Japan October 2025: Daihatsu (+26.9%) defies negative market (-1.8%)
The Daihatsu Move is the best-selling kei car for the first time since August 2017.
New vehicle sales in Japan dip -1.8% year-on-year in October to 395,189 units, however the year-to-date tally remains in positive at +4.3% to 3,860,597. Toyota (-5.4%) disappoints this month but still signs a splendid 32.8% share, compared to the 30.9% it holds through October. Suzuki (+5.8%) and Daihatsu (+26.9%) are the only gainers near the top, with Mazda (-27.1%), Nissan (-22.2%), Honda (-8%) and Subaru (-6.7%) all losing share YoY. Lexus (+20.9%), Isuzu (+6.9%) and Volkswagen (+77.8%) are the only additional Top 15 members to deliver a YoY lift. Although only getting crumbs, foreign carmakers perform generally well, with BYD (+109.8%), Audi (+83.7%), Citroen (+33.2%), Porsche (+23.7%) and Ferrari (+21%) standing out.
Over in the regular cars ranking, the Toyota Yaris/Cross (+1.3%) keeps the lead ahead of a sinking Toyota Corolla/Cross (-19.6%). The Top 4 is unchanged with the Toyota Raize (-5.4%) and Roomy (-33.5%) in tow. In fact, Toyota spectacularly monopolises the Top 7: the Alphard (+22.7%), Sienta (-12.5%) and Noah (+13.2%) complete the lot. Below, the Suzuki Xbee (+169.8%), Jimny (+140%), Toyota RAV4 (+59.4%), Honda StepWGN (+57.9%), Vezel (+33.2%) and Suzuki Solio (+23.7%) make themselves noticed. Finally there’s a new entrant in the Top 50: the Toyota bZ4X landing directly at #40.
Looking at kei cars, we have a rare reshuffle of the charts: the Daihatsu Move (+208.3%) storms into first place with sales tripling year-on-year, the nameplate’s first monthly win since August 2017. Reversely the traditional leader, the Honda N-BOX (-24%) falls to 4th place overall and misses the top spot for the first time since May 2022. Meanwhile the Suzuki Spacia (+1.3%) and Daihatsu Tanto (+34.3%) complete the podium. Other great performers include the Honda N-ONE (+87%), Toyota Pixis (+47%) and Daihatsu Mira (+29.8%).
Previous month: Japan September 2025: Subaru (+22%), Suzuki (+7.3%) defy negative market (-2.4%)
One year ago: Japan October 2024: Toyota Raize up 81.7%, Suzuki Fronx lands
Full October 2025 Top 52 All brands, Top 50 regular cars and Top 32 All kei cars below.
Japan October 2025 – brands:
| Pos | Brand | Oct-25 | % | /24 | Sep | 2025 | % | /24 | Pos | FY24 |
| 1 | Toyota | 129,489 | 32.8% | – 5.4% | 1 | 1,191,295 | 30.9% | + 4.9% | 1 | 1 |
| 2 | Suzuki | 63,955 | 16.2% | + 5.8% | 2 | 619,969 | 16.1% | + 1.9% | 2 | 2 |
