Suzuki Overtakes Nissan in Global Sales, Claiming Third Spot Among Japanese Automakers
In a significant shift within the Japanese automotive industry, Suzuki Motor Corporation has overtaken Nissan in global vehicle sales for the 2025 fiscal year, cementing its new rank as the country's third-largest carmaker. The milestone underscores a divergent trajectory for the two firms: Suzuki has recorded five consecutive years of growth, while Nissan continues to grapple with declining volumes in key regions.
Suzuki reported sales of approximately 3.3 million vehicles worldwide in 2025, a 1.4% year-over-year increase. Notably, about 2.6 million of those units were sold overseas, with India—where Suzuki dominates the market—accounting for over 1.8 million sales. The company achieved this growth despite having no presence in the world's two largest auto markets, the United States and China, relying instead on robust demand for its compact and affordable models across Asia and other emerging economies.
Nissan, in contrast, saw its global sales fall by 4.4% to about 3.1 million vehicles. A steep 15.2% drop in its domestic Japanese market contributed significantly to the decline, alongside softer performances in China and Europe. One relative bright spot was North America, where sales grew 2.2%, driven by demand for trucks and SUVs like the Pathfinder and Frontier.
"Trucks and SUVs were the clear growth engine for Nissan in the fourth quarter and throughout 2025," said Mike Soutter, Senior Vice President for U.S. Marketing and Sales at Nissan Americas. "We expect to sustain momentum with new models like the Rogue PHEV, which will help fuel a strong year for the brand."
The reversal of fortunes raises questions about Nissan's long-term strategy as it works to stabilize its business. Suzuki's rise, meanwhile, reflects the potent demand for value-oriented transportation in high-growth markets—a segment where the smaller automaker has cultivated deep expertise.
Reader Reactions
Kenji Tanaka, Auto Analyst in Tokyo: "This isn't just a blip. Suzuki has built a fortress in India and Southeast Asia with models tailored to local needs. Nissan's reliance on traditional major markets left it exposed to economic headwinds and fierce competition."
Priya Sharma, Business Journalist in Mumbai: "Suzuki’s success here is a masterclass in understanding the mass market. Their focus on affordability, fuel efficiency, and extensive service networks resonates perfectly with buyers in India's growing middle class."
David Miller, Industry Veteran in Detroit (sharper tone): "Nissan should be embarrassed. Losing to a company that doesn't even compete in the U.S. or China? That speaks to a profound failure of global strategy. They've been chasing margins in the wrong segments while Suzuki quietly conquered the volume game where it matters."
Akari Sato, Graduate Student in Kyoto: "It's fascinating to see how different business models play out. Suzuki proves you don't need to be everywhere to be successful—you just need to be the best where you choose to compete."
Editor's Note: An earlier version of this article's headline incorrectly referred to Suzuki as the world's third-largest automaker. It has been corrected to reflect its rank among Japanese manufacturers. We regret the error.