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Japan August 2020: Suzuki (+7.1%), Mazda (-3%), Toyota (-9.2%) stand out, sales stuck at -16%

The success of the new Jimny helps make Suzuki the only Top 20 brand in positive in August.

A second, more significant wave of Covid-19 infections lifting total cases from 35.836 on August 1 to 70.858 at the time of writing this article means some restrictions were reinstated in some big cities throughout the month. As a result the new vehicle market can’t make any progress on July (-13.7%), with August volumes down another -16% year-on-year to 326.436 units, pulling the year-to-date tally down -18.6% to 2.930.558 and marking a 10th double-digit year-on-year drop in the past 11 months. We have therefore revised our 2020 Japan Forecast down from 4.44 million units (-15%) last month to 4.37 million (-16%).

The Toyota Yaris signs a 4th win in the past 5 months.

Brand leader Toyota (-9.2%) resists significantly better than its home market and therefore retains a very high share at 31.2%, in line with its YTD level. Suzuki (+7.1%) is once again boosted by very successful kei car launches (see further down) and posts the only year-on-year gain in the entire Top 20, ranking #2 overall for a third consecutive month but still #3 YTD. If Daihatsu (-15.3%) manages to level with the market this month, both Nissan (-26.4%) and Honda (-24.5%) endure steep falls in the remainder of the Top 5. Only three additional Top 20 brands manage a single-digit hold: Mazda (-3%), Volkswagen (-6.7%) and Mercedes (-7.2%) while in contrast Isuzu (-50.1%), Mitsubishi (-45.3%), Subaru (-36.2%) and BMW (-32.6%) all implode.

Toyota Harrier sales are lifted up 103.6% by the new generation.

In the regular cars charts, the new Toyota Yaris scores a 4th monthly win in 7 months of presence in the Japanese market, with the new Toyota Raize in tow, the latter keeping the YTD lead for now. Strikingly, the following four best-sellers all surge year-on-year: the Toyota Corolla (+56.4%), Honda Fit (+29.9%), Toyota Alphard (+53.5%) and Harrier (+103.6%) all post fantastic gains in a depressed market. In fact, Toyota places no less than 13 nameplates in the Top 17, but there are no additional gainers in there. 4 more recent launches make their way into the August Top 40: the Daihatsu Rocky (#22), Mazda2 (#25), Mazda CX-30 (#26) and Nissan Kicks (#38), while the Mazda CX-3 (+367.6%), Suzuki Jimny Wagon (+198.3%), Mazda Roadster (+37.8%) and Suzuki Swift (+3.1%) secure the only other upticks in the Top 50.

Suzuki Hustler sales soar 98% year-on-year in August.

In the kei car aisle, the Honda N-BOX (-20.6%) is undisturbed in pole position ahead of the Suzuki Spacia (-0.9%), Daihatsu Tanto (-45.7%) and Move (-13.7%), replicating the July Top 4. The Suzuki Hustler (+98%) almost doubles its sales year-on-year thanks to its new generation, while the Nissan Roox (#6) and Daihatsu Taft (#9) both confirm they are instant blockbusters in Japan by remaining among the Top 10 most popular kei cars in the country. Below, the Mazda Flair Crossover (+128.2%), Scrum Wagon (+101.9%), Suzuki Jimny (+70%), Mazda Carol (+24.7%), Suzuki Every Wagon (+16.5%), Suzuki Alto (+5.7%), Honda S660 (+2.6%) and Subaru Chiffon (+0.7%) post market-defying gains.

Previous month: Japan July 2020: Strong kei launches lift Suzuki (+10.6%), Daihatsu (+3.1%) in market down another -13.7%

One year ago: Japan August 2019: Kei cars (+11.5%) lift market to highest gain this year (+6.7%), first win for Toyota Sienta

Full August 2020 Top 50 All-brands, Top 50 regular cars and Top XX All kei cars below.

Japan August 2020 – brands:

