Toyota Sienta sales are up 92% in 2023.

Discover close to 55 years of Japanese Historical Data here.

Japanese new vehicle sales are up a solid 13.8% year-on-year in 2023 to 4,779,086 units. Toyota (+26.5%) almost doubles the market growth rate to reach 33% share vs. 29.7% a year ago. In fact the Top 8 brands are unchanged on 2022. Suzuki (+7.9%), Daihatsu (+3.3%) Honda (+4.6%), Nissan (+6.9%), Mazda (+10.3%) and Subaru (+5.1%) all trail the market whereas Mitsubishi (+14.5%) is slightly above. Lexus (+129.4%) posts a fantastic result and climbs three spots to #9. It is worth remembering that despite this spectacular lift the brand only account for 2% of the Japanese market. Isuzu (+50.4%), Mitsubishi Fuso (+37.7%), Land Rover (+102.4%), Maserati (+39.8%) and BYD (+4774.2%) impress below.

In the regular car ranking, the Toyota Yaris (+15.3%) is back upwards to sport a 4th consecutive annual win, keep in mind Yaris Cross sales are included in the total. The Toyota Corolla (+17.7%) is also in great shape, here too including the Corolla Cross. The Toyota Sienta (+92%) almost doubles its sales year-on-year to land on the third step of the podium, knocking the Nissan Note (-6.9%) down to #4 and the Toyota Roomy (-7.7%) down to #5. Toyota places no less than 8 models inside the Top 9: the Prius (+203.4%) enjoys the benefits of its new generation to surge 14 spots on last year to #6, the Noah (+65%) is up four to #7, the Voxy (+60.4%) up five to #8 and the Aqua (+11.4%) down two to #9. The Toyota Harrier (+120%), Crown (+142.2%), Lexus NX350H (+338.3%), Mazda CX-60 (+314.6%), Lexus UX250H (+150.9%) and Lexus RX500H (+5687.5%) stand out below.

The Honda N-BOX is the best-selling vehicle in Japan overall.

As for kei cars, the Honda N-BOX (+14.4%) easily holds onto the top spot and ranks #1 kei car for the 9th year in a row (no interruption since 2015. It is also the best-selling vehicle in the country overall, beating the Toyota Yaris. The Daihatsu Tanto (+47.8%) surges ahead but stays #2 ahead of the Suzuki Spacia (+22%) and Daihatsu Move (+10.2%), ensuring the Top 4 models are unchanged on 2022. The Suzuki Hustler (+17.5%) is up two spots to #5, overtaking the Suzuki Wagon R (-12.1%) and Nissan Roox (-2.8%). 

Looking at foreign models, the Mini lineup (-7.3%) comfortably stays in pole position while the VW Golf (+16%) rallies back up to #2, overtaking the Mercedes C-Class (-34.5%). The VW T-Roc (+28.8%) scores the largest gain in the Top 8 and climbs four spots to #4. The VW T-Cross (-6%) stays in 5th place ahead of the BMW 3 Series (+18.2%) and a freefalling Volvo 60 Series (-20.8%). The Mercedes GLB (+19.9%) breaks into the Top 10 at #9 with the Audi A3 (+52.9%) soaring 7 spots to #9. The Mercedes GLC (#13), BMW X1 (#15), Mercedes GLA (#17) and Land Rover Defender 110 (#18) appear in this year’s Top 20.

Previous year: Japan 2022: Honda N-BOX and Toyota Yaris best-sellers in market off -5.6%

Two years ago: Japan 2021: Toyota Yaris and Roomy top market down -3.3%

Full December 2023 Top 55 All brands, Top 50 regular cars, Top 33 All kei cars and Q4 2023 Top 20 foreign models below.

Full Year 2023 Top 60 All brands, Top 50 regular cars, Top 35 All kei cars and Top 20 foreign models vs. Full Year 2022 figures below.

