Toyota may start importing US‑built models like the Camry, Highlander and Tundra to Japanese showrooms. Discover the impact and stay informed – read more now!
Tokyo – In a move that could reshape the Japanese automotive landscape, Toyota is reportedly preparing to bring a selection of U.S.-built vehicles to Japan’s dealerships as early as 2026. The plan appears to be a direct response to pressure from the Trump administration, which has long highlighted the trade deficit between the United States and Japan.
Key models slated for import
According to Nikkei Asia, the first wave of imports could include some of Toyota’s best‑selling American lineup:
- Camry – the flagship midsize sedan that dominates U.S. sales.
- Highlander – a midsize SUV well‑suited to family buyers.
- Tundra – a full‑size pickup truck that currently has no domestic Japanese counterpart.
These models are not sold in Toyota’s home market today, giving Japanese consumers a brand‑new choice set.
Why the shift now?
President Donald Trump has repeatedly criticized what he calls an “unfair trade balance” with Japan, urging American automakers to gain a foothold in the country. Toyota’s chief executive, Akio Toyoda, has signaled openness to testing that market opportunity.
A recent amendment to the Japan‑U.S. trade agreement could also smooth the path. Japan’s Ministry of Land, Infrastructure, Transport and Tourism is drafting a new certification process that would allow U.S.-manufactured vehicles to be approved based on paperwork alone, eliminating costly on‑site testing. If enacted, the rule could take effect as early as 2026, dramatically lowering barriers for American‑built cars.
Other Japanese manufacturers watching
The strategy is not limited to Toyota. Industry insiders report that Honda is evaluating a similar rollout, eyeing models such as the Ridgeline pickup, Pilot SUV, and a range of U.S.-produced Acura electric vehicles. Honda previously dabbled in exporting limited‑run hydrogen models (FCX and FCX Clarity) to Japan.
Nissan may also join the trend, with potential imports of the Murano and Pathfinder SUVs—both absent from Nissan’s domestic lineup.
Potential challenges
Importing U.S. vehicles to Japan is not without hurdles. Higher production and shipping costs could squeeze profit margins, especially for larger trucks and SUVs that face stiff competition from Japan’s long‑standing preference for compact, fuel‑efficient kei cars.
Moreover, consumer taste differs markedly: while pickups and large SUVs thrive in America, Japanese buyers tend to favor smaller, city‑ready models.
Broader implications for the market
If the import plan proceeds, it could signal a broader opening of the Japanese market to foreign‑built vehicles, possibly encouraging U.S. brands like Ford and General Motors to establish dealer networks in Japan. However, the ultimate impact will depend on pricing, branding, and how well the models align with Japanese driving habits.
Stay tuned as this story develops and watch how the crossroads of trade policy and consumer demand could reshape the future of mobility in Japan.