Japan August 2023: Toyota places 7 models in Top 7 regular cars ranking

September 8, 2023
Matt Gasnier
8 Comments

Toyota holds 33.3% of its home market in August.

The Japanese new vehicle market improves 17.3% year-on-year in August to 340,342 sales, leading to a year-to-date volume up 16.3% to 3,169,994. Local behemoth Toyota (+42.6%) continues to vastly outpace its home market and accounts for exactly 1 in 3 new vehicles sold this month vs. 30.2% year-to-date. Suzuki (+8.5%) remains in 2nd place with 14.1% share despite a lukewarm result. In fact the entire Top 6 returns to its YTD order, with Daihatsu (+9.1%), Honda (+7.6%), Nissan (-1.2%) and Mazda (-1%) in tow. Lexus (+116.7%) and Isuzu (+73.1%) post the largest gains in the Top 10 whereas Mitsubishi (+3.3%) is shy and Subaru (-16.2%) freefalls. Below, Alfa Romeo (+98.5%), Maserati (+83.3%) and Land Rover (+70.4%) stand out but remain below 0.3% share.

In the regular car ranking, last month Toyota managed to monopolise the Top 6 spots, this time the manufacturer does even better with 7 models in the Top 7. The Yaris/Yaris Cross (+1.4%) easily remains on top with over 14,000 units above the Corolla/Corolla Cross (+39.1%). The Sienta (+244.6%) ranks third like last month and YTD, the Roomy (+76.8%) rallies back up from #15 in July to #4, the Prius (+274.6%) is boosted by the new generation, the Noah (+89.6%) and Voxy (+94.1%) shoot up. The Nissan Note (-21.3%) and Serena (+9.8%) are the only non-Toyota models in the Top 10. Notice also the Toyota Alphard (+128.1%), Land Cruiser W (+43.3%), Crown (+1938.2%), Lexus NX350H (+2125.3%), Suzuki Jimny Wagon (+109%) and Toyota Vellfire (+1518.6%) all posting sensational gains.

Over in the kei car aisle, the Honda N-BOX (+51.1%) is once again the best-selling vehicle in the country when counting regular cars and kei cars, it distances the Daihatsu Tanto (+113.9%), Suzuki Spacia (+29.9%) and Hustler (+53.6%) all in formidable shape. The Top 7 kei cars are in the same order as last month, but the Daihatsu Move (+7.4%), Suzuki Wagon R (+1.4%) and Alto (+0.3%) all disappoint. Further down, notice the Honda N-ONE (+176.6%) and Mitsubishi Delica Mini/eK (+94.5%) both very dynamic.

Previous month: Japan July 2023: Market up 8.5%, Toyota monopolises Top 6 of regular cars ranking

One year ago: Japan August 2022: Suzuki up to #2, Mitsubishi, Mazda shine in market off -9.3%

Full August 2023 Top 51 All brands, Top 50 regular cars and Top 35 all kei cars below.

Japan August 2023 – brands:

Pos	Brand	Aug-23	%	/22	Jul	2023	%	/22	Pos	FY22
1	Toyota	113,427	33.3%	42.6%	1	1,072,300	30.2%	31.0%	1	1
2	Suzuki	48,063	14.1%	8.5%	2	432,292	12.1%	13.2%	2	2
3	Daihatsu	41,643	12.2%	9.1%	5	385,831	10.9%	8.8%	3	3
4	Honda	40,562	11.9%	7.6%	3	370,224	10.4%	-2.3%	4	4
5	Nissan	32,946	9.7%	-1.2%	4	325,134	9.2%	7.5%	5	5
6	Mazda	12,235	3.6%	-1.0%	6	127,090	3.6%	19.7%	6	6
7	Mitsubishi	7,410	2.2%	3.3%	9	64,733	1.8%	6.3%	9	8
8	Lexus	6,988	2.1%	116.7%	7	67,381	1.9%	139.5%	7	12
9	Subaru	6,523	1.9%	-16.2%	8	64,968	1.8%	0.6%	8	7
10	Isuzu	6,245	1.8%	73.1%	10	44,312	1.2%	73.2%	10	10
11	Hino	3,513	1.0%	14.7%	13	27,149	0.7%	-13.6%	12	11
12	Mercedes	3,257	1.0%	1.0%	11	32,559	0.9%	5.3%	11	9
13	Mitsubishi Fuso	3,041	0.9%	38.2%	14	23,970	0.7%	40.2%	13	15
14	Volkswagen	2,556	0.8%	2.3%	12	18,773	0.5%	-3.6%	15	13
15	BMW	2,469	0.7%	12.9%	15	21,404	0.6%	15.6%	14	14
16	Audi	1,836	0.5%	1.3%	16	15,655	0.4%	19.3%	16	16
17	Volvo	1,062	0.3%	-12.2%	18	10,036	0.3%	-2.6%	18	18
18	UD Trucks	835	0.2%	24.6%	20	6,765	0.2%	16.6%	20	20
19	Jeep	834	0.2%	23.4%	19	7,841	0.2%	15.2%	19	19
20	Land Rover	738	0.2%	70.4%	23	5,716	0.2%	99.2%	21	26
21	Mini	620	0.2%	-59.3%	17	10,756	0.3%	-9.6%	17	17
22	Peugeot	502	0.1%	-14.2%	22	5,497	0.2%	2.9%	22	22
23	Porsche	415	0.1%	4.0%	21	5,283	0.2%	10.5%	23	23
24	Renault	382	0.1%	-47.0%	24	4,873	0.1%	-13.3%	24	21
25	Fiat	294	0.1%	54.7%	25	3,012	0.1%	-24.2%	26	24
26	Citroen	270	0.1%	18.9%	26	3,639	0.1%	16.6%	25	25
27	Maserati	132	0.0%	83.3%	28	920	0.0%	20.3%	30	30
28	Alfa Romeo	129	0.0%	98.5%	30	1,183	0.0%	11.4%	27	28
29	Ferrari	125	0.0%	-15.0%	27	939	0.0%	-8.7%	28	29
30	Abarth	123	0.0%	38.2%	29	938	0.0%	-49.5%	29	27
31	BYD	89	0.0%	8800.0%	31	744	0.0%	12300.0%	31	48
32	Chevrolet	71	0.0%	54.3%	32	537	0.0%	16.2%	33	34
33	Bentley	67	0.0%	19.6%	33	408	0.0%	0.5%	35	35
34	DS	59	0.0%	-18.1%	34	689	0.0%	51.1%	32	33
35	Cadillac	53	0.0%	-7.0%	39	405	0.0%	-26.1%	36	32
36	Jaguar	46	0.0%	24.3%	35	471	0.0%	-25.9%	34	31
37	Lotus	38	0.0%	660.0%	46	58	0.0%	-65.1%	46	44
38	Lamborghini	35	0.0%	-46.2%	37	339	0.0%	-19.5%	37	36
39	Scania	32	0.0%	10.3%	38	239	0.0%	11.2%	40	41
40	Ford	26	0.0%	-31.6%	40	212	0.0%	-30.9%	41	39
41	Alpina	23	0.0%	-4.2%	41	197	0.0%	-0.5%	42	42
42	Aston Martin	22	0.0%	15.8%	36	293	0.0%	16.3%	38	40
43	Hyundai	20	0.0%	-73.7%	44	264	0.0%	17.9%	39	37
44	Rolls-Royce	19	0.0%	-29.6%	43	147	0.0%	-17.4%	44	43
45	Dodge	15	0.0%	-59.5%	42	154	0.0%	-53.5%	43	38
46	McLaren	11	0.0%	-26.7%	45	115	0.0%	26.4%	45	45
47	GMC	3	0.0%	-57.1%	47	19	0.0%	-44.1%	47	46
48	Pontiac	3	0.0%	50.0%	–	12	0.0%	-14.3%	49	52
49	Buick	1	0.0%	0.0%	–	7	0.0%	-12.5%	51	54
50	Chrysler	1	0.0%	-50.0%	–	6	0.0%	-62.5%	53	50
51	RUF	1	0.0%	n/a	–	1	0.0%	n/a	58	–
–	Others	532	0.2%	118.9%	–	3,469	0.1%	24.0%	–	–

Japan August 2023 – regular cars:

