Toyota Model Sales Japan : 2021-22

Staying on top is never easy, especially when the success has been so great that there is no realistic opportunity to grow further. That's the position of Toyota in Japan. That's even more so when one considers that while Kei cars regularly take a third of all Japanese sales, Toyota doesn't even compete in that segment beyond making a token effort. 

Toyota's market share in 2022 dropped from a very healthy 33.6% to 30.7%. Still a strong position although down from its 50% share of non Kei car sales it enjoyed in 2021. It's hard to comprehend that sort of popularity but such is the reputation Toyota has in Japan. Impressive indeed.

The Models: The best selling car was a medium MPV that has been under three names but the Esquire is being dropped, leaving the Voxy and Noah. The Roomy is a Daihatsu Thor but Toyota sells almost ten times the number the donor brand does. Daihatsu does many Kei cars and this isn't one so that could be the reason.

The Raize small SUV is taken from Daihatsu (Rocky) and again outsells the latter, four to one this time. I thought the Yaris Cross may have done better. The Corolla Cross arrived last year and did well enough for the full year. The Crown Cross (yes, another Cross) made its debut but couldn't make up for the drop in Crown sales.

Summary: Toyota is reshaping itself in Japan as the market gradually contracts but doing this always comes with risk. Mind you, doing nothing can also hurt more in the longer term. The harrier is just above and the Crown below the chart.