Japan new-car sales drop 7.5%

Toyota remained Japan’s best-selling vehicle manufacturer and largest car brand in 2024 despite underperforming in a weak market. 

It secured 1,355,581 registrations last year, which was a 14.1 per cent drop from 1,578,105 in 2023.

Suzuki was again the second-placed marque on 721,785 units, up from 650,567 and by 10.9 per cent, while Honda came third on the back of a 12.5 per cent jump from 594,285 to 668,414. 

Nissan was fourth albeit on a drop from 480,673 units to 475,569, or by 1.1 per cent. Daihatsu dropped from third to fourth with a massive 38.3 per cent slid from 594,507 to 366,635 following a test scandal.

Mazda was sixth despite registrations contracting by one-fifth. Strong sales moved Mitsubishi ahead of Subaru. Lexus was again ninth despite weaker sales while Isuzu rounded out the top 10 with stronger sales.

Mercedes-Benz was again the largest foreign car brand in Japan in 2024, and 11th overall, with a 3.8 per cent jump from 51,238 to 53,195.

Overall, the Japanese new-vehicle market contracted by 7.5 per cent to 4,421,494 units compared to 4,779,086 sales in 2023, which includes kei-class vehicles, passenger cars, commercial vehicles, mini commercials and buses.

Toyota claimed the top three passenger models, excluding mini-cars, of 2024 with its Corolla the most popular on 166,956 units – down by 7.8 per cent rise from 154,870. 

The Yaris was second with 166,162, but down 14.5 per cent from 194,364. The Sienta placed third on 111,090 with a decline from 132,332 and by 16.1 per cent.

Nissan’s Note was third with 101,766 and down by 0.7 per cent from 102,508.

Honda’s Freed notched up a 10.1 per cent jump from 77,562 to 85,368 to complete the top five.

The top 10 was completed by the Toyota Prius, Nissan Serena, Toyota Alphard, Honda Vezel and Toyota Voxy.

The overall top-selling kei-class model of 2024 was Honda’s N-Box on 206,272 units, which was well ahead of the Corolla.

The Japan’s car market was shocked last year by the testing scandal at Daihatsu that came to light at the end of 2023. 

Daihatsu was immediately severely punished by the car-buying public – in addition to further action taken by the relevant authorities – and lost nearly half its annual sales in Japan in 2024. Toyota, owner of Daihatsu, was also blamed and had to take some models sharing the same components temporarily off the market.