Pos	Model	Aug-23	/22	Jul	2023	/22	Pos	FY22
1	Toyota Yaris/Cross	14,232	1.4%	1	130,507	14.2%	1	1
2	Toyota Corolla/Cross	10,201	39.1%	2	105,367	15.3%	2	2
3	Toyota Sienta	9,636	244.6%	3	89,469	189.7%	3	8
4	Toyota Roomy	8,704	76.8%	15	58,951	-25.0%	8	4
5	Toyota Prius	7,252	274.6%	5	65,293	188.8%	6	20
6	Toyota Noah	7,139	89.6%	4	67,364	107.8%	5	11
7	Toyota Voxy	6,542	94.1%	6	63,872	112.8%	7	13
8	Nissan Note	6,192	-21.3%	7	72,644	-0.7%	4	3
9	Nissan Serena	5,790	9.8%	8	48,316	22.2%	12	12
10	Toyota Raize	5,071	-11.5%	17	42,381	-25.9%	13	5
11	Toyota Alphard	4,865	128.1%	21	32,521	-18.7%	17	10
12	Honda Freed	4,590	-11.7%	10	54,146	-0.6%	10	6
13	Toyota Aqua	4,567	2.5%	9	57,596	31.6%	9	7
14	Toyota Land Cruiser W	4,111	43.3%	12	40,872	77.3%	14	17
15	Toyota Harrier	4,062	24.2%	11	53,908	98.2%	11	18
16	Honda Fit	3,715	-27.8%	13	39,105	-5.1%	15	9
17	Honda StepWGN	3,700	-19.8%	14	24,233	6.6%	21	16
18	Honda Vezel	3,387	-3.6%	16	30,289	-4.9%	19	14
19	Suzuki Solio	3,120	-15.2%	18	33,432	36.9%	16	15
20	Toyota RAV4	2,511	27.9%	19	32,135	59.2%	18	22
21	Toyota Passo	2,323	3.1%	30	22,393	-3.8%	22	19
22	Toyota Crown	2,242	1938.2%	20	28,730	233.3%	20	31
23	Mazda CX-5	2,123	-18.9%	28	17,776	-12.7%	29	21
24	Lexus NX350H	1,936	2125.3%	24	21,351	422.0%	23	n/a
25	Subaru Impreza	1,930	45.2%	29	17,780	25.4%	28	26
26	Suzuki Swift	1,895	4.4%	27	18,215	5.0%	26	23
27	Suzuki Jimny Wagon	1,879	109.0%	25	17,802	69.8%	27	30
28	Toyota Vellfire	1,829	1518.6%	33	n/a	n/a	n/a	n/a
29	Subaru Forester	1,694	13.3%	22	14,605	-12.8%	30	24
30	Honda ZR-V	1,623	new	26	n/a	new	n/a	–
31	Nissan X-Trail	1,578	-26.6%	23	18,666	93.2%	25	29
32	Mazda2	1,491	-31.2%	31	14,578	-12.8%	31	25
33	Mazda CX-30	1,302	7.5%	38	12,922	10.0%	32	34
34	Mazda CX-60	1,265	146.1%	32	20,389	3866.7%	24	n/a
35	Mazda CX-8	1,128	14.4%	37	11,101	21.2%	34	39
36	Mitsubishi Delica D5	1,119	-15.1%	39	11,851	9.2%	33	33
37	Nissan Kicks	1,113	85.2%	34	9,413	-33.4%	38	28
38	Lexus UX250H	1,084	416.2%	35	8,137	n/a	42	n/a
39	Suzuki Xbee	942	-7.2%	46	8,512	8.5%	40	41
40	Mazda3	867	7.0%	36	10,267	3.0%	36	36
41	Mitsubishi Outlander	848	-47.6%	43	8,547	-33.4%	39	32
42	Honda Civic	819	14.7%	44	8,268	45.3%	41	47
43	Toyota Hiace W	796	8.9%	42	7,397	24.6%	45	46
44	Subaru Levorg	784	-60.5%	40	9,507	11.5%	37	35
45	Daihatsu Thor	782	-9.5%	n/a	6,915	-7.0%	47	43
46	Lexus RX500H	748	new	41	6,977	new	46	n/a
47	Toyota 86	732	-7.7%	48	7,728	-25.4%	44	37
48	Toyota Camry	690	150.9%	45	n/a	n/a	n/a	n/a
49	Daihatsu Rocky	653	-58.6%	n/a	10,842	-26.0%	35	27
50	Mitsubishi Eclipse Cross	526	-8.4%	50	6,037	2.1%	49	50

Japan August 2023 – kei cars:

