Japan October 2026: Subaru (+45%) stands out, BYD Racco in kei car Top 20

November 9, 2026
Matt Gasnier
1 Comment

The Subaru Trailseeker breaks into the Top 50 for the first time in October.

New vehicle sales in Japan edge down -3.4% year-on-year in October to 381,756 units, leading to a year-to-date volume up 1.7% to 3,927,177. Local behemoth Toyota (-6%) struggles this month but at 31.9% share it equals its YTD level. Suzuki (-4.5%) is also in negative at 16% share, followed by a strong Honda (+4.9%) at 13.4%. Daihatsu (-19.2%) pays the price for a particularly high year-ago performance but still manages a 4th place above Nissan (+5.4%). The hero of the month is Subaru (+45%) up two spots on September to #6, dislodging Mazda (-2.3%) and Mitsubishi (+2.1%). BYD (+144.5%) cracks the Top 20 for the first time at #20 but still only holds a minuscule 0.2% share.

Looking at the regular cars ranking, the Toyota Yaris/Cross (-11.1%) remains in the lead but when separating Yaris from Yaris Cross the real leader is the Toyota Sienta (+33.8%) in outstanding shape. The Toyota Corolla/Cross (-11.7%) drops to #3 while the Honda Freed (+15.6%) stays at #4. The Toyota Voxy (+6%) is up two spots on last month to round out the Top 5 ahead of the Toyota Roomy (-9.3%). The Suzuki Jimny Wagon (+53.8%) goes from strength to strength and breaks its ranking record for the second month in a row at #7. The Toyota Land Cruiser W (+63.4%) also stands out at #9. The Subaru Forester (+161.8%), Toyota Aqua (+77.6%) and Honda StepWGN impress, while the Subaru Trailseeker, launched in April, breaks into the Top 50 for the first time at #48.

As for kei cars, the Honda N-BOX (+16%) for once isn’t the best selling vehicle in the country (incl. regular cars) at under 15,000 sales and despite a market-defying double-digit YoY gain. The Suzuki Spacia (-6.6%) follows at #2 while the Daihatsu Tanto (-13.2%) and Move (-26.9%), both in a rut, ensure the Top 4 is identical to last month and YTD. The Mitsubishi Delica Mini/eK (+5.1%), Nissan Roox (+4.6%) and Suzuki Hustler (+1.4%) are the only additional gainers in the Top 10. Meanwhile the BYD Racco crosses the 600 units mark for the first time and breaks into the Top 20 at #19.

Previous month: Japan September 2026: Mitsubishi (+20.5%), Nissan (+17.6%) shine, Land Cruiser, Jimny break records, BYD Racco up

One year ago: Japan October 2025: Daihatsu (+26.9%) defies negative market (-1.8%)

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

Japan October 2026 – brands:

Pos	Brand	Oct-26	%	/25	Sep	2026	%	/25	Pos	FY25
1	Toyota	121,746	31.9%	– 6.0%	1	1,249,939	31.8%	+ 4.9%	1	1
2	Suzuki	61,104	16.0%	– 4.5%	2	612,238	15.6%	– 1.2%	2	2
3	Honda	51,340	13.4%	+ 4.9%	3	528,768	13.5%	+ 0.5%	3	3
4	Daihatsu	48,466	12.7%	– 19.2%	4	451,627	11.5%	+ 0.2%	4	4
5	Nissan	29,199	7.6%	+ 5.4%	5	355,515	9.1%	+ 2.5%	5	5
6	Subaru	12,182	3.2%	+ 45.0%	8	91,012	2.3%	– 4.3%	8	8
7	Mazda	10,506	2.8%	– 2.3%	6	126,378	3.2%	– 1.4%	6	6
8	Mitsubishi	8,146	2.1%	+ 2.1%	7	107,589	2.7%	+ 8.6%	7	7
9	Lexus	7,920	2.1%	– 0.8%	9	69,885	1.8%	– 5.8%	9	9
10	Isuzu	5,845	1.5%	+ 1.7%	10	61,921	1.6%	– 0.7%	10	10
11	Mercedes	3,625	0.9%	+ 8.6%	11	39,892	1.0%	– 4.3%	11	11
12	Hino	3,097	0.8%	+ 21.8%	12	32,591	0.8%	+ 11.9%	12	13
13	Mitsubishi Fuso	2,909	0.8%	– 0.6%	15	31,223	0.8%	+ 19.0%	13	14
14	BMW	2,461	0.6%	+ 3.0%	14	24,421	0.6%	– 16.3%	14	12
15	Volkswagen	1,929	0.5%	– 8.1%	13	22,722	0.6%	– 13.5%	15	15
16	Audi	1,580	0.4%	– 14.3%	16	17,492	0.4%	– 9.6%	16	16
17	Mini	1,465	0.4%	– 2.2%	17	14,579	0.4%	– 8.4%	17	17
18	UD Trucks	906	0.2%	– 12.1%	19	10,054	0.3%	– 0.8%	19	18
19	Volvo	825	0.2%	– 15.2%	18	10,123	0.3%	+ 1.5%	18	19
20	BYD	785	0.2%	+ 144.5%	21	4,782	0.1%	+ 45.0%	23	25
21	Jeep	680	0.2%	+ 5.6%	22	5,674	0.1%	– 20.7%	22	21
22	Porsche	508	0.1%	– 38.7%	23	7,805	0.2%	– 9.5%	20	20
23	Land Rover	452	0.1%	+ 43.5%	20	6,360	0.2%	– 8.6%	21	22
24	Peugeot	384	0.1%	– 22.0%	24	4,708	0.1%	– 15.6%	24	23
25	Fiat	264	0.1%	– 25.4%	26	2,768	0.1%	– 21.5%	25	24
26	Citroen	233	0.1%	– 10.7%	25	2,599	0.1%	+ 12.2%	27	26
27	Renault	217	0.1%	– 13.2%	27	2,763	0.1%	+ 7.1%	26	27
28	Ferrari	173	0.0%	+ 15.3%	29	1,512	0.0%	+ 19.8%	28	29
29	Alfa Romeo	94	0.0%	– 36.9%	28	1,443	0.0%	+ 16.6%	29	28
30	Hyundai	71	0.0%	– 44.1%	32	844	0.0%	– 4.7%	31	30
31	Lamborghini	60	0.0%	– 23.1%	30	887	0.0%	+ 9.2%	30	31
32	Scania	54	0.0%	+ 10.2%	31	575	0.0%	+ 9.9%	32	34
33	Aston Martin	48	0.0%	+ 37.1%	38	414	0.0%	+ 9.2%	35	39
34	Rolls-Royce	45	0.0%	– 11.8%	39	399	0.0%	+ 5.3%	37	35
35	Chevrolet	32	0.0%	+ 33.3%	37	400	0.0%	+ 32.5%	36	41
36	Maserati	31	0.0%	– 38.0%	33	491	0.0%	– 21.8%	34	32
37	Ford	28	0.0%	+ 40.0%	42	186	0.0%	+ 6.9%	41	43
38	Cadillac	27	0.0%	+ 42.1%	36	305	0.0%	– 30.8%	39	36
39	Alpina	26	0.0%	– 50.9%	34	548	0.0%	+ 50.1%	33	38
40	Jaguar	24	0.0%	+ 700.0%	48	55	0.0%	– 71.4%	46	44
41	Bentley	23	0.0%	– 41.0%	35	349	0.0%	– 5.4%	38	37
42	McLaren	15	0.0%	– 42.3%	41	135	0.0%	– 41.3%	43	42
43	DS	12	0.0%	– 47.8%	40	229	0.0%	– 30.0%	40	40
44	Dodge	9	0.0%	+ 12.5%	45	58	0.0%	– 39.6%	45	46
45	Lotus	6	0.0%	– 45.5%	43	79	0.0%	– 50.9%	44	45
46	Abarth	4	0.0%	– 84.6%	44	164	0.0%	– 74.8%	42	33
–	Others	2,200	0.6%	+ 90.8%	–	22,600	0.6%	+ 139.0%	–	–

Japan October 2026 – models (regular cars only):