| 3 | Daihatsu | 59,997 | 15.2% | + 26.9% | 4 | 450,734 | 11.7% | + 53.8% | 4 | 5 |
| 4 | Honda | 48,960 | 12.4% | – 8.0% | 3 | 526,094 | 13.6% | – 7.5% | 3 | 3 |
| 5 | Nissan | 27,703 | 7.0% | – 22.2% | 5 | 346,712 | 9.0% | – 14.6% | 5 | 4 |
| 6 | Mazda | 10,757 | 2.7% | – 27.1% | 6 | 128,217 | 3.3% | + 8.3% | 6 | 6 |
| 7 | Subaru | 8,400 | 2.1% | – 6.7% | 7 | 95,132 | 2.5% | + 9.8% | 8 | 8 |
| 8 | Lexus | 7,987 | 2.0% | + 20.9% | 10 | 74,157 | 1.9% | – 1.7% | 9 | 9 |
| 9 | Mitsubishi | 7,978 | 2.0% | – 17.9% | 8 | 99,089 | 2.6% | + 1.1% | 7 | 7 |
| 10 | Isuzu | 5,749 | 1.5% | + 6.9% | 9 | 62,336 | 1.6% | + 13.1% | 10 | 10 |
| 11 | Mercedes | 3,338 | 0.8% | – 6.4% | 11 | 41,684 | 1.1% | – 3.8% | 11 | 11 |
| 12 | Mitsubishi Fuso | 2,928 | 0.7% | – 2.2% | 13 | 26,246 | 0.7% | – 6.9% | 15 | 14 |
| 13 | Hino | 2,542 | 0.6% | – 26.4% | 14 | 29,127 | 0.8% | – 16.9% | 13 | 12 |
| 14 | BMW | 2,389 | 0.6% | – 17.6% | 12 | 29,181 | 0.8% | + 4.1% | 12 | 13 |
| 15 | Volkswagen | 2,100 | 0.5% | + 77.8% | 15 | 26,256 | 0.7% | + 41.2% | 14 | 15 |
| 16 | Audi | 1,843 | 0.5% | + 83.4% | 16 | 19,347 | 0.5% | + 7.0% | 16 | 16 |
| 17 | Mini | 1,498 | 0.4% | – 24.0% | 17 | 15,908 | 0.4% | + 23.8% | 17 | 17 |
| 18 | UD Trucks | 1,031 | 0.3% | + 9.1% | 19 | 10,137 | 0.3% | + 22.3% | 18 | 19 |
| 19 | Volvo | 973 | 0.2% | + 17.1% | 18 | 9,977 | 0.3% | – 6.1% | 19 | 18 |
| 20 | Porsche | 829 | 0.2% | + 23.7% | 21 | 8,622 | 0.2% | + 7.3% | 20 | 21 |
| 21 | Jeep | 644 | 0.2% | – 19.0% | 22 | 7,154 | 0.2% | – 9.1% | 21 | 20 |
| 22 | Peugeot | 492 | 0.1% | + 20.9% | 25 | 5,578 | 0.1% | + 29.4% | 23 | 23 |
| 23 | Fiat | 354 | 0.1% | + 9.9% | 24 | 3,524 | 0.1% | – 8.0% | 24 | 25 |
| 24 | BYD | 321 | 0.1% | + 109.8% | 23 | 3,298 | 0.1% | + 63.7% | 25 | 27 |
| 25 | Land Rover | 315 | 0.1% | – 28.1% | 20 | 6,961 | 0.2% | + 5.5% | 22 | 22 |
| 26 | Citroen | 261 | 0.1% | + 33.2% | 28 | 2,317 | 0.1% | – 1.4% | 27 | 26 |
| 27 | Renault | 250 | 0.1% | – 11.0% | 26 | 2,581 | 0.1% | – 38.5% | 26 | 24 |
| 28 | Ferrari | 150 | 0.0% | + 21.0% | 29 | 1,262 | 0.0% | + 5.1% | 28 | 29 |
| 29 | Alfa Romeo | 149 | 0.0% | + 246.5% | 27 | 1,238 | 0.0% | + 52.5% | 29 | 31 |
| 30 | Hyundai | 127 | 0.0% | + 273.5% | 30 | 886 | 0.0% | + 68.4% | 30 | 33 |
| 31 | Lamborghini | 78 | 0.0% | – 3.7% | 32 | 812 | 0.0% | + 24.3% | 31 | 32 |
| 32 | Alpina | 53 | 0.0% | + 194.4% | 35 | 365 | 0.0% | + 14.8% | 39 | 41 |
| 33 | Rolls-Royce | 51 | 0.0% | + 59.4% | 36 | 379 | 0.0% | + 23.9% | 37 | 42 |
| 34 | Maserati | 50 | 0.0% | + 16.3% | 33 | 628 | 0.0% | – 34.9% | 33 | 30 |
