The new generation pushes the Honda Freed up 52.3% in August.

After tilting into positive territory last month and for the first time in 2024, the Japanese new car market is back down -3.5% in August to 328,470 sales. Due to a mediocre start of the year, after 8 months registrations are off -9.7% or over 300,000 units to 2,861,135. Toyota (-9.2%) falls faster than its home market but still holds an ultra dominant 31.4% share vs. 30.5% so far this year. Suzuki (+1.6%) reclaims the #2 spot it holds year-to-date with 14.9% share, overtaking Honda (+13.1%) in excellent shape. Below Daihatsu (-11.5%), still struggling, Nissan (-1.1%) limits its fall but Mazda (-18.5%) is in great difficulty. Mitsubishi (+22.1%) and Subaru (+18.8%) impress in the remainder of the Top 10. As for imported brands, notice Mercedes (+34%), Mini (+76.9%), Porsche (+22.9%) and BYD (+237.1%).

Over in the regular cars ranking, the Toyota Corolla/Cross (+3.3%) retains the pole position, just as the Toyota Sienta (-6.3%) passes the Toyota Yaris/Cross (-37.5%). The Toyota Roomy (-7.4%) remains at #4, followed by the Honda Freed (+52.3%), Nissan Note (+11.3%) and Serena (+5.4%) all swimming upstream. In fact the latter three are the only non-Toyota models in the Top 15… The Honda ZR-V (+101.9%), Toyota Crown (+78.8%), Vellfire (+30.6%), Land Cruiser (+27.7%) and Alphard (+19.4%) also shine below. As for recent launches (<12 months), the Honda WR-V falls one spot on July to #23 and the Lexus LBX drops three ranks to #31.

 Looking at kei cars, the Honda N-BOX (-14.1%) is the faraway leader once again despite a significant year-on-year loss. The Top 4 is unchanged on last month with the Suzuki Spacia (+27.3%) roaring up in 2nd place above the Daihatsu Tanto (-9.3%) and Suzuki Hustler (-12.3%). The Suzuki Wagon R (+0.4%) overtakes the Nissan Roox (+3.8%) for #5.

Previous month: Japan July 2024: Sales back in positive, Toyota Land Cruiser in Top 10

One year ago: Japan August 2023: Toyota places 7 models in Top 7 regular cars ranking

Full August 2024 Top 48 All brands, Top 50 regular cars and Top 32 all kei cars below.

Japan August 2024 – brands:

PosBrandAug-24%/23Jul2024%/23PosFY231Toyota102,99231.4%– 9.2%1871,71230.5%– 18.7%112Suzuki48,81414.9%+ 1.6%3483,30216.9%+ 11.8%223Honda45,87514.0%+ 13.1%2447,44015.6%+ 20.9%344Daihatsu36,84311.2%– 11.5%5199,6237.0%– 48.3%535Nissan32,5889.9%– 1.1%4321,21811.2%– 1.2%456Mazda9,9693.0%– 18.5%690,0683.1%– 29.1%667Mitsubishi9,0452.8%+ 22.1%876,5032.7%+ 18.2%788Subaru7,7472.4%+ 18.8%766,8082.3%+ 2.8%879Lexus6,5002.0%– 7.0%960,3222.1%– 10.5%9910Isuzu5,5361.7%– 11.4%1041,7971.5%– 5.7%101011Mercedes4,3631.3%+ 34.0%1134,1391.2%+ 4.9%111112Hino3,2691.0%– 6.9%1227,4711.0%+ 1.2%121213BMW2,6590.8%+ 7.7%1421,4330.7%+ 0.1%141414Mitsubishi Fuso2,5270.8%– 16.9%1322,2980.8%– 7.0%131315Audi1,4080.4%– 23.3%1614,8820.5%– 4.9%161616Mini1,0970.3%+ 76.9%159,0040.3%– 16.3%171717Volkswagen1,0840.3%– 57.6%1715,7940.6%– 15.9%151518UD Trucks8630.3%+ 3.4%196,2240.2%– 8.0%192019Volvo8300.3%– 21.8%188,3880.3%– 16.4%181820Land Rover7290.2%– 1.2%235,3870.2%– 5.8%222121Jeep6100.2%– 26.9%216,0230.2%– 23.2%201922Porsche5100.2%+ 22.9%205,9380.2%+ 12.4%212323Peugeot3500.1%– 30.3%243,4570.1%– 37.1%242224BYD3000.1%+ 237.1%281,5910.1%+ 113.8%272925Fiat2880.1%– 2.0%222,8980.1%– 3.8%252626Renault2300.1%– 39.8%253,5670.1%– 26.8%232427Citroen1690.1%– 37.4%271,9050.1%– 47.7%262528Abarth1630.0%+ 32.5%261,2410.0%+ 32.3%283029Ferrari700.0%– 44.0%299620.0%+ 2.4%293130Maserati650.0%– 50.8%318070.0%– 12.3%302731Alfa Romeo520.0%– 59.7%326720.0%– 43.2%312832Hyundai460.0%+ 130.0%344340.0%+ 64.4%333833Bentley400.0%– 40.3%383750.0%– 8.1%363434Scania360.0%+ 12.5%352980.0%+ 24.7%394035Jaguar340.0%– 26.1%414210.0%– 10.6%343536Aston Martin330.0%+ 50.0%333470.0%+ 18.4%373937Lotus320.0%– 15.8%402020.0%+ 248.3%434538DS310.0%– 47.5%423220.0%– 53.3%383239Lamborghini300.0%– 14.3%304790.0%+ 41.3%323640Rolls-Royce300.0%+ 57.9%362450.0%+ 66.7%424341Alpina220.0%– 4.3%442670.0%+ 35.5%414142Chevrolet200.0%– 71.8%373940.0%– 26.6%353343McLaren200.0%+ 81.8%391680.0%+ 46.1%444644Cadillac190.0%– 64.2%432780.0%– 31.4%403745Ford180.0%– 30.8%451380.0%– 34.9%454246Dodge150.0%+ 0.0%46850.0%– 44.8%464447GMC10.0%– 66.7%47140.0%– 26.3%474748Morgan10.0%n/a48110.0%– 42.1%4848  –Others 4970.2%– 6.6%  –3,7210.1%+ 7.3%  – –

Japan August 2024 – regular cars:

PosModelAug-24/23Jul2024/23PosFY231Toyota Corolla/Cross10,541+ 3.3%1110,364+ 4.7%122Toyota Sienta9,027– 6.3%376,117– 14.9%333Toyota Yaris/Cross8,901– 37.5%2102,233– 21.7%214Toyota Roomy8,058– 7.4%437,317– 36.7%1755Honda Freed6,990+ 52.3%653,861– 0.5%7106Nissan Note6,894+ 11.3%568,751– 5.4%447Nissan Serena6,103+ 5.4%853,879+ 11.5%6118Toyota Prius5,909– 18.5%1149,745– 23.8%969Toyota Alphard5,809+ 19.4%751,428+ 58.1%81710Toyota Raize5,459+ 7.7%2622,426– 47.1%251311Toyota Land Cruiser W5,248+ 27.7%929,266– 28.4%201612Toyota Aqua5,062+ 10.8%1339,161– 32.0%16913Toyota Voxy4,790– 26.8%1246,415– 27.3%11814Toyota Harrier4,674+ 15.1%1446,216– 14.3%121215Toyota Noah4,382– 38.6%1046,539– 30.9%10716Honda Fit4,145+ 11.6%1642,958+ 9.9%131517Toyota Crown4,009+ 78.8%1740,968+ 42.6%152018Honda Vezel3,980+ 17.5%1554,251+ 79.1%51419Suzuki Solio3,491+ 11.9%1937,027+ 10.8%181820Honda ZR-V3,277+ 101.9%1831,274+ 299.5%19n/a21Honda StepWGN2,762– 25.4%2042,110+ 73.8%141922Toyota RAV42,694+ 7.3%2122,452– 30.1%242123Honda WR-V2,456new2216,537new29 –24Toyota Vellfire2,388+ 30.6%2422,714n/a23n/a25Subaru Forester2,157+ 27.3%2913,712– 6.1%313026Suzuki Swift2,109+ 11.3%2523,428+ 28.6%212527Subaru Impreza2,024+ 4.9%2320,124+ 13.2%262228Nissan X-Trail1,763+ 11.7%2723,092+ 23.7%222429Mazda21,753+ 17.6%3613,659– 6.3%323130Mazda CX-51,710– 19.5%3212,283– 30.9%332831Lexus LBX1,568new2814,602new30n/a32Suzuki Jimny Wagon1,528– 18.7%3017,229– 3.2%272633Lexus NX350H1,508– 22.1%339,951– 53.4%362334Mitsubishi Delica D51,439+ 28.6%3512,085+ 2.0%343335Subaru Levorg1,421+ 81.3%3117,024+ 79.1%283636Mazda CX-301,174– 9.8%349,183– 28.9%383237Mazda MX-5 (Roadster)1,128+ 289.0%417,149n/a41n/a38Daihatsu Rocky1,113+ 70.4%47n/an/an/a3739Honda Odyssey1,106n/a408,526+ 555.3%39n/a40Suzuki Xbee879– 6.7%438,428– 1.0%404041Honda Civic789– 3.7%399,939+ 20.2%374142Nissan Kicks757– 32.0%3710,421+ 10.7%353543Daihatsu Thor710– 9.2%48n/an/an/a4344Toyota 86637– 13.0%385,954– 23.0%444645Toyota Hiace W629– 21.0%456,155– 16.8%434246Mitsubishi Eclipse Cross554+ 5.3%464,941– 18.2%455047Toyota JPN Taxi536+ 21.5%n/a4,303+ 243.4%48n/a48Lexus LM500H475new50n/anewn/an/a49Mitsubishi Outlander448– 47.2%44n/an/an/a3950Mazda CX-60440– 65.2%n/a3,956– 80.6%4929