PosBrandAug-20%/19Jul2020%/19PosFY19
1Toyota101,94931.2%-9.2%1911,97331.1%-14.0%11
2Suzuki49,66215.2%7.1%2401,95713.7%-15.8%33
3Honda43,31613.3%-24.5%4409,18314.0%-22.3%22
4Daihatsu42,15512.9%-15.3%3371,25512.7%-17.5%44
5Nissan30,7289.4%-26.4%5307,80010.5%-24.1%55
6Mazda13,9814.3%-3.0%6116,7714.0%-13.7%66
7Subaru6,4332.0%-36.2%769,0422.4%-25.2%77
8Isuzu5,1501.6%-50.1%843,9551.5%-27.0%99
9Hino4,6581.4%-36.0%1039,5321.3%-19.7%1010
10Mitsubishi4,2491.3%-45.3%947,0561.6%-36.5%88
11Mercedes3,9831.2%-7.2%1133,6001.1%-18.4%1111
12Volkswagen3,0140.9%-6.7%1423,5390.8%-23.7%1414
13Mitsubishi Fuso2,8110.9%-33.9%1324,5210.8%-13.7%1315
14Lexus2,5230.8%-45.1%1230,5981.0%-25.9%1212
15BMW2,4640.8%-32.6%1520,7820.7%-32.0%1513
16Audi1,7480.5%-13.8%1712,5090.4%-15.3%1616
17Mini1,6330.5%-10.1%1611,7790.4%-27.3%1717
18Volvo1,0660.3%-21.6%1810,1020.3%-16.7%1818
19Jeep9410.3%-22.9%197,7120.3%-8.7%1919
20UD Trucks5780.2%-23.6%215,5010.2%-14.9%2121
21Peugeot5530.2%-20.7%205,6110.2%-21.3%2020
22Porsche5030.2%10.1%254,5320.2%5.6%2222
23Renault4700.1%8.8%223,9510.1%-18.8%2323
24Fiat4320.1%19.3%233,3220.1%-16.3%2424
25Citroen3100.1%-8.0%242,6140.1%2.4%2526
26Land Rover1700.1%-47.7%262,2550.1%-23.2%2625
27Abarth1530.0%-28.2%271,8420.1%-7.9%2728
28DS910.0%-14.2%294800.0%-13.4%3232
29Jaguar770.0%-47.3%289630.0%-58.3%2827
30Maserati670.0%-25.6%315070.0%-37.3%3131
31Alfa Romeo590.0%-64.9%308210.0%-49.4%2929
32Ferrari580.0%-22.7%346530.0%10.3%3033
33StreetScooter530.0%new463280.0%new34 –
34Dodge460.0%64.3%372600.0%-3.3%3839
35Ford390.0%-11.4%323230.0%-4.7%3537
36Chevrolet390.0%11.4%382060.0%-50.2%4035
37Cadillac300.0%25.0%353170.0%1.3%3638
38Scania280.0%86.7%362290.0%36.3%3942
39Bentley270.0%0.0%332960.0%-16.1%3736
40Lamborghini210.0%-48.8%394520.0%-7.0%3334
41Lotus150.0%36.4%421530.0%17.7%4145
42McLaren120.0%-61.3%431340.0%-44.2%4240
43Rolls-Royce120.0%-58.6%401250.0%-10.1%4443
44Aston Martin110.0%-59.3%411250.0%-42.4%4341
45Alpina100.0%-61.5%451000.0%-30.1%4644
46Morgan30.0%200.0%44320.0%100.0%4749
47GMC30.0%50.0%47280.0%27.3%4847
48Smart20.0%-97.8%491210.0%-92.6%4530
49MG10.0%0.0% –110.0%37.5%5250
50Lancia10.0%0.0% –80.0%14.3%5352
51Pontiac10.0%0.0%5040.0%0.0%5554
52Chrysler00.0%-100.0%48130.0%-23.5%5148
53Unimog00.0%n/a –230.0%283.3%4953
54Hyundai00.0%-100.0% –140.0%-64.1%5046
55Buick00.0%-100.0% –60.0%20.0%5451
56Bugatti00.0%n/a –10.0%n/a5656
57Hummer00.0%n/a –10.0%-50.0%5755
58Maybach00.0%n/a –10.0%n/a5859
 –Others970.0%86.5% –5300.0%18.6% – –

Japan August 2020 – regular cars:

