In full year 2025, Toyota gained market share as the largest car producer and best-selling car brand in Japan.
2025 (January to December): Toyota was again the best-selling vehicle manufacturer and largest car brand in Japan. Suzuki was again the second top-selling car brand in Japan followd by Honda. Daihatsu recovered with strong sales while Nissan was the worst-performing top-ten brand in Japan in 2025. The Japanese new vehicle market expanded by 3.3% to 4,565,777 vehicles in 2025. The Toyota Yaris was the top-selling car model in Japan in 2025, while the Honda N-Box was the top-selling mini car.
Latest Japan Car Sales Statistics: 2025 — Brands, Models, Minicars; Data for 2025 – 2009.
Japan New Vehicle Market Analysis in 2025 (Full Year)
Total new motorized vehicle registrations in Japan in 2025 (January to December) expanded by 3.3% to 4,565,77 vehicles sold compared to 4,421,494 vehicles in 2024 and 4,779,086 vehicles sold in 2023. This number includes passenger cars, mini cars, commercial vehicles, mini commercial vehicles, and buses.
Annual Car Sales Volume in Japan (2008 to 2025)
New vehicle registrations in Japan have been as follows in recent years:
| Year | Vehicle Sales | % Change |
| 2025 | 4,565,777 | 3.3 |
| 2024 | 4,421,494 | -7.5 |
| 2023 | 4,779,086 | 13.8 |
| 2022 | 4,201,321 | -5.6 |
| 2021 | 4,448,340 | -3.3 |
| 2020 | 4,598,615 | -11.5 |
| 2019 | 5,195,216 | -1.5 |
| 2018 | 5,272,067 | 0.7 |
| 2017 | 5,234,166 | 5.3 |
| 2016 | 4,970,260 | -1.5 |
| 2015 | 5,046,511 | -9.3 |
| 2014 | 5,562,888 | 3.5 |
| 2013 | 5,375,513 | 0.1 |
| 2012 | 5,369,721 | 27.5 |
| 2011 | 4,210,220 | -15.1 |
| 2010 | 4,956,136 | 7.5 |
| 2009 | 4,609,255 | -9.3 |
| 2008 | 5,082,235 | |
| – | Source: JADA |
Best-Selling Car Brands in Japan in 2025 (Full Year)
The top-selling vehicle manufacturers in Japan during the full calendar year 2025 were as follows, according to JADA statistics:
| R25 | Brand | Sales 2025 | Sales 2024 | % Change |
| Total | 4,565,777 | 4,421,494 | 3.3 | |
| 1 | Toyota | 1,413,632 | 1,355,581 | 4.3 |
| 2 | Suzuki | 728,952 | 721,785 | 1 |
| 3 | Honda | 619,437 | 668,414 | -7.3 |
| 4 | Daihatsu | 535,919 | 366,635 | 46.2 |
| 5 | Nissan | 403,105 | 475,569 | -15.2 |
| 6 | Mazda | 149,526 | 141,965 | 5.3 |
| 7 | Mitsubishi | 117,874 | 119,480 | -1.3 |
| 8 | Subaru | 111,297 | 103,522 | 7.5 |
| 9 | Lexus | 87,418 | 86,071 | 1.6 |
| 10 | Isuzu | 74,607 | 67,832 | 10 |
| 11 | Mercedes-Benz | 50,857 | 53,195 | -4.4 |
| 12 | BMW | 35,729 | 35,240 | 1.4 |
| 13 | Hino | 34,374 | 41,859 | -17.9 |
| 14 | Mitsubishi Fuso | 33,896 | 34,853 | -2.7 |
| 15 | Volkswagen | 31,031 | 22,779 | 36.2 |
| 16 | Audi | 23,906 | 21,415 | 11.6 |
| 17 | BMW MINI | 19,149 | 17,165 | 11.6 |
| 18 | UD Trucks | 12,337 | 10,466 | 17.9 |
| 19 | Volvo | 12,270 | 12,842 | -4.5 |
| 20 | Porsche | 9,767 | 9,292 | 5.1 |
| 21 | Jeep | 8,712 | 9633 | -9.6 |
| 22 | Land Rover | 8,098 | 7,868 | 2.9 |
| 23 | Peugeot | 6,854 | 5,306 | 29.2 |
| 24 | Fiat | 4,303 | 4,564 | -5.7 |
| 25 | Citroen | 3,125 | 2,920 | 7 |
Best-Selling Car Brands in Japan in 2025 (Full Year)
After a weak 2024, Toyota gained market share in Japan in 2025 by outperforming the broader market by one percentage point. Given Toyota’s dominant position in Japan, that translated into almost 60,000 extra cars sold.
Suzuki maintained its second place in Japan with flat sales. Honda maintained third, but sales were down 7.3%.
Daihatsu, which saw sales collapse by almost half in 2024 due to a test scandal, recovered strongly in 2025. It was the most improved top-25 car brand in Japan in 2025.
Nissan had a difficult year and slipped again behind Daihatsu in Japan.
Despite stronger sales, Mazda was again a distant sixth, followed by Mitsubishi and Subaru.
Lexus was again ninth despite flat sales, while Isuzu rounded out the top ten with stronger sales.
Mercedes-Benz was again the largest foreign car brand in Japan in 2025. BMW was again second, followed by Volkswagen, Audi, and Mini. Foreign car sales in Japan remained very low volume.
Latest Japan Car Sales Statistics: 2025 — Brands, Models, Minicars; Data for 2025 – 2009.