Japan August 2024 – kei cars:

PosModelAug-24/23Jul2024/23PosFY231Honda N-BOX14,441– 14.1%1131,621– 10.4%112Suzuki Spacia11,166+ 27.3%2108,607+ 38.1%233Daihatsu Tanto9,929– 9.3%350,272– 50.4%524Suzuki Hustler6,376– 12.3%462,856+ 26.7%355Suzuki WagonR5,611+ 0.4%655,109+ 11.0%466Nissan Roox4,786+ 3.8%547,825+ 2.7%677Suzuki Alto4,744– 1.5%747,035+ 0.0%788Daihatsu Move4,427– 37.6%818,594– 75.5%1349Daihatsu Taft4,370– 5.1%917,838– 48.3%141010Mitsubishi Delica Mini/eK4,332+ 20.6%1040,222+ 89.4%81111Nissan Dayz3,732+ 6.5%1335,009+ 33.6%91312Daihatsu Mira3,034– 29.0%1125,296– 38.3%11913Suzuki Jimny2,904+ 1.9%1227,002+ 2.3%101214Honda N-WGN2,464+ 4.4%1422,526– 8.5%121415Suzuki Every Wagon1,572+ 47.5%1612,448– 0.8%161716Nissan Sakura1,530– 36.8%1515,781– 37.3%151517Honda N-ONE1,308– 20.4%1711,972– 6.3%171618Mazda Flair Wagon1,056+ 6.5%1810,350+ 27.1%181819Toyota Pixis598– 17.2%193,833– 49.1%211920Mazda Flair Crossover520– 16.8%204,771+ 14.7%192221Nissan NV100 Clipper Rio353– 20.7%233,928+ 7.6%202322Daihatsu Copen351+ 25.4%211,440– 56.7%262623Subaru Chiffon325– 17.5%221,927– 33.0%242524Mazda Carol262– 29.4%242,726– 19.8%222425Subaru Pleo227+ 46.5%251,281– 11.4%272826Mazda Flair  225– 41.9%262,300– 19.4%232727Mitsubishi eK Cross EV212– 16.9%271,655– 71.2%252128Toyota Copen GR Sport113– 4.2%29495– 53.3%293029Mazda Scrum Wagon78– 3.7%28805– 3.4%283130Mitsubishi Town Box30– 21.1%30328– 5.7%303231Toyota C+POD1– 92.9%31209+ 7.7%313332Mitsubishi Toppo1n/a –1n/a36 –

Sources: JADA, JMVA, JAIA