Japan August 2026: Mazda (+15.2%), Toyota (+10.6%), Nissan (+9.7%) shine

The new generation sends Nissan Elgrand sales up 9-fold year-on-year.

New vehicle sales in Japan grow 2% year-on-year in August to 307,374 units, leading to a year-to-date volume up 2.5% to 3,111,737. Toyota (+10.6%) delivers the best performance in the Top 5 and ends the month just shy of 100,000 sales and 32.4% share. Suzuki (-0.7%) and Honda (-5.7%) disappoint while Daihatsu (-17.4%) is frankly down. In the remainder of the Top 10, Mazda (+15.2%), Nissan (+9.7%) and Isuzu (+5.7%) shine, Mitsubishi (+0.6%) is stable but Subaru (-8.9%) and Lexus (-13.5%) struggle. Mercedes (+0.7%) remains the best-selling foreign carmaker at #11 overall, distancing BMW (-23%), Volkswagen (+13%), Audi (+16.3%) and Mini (-13.7%).

In the regular cars ranking, the Toyota Yaris/Cross (+14.3%) is on top again but the real leader is the Toyota Raize (+17.9%), also up 33.3% year-to-date. Toyota monopolises the Top 7, with the Land Cruiser W (+89.1%) and Sienta (+27.3%) faring best, the Alphard (+1.6%) and Roomy (+1.1%) shy and the Corolla/Cross (-3%) down. The best of the rest is the Honda Freed (-13.1%) up one spot on July to #8. The Toyota RAV4 (+241.6%) continues to benefit from the new generation but slips outside the Top 10 at #11. The Suzuki Jimny Wagon (+400.8%) is up 5-fold year-on-year to #12, its best ranking since last January (#10). Notice also the Nissan Elgrand (+810%), Leaf (+622.8%), Kicks (+260%) and Mazda CX-5 (+117%).

Looking at the kei cars charts, monthly volumes are markedly down on last month. The Honda N-BOX (-6.8%) is in the lead again ahead of the Suzuki Spacia (+1.3%) and Daihatsu Tanto (-4.1%). The Daihatsu Move (-42.4%) implodes but the Nissan Roox (+57.4%) surges, just as the Mitsubishi Delica Mini/eK (+8.4%), Suzuki Hustler (+7.9%) and Daihatsu Taft (+0.8%) all manage positive results. The Daihatsu Copen (+103.4%), Honda N-ONE (+80.5%) and Mazda Flair Crossover (+46.3%) stand out below. Launched last month as the first kei car by a foreign manufacturer conceived solely for Japan, the BYD Racco falls to just 81 sales vs. 125 in July.

Previous month: Japan July 2026: BYD Racoo lands

One year ago: Japan August 2025: Daihatsu Move (+145%), Toyota Raize (+37.1%) shine in negative market

Full August 2026 Top 46 All brands, Top 50 regular cars and Top 32 All kei cars below.