On August 6, 2025, the Japan Automobile Dealers Association (JADA) and the All Japan Light Motor Vehicle Association (AJMCA) announced preliminary figures for passenger car sales by model and light four-wheel vehicle sales by common name for July 2025. The Honda N-BOX came in first in total sales with 16,715 units.
July 2025 Automotive Market Overview
In the domestic automobile sales market for July 2025, the Honda N-BOX continues to hold the top spot in the minicar segment, while the Toyota brand’s overwhelming strength stands out in the standard passenger car segment. Of particular note is the intensifying competition among the top four minicars due to the market launch of the new Daihatsu Move.
According to data released by the Japan Light Motor Vehicle Association and the Japan Automobile Dealers Association, only five models in the light motor vehicle market showed positive growth compared to the previous month, making it clear that the market as a whole is continuing to enter a correction phase.
Detailed analysis of the minicar market
Top 15 minicar sales rankings for July 2025
| Ranking | Car model name | Manufacturer | July sales volume | Month-on-month |
|---|---|---|---|---|
| 1st place | N-BOX | Honda | 16,715 units | +3.4% |
| 2nd place | Spacia series | Suzuki | 14,661 units | +24.8% |
| 3rd place | Move Series | Daihatsu | 11,300 units | -11.5% |
| 4th place | Tanto | Daihatsu | 7,782 units | -30.7% |
| 5th place | Hustler | Suzuki | 7,215 units | -13.1% |
| 6th place | Wagon R | Suzuki | 6,170 units | -15.5% |
| 7th place | Luke’s | Nissan | 5,860 units | -3.3% |
| 8th place | Delica Mini/eK series | Mitsubishi | 5,338 units | -11.9% |
| 9th place | Alto | Suzuki | 5,031 units | +0.4% |
| 10th place | Mira | Daihatsu | 4,479 units | -3.9% |
Characteristics and trends of the minicar market
N-BOX maintains stable lead: The Honda N-BOX recorded 16,715 units, a 3.4% increase from the previous month, demonstrating stable growth. This is due to the continued popularity of the super-height wagon-type minicar among families.
Significant growth for the Spacia: The Suzuki Spacia series recorded significant growth, up 24.8% from the previous month. This is attributed to the effect of the launch of a new model and the fuel efficiency of its mild hybrid system.
Market impact of the new Move: The Daihatsu Move, which underwent a full model change in May 2025, maintained its third place position, but sales were down 11.5% compared to the previous month. This may indicate that the new car effect is winding down.
Analysis by minicar segment
Super height wagon
- N-BOX (16,715 units) – Market leader
- Spacia (14,661 units) – Rapid growth
- Tanto (7,782 units) – Struggling
- Roox (5,860 units) – Stable
High-roof wagon/sedan
- Move (11,300 units) – New model effect continues
- Wagon R (6,170 units) – Declining
- Alto (5,031 units) – Slight increase
- Mira (4,479 units) – Slight decrease
Detailed analysis of the passenger car market
Top 20 passenger car sales rankings for July 2025
| Ranking | Car model name | Manufacturer | Sales volume | Categories |
|---|---|---|---|---|
| 1st place | Yaris series | Toyota | 13,904 units | compact car |
| 2nd place | Corolla series | Toyota | 12,370 units | Sedan/Wagon |
| 3rd place | Roomy | Toyota | 10,150 units | compact minivan |
| 4th place | Sienta | Toyota | 9,289 units | compact minivan |
| 5th place | Alphard | Toyota | 8,206 units | Large minivan |
| 6th place | Notes | Nissan | 7,824 units | compact car |
| 7th place | Voxy | Toyota | 7,803 units | minivan |
| 8th place | Noah | Toyota | 7,768 units | minivan |
| 9th place | Rise | Toyota | 7,135 units | Compact SUV |
| 10th place | Aqua | Toyota | 6,831 units | compact car |
Toyota dominates the passenger car market
In the passenger car market for July 2025, Toyota dominated, occupying nine of the top ten models. The Yaris and Corolla series alone sold a combined total of 26,274 units, far exceeding Nissan’s four main models, totaling 16,376 units.
In particular, in the minivan category, the Alphard, Voxy, Noah, and Sienta all made it into the top 10, demonstrating the success of Toyota’s minivan strategy.
Standard passenger car sales trends by manufacturer
Analysis of Toyota’s main models
Yaris series: 13,904 units (high hybrid ratio)
Corolla series: 12,370 units (sedan, wagon, touring)
Minivans: 33,006 units (total of 4 models)
SUVs: 17,232 units (Raize, Harrier, RAV4, etc.)