PosModelAug-20/19Jul2020/19PosFY19
1Toyota Yaris11,856new173,989new3 –
2Toyota Raize9,391new280,166new140
3Toyota Corolla8,75156.4%376,98023.6%24
4Honda Fit7,15829.9%566,40012.0%412
5Toyota Alphard7,10353.5%652,14813.1%613
6Toyota Harrier6,231103.6%429,3897.8%1625
7Toyota Roomy5,617-24.8%949,767-20.4%77
8Nissan Serena5,055-34.5%748,340-31.1%96
9Toyota Voxy4,639-32.6%1143,773-30.3%128
10Nissan Note4,596-40.4%853,033-39.2%52
11Honda Freed4,165-40.5%1248,311-19.7%109
12Toyota Sienta4,137-52.7%1049,675-29.4%83
13Toyota Prius4,099-49.9%1445,383-50.4%111
14Toyota Aqua3,813-49.1%1742,036-45.7%135
15Toyota Noah3,323-16.0%1528,037-26.3%1717
16Toyota RAV43,306-47.3%1335,4848.5%1416
17Toyota Tank2,792-53.2%1834,851-31.3%1511
18Suzuki Solio2,770-9.6%1925,664-17.0%1819
19Honda StepWGN2,722-23.3%1623,877-36.4%2018
20Toyota Passo2,380-18.5%2121,035-30.4%2422
21Toyota C-HR2,349-34.9%2622,898-42.8%2115
22Daihatsu Rocky2,345new2422,395new23n/a
23Suzuki Swift2,3303.1%2319,157-21.5%2727
24Subaru Impreza2,050-26.2%2024,481-22.3%1920
25Mazda21,977new2718,927new2845
26Mazda CX-301,903new3219,524new2650
27Toyota Esquire1,750-42.4%2919,754-32.2%2521
28Mazda31,658-57.7%3613,12620.9%3534
29Honda Vezel1,645-51.2%2222,670-45.9%2214
30Mazda CX-51,624-20.9%3415,860-36.1%2929
31Subaru Forester1,605-46.1%2515,554-34.0%3028
32Suzuki Jimny Wagon1,381198.3%2810,51139.1%3947
33Honda Shuttle1,364-54.8%3511,671-43.4%3730
34Mazda CX-81,302-5.5%419,341-47.5%4136
35Suzuki Xbee1,275-28.1%3710,669-39.2%3835
36Toyota Vellfire1,226-40.6%3813,212-49.5%3423
37Toyota Land Cruiser W1,206-38.4%3113,501-33.3%3331
38Nissan Kicks1,178newn/a3,514newn/a –
39Nissan X-Trail1,056-51.6%3014,031-49.2%3224
40Daihatsu Thor1,033-29.4%3912,401-35.7%3632
41Mazda CX-3968367.6%47n/an/an/a49
42Toyota Crown949-59.2%3314,406-46.0%3126
43Toyota Camry657-48.3%457,660-48.7%4239
44Toyota Hiace644-27.6%435,703n/a4648
45Mitsubishi Delica D5625-43.9%486,936-52.0%4437
46Nissan Leaf584-64.8%467,547-46.3%4338
47Honda Odyssey571-54.8%426,376-39.4%4541
48Lexus UX250H557-54.8%495,535-43.2%4742
49Mazda MX-5 (Roadster)44837.8%n/an/an/an/an/a
50Honda CR-V414-33.7%44n/an/an/a43

Japan August 2020 – kei cars:

PosModelAug-20/19Jul2020/19PosFY19
1Honda N-BOX14,514-20.6%1132,190-23.8%11
2Suzuki Spacia10,579-0.9%289,240-21.1%23
3Daihatsu Tanto9,151-45.7%384,512-25.3%32
4Daihatsu Move7,594-13.7%465,950-25.0%45
5Suzuki Hustler6,38498.0%552,62842.2%69
6Nissan Roox6,208new638,009new11 –
7Honda N-WGN5,853-15.9%946,10554.2%812
8Suzuki WagonR5,668-12.1%1043,882-32.0%97
9Daihatsu Taft5,292new816,671new14 –
10Suzuki Alto5,0205.7%1240,734-15.7%108
11Daihatsu Mira4,643-27.8%748,940-29.6%76
12Nissan Dayz4,445-66.9%1165,228-39.6%54
13Suzuki Jimny3,25770.0%1320,801-0.3%1313
14Mitsubishi eK2,135-44.1%1423,022-29.8%1210
15Toyota Pixis1,864-13.0%1610,992-35.9%1614
16Suzuki Every Wagon1,46316.5%189,685-15.2%1816
17Daihatsu Cast1,321-52.1%1514,072-50.4%1511
18Daihatsu Wake1,119-33.3%1710,647-34.0%1715
19Mazda Flair Wagon919-26.3%197,278-24.5%1918
20Mazda Flair Crossover534128.2%203,56256.9%2127
21Mazda Carol47524.7%242,820-20.5%2322
22Subaru Chiffon4170.7%213,26611.4%2220
23Mazda Flair392-22.4%224,008-13.6%2019
24Nissan NV100 Clipper Rio275-24.7%252,540-16.5%2624
25Subaru Stella269-33.1%232,691-31.3%2521
26Subaru Pleo248-21.3%272,523-18.8%2725
27Honda S6602342.6%281,860-12.6%2828
28Mazda Scrum Wagon210101.9%31710-10.6%3229
29Daihatsu Atrai Wagon186-42.2%262,734-23.4%2423
30Daihatsu Copen182-38.9%291,759-22.3%2926
31Toyota Copen GR Sport88new301,159new3031
32Mitsubishi Town Box34-49.3%32373-21.8%3330
33Honda N-ONE17-98.2%331,115-90.2%3117
34Subaru Dias Wagon1-97.4% –103-69.8%3432
35Subaru R20n/a –1n/a35 –

Sources: JADA, JMVA, JAIA

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