Suzuki Sales : 2024-26 (H1)

Most legacy brands are finding life difficult as hordes of Chinese brands join the fray. Is Suzuki coping well or feeling the pinch like so many others? 

Sales are up 10% in the first half of the year to 1.8 million units. In 2021, they were up 13% / 2020 +7% / 2023 +4% / 2024 +6% / 2025 +1%. The +10% figure for 2026 is a surprisingly positive upturn after a few years of declining increases. 

The secret is having two large markets that are thus far unaffected by a Chinese influx. They are India, which accounts for 58% of total sales, and Japan, 21%. That's nearly 4 out of 5 sales in two countries. Is that a good thing or a risky position ot be in?

One could reason that such a reliance on just two markets could leave Suzuki exposed, but if so, then it won't be happening soon. The Indian car buyer strongly supports Suzuki and in Japan, the unique Kei car segment is unlikely to be seriously challenged and where Suzuki sells most of its cars. 

That said, BYD and Chery are introducing EV Kei cars to Japan but unless the EV take up increases greatly, it will have little impact. Currently, EV Kei cars make up just over 1% of total sales with growth potential. 

Data & photo source: Suzuki. (Fronx & Ignis).

Indonesia Vehicle Sales : 2026 (Jan-July)

Registrations in Indonesia were down 3% in July and up 12% YTD. Toyota and subsidiary Daihatsu are not far off commanding half of the market. Chinese brands have arrived in a feeding frenzy but seem to be only partially having an impact on the better selling Japanese brands. At present, they seem to be canabalising sales off each other. 

Part of that stems from the fact that import duty enables those with large assembly plants to dominate proceedings. As the market grows, more assembly plants will open and spread the sales more evenly. 

It never ceases to amaze me how in Asia, car pictures on company websites are so bland or downright cheesy. Do people actually like them? We have here the Toyota Innova (above) and Daihatsu Sirion (below). 

Data source: Gaikindo. 

KG Mobility Deliveries : 2025-26 (H1)

KGM deliveries were up 7% YTD for H1. Formerly SsangYong, it battles along with a pick up truck (Musso) and a range of SUVs. A series of owners have been unable to lift the brand to another level in terms of size. 

In 2023, KGM made its first profit in 16 years. In 2026, the net profit was $US40 million or an 2.4% margin. The domestic sales vs export sales are 38% / 62%. CKD are kit set assembled cars, the model not stated by KGM. but possibly mainly Rexton but also Musso. Indonesia and Vietnam are the destinations. 

KGM provided the data and the photos. They are of the Musso and Torres. 

2026 will see greater emphasis placed on EVs and hybrids. KGM has also added a few more export markets.  

The Musso has 38.9% of the total deliveries, up from 27.4% for the full 2025 calendar year. Not surprisingly, most other models have lost some share to varying degrees. 

Mazda Global Deliveries : 2025-26 (H1)

Deliveries were down 10% for the first quarter, the fourth consecutive quarter of decrease. However, Q2 was up 1%, bringing the YTD figure back to -5%. With the proliferation of Chinese brands aggressively seeking customers, it's hardly surprising. I my Q1 report, I made an error in the 'Other' total. It's been corrected here. 

Data & photo source: Mazda.

As for regions, all bar Europe were down. China is now barely of any relevance, such has been the decline there. With 'Others' now making up a third of the volume, adding some more regional breakdowns would be helpful. 

Proton Global Deliveries : 2024-2026 (Q1)

Proton has always relied on its protected domestic market. Things got tough when local rival Perodua took much of that away from them. Proton is fighting back with Geely taking a 49.9% stake in the brand in 2017.

Using Geely technology and starting to take an interest in exports, Proton is looking up. Q1 2026 is up 40% despite the Malaysian market being down 3%. It took 26% of the total market, the highest since 2011. 

Picture source: Proton.

Mazda Deliveries 2019 - 2024 (Quarterly)

Mazda isn't a big player in Japan. It relies on export markets to be viable. In 2025, only 11.9% of deliveries were in Japan. 

In 2019, deliveries were at 1.498 million. They dropped 17% in the year 2000 and thereafter were around the 1.2 million mark. 

From 2019 to 2024, all regions have regressed except North America. Over this time, NA volume has increased by 52%! A third of all Mazda cars sold globally were in North America in 2024. 

Over this time period, deliveries to China has fallen 64% from 15.2% to just 6.4% of total Mazda sales. The contrast in changing fortunes compared to North America is dramatic.

Volume being supplied to Europe has fallen 40% in this time. All the gains in NA have been negated by all other regions of the world. 

So it can't be overemphasised how important North America has become to Mazda. It's not an ideal reliance as recent tariff threats show. I think the tariff rate at the time of writing is 15%,

Mazda has a working relationship with Toyota that is beneficial. They are called 'cooperative associations' or Kyoryoku Kai. There should be more of them in the car industry. 

Data & photo source: Mazda (CX-90 & MX-5). 

Suzuki Sales/Production : 2020-25

Suzuki has a unique positioning of product. They manufacture only small cars and commercial vehicles, which are notoriously difficult to make money on. Yet it is profitable. Its success is based on just two markets, India and Japan. That could leave them exposed if one faltered, but it hasn't. 

