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Japan September 2025: Subaru (+22%), Suzuki (+7.3%) defy negative market (-2.4%)

Suzuki Jimny sales are up 125.5% (regular version) and 24.8% (kei car version) in September.

The Japanese new vehicle market edges down for the third month in a row at -2.4% year-on-year in September to 428,214 units. Sales through September remain in positive however at +5% to 3,465,399. Toyota (-4.9%) falls to 28.1% share vs. 30.6% year-to-date whereas Suzuki (+7.3%) is up to 16.2% vs. 16%. Subaru (+22%), Daihatsu (+6.4%) and Mazda (+0.4%) also end the month in positive but Nissan (-21.6%), Lexus (-9.2%), Honda (-6.2%) and Mitsubishi (-5.5%) struggle. Isuzu (-0.2%) is stable at #9. Further down, Mercedes (-2.4%) tops the foreign legion at #11 ahead of BMW (+6.2%), Volkswagen (+74.7%) and Audi (+22.7%). BYD (+195.9%) breaks its volume record at 802 sales.

Looking at the regular car ranking, the Toyota Yaris/Cross (+4.8%) stays at #1 above the Toyota Corolla/Cross (-10.1%). However when applying the estimated Yaris/Yaris Cross and Corolla/Corolla Cross splits, the Yaris would rank #8, the Yaris Cross #12, the Corolla #13 and the Corolla Cross #15. This leaves the Toyota Raize (+8.4%) as the true leader above the Toyota Roomy (-18.4%), Honda Freed (-16.1%) and Toyota Sienta (-25.6%). The Suzuki Jimny Wagon (+125.5%), Subaru Forester (+90.9%), Toyota Alphard (+50.2%) and Vellfire (+48.4%) also shine.

As for kei cars, the Honda N-Box (-13%) holds onto the top spot but falls heavily. It distances the Suzuki Spacia (+3.7%) and a surging Daihatsu Move (+251.3%). The Daihatsu Tanto (-2.1%) and Suzuki Hustler (-0.5%) complete the Top 5. The Honda N-One (+162.6%) and Suzuki Jimny (+24.8%) impress. In the foreign models charts over Q3, the Mini lineup (+10.9%) dominates above the VW Golf (+128.9%). The Mercedes G Class (-16.4%) is up to a fantastic 3rd place but drops YoY as it ranked #2 over Q3 2024. The VW T-Cross (+149.2%), Jeep Wrangler (+89.9%), Land Rover Defender 110 (+50.1%) and Mercedes GLA (+34.7%) are among the best performers.

Previous month: Japan August 2025: Daihatsu Move (+145%), Toyota Raize (+37.1%) shine in negative market

One year ago: Japan September 2024: Mercedes G Class up to #2 foreign model, Honda N-Box #1 overall

Full September 2025 Top 48 All brands, Top 50 regular cars, Top 32 All kei cars and Q3 Top 20 foreign models below.

Japan September 2025 – brands:

PosBrandSep-25%/24Aug2025%/24PosFY24
1Toyota120,39028.1%– 4.9%11,061,80630.6%+ 6.4%11
2Suzuki69,55316.2%+ 7.3%2556,01416.0%+ 1.4%22
3Honda63,75814.9%– 6.2%3477,13413.8%– 7.4%33
4Daihatsu49,03011.4%+ 6.4%4390,73911.3%+ 59.0%45
5Nissan38,5329.0%– 21.6%5319,0099.2%– 13.9%54
6Mazda13,6353.2%+ 0.4%6117,4603.4%+ 13.3%66
7Subaru13,1673.1%+ 22.0%886,7322.5%+ 11.8%88
8Mitsubishi11,1692.6%– 5.5%791,1112.6%+ 3.2%77
9Isuzu7,9031.8%– 0.2%1056,5871.6%+ 13.8%1010
10Lexus7,7471.8%– 9.2%966,1701.9%– 3.9%99
11Mercedes5,5011.3%– 2.4%1138,3461.1%– 3.6%1111
12BMW3,9320.9%+ 6.2%1326,7920.8%+ 6.6%1213
13Mitsubishi Fuso2,9570.7%+ 2.2%1223,3180.7%– 7.4%1514
14Hino2,9070.7%– 29.3%1426,5850.8%– 15.8%1312
15Volkswagen2,8230.7%+ 74.7%1524,1560.7%+ 38.7%1415
16Audi2,6950.6%+ 22.7%1717,5040.5%+ 2.5%1616
17Mini2,0050.5%+ 7.1%1614,4100.4%+ 32.5%1717
18Volvo1,3810.3%– 1.6%199,0040.3%– 8.0%1918
19UD Trucks1,1720.3%+ 4.7%189,1060.3%+ 24.0%1819
20Land Rover9950.2%+ 28.7%236,6460.2%+ 7.9%2122
21Porsche8220.2%– 42.4%217,7930.2%+ 5.8%2021
22Jeep8160.2%– 22.5%206,5100.2%– 8.0%2220
23BYD8020.2%+ 195.9%252,9770.1%+ 59.9%2527
24Fiat6330.1%+ 3.9%243,1700.1%– 9.6%2425
25Peugeot6220.1%+ 39.1%225,0860.1%+ 30.3%2323
26Renault3200.1%– 9.1%272,3310.1%– 40.5%2624
27Alfa Romeo2910.1%+ 200.0%261,0890.0%+ 41.6%2931
28Citroen2660.1%+ 7.3%282,0560.1%– 4.5%2726
29Ferrari1550.0%+ 34.8%291,1120.0%+ 3.2%2829
30Hyundai1110.0%+ 91.4%307590.0%+ 54.3%3033
31Scania790.0%+ 61.2%324740.0%+ 36.6%3438
32Lamborghini700.0%– 24.7%317340.0%+ 28.3%3132
33Maserati660.0%– 42.6%335780.0%– 37.3%3330
34Cadillac650.0%+ 4.8%364220.0%+ 24.1%3540
35Alpina550.0%+ 66.7%393120.0%+ 4.0%3941
36Rolls-Royce510.0%+ 75.9%403280.0%+ 19.7%3842
37Aston Martin490.0%+ 8.9%343440.0%– 12.2%3637
38Abarth400.0%– 80.9%356250.0%– 56.9%3228
39DS340.0%– 19.0%423040.0%– 16.5%4039
40Bentley330.0%– 13.2%373300.0%– 20.1%3736
41Chevrolet330.0%– 51.5%382780.0%– 39.8%4134
42McLaren170.0%– 39.3%432040.0%+ 4.1%4244
43Ford170.0%+ 0.0%411540.0%– 0.6%4445
44Dodge80.0%+ 60.0%44880.0%– 2.2%4646
45Lotus60.0%– 82.9%451500.0%– 36.7%4543
46GMC30.0%– 25.0% –120.0%– 33.3%4747
47Buick30.0%n/a –60.0%+ 20.0%5152
48MG10.0%n/a –90.0%+ 350.0%5053
 –Others 1,4940.3%+ 172.1% –8,3040.2%+ 94.5% –  –

