Toyota retained its lead in the UAE market in August 2026 with a 21% share, but its sales fell 31% — faster than the market’s own 15.1% decline.
Which means the lead is eroding rather than holding: the marque leading the market is losing relative share to its rivals, even while sitting in first place.
The beneficiaries are clear in the month’s figures: Mitsubishi up 123%, Land Rover up 47.1%, Jetour fourth with 2.6% growth, and BYD fifth on a 4.8% share.
Leading marques in the UAE — August 2026
| # | Marque | Share | Change |
|---|---|---|---|
| 1 | Toyota | 21.0% | −31.0% |
| 2 | Mitsubishi | — | +123% |
| 3 | Nissan | — | −25.9% |
| 4 | Jetour | — | +2.6% |
| 5 | BYD | 4.8% | — |
| 7 | Land Rover | — | +47.1% |
Sixth place was not given in the report. Jetour and BYD sit in the top ten in a market down 15.1% for the month. — Source ↗
The marque leading the market is losing relative share to its rivals, even while sitting in first place.
This paradox — a declining leader and growing mid-tier rivals — is the pattern many markets pass through when the range of options facing a buyer widens faster than established marques can renew their line-ups.
The indicator to watch is not August’s share but its direction: if Toyota keeps falling faster than the market for several consecutive months, its 21% will come to resemble its share in other markets rather than its historic lead in this region.
