Suzuki becomes Japan's largest car importer

Video : The story of Suzuki Jimny, an SUV that aims for freedom.

In June 2025, Suzuki surpassed Mercedes-Benz to become the largest car importer in Japan, thanks to two successful models, the Jimny Nomade and Fronx. According to a report from the Japan Automobile Importers Association (JAIA) released on July 4, Suzuki imported a total of 4,780 vehicles into Japan, 230 times more than in the same period in 2024. This is also not the first time the Japanese automaker has topped the import field, as they also took the position in April.

Although Honda has long been a major importer of its own models into Japan, Suzuki’s success is particularly impressive given its smaller global footprint. While tariff disputes between the U.S. and Japan have made American car imports a hot topic, Suzuki has found success through a strategy of manufacturing and importing cars from low-cost countries like India.

According to Takeshi Miyao of the automotive consultancy Carnorama, Japanese consumers do not care much about where a car is made, as long as they can get the car they want. Miyao also believes that American brands such as GM and Ford have not been able to establish a presence in Japan due to the lack of specific models, such as kei-cars, that suit local tastes.

Jimny Nomade phenomenon on the market

The Jimny Nomade, a five-door extension of Suzuki’s iconic Jimny, has taken the Japanese market by storm. With a starting price of 2.65 million yen (about $18,300), the car attracted more than 50,000 pre-orders before its April launch, despite Suzuki only aiming to sell 1,200 units per month. Demand was so strong that the company had to stop taking orders after just four days.

To meet high demand, Suzuki will increase production of the Jimny Nomade in India from July 2025, helping to increase imports to Japan. The company will also start importing the Fronx SUV made in India from October 2024.

Suzuki is not only focusing on the Japanese market but also has big targets in the Indian auto market, where its subsidiary Maruti Suzuki is dominant. The company predicts that the Indian auto market will reach 20 million units per year by 2047 and aims to capture 50% of the market by 2030. This is a long-term strategy to affirm Suzuki's strong position in this region, with low labor and production costs.

Meanwhile, Honda also recorded success in the Japanese market with the India-made WR-V SUV, introduced in March 2024 with a starting price of 2.1 million yen ($14,500). This model helped Honda increase imports 22-fold, reaching 45,107 units in 2024. In the first half of 2025, Honda ranked second in car imports into Japan, behind only Mercedes with 25,016 units.

Besides, Jeep of Stellantis Group also had certain success, selling more than 4,000 cars in the first 6 months of the year, surpassing big names like GM and Ford.

In the first half of this year, Mercedes still led with about 25,000 imported cars to Japan, followed by Honda with 22,000 cars. Suzuki ranked third, while Nissan ranked ninth with its Kicks crossover model made in Thailand.

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