Now updated with kei cars data
It’s another very dynamic month for new car sales in Japan, up 8.6% year-on-year in November to 441.943 units, lifting the year-to-date volume up 0.9% to 4.884.542. Brand leader Toyota (+4.8%) trails the market slightly but posts a superior share at 30.1% vs. 28.6% so far this year, distancing Honda (+5.7%) at 14.5% and Suzuki (+13.9%) outpacing the market at 13.4% share. Mazda (+37.2%) and Nissan (+31.4%) both post spectacular gains with Hino (+11.7%) also strong in the Top 10 while Mitsubishi (+7.5%) and Isuzu (+7.2%) roughly match the market, Daihatsu (+5.9%) underperform slightly and Subaru (-0.1%) edges down to post the only decline in the Top 10, albeit tiny. There are no foreign brands in the Japanese Top 10 again this month, with Mercedes (+0.7%) stuck at #11 ahead of Volkswagen (+3.4%) and BMW (-6%). Bentley (+78.3%), Jaguar (+73.8%), Rolls Royce (+47.1%), Volvo (+31.5%), Land Rover (+26.6%), Abarth (+25.4%), Jeep (+24.2%), DS (+19.3%) and Lamborghini (+15.2%) are among the best performers further down. Reversely, Chevrolet (-53.8%), Alfa Romeo (-46.2%), Ford (-42.9%), Maserati (-39.3%), Citroen (-28.4%), Audi (-27.7%), Lexus (-27.2%) and Porsche (-15.5%) are in great difficulty.
The Toyota Aqua (+2%) signs a 6th monthly win over the past 8 but is now threatened by the Toyota Sienta (+35%) only 153 units below. Note the Sienta has never reached #1 at home (or anywhere in the world) before, with its highest ranking being #2, hit six times: from August to November 2015, October and November 2018. Its facelift and the addition of a 5-seater variant could be all it needed to top the Japanese charts for the first time, perhaps next month. Meanwhile the Nissan Note (+40%) is stuck in third place bit remains by far the #1 regular car year-to-date. The Toyota Crown (+201%) and Voxy (+23%) also shine in the Top 10, while further down notice the Mazda CX-8 (+173%), Mazda Atenza (+155%), Subaru Forester (+162%), Nissan Serena (+112%), Toyota Alphard (+108%), Daihatsu Boon (+69%), Mazda CX-5 (+65%), Mazda Demio (+59%), Mitsubishi Outlander (+64%), Mazda CX-3 (+52%) and Honda Shuttle (+45%) all very dynamic. There is now only one recent launch in the Top 50: the Suzuki XBee (#36).
Over in the kei car order, the Honda N-BOX (-7%) comfortably holds onto the top spot with just under 19.500 sales with the Suzuki Spacia (+70%) surging in 2nd place at 11.800, distancing the Daihatsu Move (-7%), Nissan Dayz (+32%), and Daihatsu Tanto (+20%) all above 11.000 units also. The Mazda Flair Wagon (+91%), Suzuki Jimny kei version – shorter bumpers to fit kei sizes (+58%), Daihatsu Wake (+43%) and Mira (+21%) lead the uptick ladder further down the ranking.
Full November 2018 Top 50 All-brands, Top 50 regular cars and Top 32 All-kei cars below.