Japan December 2023 – brands:

PosBrandDec-23%/22Nov1Toyota110,11830.3%+ 14.8%12Honda53,96514.9%+ 15.8%23Suzuki46,78512.9%– 6.3%34Daihatsu42,91611.8%– 12.7%45Nissan33,8589.3%– 1.8%56Subaru10,8653.0%+ 33.3%77Mazda10,5962.9%– 13.0%68Mitsubishi8,7262.4%+ 23.6%89Mercedes5,6541.6%– 17.6%1010Isuzu5,1501.4%+ 14.1%1111Lexus5,0241.4%+ 63.4%912BMW4,5311.2%+ 50.9%1513Mitsubishi Fuso4,0501.1%+ 20.2%1214Volkswagen3,7171.0%– 2.5%1315Audi3,0780.8%+ 41.1%1616Hino2,9040.8%+ 22.1%1417Mini1,8360.5%– 3.3%1718Volvo1,0310.3%– 45.6%1919Land Rover1,0080.3%+ 176.2%2120Jeep9530.3%+ 2.3%1821UD Trucks8560.2%– 15.1%2022Peugeot6380.2%– 35.0%2323Porsche6360.2%– 27.2%2224Fiat5670.2%+ 14.5%2425Renault4040.1%– 34.7%2526Citroen3080.1%– 57.7%2627BYD2740.1%+ 2944.4%2828Maserati2090.1%+ 54.8%2729Abarth1530.0%– 28.5%3030Alfa Romeo1340.0%– 9.5%2931Bentley1210.0%+ 146.9%3232Lamborghini1070.0%+ 494.4%3433Ferrari1020.0%+ 126.7%3134Hyundai700.0%+ 22.8%4035Jaguar700.0%– 9.1%3636DS680.0%+ 51.1%3337Cadillac570.0%– 24.0%3938Chevrolet540.0%– 21.7%3839Aston Martin460.0%+ 64.3%3540Scania420.0%+ 16.7%3741Alpina390.0%+ 178.6%4442Rolls-Royce340.0%+ 88.9%4243Lotus190.0%+ 216.7%4144Ford180.0%– 33.3%4345McLaren120.0%– 20.0%4546Dodge70.0%– 66.7%4647GMC30.0%+ 0.0%4748MG30.0%+ 200.0%4849Lancia20.0%+ 0.0% –50Pontiac20.0%n/a –51Chrysler10.0%n/a4952Maybach10.0%n/a –53Morgan10.0%– 50.0% –54Unimog10.0%n/a5055Kia10.0%n/a – –Others 1,0140.3%+ 27.2% –

Japan December 2023 – regular cars:

PosModelDec-23/22Nov1Toyota Yaris/Cross14,255+ 27.4%12Toyota Corolla/Cross11,411+ 1.9%23Toyota Sienta9,390+ 0.4%34Toyota Roomy8,917+ 21.7%45Toyota Prius7,222+ 382.1%66Honda Vezel6,928+ 39.8%57Honda Freed6,684+ 6.1%148Nissan Serena6,009+ 48.8%89Nissan Note5,994– 30.1%710Toyota Raize5,046+ 52.4%1211Toyota Aqua4,885– 15.3%1012Toyota Alphard4,668+ 13.5%1513Toyota Harrier4,656+ 171.8%1314Toyota Noah4,411– 16.2%915Honda StepWGN4,308+ 6.7%1716Honda Fit4,275– 12.5%1917Toyota Crown3,920+ 19.4%1818Toyota Voxy3,894– 24.2%1119Subaru Impreza3,592+ 76.2%1620Honda ZR-V3,103+ 480.0%2021Subaru Levorg2,915+ 312.3%4222Suzuki Solio2,894– 30.9%2123Toyota Land Cruiser W2,844– 0.1%2224Suzuki Swift2,799+ 73.7%3325Nissan X-Trail2,092+ 58.6%2426Toyota RAV41,929– 32.4%2527Suzuki Jimny Wagon1,799– 14.6%2628Toyota Vellfire1,791+ 1471.1%2329Honda Odyssey1,789n/an/a30Mazda CX-51,770– 1.4%2731Subaru Forester1,673– 31.9%2932Mazda CX-81,611+ 78.8%3033Mazda21,586+ 1.0%3234Nissan Kicks1,385+ 65.3%3135Lexus NX350H1,325+ 142.7%2836Mitsubishi Delica D51,105– 25.5%3937Mazda CX-301,024– 7.5%3438Mazda3908– 24.0%3839Mitsubishi Outlander886– 35.6%3640Toyota Hiace W867+ 5.1%4141Toyota JPN Taxi860+ 99.5%4442Suzuki Xbee847– 8.2%3743Toyota 86818+ 95.7%4644Daihatsu Rocky754– 46.6%4045Daihatsu Thor723– 28.0%4846Mazda CX-60692– 46.9%4347Honda Civic659– 19.6%3548Toyota Camry552+ 37.0%n/a49Mitsubishi Eclipse Cross542+ 61.3%n/a50Subaru Legacy514– 27.5%45