| 35 | Scania | 49 | 0.0% | + 6.5% | 31 | 523 | 0.0% | + 33.1% | 34 | 38 |
| 36 | Bentley | 39 | 0.0% | – 9.3% | 40 | 369 | 0.0% | – 19.1% | 38 | 36 |
| 37 | Aston Martin | 35 | 0.0% | – 34.0% | 37 | 379 | 0.0% | – 14.8% | 36 | 37 |
| 38 | Abarth | 26 | 0.0% | – 79.7% | 38 | 651 | 0.0% | – 58.7% | 32 | 28 |
| 39 | McLaren | 26 | 0.0% | – 7.1% | 42 | 230 | 0.0% | + 2.7% | 42 | 44 |
| 40 | Chevrolet | 24 | 0.0% | – 40.0% | 41 | 302 | 0.0% | – 39.8% | 41 | 34 |
| 41 | DS | 23 | 0.0% | – 25.8% | 39 | 327 | 0.0% | – 17.2% | 40 | 39 |
| 42 | Ford | 20 | 0.0% | – 4.8% | 43 | 174 | 0.0% | – 1.1% | 44 | 45 |
| 43 | Cadillac | 19 | 0.0% | – 9.5% | 34 | 441 | 0.0% | + 22.2% | 35 | 40 |
| 44 | Lotus | 11 | 0.0% | – 75.6% | 45 | 161 | 0.0% | – 42.9% | 45 | 43 |
| 45 | Dodge | 8 | 0.0% | – 27.3% | 44 | 96 | 0.0% | – 5.0% | 46 | 46 |
| 46 | MG | 4 | 0.0% | + 100.0% | 48 | 13 | 0.0% | + 225.0% | 49 | 53 |
| 47 | Jaguar | 3 | 0.0% | – 90.0% | – | 192 | 0.0% | – 61.6% | 43 | 35 |
| 48 | GMC | 2 | 0.0% | + 0.0% | 46 | 14 | 0.0% | – 30.0% | 47 | 47 |
| 49 | Lancia | 2 | 0.0% | – 33.3% | – | 13 | 0.0% | + 62.5% | 48 | 50 |
| 50 | Buick | 2 | 0.0% | + 100.0% | 47 | 8 | 0.0% | + 33.3% | 51 | 52 |
| 51 | Morgan | 1 | 0.0% | n/a | – | 11 | 0.0% | – 21.4% | 50 | 48 |
| 52 | Chrysler | 1 | 0.0% | n/a | – | 7 | 0.0% | + 133.3% | 52 | 51 |
| – | Others | 1,153 | 0.3% | + 208.3% | – | 9,457 | 0.2% | + 103.6% | – | – |
Japan October 2025 – regular cars:
| Pos | Model | Oct-25 | /24 | Sep | 2025 | /24 | Pos | FY24 |
| 1 | Toyota Yaris/Cross | 17,041 | + 1.3% | 1 | 140,375 | + 6.3% | 1 | 2 |
| 2 | Toyota Corolla/Cross | 11,953 | – 19.6% | 2 | 119,454 | – 13.5% | 2 | 1 |
| 3 | Toyota Raize | 9,884 | – 5.4% | 3 | 82,182 | + 97.7% | 4 | 20 |
| 4 | Toyota Roomy | 8,552 | – 33.5% | 4 | 78,799 | + 29.9% | 5 | 12 |
| 5 | Toyota Alphard | 8,086 | + 22.7% | 9 | 74,065 | + 17.7% | 7 | 8 |
| 6 | Toyota Sienta | 8,017 | – 12.5% | 6 | 87,616 | – 8.1% | 3 | 3 |
| 7 | Toyota Noah | 7,682 | + 13.2% | 11 | 67,926 | + 13.7% | 9 | 11 |
| 8 | Honda Freed | 7,472 | – 7.7% | 5 | 76,337 | + 7.7% | 6 | 5 |
| 9 | Toyota Voxy | 7,465 | + 14.5% | 12 | 66,578 | + 11.7% | 10 | 10 |
| 10 | Honda Vezel | 7,429 | + 33.2% | 8 | 56,830 | – 13.4% | 13 | 9 |
| 11 | Nissan Note | 5,492 | – 27.9% | 7 | 68,973 | – 20.9% | 8 | 4 |
| 12 | Toyota Crown | 4,993 | – 14.9% | 13 | 48,687 | – 7.7% | 15 | 15 |
| 13 | Toyota RAV4 | 4,910 | + 59.4% | 30 | 24,562 | – 15.3% | 25 | 26 |
| 14 | Nissan Serena | 4,820 | – 24.1% | 10 | 61,801 | – 9.8% | 11 | 7 |
