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.