# Japan August 2026 Sales Rose as Honda and Subaru Diverged
> Japan registered vehicles rose 9.1% while kei sales fell 9.5% in August 2026. Honda output declined sharply as Subaru production edged higher.
- Published: 2026-10-10
- Updated: 2026-10-10
- Category: Insights
- Author: Jayson Mays, Senior Automotive Sales Professional
- Source: https://carlio.app/blog/japan-august-2026-sales-honda-subaru-diverged
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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.
| Segment | August 2025 | August 2026 | Change |
| --------------------------- | -------------------: | -------------------: | ------------: |
| JADA registered vehicles | **186,594 vehicles** | **203,664 vehicles** | **up 9.1%** |
| Confirmed kei-vehicle sales | **114,625 vehicles** | **103,711 vehicles** | **down 9.5%** |
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.
| Period | Registered vehicles |
| ----------- | ------------------: |
| August 2025 | 186594 |
| August 2026 | 203664 |
| Period | Kei-vehicle sales |
| ----------- | ----------------: |
| August 2025 | 114625 |
| August 2026 | 103711 |
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.
| Category | August 2025 | August 2026 |
| -------------------- | ----------: | ----------: |
| Japan production | 44586 | 30196 |
| Total sales in Japan | 41220 | 38851 |
## 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.
| Honda domestic sales | August 2025 | August 2026 | Change |
| -------------------- | ------------------: | ------------------: | -------------: |
| Registrations | **21,038 vehicles** | **20,734 vehicles** | **down 1.4%** |
| Mini-vehicles | **20,182 vehicles** | **18,117 vehicles** | **down 10.2%** |
| Total sales in Japan | **41,220 vehicles** | **38,851 vehicles** | **down 5.7%** |
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**.
| Subaru indicator | August 2025 | August 2026 | Change |
| ----------------- | ------------------: | ------------------: | -------------: |
| Global production | **60,642 vehicles** | **61,063 vehicles** | **up 0.7%** |
| Japan sales | **7,792 vehicles** | **7,098 vehicles** | **down 8.9%** |
| Exports | **30,768 vehicles** | **26,348 vehicles** | **down 14.4%** |
| Category | August 2026 |
| ----------------- | ----------: |
| Global production | 61063 |
| Japan sales | 7098 |
| Exports | 26348 |
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](https://www.jada.or.jp/files/libs/7685/202610011127527784.pdf)
* [Japan Light Motor Vehicle and Motorcycle Association (Zenkeijikyo) — 2026年8月 軽四輪車 新車販売確報](https://www.zenkeijikyo.or.jp/statistics/4kaku-13956)
* [Honda Motor Co., Ltd. — Production, Sales and Export Results for August, 2026](https://global.honda/en/newsroom/news/2026/c260929eng.html)
* [Subaru Corporation — Subaru Corporation Announces Production, Japan Sales and Export Results for August 2026](https://www.subaru.co.jp/news-en/2026_09_29_113959/)
* [Subaru Corporation — Subaru Corporation Announces Production, Japan Sales and Export Results for August 2025](https://www.subaru.co.jp/news-en/2025_09_29_134424/)
*Figures cover August 2026 monthly results as published by each source.*