日产和本田9月份在中国市场销售遭遇重挫。日产9月销量同比下降61.6%至2.37万辆1，已连续6个月出现下滑1；本田同月销量同比下降53.1%至2.56万辆1，连续32个月走低1。
日系车企销量大幅下滑背景复杂。中国9月国内新车销量同比减少26.0%，约为190万辆1，反映出市场整体内需疲软。与此同时，本土品牌市场份额快速扩张——2026年上半年本土品牌市占率已攀升至71.8%，而合资及外资品牌市占率则下滑至28.2%1。相比之下，2020年合资及外资品牌市占率还达61.6%1。新能源汽车市场的快速渗透进一步加剧了日系车企的困境。2026年8月中国新能源汽车零售渗透率达到65.2%1，其中本土品牌新能源渗透率高达83.9%，而合资品牌仅约15.7%1。
Japanese automakers are experiencing severe headwinds in the Chinese market, with both Nissan and Honda reporting dramatic sales declines in September. Nissan's September sales plummeted 61.6% year-over-year to 23,658 units, marking the sixth consecutive month of decline 1. Honda saw significant erosion as well, with September sales dropping 53.1% to 25,564 units, continuing a downward trend spanning 32 consecutive months 1.
The broader Chinese automotive market is also weakening, with overall domestic vehicle sales declining 26.0% year-over-year to approximately 1.9 million units in September 1. This softening demand is compounded by structural shifts in the market that have accelerated competition for Japanese brands. Chinese domestic manufacturers have expanded their market share to 71.8% in the first half of 2026, compared to 61.6% held by joint ventures and foreign brands in 2020 1. The new energy vehicle segment has become particularly challenging for foreign competitors, with August 2026 figures showing that electric and hybrid vehicles accounted for 65.2% of total sales 1. Domestic manufacturers achieved an 83.9% new energy penetration rate compared to only 15.7% for joint venture brands 1.
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