Japan September 2025 – regular cars:

PosModelSep-25/24Aug2025/24PosFY24
1Toyota Yaris/Cross13,670+ 4.8%1123,334+ 7.0%12
2Toyota Corolla/Cross11,523– 10.1%2107,501– 12.7%21
3Toyota Raize9,407+ 8.4%372,298+ 132.4%420
4Toyota Roomy8,564– 18.4%470,247+ 46.9%512
5Honda Freed7,502– 16.1%668,865+ 9.7%65
6Toyota Sienta7,464– 25.6%579,599– 7.6%33
7Nissan Note7,402– 31.7%1063,481– 20.2%84
8Honda Vezel7,401+ 26.9%1249,401– 17.8%149
9Toyota Alphard7,373+ 50.2%765,979+ 17.1%78
10Nissan Serena6,928– 16.2%1156,981– 8.3%127
11Toyota Noah6,721+ 5.0%960,244+ 13.8%911
12Toyota Voxy6,623– 0.5%859,113+ 11.4%1010
13Toyota Crown5,351– 9.3%1443,694– 6.8%1515
14Subaru Forester4,976+ 90.9%2125,143+ 54.1%2229
15Suzuki Jimny Wagon4,834+ 125.5%3828,386+ 46.5%2128
16Toyota Aqua4,587– 23.3%1357,709+ 27.8%1114
17Honda StepWGN4,575+ 26.2%1642,876– 6.3%1617
18Toyota Land Cruiser W4,408– 23.7%1834,617– 1.2%2019
19Honda Fit4,148– 37.9%1936,949– 25.6%1916
20Suzuki Solio4,097– 10.7%1541,517– 0.2%1818
21Toyota Prius3,957– 49.1%2052,442– 8.8%136
22Toyota Harrier3,812– 28.8%1741,800– 18.9%1713
23Subaru Impreza3,491+ 6.8%2523,938+ 2.3%2425
24Toyota Vellfire3,286+ 48.4%2324,433– 2.0%2323
25Suzuki Swift3,107+ 4.9%2421,682– 17.8%2622
26Nissan X-Trail3,013+ 9.2%3716,492– 36.2%3224
27Mitsubishi Delica D52,875+ 37.1%2220,694+ 45.9%2733
28Honda WR-V2,659– 25.0%3222,527+ 12.2%2527
29Mazda CX-52,360+ 4.4%2718,530+ 27.4%3034
30Toyota RAV42,174– 37.4%3019,652– 24.2%2826
31Mazda22,044– 13.4%2618,555+ 15.8%2931
32Suzuki Fronx2,028new2915,736new34n/a
33Honda ZR-V1,871– 44.7%3317,010– 50.9%3121
34Lexus LBX1,828– 6.6%3115,583– 5.9%3632
35Subaru Levorg1,774– 16.2%3411,798– 38.4%3730
36Honda Civic1,527– 25.4%4115,622+ 30.3%3536
37Lexus NX350H1,495– 31.1%2816,437+ 35.6%3335
38Daihatsu Rocky1,207– 30.3%3611,782n/a3842
39Mazda CX-301,199– 18.6%4010,116– 5.1%3938
40Toyota Hiace W1,155+ 152.7%42n/an/an/a49
41Mazda31,075+ 66.2%399,912+ 24.7%4041
42Mazda CX-60951+ 116.1%448,541+ 71.3%4250
43Nissan Kicks920– 31.4%467,848– 33.3%4337
44Suzuki Xbee914– 10.9%358,691– 8.1%4139
45Lexus RX350874+ 58.3%43n/an/an/an/a
46Honda Odyssey872– 16.2%n/a6,046– 36.8%n/a40
47Mazda CX-80870– 14.8%n/a7,422n/a45n/a
48Mazda MX-5 (Roadster)815– 18.0%477,786– 4.4%4443
49Mazda CX-3813+ 97.8%45n/an/an/a47
50Mitsubishi Outlander791+ 213.9%505,965n/an/a45