| 15 | Suzuki Solio | 4,810 | + 23.7% | 20 | 46,327 | + 1.8% | 17 | 18 |
| 16 | Suzuki Jimny Wagon | 4,701 | + 140.0% | 15 | 33,087 | + 55.1% | 21 | 28 |
| 17 | Honda StepWGN | 4,556 | + 57.9% | 17 | 47,432 | – 2.4% | 16 | 17 |
| 18 | Toyota Land Cruiser W | 4,377 | – 21.1% | 18 | 38,994 | – 3.9% | 20 | 19 |
| 19 | Toyota Prius | 3,748 | – 59.9% | 21 | 56,190 | – 15.9% | 14 | 6 |
| 20 | Toyota Vellfire | 3,688 | + 18.2% | 24 | 28,121 | + 0.3% | 22 | 23 |
| 21 | Honda Fit | 3,253 | – 24.9% | 19 | 40,202 | – 25.5% | 19 | 16 |
| 22 | Toyota Aqua | 3,181 | – 51.7% | 16 | 60,890 | + 17.7% | 12 | 14 |
| 23 | Toyota Harrier | 3,097 | – 35.0% | 22 | 44,897 | – 20.3% | 18 | 13 |
| 24 | Suzuki Xbee | 2,960 | + 169.8% | 44 | 11,651 | + 10.4% | 39 | 39 |
| 25 | Subaru Impreza | 2,773 | + 1.5% | 23 | 26,711 | + 2.2% | 24 | 25 |
| 26 | Suzuki Swift | 2,586 | + 19.3% | 25 | 24,268 | – 15.0% | 26 | 22 |
| 27 | Subaru Forester | 2,030 | – 6.3% | 14 | 27,173 | + 47.0% | 23 | 29 |
| 28 | Suzuki Fronx | 2,027 | – 5.1% | 32 | 17,763 | + 731.2% | 33 | n/a |
| 29 | Lexus LBX | 2,006 | + 18.6% | 34 | 17,589 | – 3.6% | 35 | 32 |
| 30 | Mitsubishi Delica D5 | 1,889 | – 4.9% | 27 | 22,583 | + 39.7% | 28 | 33 |
| 31 | Mazda2 | 1,868 | – 9.5% | 31 | 20,423 | + 12.9% | 29 | 31 |
| 32 | Mazda CX-5 | 1,818 | – 0.8% | 29 | 20,348 | + 24.3% | 30 | 34 |
| 33 | Honda WR-V | 1,697 | – 55.7% | 28 | 24,224 | + 1.3% | 27 | 27 |
| 34 | Honda Civic | 1,663 | + 34.3% | 36 | 17,285 | + 30.7% | 36 | 36 |
| 35 | Honda ZR-V | 1,599 | – 34.0% | 33 | 18,609 | – 49.8% | 31 | 21 |
| 36 | Daihatsu Rocky | 1,525 | – 20.6% | 38 | 13,307 | n/a | 37 | 42 |
| 37 | Lexus NX350H | 1,434 | – 21.9% | 37 | 17,871 | + 28.0% | 32 | 35 |
| 38 | Subaru Levorg | 1,285 | – 10.9% | 35 | 13,083 | – 36.4% | 38 | 30 |
| 39 | Nissan X-Trail | 1,166 | – 46.3% | 26 | 17,658 | – 37.0% | 34 | 24 |
| 40 | Toyota bZ4X | 1,106 | + 1201.2% | n/a | n/a | n/a | n/a | n/a |
| 41 | Toyota Hiace W | 1,043 | + 257.2% | 40 | n/a | n/a | n/a | 49 |
| 42 | Mazda CX-60 | 948 | + 49.5% | 42 | 9,489 | n/a | 42 | 50 |
| 43 | Mazda CX-3 | 818 | – 13.9% | 49 | n/a | n/a | n/a | 47 |
| 44 | Lexus RX350 | 799 | + 266.5% | 45 | n/a | n/a | n/a | n/a |
| 45 | Toyota JPN Taxi | 747 | – 14.8% | n/a | n/a | n/a | n/a | 46 |
| 46 | Lexus RX500H | 626 | + 100.6% | n/a | n/a | n/a | n/a | n/a |
| 47 | Mazda MX-5 (Roadster) | 614 | – 27.6% | 48 | 8,400 | – 6.6% | 44 | 43 |
| 48 | Mazda CX-80 | 603 | – 67.5% | 47 | 8,025 | n/a | 45 | n/a |
| 49 | Daihatsu Thor | 596 | – 35.1% | n/a | n/a | n/a | n/a | n/a |