Pos	Model	Oct-26	/25	Sep	1-10 2026	/25	Pos	FY25
1	Toyota Yaris/Cross	15,157	– 11.1%	1	125,379	– 10.7%	1	1
2	Toyota Sienta	10,730	+ 33.8%	3	103,790	+ 18.5%	3	3
3	Toyota Corolla/Cross	10,551	– 11.7%	2	104,143	– 12.8%	2	2
4	Honda Freed	8,634	+ 15.6%	4	76,517	+ 0.2%	6	6
5	Toyota Voxy	7,914	+ 6.0%	7	72,492	+ 8.9%	7	9
6	Toyota Roomy	7,755	– 9.3%	6	84,279	+ 7.0%	5	5
7	Suzuki Jimny Wagon	7,231	+ 53.8%	9	55,204	+ 66.8%	15	21
8	Toyota Alphard	7,224	– 10.7%	10	72,164	– 2.6%	8	7
9	Toyota Land Cruiser W	7,154	+ 63.4%	5	59,229	+ 51.9%	11	20
10	Honda Vezel	6,530	– 12.1%	8	61,007	+ 7.3%	10	13
11	Toyota Noah	6,304	– 17.9%	13	65,509	– 3.6%	9	8
12	Honda StepWGN	5,708	+ 25.3%	15	54,271	+ 14.4%	16	15
13	Toyota Aqua	5,651	+ 77.6%	14	57,033	– 6.3%	12	12
14	Subaru Forester	5,315	+ 161.8%	20	26,582	– 2.2%	26	23
15	Toyota RAV4	5,296	+ 7.9%	16	51,662	+ 110.3%	17	25
16	Suzuki Solio	5,123	+ 6.5%	17	47,198	+ 1.9%	18	17
17	Nissan Note	4,469	– 18.6%	12	55,510	– 19.5%	14	10
18	Nissan Serena	4,197	– 12.9%	11	56,035	– 9.3%	13	11
19	Toyota Prius	4,119	+ 9.9%	22	41,530	– 26.1%	20	14
20	Honda Fit	3,736	+ 14.8%	18	43,494	+ 8.2%	19	19
21	Nissan Kicks	3,210	+ 451.5%	23	16,475	+ 95.4%	32	45
22	Toyota bZ4X	3,142	+ 184.1%	25	24,688	n/a	27	n/a
23	Toyota Vellfire	3,124	– 15.3%	24	28,435	+ 1.1%	24	22
24	Mazda CX-5	2,959	+ 62.8%	19	31,910	+ 56.8%	23	28
25	Toyota Crown	2,736	– 45.2%	28	33,159	– 31.9%	22	16
26	Suzuki Xbee	2,649	– 10.5%	29	21,930	+ 88.2%	29	38
27	Toyota Harrier	2,618	– 15.5%	27	37,037	– 17.5%	21	18
28	Mitsubishi Delica D5	2,297	+ 21.6%	26	28,245	+ 25.1%	25	29
29	Subaru Impreza	2,223	– 19.8%	32	22,949	– 14.1%	28	24
30	Honda Super-ONE	2,208	new	45	n/a	new	n/a	–
31	Lexus LBX	1,929	– 3.8%	38	15,037	– 14.5%	36	31
32	Subaru Levorg	1,836	+ 42.9%	30	14,291	+ 9.2%	40	39
33	Toyota Hiace W	1,429	+ 37.0%	37	13,470	n/a	41	46
34	Suzuki Swift	1,369	– 47.1%	41	14,496	– 40.3%	39	26
35	Lexus NX350H	1,353	– 5.6%	34	16,068	– 10.1%	34	33
36	Nissan Elgrand	1,317	+ 2643.8%	35	n/a	n/a	n/a	n/a
37	Mazda2	1,304	– 30.2%	33	20,452	+ 0.1%	30	30
38	Nissan Leaf	1,227	+ 718.0%	31	16,652	+ 514.0%	31	n/a
39	Toyota Raize	1,090	– 89.0%	21	88,994	+ 8.3%	4	4
40	Mazda CX-30	1,042	+ 112.2%	36	10,578	+ 4.6%	43	40
41	Honda WR-V	1,037	– 38.9%	42	10,951	– 54.8%	42	27
42	Suzuki Fronx	1,025	– 49.4%	43	10,576	– 40.5%	44	35
43	Honda Civic	909	– 45.3%	39	14,800	– 14.4%	37	36
44	Mazda3	896	+ 70.3%	47	n/a	n/a	n/a	41
45	Honda ZR-V	867	– 45.8%	48	16,279	– 12.5%	33	32
46	Nissan X-Trail	805	– 31.0%	44	14,711	– 16.7%	38	34
47	Mazda MX-5 (Roadster)	769	+ 25.2%	40	9,345	+ 2.8%	45	43
48	Subaru Trailseeker	750	new	n/a	n/a	new	n/a	n/a
49	Toyota JPN Taxi	731	– 2.1%	n/a	n/a	n/a	n/a	n/a
50	Mitsubishi Outlander	712	+ 37.2%	50	n/a	n/a	n/a	48

