Quick Takeaways
- Toyota protected its China volumes in 2025 while Honda and Nissan continued to lose scale under intense competitive pressure.
- Nissan’s late-year electrified and connected models delivered early demand signals that could shape its recovery path.
Japanese OEMs China sales data for December 2025 and full-year 2025 revealed how Toyota, Honda, and Nissan performed in the world’s largest car market. The results show mixed outcomes, with Toyota holding ground, while Honda and Nissan faced extended declines amid intense competition and shifting consumer preferences.
Japanese OEMs China sales: Toyota’s December and full-year performance
Toyota reported December sales of 163,100 vehicles, reflecting a 12.8 percent year-on-year drop. Despite the monthly decline, Toyota’s total sales for 2025 reached 1,780,400 units, delivering a marginal 0.2 percent annual increase and highlighting its ability to maintain stability in a challenging environment.
FAW Toyota and GAC Toyota remained the core growth engines for the brand in China.
FAW Toyota also achieved its third consecutive year of growth, showing resilience even as overall market dynamics remained volatile.
Japanese OEMs China sales: Honda’s continued contraction
Honda’s China operations faced another difficult month in December 2025. The company delivered 66,765 vehicles, marking a sharp 40.3 percent year-on-year decline and extending its monthly downturn to 23 straight months. This highlights the scale of pressure the brand continues to face.
For the full year 2025, Honda recorded 645,345 units in sales, representing a 24.3 percent decline from the previous year. This performance confirmed a fifth consecutive year of falling volumes, underscoring the urgency for portfolio and strategy adjustments.
Japanese OEMs China sales: Nissan’s volumes and new model traction
Nissan also reported weaker December numbers, selling 57,947 units, down 22.7 percent year-on-year. This marked another decline after a brief seven-month recovery period. The full-year result stood at 653,024 units, a 6.3 percent drop and the seventh straight year of declining annual sales.
However, Nissan gained encouraging momentum from two new models introduced late in the year.
These results indicate that technology-focused and electrified models could become key pillars in stabilizing Nissan’s China business.
What the December 2025 results signal for Japanese OEMs
The December 2025 figures show that Japanese automakers are navigating a complex transition in China. While Toyota managed to protect its annual volumes, Honda and Nissan continue to lose ground as local and new-energy brands gain share.
The early success of Nissan’s new models suggests that demand exists for advanced electrified and connected vehicles, pointing to a potential pathway for recovery if product strategies align with evolving consumer expectations.
Japanese OEMs China sales: Toyota’s December and full-year performance
Toyota reported December sales of 163,100 vehicles, reflecting a 12.8 percent year-on-year drop. Despite the monthly decline, Toyota’s total sales for 2025 reached 1,780,400 units, delivering a marginal 0.2 percent annual increase and highlighting its ability to maintain stability in a challenging environment.
FAW Toyota and GAC Toyota remained the core growth engines for the brand in China.
- FAW Toyota: 805,518 units in 2025, up 0.7 percent year-on-year
- GAC Toyota: 772,700 units in 2025, up 0.3 percent year-on-year
FAW Toyota also achieved its third consecutive year of growth, showing resilience even as overall market dynamics remained volatile.
Japanese OEMs China sales: Honda’s continued contraction
Honda’s China operations faced another difficult month in December 2025. The company delivered 66,765 vehicles, marking a sharp 40.3 percent year-on-year decline and extending its monthly downturn to 23 straight months. This highlights the scale of pressure the brand continues to face.
For the full year 2025, Honda recorded 645,345 units in sales, representing a 24.3 percent decline from the previous year. This performance confirmed a fifth consecutive year of falling volumes, underscoring the urgency for portfolio and strategy adjustments.
Japanese OEMs China sales: Nissan’s volumes and new model traction
Nissan also reported weaker December numbers, selling 57,947 units, down 22.7 percent year-on-year. This marked another decline after a brief seven-month recovery period. The full-year result stood at 653,024 units, a 6.3 percent drop and the seventh straight year of declining annual sales.
However, Nissan gained encouraging momentum from two new models introduced late in the year.
- Nissan N6 plug-in hybrid electric sedan – Over 10,000 locked orders within 10 days of its December 1 launch
- HarmonySpace-featured Teana sedan – Over 10,000 orders within one month of launch
These results indicate that technology-focused and electrified models could become key pillars in stabilizing Nissan’s China business.
What the December 2025 results signal for Japanese OEMs
The December 2025 figures show that Japanese automakers are navigating a complex transition in China. While Toyota managed to protect its annual volumes, Honda and Nissan continue to lose ground as local and new-energy brands gain share.
The early success of Nissan’s new models suggests that demand exists for advanced electrified and connected vehicles, pointing to a potential pathway for recovery if product strategies align with evolving consumer expectations.
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