Situation of other manufacturers
Honda: Freed (6,572 units) ranked highest
Nissan: The Note (7,824 units) is the only car in the top 10
Suzuki: Solio (4,310 units) is the main model
Subaru: Forester (3,737 units) performed well
Market share analysis by manufacturer
Light vehicle manufacturer share
Suzuki: The four main models, Spacia, Hustler, Wagon R, and Alto, recorded sales of 33,077 units, maintaining its leading position in the minicar market. The strong performance of Spacia in particular is driving the overall situation.
Daihatsu: Sales of the Move, Tanto, and Mira totaled 23,561 units. While the market launch of the new Move has produced some success, the significant decline in sales of the Tanto remains an issue.
Honda: N-BOX and N-WGN recorded 19,479 units. There is a strong tendency to concentrate on the N-BOX, so diversifying the lineup is a future challenge.
Standard passenger car manufacturer share
Toyota’s overwhelming advantage: Toyota, which accounts for nine of the top ten models, boasts an extensive lineup of eco-friendly vehicles centered around hybrid technology. In particular, the hybrid models of the Yaris, Corolla, and Prius are leading the market.
Nissan continues to struggle: Although the Note equipped with e-POWER is the only car to rank in the top 10, flagship models such as the Serena and X-Trail are struggling, and the company urgently needs to restore its brand power.
Honda’s stable mid-range: The Freed, Vezel, Stepwagon, and Fit are sold in a balanced manner, maintaining a healthy structure with little reliance on any particular model.
Market trends compared to the previous month
Monthly fluctuation analysis of the minicar market
In the minicar market in July 2025, only five out of 15 models (N-BOX, Spacia, Alto, N-WGN, Every Wagon) recorded positive growth compared to the previous month. This indicates a seasonal adjustment phase for summer car sales, and may also represent a change in consumer purchasing behavior.
Of particular note is the significant drop in Daihatsu Tanto sales, down 30.7% from the previous month. This suggests that its relative position has declined due to intensifying competition between the N-BOX and Spacia in the super height wagon market.
Trends in the passenger car market
In the passenger car market, Toyota’s dominance has become even clearer. In particular, stable sales of the Yaris and Corolla series have supported the entire market, and the superiority of hybrid systems has been confirmed once again.
On the other hand, it is expected that the Nissan brand will take time to recover, and it is urgent to boost sales of major models other than the Note (Serena, X-Trail).
Overall market trends
- Emphasis on environmental performance: Hybrid vehicle sales ratio continues to rise
- SUVs continue to be popular: Stable demand, especially for compact SUVs
- Minivan revival: Recovery of family demand revitalizes minivan market
- The rise of luxury minicars: Super height wagons are becoming more equipped
Future Outlook and Market Forecast
Market forecast for the second half of 2025
Several important changes are expected in the automotive market in the second half of 2025. First, in the minicar market, the launch of the new Roox Delica Mini, scheduled for October, is expected to further intensify competition in the super height wagon market.
In the passenger car market, the full-scale spread of Toyota’s new Crown series is expected to revitalize the premium sedan market. In addition, as each manufacturer’s electrification strategy progresses, sales of BEVs (battery electric vehicles) are also expected to increase.
Strategies and Outlook by Manufacturer
Toyota’s Strategy
The key to success is further evolution of hybrid technology and full-scale entry into the BEV market. In particular, the strategy is to maintain leadership in the electrification field by commercializing next-generation battery technology.
Nissan’s comeback
By rolling out e-POWER to all vehicle models and expanding our BEV lineup, we aim to regain market share centered on electrification technology. Market penetration of the new Ariya is also an important factor.
Honda’s direction
The company is currently implementing a gradual transition strategy to specialize in BEVs by 2030. In the light vehicle sector, it is expected to focus on the commercial vehicle market using the N-VAN.
Response from light vehicle manufacturers
Suzuki and Daihatsu are promoting high added value for light vehicles and are adopting a strategy of differentiating them by standardizing safety equipment and connected functions.
Changes in consumer needs and how to respond to them
Consumer needs when purchasing a car are showing increasing interest in fuel efficiency, safety performance, and connected features. There is a shift in attitude from ownership to sharing, especially among younger generations, and each manufacturer is making the enhancement of subscription services an important strategy.
Furthermore, with the aging of society, demand for vehicles equipped with advanced driver assistance technologies is expected to increase, and the gradual commercialization of autonomous driving technology is also expected to have a major impact on the market.
Key points of the 2025 full-year forecast
- Kei cars: Fierce battle between four models: N-BOX, Spacia, new Move, and new Roox
- Compact cars: The three-way competition between Yaris, Note, and Fit continues
- SUV market: Continued growth centered on compact SUVs
- Electrification: Accelerating the gradual transition from HEVs to BEVs
- Overall market: Vehicles that combine environmental performance and convenience dominate
Data source: Japan Light Motor Vehicle Association , Japan Automobile Dealers Association
Analysis period: July 2025 New car sales and registrations
Last updated: August 2025
