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Japan October 2019: Toyota Corolla signs first win this decade, Mazda CX-30 lands at #21 in market freefalling -24.9%

The Toyota Corolla is the #1 car in Japan for the first time this decade.

After soaring 12.9% last month, the Japanese new vehicle market hits the brakes at -24.9% in October to just 314.784 units, 104.209 less than in October 2018, this due to the typhoons that battered the country over the course of the month and closed many dealerships. Both regular cars (-26.4% to 192.504) and kei cars (-22.3% to 122.280) are hit. This means the year-to-date volume is now only edging up 0.5% year-on-year to 4.464.469, with regular cars almost immobile at +0.1% to 2.819.075 and kei cars up 1.2% to 1.645.394. Brand leader Toyota (-21.8%) resists slightly better than the market, reaching 31.9% share as a result vs. 29.5% YTD. In 2nd place, Suzuki (-8.8%) manage the only single-digit drop in the Top 8, shooting up two spots on September and distancing Daihatsu (-26.4%), Honda (-39.5%) and Nissan (-29.9%) all falling faster than the market. Mazda (-14.4%) and Mercedes (-20.1%) also resist ok but Lexus (+18.7%) is the outright best performer in the Top 10, posting the only year-on-year gain there and even the largest surge in the Top 25. Beyond the Top 10, DS (+37.9%), Lotus (+30.8%), Peugeot (+13.3%), Land Rover (+13.1%), Citroen (+7.3%), Audi (+4.1%) and Ford (+2.9%) sign the only additional gains in market.

The Mazda CX-30 lands just outside the Top 20 for its first month of sales.

We have a surprise atop the regular cars ranking: the Toyota Corolla (+29.5%), annual leader in Japan from 1969 to 2007, manages to snap the #1 spot for the first time this decade, and by a wide margin: almost 2.000 units separate it from the #2 the Toyota Sienta (-5.5%). This performance coincides with the launch in Japan of the sedan and station wagon new generation. In fact Toyota places no less than 9 nameplates in the Top 10 this month, with the Roomy (+8.1%), Prius (-21.5%) and Tank (-3.8%) completing the Top 5 and the Alphard (-11.8%), Aqua (-52.3%), Voxy (-43.9%) and Vitz (-26.2%) finding their way into the Top 10. The Nissan Note (-46%) is the odd one out at #6.

Among new launches, the Toyota RAV4 is up one spot on last month to #13, we welcome the Mazda CX-30 directly at #21 while the Mazda2 is down 6 spots to #25 and the Mazda3 down 16 to #27. In the kei cars ranking, the Honda N-BOX (-23.1%) holds onto the top spot just as the Suzuki Spacia (+5.2%) overtakes the Daihatsu Tanto (-4.2%) to snap the 2nd place, the Top 2 kei cars being the only ones outselling the Corolla. The Nissan Dayz (-17.6%) and Daihatsu Move (-35.5%) round up the Top 5 but the Suzuki Alto (+21.3%) is the best performer in the Top 15 at #6, with the Subaru Chiffon (+32.5%), Daihatsu Copen (+26.7%) and Suzuki Jimny (+17.3%) also strong further down. The Toyota Copen GR Sport (yes Toyota) lands at #29.

Previous month: Japan September 2019: Lexus (+117.7%), Daihatsu (+31.2%), Toyota (+23.4%) lift market to largest gain in over 2 years (+12.9%)

One year ago: Japan October 2018: Toyota Sienta climbs to #2 in market up 12.5%

Full October 2019 Top 55 All-brands, Top 50 regular cars and Top 34 All kei cars below.

Japan October 2019 – brands:

PosBrandOct-19%/18Sep2019%/18PosFY18
1Toyota100,51631.9%-21.8%11,316,51529.5%4.0%11
2Suzuki49,41915.7%-8.8%4593,34313.3%-1.7%33
3Daihatsu41,52113.2%-26.4%3563,03112.6%3.6%44
4Honda38,62812.3%-39.5%2638,49914.3%1.5%22
5Nissan29,9649.5%-29.9%5497,22711.1%-6.8%55
6Mazda12,2783.9%-14.4%6175,3483.9%-6.7%66
7Subaru6,6132.1%-48.5%7114,2282.6%-10.1%77
8Mitsubishi4,7071.5%-30.0%892,2922.1%2.6%88
9Lexus4,4741.4%18.7%1053,4781.2%13.9%1112
10Mercedes3,7041.2%-20.1%952,8311.2%-1.4%1211
11Hino3,6931.2%-30.2%1260,1681.3%2.5%1010
12Isuzu3,6431.2%-30.4%1171,4221.6%12.0%99
13BMW2,7190.9%-28.5%1438,6410.9%-3.7%1414
14Volkswagen2,2550.7%-39.5%1339,0590.9%-7.5%1313
15Mitsubishi Fuso2,1440.7%-26.1%1534,5470.8%-0.7%1515
16Audi1,5650.5%4.1%1619,4120.4%-13.0%1716
17Mini1,3240.4%-22.4%1720,3290.5%-2.7%1617
18Volvo9370.3%-23.6%1915,0080.3%6.1%1818
19Jeep7900.3%-1.6%1811,2260.3%20.4%1919
20Peugeot6550.2%13.3%218,9470.2%8.1%2021
21UD Trucks5420.2%-35.3%208,3810.2%6.4%2120
22Renault4120.1%-22.6%245,9470.1%-1.9%2222
23Porsche3580.1%-25.3%225,5560.1%-3.2%2323
24Citroen3080.1%7.3%263,3490.1%11.6%2626
25Fiat3040.1%-32.0%235,1410.1%3.8%2424
26Land Rover2070.1%13.1%253,6910.1%17.2%2525
27Abarth1170.0%-21.5%272,5140.1%6.2%2828
28Alfa Romeo1020.0%-40.4%291,9900.0%-3.3%2929
29Jaguar930.0%-23.1%282,7310.1%6.4%2727
30DS800.0%37.9%327560.0%28.8%3234
31Maserati620.0%-43.1%301,0270.0%-8.0%3131
32Smart600.0%-67.2%311,8480.0%-4.7%3030
33Lamborghini510.0%-1.9%366020.0%24.4%3436
34Ferrari400.0%-40.3%337470.0%15.8%3333
35Chevrolet400.0%-39.4%345240.0%-27.3%3532
36Ford350.0%2.9%394270.0%9.2%3637
37Dodge320.0%-13.5%383550.0%9.2%3939
38Cadillac300.0%-36.2%354110.0%-18.0%3835
39Bentley230.0%-76.3%414190.0%36.0%3738
40Scania180.0%-10.0%402330.0%28.7%4242
41Lotus170.0%30.8%451690.0%-16.3%4544
42Rolls-Royce140.0%-22.2%441820.0%7.7%4443
43Aston Martin100.0%-56.5%422610.0%17.0%4140
44Alpina100.0%-28.6%431820.0%-16.1%4341
45McLaren90.0%-66.7%373070.0%65.1%4045
46GMC40.0%0.0%47300.0%-31.8%4746
47Buick40.0%n/a53100.0%233.3%5055
48Chrysler20.0%-60.0%50210.0%-51.2%4847
49Morgan10.0%0.0%48210.0%5.0%4948
50MG10.0%0.0%51100.0%25.0%5152
51Lancia10.0%0.0%5290.0%-30.8%5249
52Unimog10.0%n/a5570.0%250.0%5454
53Hummer10.0%n/a –30.0%50.0%5556
54Hyundai00.0%-100.0%46480.0%220.0%4650
55Pontiac00.0%n/a4970.0%-36.4%5351
 –Others2460.1%720.0% –9980.0%65.0% – –

Japan October 2019 – regular cars:

PosModelOct-19/18Sep2019/18PosFY18
1Toyota Corolla11,19029.5%484,51512.9%58
2Toyota Sienta9,302-5.5%193,27024.4%35
3Toyota Roomy6,9628.1%878,5037.8%710
4Toyota Prius6,898-21.5%3109,64610.0%13
5Toyota Tank5,420-3.8%1063,7092.8%1213
6Nissan Note5,263-46.0%2105,742-10.9%21
7Toyota Alphard5,130-11.8%1557,77417.2%1315
8Toyota Aqua4,967-52.3%692,159-14.1%42
9Toyota Voxy4,394-43.9%577,3370.8%86
10Toyota Vitz4,383-26.2%1372,121-3.2%109
11Honda Freed4,368-35.3%972,6321.3%911
12Nissan Serena4,313-32.7%783,704-4.0%64
13Toyota RAV43,919new1443,218new18 –
14Honda Fit3,136-52.0%1269,533-9.0%117
15Honda StepWGN3,127-28.0%1846,306-4.9%1716
16Honda Vezel2,815-44.4%1750,317-2.8%1414
17Suzuki Solio2,627-22.9%2037,9941.6%1924
18Toyota Noah2,598-43.1%1646,567-1.7%1617
19Toyota Passo2,588-41.9%2936,362-7.1%2122
20Toyota C-HR2,554-56.4%2247,003-29.1%1512
21Mazda CX-302,525new –2,525newn/a –
22Toyota Esquire2,524-27.8%2136,1075.9%2226
23Honda Shuttle2,485-19.2%2427,18617.5%3032
24Toyota Vellfire2,221-41.4%3031,885-12.5%2625
25Mazda22,080new196,951newn/a –
26Daihatsu Thor2,071-10.9%3424,25412.9%3334
27Mazda31,891new1120,286new35 –
28Toyota Harrier1,804-52.1%2532,961-13.1%2323
29Toyota Crown1,723-74.3%2632,198-15.3%2519
30Subaru Forester1,708-57.1%2729,05224.1%2833
31Suzuki Swift1,669-32.6%3329,004-9.0%2928
32Toyota Land Cruiser W1,665-30.2%3224,9271.7%3231
33Subaru Impreza1,615-57.0%2337,278-19.2%2018
34Nissan X-Trail1,493-47.6%2832,833-25.9%2420
35Suzuki Xbee1,431-27.0%3521,312-20.3%3430
36Mazda CX-51,1260.7%3129,305-2.6%2727
37Lexus UX250H954new3912,669new41109
38Toyota Camry919-47.0%4217,381-2.0%3836
39Mitsubishi Delica D5868-11.7%3717,54651.4%3742
40Nissan Leaf820-51.0%3617,145-26.0%3935
41Toyota JPN Taxi7713.6%n/an/an/an/an/a
42Honda Odyssey740-43.6%4112,915-8.9%4040
43Toyota Estima722-1.1%n/an/an/an/a47
44Suzuki Jimny Sierra69834.5%n/an/an/an/a65
45Daihatsu Boon648-55.2%n/an/an/an/a49
46Subaru Levorg638-23.8%4011,461-19.2%4241
47Lexus RX450H596-4.3%n/an/an/an/an/a
48Lexus ES300H58594.4%n/an/an/an/an/a
49Toyota Hiace542-27.3%46n/an/an/a48
50Lexus NX300H537-5.3%n/an/an/an/a50