Japan December 2023 – kei cars:

PosModelDec-23/22Nov1Honda N-BOX19,681+ 17.4%12Daihatsu Tanto11,792– 3.0%23Suzuki Spacia11,089+ 19.5%34Suzuki Hustler6,411+ 10.6%45Nissan Roox5,989– 1.1%96Daihatsu Mira5,494+ 14.6%77Daihatsu Taft5,221+ 21.8%68Daihatsu Move4,988– 48.8%59Suzuki WagonR4,785– 30.4%810Mitsubishi Delica Mini/eK4,582+ 136.3%1011Suzuki Alto3,687– 25.0%1112Nissan Dayz2,925+ 58.6%1313Suzuki Jimny2,815+ 8.9%1214Honda N-WGN2,458– 35.9%1415Nissan Sakura2,442– 31.6%1516Honda N-ONE1,539+ 22.1%1617Suzuki Every Wagon1,009– 40.0%1718Toyota Pixis680+ 23.9%1919Mazda Flair Crossover452+ 11.9%2020Subaru Chiffon448+ 60.0%2221Nissan NV100 Clipper Rio438+ 17.7%2122Mazda Flair  361+ 7.4%2423Mitsubishi eK Cross EV350– 53.5%2524Mazda Flair Wagon302– 64.5%1825Daihatsu Copen266– 30.0%2626Subaru Pleo209+ 9.4%2727Mazda Carol208– 23.2%2328Toyota Copen GR Sport140+ 48.9%2829Mazda Scrum Wagon64– 45.3%2930Toyota C+POD59+ 210.5%3031Mitsubishi Town Box49+ 4.3%3132Daihatsu Cast3– 99.8%3233Subaru Stella1– 99.6%33

Japan Q4 2023 – foreign models:

PosModelQ4 2023/22Q31Mini4,682– 9.2%12VW Golf3,533+ 31.8%23Mercedes GLC2,144n/an/a4Mercedes C-Class1,811– 46.1%45Mercedes GLB1,758– 11.5%106BMW 3 Series1,493– 11.1%67VW T-Roc1,472+ 24.1%38VW T-Cross1,384– 6.9%59VW Polo1,364– 31.5%1710Audi A31,356n/a811BMW 2 Series1,343– 14.5%1312Mercedes G-Class1,339– 4.9%1113BMW X11,293n/a1414Volvo S/V/XC601,144– 43.3%915Audi Q31,102– 25.1%n/a16Land Rover Defender 1101,063n/a1517Mercedes GLA1,055– 36.1%1218BMW X31,048n/a1819Volvo XC40977– 47.9%720Jeep Wrangler811– 33.9%n/a

Japan Full Year 2023 – brands:

PosBrand2023%/222022%Pos1Toyota1,578,10533.0%+ 26.5%1,247,58529.7%12Suzuki650,56713.6%+ 7.9%602,72214.3%23Daihatsu594,50712.4%+ 3.3%575,55913.7%34Honda594,28712.4%+ 4.6%568,00313.5%45Nissan480,67310.1%+ 6.9%449,45810.7%56Mazda177,8643.7%+ 10.3%161,3083.8%67Subaru106,0022.2%+ 5.1%100,8582.4%78Mitsubishi103,7252.2%+ 14.5%90,5552.2%89Lexus94,6452.0%+ 129.4%41,2521.0%1210Isuzu64,5901.4%+ 50.4%42,9511.0%1011Mercedes51,2381.1%– 2.2%52,3911.2%912Hino37,7560.8%– 9.4%41,6861.0%1113Mitsubishi Fuso37,6850.8%+ 37.7%27,3640.7%1514BMW34,5010.7%+ 11.7%30,8870.7%1415Volkswagen31,8150.7%– 1.3%32,2290.8%1316Audi24,6320.5%+ 18.7%20,7500.5%1617Mini17,7960.4%– 7.4%19,2090.5%1718Volvo13,8820.3%– 16.5%16,6280.4%1819Jeep11,5350.2%+ 16.9%9,8710.2%1920UD Trucks10,1280.2%+ 4.0%9,7370.2%2021Land Rover9,1020.2%+ 102.4%4,4960.1%2622Peugeot8,1260.2%– 5.0%8,5520.2%2223Porsche8,0020.2%+ 11.2%7,1930.2%2324Renault7,0980.1%– 17.6%8,6180.2%2125Citroen5,1090.1%+ 4.7%4,8780.1%2526Fiat4,8250.1%– 16.3%5,7680.1%2427Maserati1,7340.0%+ 39.8%1,2400.0%3028Alfa Romeo1,6710.0%+ 2.7%1,6270.0%2829BYD1,5110.0%+ 4774.2%310.0%4830Abarth1,4660.0%– 44.6%2,6460.1%2731Ferrari1,3950.0%– 2.0%1,4240.0%2932DS9510.0%+ 20.4%7900.0%3333Chevrolet7810.0%– 0.1%7820.0%3434Bentley7270.0%+ 11.7%6510.0%3535Jaguar6970.0%– 31.3%1,0150.0%3136Lamborghini6280.0%+ 10.0%5710.0%3637Cadillac5760.0%– 30.8%8320.0%3238Hyundai4920.0%– 6.5%5260.0%3739Aston Martin4570.0%+ 30.9%3490.0%4040Scania4020.0%+ 27.6%3150.0%4141Alpina3200.0%+ 5.3%3040.0%4242Ford2990.0%– 29.0%4210.0%3943Rolls-Royce2360.0%– 1.7%2400.0%4344Dodge2170.0%– 49.9%4330.0%3845Lotus1980.0%+ 10.6%1790.0%4446McLaren1770.0%+ 30.1%1360.0%4547GMC270.0%– 38.6%440.0%4648Morgan220.0%– 24.1%290.0%4949Pontiac160.0%– 5.9%170.0%5250MG130.0%+ 18.2%110.0%5351Chrysler110.0%– 50.0%220.0%5052Lancia90.0%– 47.1%170.0%5153Unimog90.0%+ 800.0%10.0%5754Buick80.0%+ 0.0%80.0%5455Maybach20.0%n/a00.0% –56Kia10.0%n/a00.0% –57Bugatti10.0%– 75.0%40.0%5558Hummer10.0%n/a00.0% –59RUF10.0%n/a00.0% –60Smart10.0%– 66.7%30.0%5661Opel00.0%– 100.0%330.0%47 –Others 5,8410.1%– 5.8%6,2000.1% –

Japan Full Year 2023 – regular cars:

PosModel2023/222022Pos1Toyota Yaris/Cross194,364+ 15.3%168,55712Toyota Corolla/Cross154,870+ 17.7%131,54823Toyota Sienta132,332+ 92.0%68,92284Nissan Note102,508– 6.9%110,11335Toyota Roomy100,800– 7.7%109,23646Toyota Prius99,149+ 203.4%32,675207Toyota Noah95,181+ 65.0%57,696118Toyota Voxy89,080+ 60.4%55,545139Toyota Aqua80,268+ 11.4%72,084710Honda Freed77,562– 2.5%79,525611Nissan Serena75,673+ 31.6%57,5131212Toyota Harrier75,211+ 120.0%34,1821813Toyota Raize64,995– 22.3%83,620514Honda Vezel59,187+ 16.7%50,7361415Honda Fit57,033– 5.4%60,271916Toyota Land Cruiser W55,263+ 56.2%35,3901717Toyota Alphard53,086– 11.9%60,2251018Suzuki Solio47,983+ 15.4%41,5901519Honda StepWGN44,157+ 16.3%37,9661620Toyota Crown43,029+ 142.2%17,7673121Toyota RAV441,018+ 31.8%31,1182222Subaru Impreza34,371+ 49.2%23,0422623Lexus NX350H29,141+ 338.3%6,649n/a24Nissan X-Trail27,129+ 50.2%18,0662925Suzuki Swift26,589+ 5.9%25,1132326Suzuki Jimny Wagon26,388+ 48.1%17,8203027Toyota Passo26,359– 20.1%32,9901928Mazda CX-525,714– 18.1%31,3992129Mazda CX-6023,941+ 314.6%5,774n/a30Subaru Forester22,141– 11.8%25,0962431Mazda220,706– 15.2%24,4292532Mazda CX-3018,016+ 11.4%16,1763433Mitsubishi Delica D517,217+ 2.3%16,8383334Mazda CX-817,181+ 32.8%12,9343935Nissan Kicks15,778– 15.6%18,6972836Subaru Levorg15,267+ 6.9%14,2753537Daihatsu Rocky15,252– 31.4%22,2232738Mazda314,310+ 2.1%14,0173639Mitsubishi Outlander13,395– 24.2%17,6623240Suzuki Xbee13,356+ 8.5%12,3154141Honda Civic13,258+ 51.1%8,7734742Toyota Hiace W11,102+ 21.0%9,1754643Daihatsu Thor10,220– 11.3%11,5274344Lexus UX250H10,172+ 150.9%4,054n/a45Nissan Leaf10,026– 21.3%12,7324046Toyota 869,796– 26.6%13,3413747Lexus RX500H9,260+ 5687.5%160n/a48Toyota Camry8,825+ 53.5%5,749n/a49Toyota C-HR8,086– 31.5%11,8114250Mitsubishi Eclipse Cross7,342– 4.6%7,69350

