Japanese automakers are considering importing a significant number of US-made trucks and SUVs back to Japan. Models like the Toyota Tundra, Nissan Frontier, and Honda Ridgeline are being evaluated as potential imports. This move aims to ease trade tensions with the US following President Donald Trump's announcement of a "historic trade deal" with Japan, which includes a 15% reciprocal tariff.

American automakers have historically struggled to sell vehicles in Japan, partly due to the size of their cars relative to Japan's narrow, congested roads. Japan, the birthplace of the kei-car (a compact car designed for crowded cities and strict size regulations), presents unique challenges for larger vehicles.

A US-made Toyota Tundra at a Japanese import car dealership. Photo: Toridex

A US-made Toyota Tundra at a Japanese import car dealership. Photo: Toridex

Toyota chairman Akio Toyoda has expressed interest in importing some of the company's largest US-made models, including the Tundra pickup truck, to Japan. This could potentially alleviate political pressure from President Trump, who has been advocating for greater access to the Japanese market for American cars and trucks.

However, the success of this strategy hinges on Japanese consumer demand. Masanori Katayama, chairman of the Japan Automobile Manufacturers Association, recently told Nikkei Asia, "We can't sell cars unless consumers want them, but if there are cars that appeal to consumers, it's not a bad idea".

Between January and July, over 60,000 foreign-made vehicles from Japanese brands were imported into Japan. Most of these came from India, where Suzuki produces the Fronx SUV and Jimny Nomade. Honda also imports small SUVs from India.

Despite the potential benefits, importing US-made vehicles into Japan presents challenges. Yoshiaki Kawano, an analyst at S&P Global Mobility, points out that higher production costs and fluctuating exchange rates have inflated the prices of US-made vehicles, making it difficult to achieve sales figures comparable to those of vehicles imported from India.

"Cars made in the US are expensive due to production costs and exchange rates, so we can't expect sales on par with cars made in India," Kawano said. "It's not that there's no demand in Japan for the larger models popular in the US. If they can cultivate an American image, they can be sold at a premium". Kawano suggests that models like the Honda Ridgeline, Nissan Frontier, Toyota Tundra, and Toyota Sienna are potential candidates for import.

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