We will look at production and sales to see how the car division is doing globally. The data below is as detailed as it is provided by Suzuki.

Production: From 2020 to 2025, it has risen by 844,000 units. Japan is steady and the 'Rest' is down. India has grown by 904,000 to two thirds of the total production.

Sales: With India being a directly protected market and Japan indirectly, that gives Suzuki a solid platform to work off. Those two markets account for 78% of all vehicle sales. 

Of course, there has been much discussion about the impact of Chinese car makers aggressively expanding sales. Neither Japan nor India have been affected the same way. 

It will be interesting to see if that remains so but for now Suzuki cars are going along nicely. 3.3 million sales and 3.4 million vehicles produced in 2025 is impressive. There is consistent growth as well, a testament to how well the company is currently placed. 

Vinfast Sales : 2024-25

Vinfast has delivered 197,000 cars for the year, up 102%. The company makes other forms of transport. The e-scooter and e-bike sales were 406,498 (+473%). For those who don't want or cannot afford a car, they have options. 

As an aside, e-scooter and e-bike deliveries will have benefitted from the announced plan to ban petrol powered motorbikes in the Hanoi city center starting in mid-2026. 

Vinfast had a net loss os $2.4 billion in Q1-Q3 2025, with Q3 being the worst. Dividing that figure by sales brings it to -$12,000 per unit. 

It is backed by Vingroup, which gives Vinfast the ability to continue even in the loss making situation it currently sits in. Obviously it needs to remedy this as soon as possible. Expansion is expensive so the financial situation is not totally unexpected. Maybe they could slow that down. 

Most sales are no doubt domestic although the company doesn't release any export data that I was able to find. 

We do know that Vinfast has just recently opened a plant in India and others are planned.  

The range kicks off with the VF 3 (photo above - tiny SUV) which starting reaching customers in the second half of 2024. 

The VF 5 city car (photo left) came out in 2023. It was initially known as the VF e32. 

The VF 6 also was released in 2024. It's a small crossover SUV being just over 4.2 metres in length or 167 inches. 

The VF 7 (picture below) was another car released in early 2024. It's a compact crossover which in my eyes has a wagon look about it. The red car (second from top) is the VF 8 medium large crossover SUV and the first deliveries commenced in late 2022. Lastly, at the top of the page is the VF 9 large crossover SUV. Deliveries were from early 2022.

For H1 2025, Vinfast did release domestic model sales for three of its models, 23,083 VF3 units were delivered, 21,812 VF5 and 8,552 VF6. They were described as "Topping the best seller charts in H12025 in Vietnam." I presume that means the segments they were selling in. 

Summary: As the Vietnamese market isn't large enough to support the brand, exports are essential. I would imagine the company would like that to progress more quickly than it is but reputations take time to be established. 

Some customers have complained about quality issues although others seem happy with their purchase. The US was seen as an important market to enter but that could be problematic with recent tariffs potentially limiting that opportunity, as well as reliability concerns. Overall, it comes across to me as a company in too much of a hurry. 

Subaru Global Sales/Prod Summary : 2015-2025

Subaru's size is not an easy one for a mainstream manufacturer. It needs to be bigger or have a partner to share costs with. That partner is Toyota. It had a minor share until 2019, when the decision was made to increase it to 20% which it has now done. From this has come model and technology sharing, which has been very helpful to Subaru. 

The chart below shows several markets, the yellow colour showing a decrease. The data is in thousands. The period between 2019 and 2022 were down but Covid may have been a factor from 2020. Overall sales are the same from 2015 to 2024. 2025 had a slight drop in volume.

Perhaps the most glaring issue is the USA. In 2025, 70%! of Subaru's sales are registered in the USA. Having so many eggs in one basket isn't ideal, although I don't have a solution to that. It makes Subaru dependent on one market and as we have recently witnessed, nothing today is certain. 

Most other markets have remained solid with the exception of China, which was thankfully not a big market anyway. Sales have dropped from 47,000 in 2025 to 2,500 in 2025. Canada and Australia remain important markets for the company.

The only production facility outside of Japan is in Indiana, USA and 338,000 vehicles were made there in 2025. That's half the 668,000 sold in the US. During 2025, the 6 millionth vehicle rolled off the assembly line at that plant. That was achieved in its 38th year of operation. 

Photo source: Netcarshow.

A basic look at production shows percentages of where vehicles are made. In 2025, 62% of Subaru's total production was in Japan, 38% in the US. 

KG Mobility Global Model Sales : 2025

KGM (SsangYong) is a small fish and needs to grow to survive. It cannot sustain itself with current volume and that is understood. The KG Group took ownership in 2022 and has ambitions to succeed when numerous previous owners have failed. It has formed a strategic partnership with Chery Automobile to assist in achieving its aim. 

The Torres mid sized SUV is the leading model, with the Musso pick up (picture above) is the next most sought after. The compact Tivoli SUV is third and is followed by the large Rexton SUV (which has the same platform as the Musso). 

