Japan August 2024: Honda (+13.1%), Subaru (+18.8%), Mitsubishi (+22.1%) defy negative market

The new generation pushes the Honda Freed up 52.3% in August.

After tilting into positive territory last month and for the first time in 2024, the Japanese new car market is back down -3.5% in August to 328,470 sales. Due to a mediocre start of the year, after 8 months registrations are off -9.7% or over 300,000 units to 2,861,135. Toyota (-9.2%) falls faster than its home market but still holds an ultra dominant 31.4% share vs. 30.5% so far this year. Suzuki (+1.6%) reclaims the #2 spot it holds year-to-date with 14.9% share, overtaking Honda (+13.1%) in excellent shape. Below Daihatsu (-11.5%), still struggling, Nissan (-1.1%) limits its fall but Mazda (-18.5%) is in great difficulty. Mitsubishi (+22.1%) and Subaru (+18.8%) impress in the remainder of the Top 10. As for imported brands, notice Mercedes (+34%), Mini (+76.9%), Porsche (+22.9%) and BYD (+237.1%).

Over in the regular cars ranking, the Toyota Corolla/Cross (+3.3%) retains the pole position, just as the Toyota Sienta (-6.3%) passes the Toyota Yaris/Cross (-37.5%). The Toyota Roomy (-7.4%) remains at #4, followed by the Honda Freed (+52.3%), Nissan Note (+11.3%) and Serena (+5.4%) all swimming upstream. In fact the latter three are the only non-Toyota models in the Top 15… The Honda ZR-V (+101.9%), Toyota Crown (+78.8%), Vellfire (+30.6%), Land Cruiser (+27.7%) and Alphard (+19.4%) also shine below. As for recent launches (<12 months), the Honda WR-V falls one spot on July to #23 and the Lexus LBX drops three ranks to #31.

 Looking at kei cars, the Honda N-BOX (-14.1%) is the faraway leader once again despite a significant year-on-year loss. The Top 4 is unchanged on last month with the Suzuki Spacia (+27.3%) roaring up in 2nd place above the Daihatsu Tanto (-9.3%) and Suzuki Hustler (-12.3%). The Suzuki Wagon R (+0.4%) overtakes the Nissan Roox (+3.8%) for #5.

Previous month: Japan July 2024: Sales back in positive, Toyota Land Cruiser in Top 10

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

Full August 2024 Top 48 All brands, Top 50 regular cars and Top 32 all kei cars below.