Explore how Trump’s push for Japanese Kei cars could reshape US auto rules, the challenges ahead, and whether American drivers will embrace these tiny, cheap vehicles. Read more.
When former President Donald Trump praised Japan’s ultra‑compact “Kei cars” as “tiny, cute and perfect,” it sparked a fresh debate about whether these miniature marvels could ever legally cruise American streets. Even if regulatory roadblocks were cleared, the bigger question remains: will U.S. consumers actually want them?
Trump’s Unexpected Endorsement
On December 3, Trump told reporters at the White House that the United States should be able to manufacture its own version of these small cars. Two days later, he posted on Truth Social that he had “approved tiny cars made in America,” lauding them for being cheap, safe and fuel‑efficient. He also said he had instructed the Justice Department and the Department of Transportation to review current rules.
What Exactly Is a Kei Car?
Kei cars are a uniquely Japanese vehicle class limited to 660 cc engines, a maximum length of 3.4 m and a curb weight under 1 ton. In Japan they dominate city traffic because they are inexpensive (often under US $10,000) and easy to park.
Regulatory Hurdles in the United States
Currently, Kei cars do not meet Federal Motor Vehicle Safety Standards (FMVSS) and have no specific classification within the National Highway Traffic Safety Administration (NHTSA). To be road‑legal they would have to be upgraded to meet the same crash, lighting, and emissions requirements as regular passenger cars—a process that industry experts estimate could take 2–3 years.
Joe Young, a senior analyst at the Insurance Institute for Highway Safety (IIHS), explains that “rewriting safety standards for a new vehicle segment is a complex, time‑consuming task.” Some states, such as Texas, already allow older lightweight trucks (including imported Kei‑type pickups) under a 25‑year‑old exemption, but these are niche exceptions.
Market Realities: Do Americans Want Tiny Cars?
According to S&P Global Mobility, 90 % of new passenger‑vehicle sales in the U.S. in 2024 were midsize or larger. Vehicles the size of a Kei car accounted for fewer than 1,000 units, representing less than 4 % of the entire small‑car segment.
Stephanie Brinley, deputy director at S&P Global Mobility, notes that “even with relaxed regulations, the odds of ultra‑small cars gaining traction are slim because American buyers have historically rejected them.” The average U.S. new‑car price sits around US $50,000, far above the sub‑$10,000 price tag of a Japanese Kei car.
Why the Trump Push Matters
Trump’s advocacy appears to be part of a broader “reciprocity” strategy: encouraging the U.S. to open its market to Japanese mini cars while using regulatory flexibility as a bargaining chip to ease barriers for American exports to Japan.
The European Union has recently introduced separate standards for small electric vehicles to curb cheap Chinese imports and boost local production—an approach the U.S. could emulate, pairing rule changes with incentives for domestic manufacturers.
Possible Paths Forward
- Regulatory pilots: Federal or state‑level pilot programs could allow limited sales of modified Kei cars that meet essential safety criteria.
- Domestic redesign: U.S. automakers might develop “American‑spec” mini cars, preserving the compact dimensions but incorporating US safety and emissions technology.
- Incentives for electric versions: Offering tax credits or rebates for electric mini‑vehicles could align with climate goals and make the price differential more attractive.
Conclusion
Trump’s endorsement shines a spotlight on a niche segment that could, in theory, address affordability and urban congestion issues. Yet the United States faces a steep climb: stringent safety standards, entrenched consumer preferences for larger vehicles, and a market that has yet to embrace the appeal of a sub‑compact ride.
Until those barriers are meaningfully addressed, the dream of seeing fleets of Japanese‑style Kei cars weaving through American highways will remain just that—a dream.