Japan Full Year 2023 – kei cars:

PosModel2023/222022Pos1Honda N-BOX231,385+ 14.4%202,19712Daihatsu Tanto159,392+ 47.8%107,80923Suzuki Spacia122,275+ 22.0%100,20634Daihatsu Move104,557+ 10.2%94,83745Suzuki Hustler82,720+ 17.5%70,37376Suzuki WagonR72,235– 12.1%82,21357Nissan Roox70,536– 2.8%72,60068Suzuki Alto67,719+ 0.8%67,20489Daihatsu Mira64,080– 1.9%65,317910Daihatsu Taft59,330+ 4.3%56,8611011Mitsubishi Delica Mini/eK40,573+ 49.5%27,1461412Suzuki Jimny39,910– 3.6%41,4051313Nissan Dayz38,687– 11.8%43,8641114Honda N-WGN37,779– 10.8%42,3301215Nissan Sakura37,140+ 69.7%21,8871516Honda N-ONE19,703+ 5.3%18,7121617Suzuki Every Wagon17,520+ 8.1%16,2051818Mazda Flair Wagon11,658+ 21.5%9,5942019Toyota Pixis10,595– 34.9%16,2761720Daihatsu Cast8,181– 45.7%15,0731921Mitsubishi eK Cross EV7,021+ 68.2%4,1752622Mazda Flair Crossover6,327+ 17.3%5,3922223Nissan NV100 Clipper Rio5,542+ 29.0%4,2952424Mazda Carol4,837+ 51.4%3,1952925Subaru Chiffon4,734+ 12.1%4,2232526Daihatsu Copen4,655– 2.9%4,7932327Mazda Flair  4,345+ 8.9%3,9912728Subaru Pleo2,391– 19.6%2,9733029Subaru Stella1,700– 51.1%3,4752830Toyota Copen GR Sport1,633– 12.0%1,8553231Mazda Scrum Wagon1,167– 12.1%1,3273332Mitsubishi Town Box545– 2.9%5613533Toyota C+POD383– 67.0%1,1593434Honda S6605– 99.8%2,3853135Daihatsu Wake3– 100.0%9,01921

Japan Full Year 2023 – foreign models:

PosModel2023/222022Pos1Mini17,796– 7.3%19,20712VW Golf10,723+ 16.0%9,24133Mercedes C-Class9,240– 34.5%14,11124VW T-Roc6,596+ 28.8%5,12385VW T-Cross6,179– 6.0%6,57056BMW 3 Series6,046+ 18.2%5,11797Volvo S/V/XC605,992– 20.8%7,56948Mercedes GLB5,741+ 19.9%4,790119Audi A35,736+ 52.9%3,7511610Volvo XC405,617– 11.4%6,343711Mercedes G-Class5,360+ 11.5%4,8071012BMW 2 Series5,017+ 12.7%4,4521213Mercedes GLC4,577n/an/an/a14VW Polo4,214– 33.8%6,368615BMW X14,092n/an/an/a16Jeep Wrangler4,078+ 6.9%3,8161517Mercedes GLA4,070n/an/an/a18Land Rover Defender 1104,066n/an/an/a19Audi Q33,843– 8.8%4,2151320Mercedes A-Class3,445+ 4.3%3,30219

Source: JADA, JMVA, JAIA