Japan September 2025 – kei cars:

PosModelSep-25/24Aug2025/24PosFY24
1Honda N-BOX21,717– 13.0%1156,802+ 0.1%11
2Suzuki Spacia16,407+ 3.7%2126,868+ 2.0%22
3Daihatsu Move13,506+ 251.3%386,516+ 285.6%411
4Daihatsu Tanto11,457– 2.1%491,558+ 47.7%33
5Suzuki Hustler7,993– 0.5%568,038– 4.0%54
6Suzuki WagonR6,742– 6.3%755,816– 10.4%65
7Suzuki Alto5,394– 9.9%645,515– 14.2%87
8Nissan Dayz5,257+ 1.6%1234,715– 13.6%139
9Mitsubishi Delica Mini/eK5,020– 16.2%942,924– 7.1%98
10Nissan Roox4,824– 35.2%851,455– 6.9%76
11Suzuki Jimny4,710+ 24.8%1038,578+ 25.3%1112
12Honda N-ONE4,344+ 162.6%1813,304– 2.4%1617
13Daihatsu Mira4,259– 14.0%1141,641+ 37.7%1010
14Daihatsu Taft4,016– 33.0%1337,637+ 57.9%1213
15Honda N-WGN2,835– 7.8%1422,268– 13.0%1414
16Suzuki Every Wagon2,126+ 24.8%1515,561+ 10.0%1516
17Nissan Sakura1,432– 42.4%1712,198– 33.2%1715
18Mazda Flair Wagon1,309– 15.4%1611,045– 7.2%1818
19Toyota Pixis1,068+ 38.5%196,922+ 50.3%1921
20Nissan Clipper Rio598– 18.2%214,684+ 0.5%2020
21Subaru Stella505new231,568new27 –
22Mazda Flair Crossover470– 30.6%224,611– 15.4%2119
23Daihatsu Copen381– 10.1%243,011+ 61.5%2325
24Subaru Chiffon357– 22.1%263,550+ 48.8%2223
25Mazda Carol320– 6.7%202,661– 13.3%2422
26Mazda Flair  289– 15.5%252,239– 15.3%2524
27Subaru Pleo260+ 17.6%271,906+ 26.9%2627
28Mazda Scrum Wagon111+ 22.0%29915+ 2.1%2928
29Mitsubishi eK Cross EV97– 56.9%281,219– 35.2%2826
30Toyota Copen GR Sport91– 38.1%30814+ 26.8%3029
31Mitsubishi Town Box42– 2.3%31430+ 15.9%3130
32Toyota C+POD3– 62.5%3210– 95.4%3231

Japan Q3 2025 – foreign models:

PosModelQ3 2025/24Q22025/24PosFY24
1Mini4,828+ 10.9%114,407+ 32.5%11
2VW Golf2,422+ 128.9%28,846+ 55.0%23
3Mercedes G-Class1,911– 16.4%75,359+ 24.9%57
4Mercedes GLC1,822– 3.3%35,725+ 5.3%42
5VW T-Cross1,807+ 149.2%56,334+ 105.5%311
6Mercedes GLB1,643+ 8.4%84,381– 9.7%74
7BMW X11,550– 5.5%64,288n/a816
8Audi A31,379n/a44,780n/a619
9Mercedes GLA1,352+ 34.7%193,357+ 9.1%1415
10BMW 3 Series1,350– 15.5%153,218– 28.3%176
11BMW 2 Series1,315+ 86.0%113,625+ 13.5%1113
12Mercedes C-Class1,299– 8.3%123,633– 19.9%105
13Land Rover Defender 1101,178+ 50.1%n/a3,238+ 19.1%16n/a
14BMW X31,141n/a103,501n/a13n/a
15Volvo S/V/XC601,133– 10.2%143,509– 9.1%1210
16Audi A51,106n/a93,005n/a18n/a
17BMW 1 Series1,097+ 150.5%133,825+ 64.2%918
18Jeep Wrangler1,058+ 89.9%n/an/an/an/a20
19Audi Q51,038+ 43.2%n/an/an/an/an/a
20Mercedes E-Class1,029– 23.3%163,355– 12.9%159

Sources: JADA, JMVA, JAIA

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