| 50 | Nissan Kicks | 582 | – 37.4% | 43 | 8,430 | – 33.6% | 43 | 37 |
Japan October 2025 – kei cars:
| Pos | Model | Oct-25 | /24 | Sep | 2025 | /24 | Pos | FY24 |
| 1 | Daihatsu Move | 16,015 | + 208.3% | 3 | 102,531 | + 271.0% | 4 | 11 |
| 2 | Suzuki Spacia | 14,420 | + 1.3% | 2 | 141,288 | + 1.9% | 2 | 2 |
| 3 | Daihatsu Tanto | 14,244 | + 34.3% | 4 | 105,802 | + 45.8% | 3 | 3 |
| 4 | Honda N-BOX | 12,784 | – 24.0% | 1 | 169,586 | – 2.2% | 1 | 1 |
| 5 | Suzuki Hustler | 7,103 | – 8.5% | 5 | 75,141 | – 4.5% | 5 | 4 |
| 6 | Suzuki WagonR | 6,139 | + 1.1% | 6 | 61,955 | – 9.4% | 6 | 5 |
| 7 | Daihatsu Mira | 5,536 | + 29.8% | 13 | 47,177 | + 36.7% | 9 | 10 |
| 8 | Nissan Roox | 5,413 | + 10.1% | 10 | 56,868 | – 5.5% | 7 | 6 |
| 9 | Daihatsu Taft | 4,914 | – 28.0% | 14 | 42,551 | + 38.8% | 11 | 13 |
| 10 | Suzuki Alto | 4,527 | – 15.4% | 7 | 50,042 | – 14.3% | 8 | 7 |
| 11 | Suzuki Jimny | 3,717 | + 4.7% | 11 | 42,295 | + 23.2% | 12 | 12 |
| 12 | Mitsubishi Delica Mini/eK | 3,690 | – 19.6% | 9 | 46,614 | – 8.2% | 10 | 8 |
| 13 | Nissan Dayz | 2,971 | – 13.5% | 8 | 37,686 | – 13.6% | 13 | 9 |
| 14 | Honda N-ONE | 2,812 | + 87.0% | 12 | 16,116 | + 6.5% | 16 | 17 |
| 15 | Honda N-WGN | 2,063 | – 22.5% | 15 | 24,331 | – 13.9% | 14 | 14 |
| 16 | Suzuki Every Wagon | 1,866 | + 7.6% | 16 | 17,427 | + 9.7% | 15 | 16 |
| 17 | Mazda Flair Wagon | 1,131 | – 11.0% | 18 | 12,176 | – 7.5% | 18 | 18 |
| 18 | Toyota Pixis | 707 | + 47.0% | 19 | 7,629 | + 50.0% | 19 | 21 |
| 19 | Nissan Sakura | 704 | – 51.4% | 17 | 12,902 | – 34.6% | 17 | 15 |
| 20 | Daihatsu Copen | 513 | – 4.5% | 23 | 3,524 | + 46.8% | 23 | 25 |
| 21 | Subaru Stella | 477 | new | 21 | 2,045 | new | 27 | – |
| 22 | Mazda Flair Crossover | 470 | – 15.9% | 22 | 5,081 | – 15.4% | 20 | 19 |
| 23 | Nissan Clipper Rio | 335 | – 40.2% | 20 | 5,019 | – 3.8% | 21 | 20 |
| 24 | Mazda Carol | 293 | – 16.5% | 25 | 2,954 | – 13.6% | 24 | 22 |
| 25 | Subaru Chiffon | 287 | – 45.5% | 24 | 3,837 | + 31.8% | 22 | 23 |
| 26 | Mazda Flair | 223 | – 16.8% | 26 | 2,462 | – 15.4% | 25 | 24 |
| 27 | Subaru Pleo | 196 | + 13.3% | 27 | 2,102 | + 25.5% | 26 | 27 |
| 28 | Mazda Scrum Wagon | 106 | + 8.2% | 28 | 1,021 | + 2.7% | 29 | 28 |
| 29 | Mitsubishi eK Cross EV | 105 | – 42.9% | 29 | 1,324 | – 35.9% | 28 | 26 |
| 30 | Toyota Copen GR Sport | 91 | – 52.6% | 30 | 905 | + 8.5% | 30 | 29 |
| 31 | Mitsubishi Town Box | 35 | + 34.6% | 31 | 465 | + 17.1% | 31 | 30 |
| 32 | Toyota C+POD | 0 | – 100.0% | 32 | 10 | – 95.6% | 32 | 31 |
Sources: JADA, JMVA, JAIA