Pos	Model	Aug-23	/22	Jul	2023	/22	Pos	FY22
1	Honda N-BOX	16,812	51.1%	1	146,979	11.2%	1	1
2	Daihatsu Tanto	10,950	113.9%	2	101,290	81.5%	2	2
3	Suzuki Spacia	8,768	29.9%	3	78,647	25.0%	3	3
4	Suzuki Hustler	7,268	53.6%	4	49,614	11.6%	6	7
5	Daihatsu Move	7,092	7.4%	5	75,974	31.5%	4	4
6	Suzuki WagonR	5,590	1.4%	6	49,664	-4.5%	5	5
7	Suzuki Alto	4,816	0.3%	7	47,016	7.6%	7	8
8	Nissan Roox	4,610	-6.4%	10	46,563	-3.9%	8	6
9	Daihatsu Taft	4,603	20.8%	15	34,507	-9.4%	10	10
10	Daihatsu Mira	4,273	28.8%	9	40,973	0.4%	9	9
11	Mitsubishi Delica Mini/eK	3,593	94.5%	12	21,239	13.5%	15	14
12	Nissan Dayz	3,504	59.1%	8	26,204	-22.0%	12	11
13	Suzuki Jimny	2,851	-14.8%	11	26,395	-7.5%	11	13
14	Nissan Sakura	2,419	-31.3%	13	25,182	189.6%	13	15
15	Honda N-WGN	2,360	-4.6%	14	24,613	-14.1%	14	12
16	Honda N-ONE	1,643	176.6%	16	12,777	-3.8%	16	16
17	Suzuki Every Wagon	1,066	-16.7%	17	12,550	32.6%	17	18
18	Mazda Flair Wagon	992	28.3%	18	8,145	36.6%	18	20
19	Toyota Pixis	722	-58.6%	20	7,527	-43.0%	20	17
20	Mazda Flair Crossover	625	61.9%	19	4,161	15.8%	22	22
21	Nissan NV100 Clipper Rio	445	45.9%	21	3,652	33.3%	23	24
22	Subaru Chiffon	394	25.5%	27	2,876	8.7%	26	25
23	Mazda Flair	387	186.7%	24	2,852	8.4%	27	27
24	Mazda Carol	371	20.8%	22	3,399	62.7%	24	29
25	Daihatsu Copen	280	-1.1%	25	3,325	12.4%	25	23
26	Mitsubishi eK Cross EV	255	-57.3%	23	5,741	264.5%	21	26
27	Subaru Pleo	155	-44.2%	28	1,446	-26.0%	29	30
28	Toyota Copen GR Sport	118	-21.9%	29	1,059	-22.2%	30	32
29	Daihatsu Cast	104	-91.8%	26	8,078	-18.6%	19	19
30	Mazda Scrum Wagon	81	-21.4%	30	833	0.6%	31	33
31	Mitsubishi Town Box	38	-9.5%	32	348	-0.9%	32	35
32	Subaru Stella	35	-88.0%	31	1,675	-24.1%	28	28
33	Toyota C+POD	14	-82.3%	33	194	-79.7%	33	34
34	Honda S660	0	-100.0%	–	4	-99.8%	34	31
35	Daihatsu Wake	0	-100.0%	–	3	-100.0%	35	21

Sources: JADA, JMVA, JAIA

Matt Gasnier

Comments (8)

famlin says:
September 11, 2023 at 3:37 am
Global plugin vehicles population has crossed 34 million and the Japanese keep backpedalling. Already China has passed Japan in auto exports. Lets see whats going to happen.
At least Toyota with its hybrids will stay on top, but Honda & Nissan are faltering.
Reply
1. Ss says:
  September 13, 2023 at 12:24 am
  Only uneducated non Japanese people are contributing to China’s exports by buying Chinese cars. Soon all car companies of US and Europe will be bankrupt. Japanese hasn’t bought Chinese cars yet no matter how much garbage bribery laden Japanese media advertises it. You made your own companies go bankrupt. Deserved punishment for anti-japanese racist.
  Reply
famlin says:
September 11, 2023 at 3:35 am
Japans GDP has gone down to $4.4 trillion according to the latest data and thats because of Japans decrease in workforce and total population.
Meanwhile Indias GDP has increased to $3.7 trillion.
Probably next year, Germany will increase from $4.3 trillion to $4.5 pushing Japan to #4 and in few years India may also pass Japan.
https://en.wikipedia.org/wiki/List_of_countries_by_GDP_(nominal)
Reply
1. BryanR says:
  September 11, 2023 at 8:23 pm
  Germany is in recession.
  Reply
2. SS says:
  September 13, 2023 at 12:21 am
  You are too Illiterate. Yen has weakened. Japan’s GDP is same and growing slowly. You uneducated.
  Reply
  1. famlin says:
    September 13, 2023 at 11:48 am
    My educated PHD friend SS San
    Combo of declining population (total and workforce) and depreciating Yen has reduced Japans GDP, click on the link I pasted.
    Electric Vehicles reduce fuel cost by $10,000 compared to similar sized ICE car. They also reduce pollution and global warming, oil imports, civil wars, terrorism, wars …
    Tesla Model 3 saves $7,500 in 5 years compared to average vehicle while Toyota Camry save only $1,250. That a difference of $6,250 in just 5 years. Double it if you have a calculator or you can do mental math.
    https://fueleconomy.gov/feg/Find.do?action=sbs&id=46206&id=45928&id=45724
    Look at this interesting measure to reduce pollution. They can very well buy BEVs.
    https://www.cnn.com/travel/japan-airlines-travel-without-clothes-climate-scn-c2e-spc/index.html
RickM says:
September 9, 2023 at 12:48 am
Toyota very impressive
Equally impressive:
Japan, population 125 mio, monthly volume 350.000 cars
India, population 1400.mio, monthly volume 350.000 cars
Reply
1. BryanR says:
  September 9, 2023 at 2:22 am
  Japan GDP – 5 Trillion
  India GDP – 3,4 Trillion
  Reply

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Matt Gasnier

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