Japan August 2026 Sales Rose as Honda and Subaru Diverged

Japan’s new vehicle market moved in two directions in August 2026. Registrations of non-kei vehicles increased year on year, while confirmed sales of kei vehicles declined over the same period.

Manufacturer results also diverged. Honda reported lower domestic production and lower domestic sales, while Subaru reported slightly higher global production alongside lower Japan sales and lower exports.

Japan’s August Market: Two Segments, Opposite Directions

The Japan Automobile Dealers Association reported 203,664 registered vehicles in August 2026, compared with 186,594 vehicles in August 2025. The published year-on-year ratio was 109.1%, equivalent to a 9.1% increase. The series is compiled on a number-plate basis and excludes special vehicles and trailers.

The Japan Light Motor Vehicle and Motorcycle Association reported confirmed kei-vehicle sales of 103,711 vehicles, compared with 114,625 vehicles in August 2025. The published ratio was 90.5%, equivalent to a 9.5% decrease.

The two publications do not establish a single-scope official total.

Passenger cars accounted for most of the volume in both segments. JADA passenger-car registrations were 172,839 vehicles, compared with 159,854 vehicles in August 2025. Confirmed passenger kei-vehicle sales were 80,070 vehicles, compared with 89,474 vehicles in August 2025.

Data Table

Period	Registered vehicles
August 2025	186594
August 2026	203664

Source: Japan Automobile Dealers Association (JADA).

Data Table

Period	Kei-vehicle sales
August 2025	114625
August 2026	103711

Source: Japan Light Motor Vehicle and Motorcycle Association (Zenkeijikyo).

For traders, the split describes segment direction. JADA registrations increased year on year, while confirmed kei-vehicle sales decreased year on year. Passenger-car figures show where most of the volume occurred in each segment.

Honda Production and Domestic Sales Fell

Honda’s domestic production in Japan was 30,196 vehicles in August 2026, down 32.3% year on year. Production in August 2025 was 44,586 vehicles. Honda described August 2026 as its first year-on-year decrease in domestic production in nine months.

Total sales in Japan were 38,851 vehicles, down 5.7% year on year. Sales in August 2025 were 41,220 vehicles. The decline in sales was therefore smaller than the decline in domestic production.

Data Table

Category	August 2025	August 2026
Japan production	44586	30196
Total sales in Japan	41220	38851

Source: Honda Motor Co., Ltd.

Honda’s Domestic Results: Registered Cars and Kei Vehicles

Honda reported domestic registrations of 20,734 vehicles, down 1.4% from 21,038 vehicles in August 2025. Domestic mini-vehicle sales were 18,117 vehicles, down 10.2% from 20,182 vehicles in August 2025.

Together, registrations and mini-vehicle sales totaled 38,851 vehicles, matching the reported Japan sales total.

The larger percentage decline was in mini-vehicles. That pattern was consistent with the wider market, in which kei sales declined while non-kei registrations increased. For Honda, however, both domestic categories declined. The registration result was close to the prior-year level, while mini-vehicle sales showed a clearer contraction.

Subaru Production Rose Slightly as Japan Sales and Exports Fell

Subaru’s global production was 61,063 vehicles in August 2026, up 0.7% year over year. Japan sales totaled 7,098 vehicles, down 8.9%. Exports totaled 26,348 vehicles, down 14.4%.

In August 2025, Subaru reported global production of 60,642 vehicles, Japan sales of 7,792 vehicles and exports of 30,768 vehicles.

Data Table

Category	August 2026
Global production	61063
Japan sales	7098
Exports	26348

Source: Subaru Corporation.

Global production was slightly higher year over year, while Japan sales and exports were lower than in August 2025. Exports declined by a larger percentage than Japan sales.

What the August Figures Mean for Vehicle Traders

The August data describe the domestic market and export supply separately. JADA registrations were higher year on year, while confirmed kei-vehicle sales were lower year on year.

Honda domestic production was lower year on year. A single month does not establish a trend, particularly after eight prior months without a year-on-year production decrease. Traders monitoring Japan-built Honda supply may track future production reports alongside sales reports.

Subaru exports were lower year on year by a larger percentage than Japan sales, while global production was slightly higher year on year. Traders monitoring Subaru export supply may track future export reports alongside production reports.

Reading the Statistics: Registrations and Kei Sales

Year-on-year ratios provide the clearest comparison. The 109.1% ratio for JADA registrations and the 90.5% ratio for kei sales describe change against August 2025. Absolute volumes show scale, while passenger-car and passenger kei-vehicle figures show where most of the change occurred.

Sources

• Japan Automobile Dealers Association (JADA) — 2026年8月新車車種別登録台数
• Japan Light Motor Vehicle and Motorcycle Association (Zenkeijikyo) — 2026年8月 軽四輪車 新車販売確報
• Honda Motor Co., Ltd. — Production, Sales and Export Results for August, 2026
• Subaru Corporation — Subaru Corporation Announces Production, Japan Sales and Export Results for August 2026
• Subaru Corporation — Subaru Corporation Announces Production, Japan Sales and Export Results for August 2025

Figures cover August 2026 monthly results as published by each source.