These figures were released by PwC's ASEAN Automotive Specialty Center. Sales included in this report were gathered from the five largest new car markets in the region: Indonesia, Malaysia, Thailand, Vietnam, and the Philippines.
Toyota maintained its leading position among the top 5 best-selling brands in the ASEAN region during the first half of 2026, selling over 440,000 vehicles. The Japanese brand saw a modest 2% increase in sales compared to the same period in 2025, holding onto its status as the region's most popular carmaker.
Perodua, which operates solely within its domestic Malaysian market, achieved second place among Southeast Asia's top-selling brands, with sales surpassing 158,000 vehicles.
Since 2024, Malaysia has become the region's second-largest new car market, surpassing Thailand. Besides Perodua, Malaysia also hosts Proton, another domestic automaker. Proton sold 98,009 vehicles in the first half of 2026, placing it 6th regionally. Together, Proton and Perodua capture over 66% of the Malaysian automotive market.
PwC reports that VinFast climbed three positions compared to the first half of 2025, securing third place among the region's top-selling brands. VinFast's sales surged by approximately 72%, marking the highest growth rate among all manufacturers included in the statistics.
The Vietnamese automaker sold nearly 121,000 vehicles in the first half of 2026, approximately 9,000 units more than its closest rival, Mitsubishi, which sold 111,718 vehicles. Honda secured the 5th position with over 107,000 vehicles sold.
When examining market contributions, Indonesia, Thailand, and the Philippines were Toyota's primary sales drivers. The Vietnamese market accounted for only about 8% of the Japanese brand's total regional sales. This relatively small sales volume contributes to Vietnam receiving less priority for new product launches and strategic initiatives from Toyota.
Perodua and VinFast are both domestic brands that exhibit strong performance against rivals in their home markets. However, their presence in neighboring countries remains limited or entirely absent.
PwC data shows that all of Perodua's over 158,000 vehicles sold in the first half of 2026 were within Malaysia. Similarly, most of VinFast's sales came from Vietnam, with the remaining 4% divided equally between the Philippines and Indonesia.
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A Toyota Yaris Cross model driving in Vietnam. *Photo: Thanh Nhan*
Mitsubishi enjoys significant popularity in the Philippines and Indonesia, two leading markets for multi-purpose vehicles (MPVs). The Xpander model is currently the best-selling vehicle in the Philippines and a top 10 performer in Indonesia. In Vietnam, Mitsubishi has reached its strongest market position yet, ranking 4th in sales, following VinFast, Toyota, and Hyundai.
Thailand is Honda's most important market, as it hosts one of Southeast Asia's largest automobile and motorcycle manufacturing plants. In Thailand, Honda's sales are surpassed only by the market leader, Toyota.
Thanh Nhan