Japan October 2019 – kei cars:

PosModelOct-19/18Sep2019/18PosFY18
1Honda N-BOX15,768-23.1%1217,8165.8%11
2Suzuki Spacia12,4335.2%3141,29910.3%32
3Daihatsu Tanto11,071-4.2%2146,11526.3%24
4Nissan Dayz9,334-17.6%4135,19712.8%43
5Daihatsu Move7,621-35.5%5109,099-5.3%55
6Suzuki Alto6,44121.3%861,314-8.2%88
7Suzuki WagonR5,703-23.2%778,832-16.1%76
8Daihatsu Mira5,367-43.2%683,541-6.6%67
9Suzuki Hustler4,642-19.0%948,551-12.5%99
10Daihatsu Cast3,009-19.3%1135,646-1.2%1112
11Suzuki Jimny2,17217.3%1326,14650.5%1315
12Mitsubishi eK1,975-31.2%1040,4514.5%1011
13Daihatsu Wake1,771-29.5%1519,983-18.7%1513
14Toyota Pixis1,489-33.6%1421,145-3.0%1414
15Suzuki Every Wagon1,3411.7%1614,569-3.7%1616
16Honda N-ONE823-21.5%1713,370-6.2%1717
17Mazda Flair Wagon798-15.6%1811,9843.3%1818
18Subaru Chiffon55832.5%204,9208.8%2024
19Daihatsu Copen39426.7%263,30124.7%2627
20Mazda Flair327-43.6%195,660-27.7%1919
21Daihatsu Atrai Wagon321-7.8%234,310-27.0%2320
22Subaru Stella299-38.9%214,847-14.6%2121
23Nissan NV100 Clipper Rio297-17.5%253,7350.1%2525
24Mazda Carol265-28.8%224,324-13.7%2223
25Subaru Pleo253-43.7%243,856-24.0%2422
26Honda N-WGN184-95.6%1232,214-41.7%1210
27Honda S660161-44.1%282,5904.1%2828
28Mazda Flair Crossover157-30.5%272,735-10.0%2726
29Toyota Copen GR Sport105new105new32 –
30Mazda Scrum Wagon81-31.9%29996-20.8%2929
31Mitsubishi Town Box50-13.8%30619-8.2%3031
32Subaru Dias Wagon19-53.7%31406-23.4%3132
33Mitsubishi i-MiEV0-100.0% –9-89.4%3333
34Honda Vamos0-100.0%5-99.6%3430

Source: JADA, JMVA, JAIA

This Post Has 5 Comments
  1. Just to note, sales are so heavily lowered due to the typhoons battering Japan over the course of the month which closed a lot of dealers and severely impacted supply and distribution channels, brands that front-loaded sales before the worst of it (such as Suzuki reportedly) weren’t hit as badly.

    Also, specifically the brand new, freshly launched Honda N-Wgn is so so low in sales due to a stop-sale order from September on models with the newest Sensing e-brakes (so almost all N-Wgns available) due to a safety issue, which is also why the new Fit is pushed back into 2020.

    1. Also, in addition to the Daihatsu Copen, Toyota’s version of it available as just the Toyota Copen GR registered 105 sales for this first month, separate to Daihatsu’s number.

  2. Top 10, 9 Toyota’s. No wonder TMC reported the best Quarter results of any car manufacturer. As far as I know the Corolla has always been a bestseller, but the latest and good looking generation really is a slam dunk for Toyota. BEV’s seem less of an priority in Japan?

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