Japan October 2026 – kei cars:

Pos	Model	Oct-26	/25	Sep	2026	/25	Pos	FY25
1	Honda N-BOX	14,832	+ 16.0%	1	172,779	+ 1.9%	1	1
2	Suzuki Spacia	13,474	– 6.6%	2	138,298	– 2.1%	2	2
3	Daihatsu Tanto	12,361	– 13.2%	3	103,845	– 1.8%	3	3
4	Daihatsu Move	11,713	– 26.9%	4	101,478	– 1.0%	4	4
5	Suzuki Hustler	7,201	+ 1.4%	6	75,704	+ 0.7%	6	5
6	Nissan Roox	5,663	+ 4.6%	5	82,337	+ 44.8%	5	7
7	Daihatsu Mira	5,160	– 6.8%	10	45,368	– 3.8%	9	10
8	Daihatsu Taft	4,322	– 12.0%	9	36,790	– 13.5%	11	12
9	Suzuki WagonR	4,227	– 31.1%	8	50,839	– 17.9%	8	6
10	Mitsubishi Delica Mini/eK	3,877	+ 5.1%	7	53,294	+ 14.3%	7	8
11	Suzuki Alto	3,700	– 18.3%	11	41,374	– 17.3%	10	9
12	Suzuki Jimny	2,824	– 24.0%	13	26,009	– 38.5%	13	11
13	Nissan Dayz	2,370	– 20.2%	12	33,275	– 11.7%	12	13
14	Suzuki Every Wagon	2,018	+ 8.1%	16	19,197	+ 10.2%	14	15
15	Honda N-ONE	1,435	– 49.0%	15	16,087	– 0.2%	16	16
16	Honda N-WGN	1,411	– 31.6%	14	17,790	– 26.9%	15	14
17	Mazda Flair Wagon	934	– 17.4%	17	11,510	– 5.5%	17	18
18	Nissan Sakura	878	+ 24.7%	18	9,157	– 29.0%	18	17
19	BYD Racco	607	new	23	1,255	new	29	–
20	Toyota Pixis	589	– 16.7%	19	6,908	– 9.5%	19	19
21	Mazda Flair Crossover	428	– 8.9%	20	4,958	– 2.4%	21	20
22	Nissan Clipper Rio	346	+ 3.3%	21	4,823	– 3.9%	22	21
23	Subaru Stella	345	– 27.7%	22	3,934	+ 92.4%	23	25
24	Subaru Chiffon	319	+ 11.1%	26	2,429	– 36.7%	26	23
25	Mazda Carol	298	+ 1.7%	24	3,223	+ 9.1%	24	24
26	Mazda Flair	212	– 4.9%	25	2,648	+ 7.6%	25	26
27	Subaru Pleo	188	– 4.1%	29	1,439	– 31.5%	27	27
28	Mitsubishi eK Cross EV	110	+ 4.8%	28	1,276	– 3.6%	28	28
29	Mazda Scrum Wagon	85	– 19.8%	30	860	– 15.8%	31	29
30	Daihatsu Copen	72	– 86.0%	27	5,158	+ 46.4%	20	22
31	Mitsubishi Town Box	37	+ 5.7%	32	380	– 18.3%	32	31
32	Toyota Copen GR Sport	13	– 85.7%	31	1,240	+ 37.0%	30	30