | – 15.4% | 16 | 11,045 | – 7.2% | 18 | 18 |
| 19 | Toyota Pixis | 1,068 | + 38.5% | 19 | 6,922 | + 50.3% | 19 | 21 |
| 20 | Nissan Clipper Rio | 598 | – 18.2% | 21 | 4,684 | + 0.5% | 20 | 20 |
| 21 | Subaru Stella | 505 | new | 23 | 1,568 | new | 27 | – |
| 22 | Mazda Flair Crossover | 470 | – 30.6% | 22 | 4,611 | – 15.4% | 21 | 19 |
| 23 | Daihatsu Copen | 381 | – 10.1% | 24 | 3,011 | + 61.5% | 23 | 25 |
| 24 | Subaru Chiffon | 357 | – 22.1% | 26 | 3,550 | + 48.8% | 22 | 23 |
| 25 | Mazda Carol | 320 | – 6.7% | 20 | 2,661 | – 13.3% | 24 | 22 |
| 26 | Mazda Flair | 289 | – 15.5% | 25 | 2,239 | – 15.3% | 25 | 24 |
| 27 | Subaru Pleo | 260 | + 17.6% | 27 | 1,906 | + 26.9% | 26 | 27 |
| 28 | Mazda Scrum Wagon | 111 | + 22.0% | 29 | 915 | + 2.1% | 29 | 28 |
| 29 | Mitsubishi eK Cross EV | 97 | – 56.9% | 28 | 1,219 | – 35.2% | 28 | 26 |
| 30 | Toyota Copen GR Sport | 91 | – 38.1% | 30 | 814 | + 26.8% | 30 | 29 |
| 31 | Mitsubishi Town Box | 42 | – 2.3% | 31 | 430 | + 15.9% | 31 | 30 |
| 32 | Toyota C+POD | 3 | – 62.5% | 32 | 10 | – 95.4% | 32 | 31 |
Japan Q3 2025 – foreign models:
| Pos | Model | Q3 2025 | /24 | Q2 | 2025 | /24 | Pos | FY24 |
| 1 | Mini | 4,828 | + 10.9% | 1 | 14,407 | + 32.5% | 1 | 1 |
| 2 | VW Golf | 2,422 | + 128.9% | 2 | 8,846 | + 55.0% | 2 | 3 |
| 3 | Mercedes G-Class | 1,911 | – 16.4% | 7 | 5,359 | + 24.9% | 5 | 7 |
| 4 | Mercedes GLC | 1,822 | – 3.3% | 3 | 5,725 | + 5.3% | 4 | 2 |
| 5 | VW T-Cross | 1,807 | + 149.2% | 5 | 6,334 | + 105.5% | 3 | 11 |
| 6 | Mercedes GLB | 1,643 | + 8.4% | 8 | 4,381 | – 9.7% | 7 | 4 |
| 7 | BMW X1 | 1,550 | – 5.5% | 6 | 4,288 | n/a | 8 | 16 |
| 8 | Audi A3 | 1,379 | n/a | 4 | 4,780 | n/a | 6 | 19 |
| 9 | Mercedes GLA | 1,352 | + 34.7% | 19 | 3,357 | + 9.1% | 14 | 15 |
| 10 | BMW 3 Series | 1,350 | – 15.5% | 15 | 3,218 | – 28.3% | 17 | 6 |
| 11 | BMW 2 Series | 1,315 | + 86.0% | 11 | 3,625 | + 13.5% | 11 | 13 |
| 12 | Mercedes C-Class | 1,299 | – 8.3% | 12 | 3,633 | – 19.9% | 10 | 5 |
| 13 | Land Rover Defender 110 | 1,178 | + 50.1% | n/a | 3,238 | + 19.1% | 16 | n/a |
| 14 | BMW X3 | 1,141 | n/a | 10 | 3,501 | n/a | 13 | n/a |
| 15 | Volvo S/V/XC60 | 1,133 | – 10.2% | 14 | 3,509 | – 9.1% | 12 | 10 |
| 16 | Audi A5 | 1,106 | n/a | 9 | 3,005 | n/a | 18 | n/a |
| 17 | BMW 1 Series | 1,097 | + 150.5% | 13 | 3,825 | + 64.2% | 9 | 18 |
| 18 | Jeep Wrangler | 1,058 | + 89.9% | n/a | n/a | n/a | n/a | 20 |
| 19 | Audi Q5 | 1,038 | + 43.2% | n/a | n/a | n/a | n/a | n/a |
| 20 | Mercedes E-Class | 1,029 | – 23.3% | 16 | 3,355 | – 12.9% | 15 | 9 |
Sources: JADA, JMVA, JAIA
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