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.