Interactive Automotive

Where Japanese Cars Are Losing Ground in Southeast Asia, Country by Country

Japanese brands still sold more cars than any other group in the six largest ASEAN markets in 2025, but their share fell from 68% in 2023 to 54% in the first ha

Akhyari Hananto

October 15, 2026 8:55 PM GMT+7

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Data Sources

PwC Automotive ASEAN Centre of Excellence. (2026). Overview of the ASEAN-6 automotive market: 5th market snapshot. PwC Malaysia. pwc.com PwC Automotive ASEAN Centre of Excellence. (2026). Overview of the ASEAN-6 automotive market: 6th market snapshot. PwC Malaysia. pwc.com Nikkei. (2026). 揺らぐ日本車の牙城、東南ア販売6年で2割減中国・現地新興EV台頭 [Japanese cars' stronghold wavers as Southeast Asia sales fall 20% in six years amid Chinese and local EV rise]. nikkei.com

Japanese brands still sold more cars than any other group in the six largest ASEAN markets in 2025, but their share fell from 68% in 2023 to 54% in the first half of 2026. The pace differs by country, and the split between battery-electric and hybrid cars runs through most of the story.

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