Finally the slightly more premium Acyton mid sized SUV (picture below the chart) which is the same length as the Torres. The Korando SUV is last and is similarly sized to the Torres although slightly smaller. 

The range is basically SUVs and they also sell in similar numbers too, the Torres being the exception. The whole range is not that far spaced apart in terms of length. 

Selling cars in Korea is currently not that successful for KGM. 3,350 units per month at home this year isn't great. At least exports are doing better and maybe that is the priority. The 63.6% for exported vehicles is the highest since 2010. 

Proton Malaysia Sales : 2005-2009

For the first in the series, just click 2000-04

Of the two main car brands in Malaysia, Proton was the main player going into this period but it was being chased by Perodua. In 2006, Proton sold 171,000 cars and Perodua just under 140,000. A year later Proton crashed to 105,000 units and Perodua continued upwards to 155,000. What happened?

Perodua introduced the compact Myvi hatchback in 2005, the same as the Daihatsu Sirion and it was a good car. Roomy, economical and reliable, it took the market by storm and became the top selling model for nine consecutive years. The Vivi city car also came along in 2007.

Proton's Waja and Gen-2 were on the way out so the sudden swing in sales success. Proton hit back with the second generation Persona small car in 2007 (see picture above), compact Saga in 2008 and Exora small MPV. Sales lifted while Perodua's plateaued. Still, Perodua maintained its lead, ending this period 20,000 sales ahead of Proton.  

Data Source: Govt of Malaysia. Picture source: Autoevolution. 

Subaru / Genesis US Model Sales : 2023/24

Here we have two marques from Asia. Let's look at their place in the USA.

Subaru: Subaru relies on a handful of markets for most of its volume and does well in them, the US being the most important one of them.  

The brand is so successful in the US it's hard to imagine the brand exisiting without that success. 

Sales were up 6% YTD so a sound result. The Crosstrek and Forester are the main models with 54% of the total between then. The outback did OK but after that some reductions in sales.

Subaru has an outdoors, adventure image and that is what drives its success. The 668,000 sales gained in the US is enormous for what could be described as a niche brand. 

Genesis: It is a recent addition to the premium ranks and for now at least dependant on its protected home market. The US will be a target export market it will want to succeed in. 

Arriving in the USA in 2016, sales were at first up and down but for the two previous years there has been a strong increase. That has slowed in 2024 with no new models added. 

Volume was up 8% with the GV80 up 16% and the G80 down 22% (G is for sedan and GV SUV). 

Genesis is still a small player in the premium arena but it's early days. Conquest sales are a challenge in the premium segment. 

Data & pictures: Volvo & Genesis. V60 above & the GV70 below.

Mazda / Mitsubishi US Model Sales : 2023/24

Two M brands from Japan share this page together. That's about the only connection they have though. Mazda is the larger of the two here and has a more comprehensive range. However, both Mazda and Mitsubishi are smaller mainstream companies.

Mazda: Sales in the US are up a decent 17%. The leading model (CX-5) is down 13% but that is more than compensated by other models. The CX-30 is up 25% and the CX-50 by 83%. The CX-90 is replacing the CX-9. SUVs dominate the range.

For cars, the 3 is the only regular passenger car, sold as a sedan and hatchback. It enjoyed a 27% hike in sales. The MX-5 was down 10%. 

Mitsubishi: A small range of models and modest volume characterise the brand in the US as is the case in many other markets. The Mirage is the sole passenger car and it had a strong 125% increase in sales. It has few competitors in the US.

However, it's the Outlander that is the backbone of the range with 48% of all sales. The Outlander Sport is known as the ASX in other markets such as here in New Zealand. It and the Eclipse Cross are small for US tastes so sell in subdued numbers. 

Data and pictures: Mazda and Mitsubishi. 

Proton Model Sales : 2024

Proton is a brand with a long history in Malaysia, going back to mid 1980's and producing rebadged Mitsubishi cars. It has moved on to produce its own cars as well as some rebadged ones. It currently exports to Asian and African markets. 

From 1996 to 2017, it was the owner of Lotus cars which helped improve among other things the handling characteristics of Proton cars. It recently celebrated the making of 5 million vehicles. Geely is now a shareholder of Proton. The figures below compare a complete 2023 with nine months of 2024.

For 2024 sales were down 1.5% so nothing to speak of. Deliveries had been growing nicely over the last few years but plateaued this year. With most sales coming from the home market, how that fares is very important but it's not easy to get domestic sales data. So unless more is known about the Malaysian market, it's hard to come to any conclusion. 

There are eight models listed the the right although the Exora is no more. The small Saga saloon car has been around since 1985 and is currently in its third generation. The first edition was a rebadged Mitsubishi.

The S70 (since 2023) is a saloon car too but medium sized and based on a Geely vehicle. The X50 compact crossover (2020) is also a Geely product. 

The Persona compact car (2003) is in its third generation and for the first generation was named the Wira in its home market. The rest of the range is of limited volume. 

The pictures are from Proton and as with many Asian car companies cameras are not used but rather computers and the result is in my opinion tacky. I assume the locals like it that way. 

The top impression is of the S70 and the lower one the X50.