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Japanese SUV market trends and sales

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2026-10-13 03:13 UTC → 2026-10-16 15:31 UTC · added ~~removed~~

The Japanese SUV market is characterized by strong sales performance for specific models and competitive pricing trends. The Toyota Raize has emerged as a dominant force, maintaining its position as the top-selling SUV in Japan for seven consecutive months. As of July 2026, the Raize recorded 13,068 units sold, ~~a 183.2%~~ an 83.2% increase over the previous year, driven by its compact size, fuel efficiency, and competitive pricing starting in the 1.8 million yen range. Toyota is also seeing sustained success with the Yaris, which has held the top spot for new vehicle registrations for 25 consecutive months. The Yaris is noted for its fuel efficiency, with hybrid models achieving up to 36km/L under WLTC testing, and its compact dimensions make it well-suited for narrow Japanese roads. Pricing for the Yaris starts at approximately 1.69 million yen for the entry-level gasoline model. In addition to Toyota's success, other manufacturers are engaging in aggressive pricing strategies. Mid-size SUVs from Nissan and Honda are seeing significant discount trends. The Nissan X-Trail has seen target vehicle discounts around 280,000 yen, while Honda models such as the ZR-V and CR-V are seeing target discounts of 260,000 yen and 270,000 yen, respectively.

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