With their sleek curves and chrome grilles, the classic American cars on sale at Yosuke Fukuda's yard ooze Californian cool but on Japanese roads new U.S. vehicles are a rare sight -- much to President Donald Trump's annoyance.
Toyota is the second-top-selling automaker in the United States, where it shifted more than 2.3 million vehicles last year.
Meanwhile, U.S. industry leader General Motors sold just 587 Chevrolets and 449 Cadillacs in Japan, while Ford pulled out of the tough Japanese market nearly a decade ago.
And it's not just an aversion to foreign brands -- in 2024 Mercedes-Benz sold more than 53,000 vehicles and BMW sold over 52,000 including Minis.
"They don't take our cars, but we take MILLIONS of theirs!" Trump said in April, accusing Japan of treating its ally "very poorly on trade".
To try and rev up the U.S. auto industry, Trump has imposed a 25 percent levy on imported vehicles, in a major blow to Tokyo.
Many people in Japan admire vintage U.S. cars, but when it comes to new wheels, they hold more trust in domestic brands, Fukuda told AFP.
West Coast hip-hop booms out at his shop Y-Tech, an incongruous slice of Americana amid the rice paddies north of Tokyo.
"To be honest I think the problem is the size of the roads," as well as an impression that U.S. cars break down more often, which is likely unfounded, Fukuda said.
At his garage, the 20 or so classic U.S. models in varying states of restoration include a silver-green 1970 Chevrolet Nova and a 1954 Buick Roadmaster.
But Fukuda also drives a modern SUV -- a General Motors Yukon, which is two meters wide and "sticks out or is packed in" when parked in Tokyo's narrow streets.
Although some U.S. cars are smaller, the brands remain a niche choice because "there are hardly any places that sell them or repair them", he said.
Yuka Fujimoto, a 42-year-old modeling agency manager, told AFP she had never considered buying a U.S. car.
"American cars don't sell very well" in Japan, where domestic automakers offer "a wide range of line-ups including for families", she said.
However, Trump believes Japan is keeping out American cars with "non-tariff cheating".
This includes "Protective Technical Standards (Japan's bowling ball test)" he wrote last month on Truth Social.
"They take a bowling ball from 20 feet up in the air and they drop it on the hood of the car. And if the hood dents, then the car doesn't qualify," Trump reportedly elaborated in 2018.
A Japanese transport ministry official in charge of safety standards told AFP that no actual bowling balls are used.
Trump "may be mixing it up with a test where a hemispherical human head model is hit on the hood", the official said.
But the car's bonnet is in fact required to dent to absorb the impact, he explained.
Tweaking Japan's vehicle import procedures is a potential bargaining chip for Tokyo in tariff talks with Washington.
The country could offer to widen access to a simplified screening process which currently applies to 5,000 vehicles per model annually, Japanese media reports said.
Trump's auto tariffs have already brought some changes, with Nissan last month revising plans to reduce U.S. production.
Meanwhile Honda is moving production of its hybrid Civic model from Japan to the United States, saying no "single issue" had prompted the decision.
But U.S. carmakers still face the problem of tepid demand among Japanese consumers.
Hisashi Uchida, a 56-year-old construction firm employee, said his Toyota car "doesn't have any special features, but it doesn't break down".
"Many American cars can't be parked at multi-storey parking lots, and their fuel efficiency isn't good," he said.
Overall "I don't think U.S. carmakers are really putting importance on the Japanese market, which is significantly smaller than their home market", said Masamitsu Misawa, chief editor of Japanese vehicle magazine Car Top.
In contrast, German car brands offer a better range and their designs "better match Japanese people's tastes", he told AFP.
Cars in Japan drive on the left, and unlike U.S. rivals European automakers usually put the steering wheel on the correct side for vehicles sold there, he added.
That could be changing. General Motors' 8th-generation Chevrolet Corvette has right-hand drive in Japan for the first time.
"I think that reflects efforts (for selling in Japan) by manufacturers and importers," Misawa said.
© 2025 AFP
53 Comments
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garypen
It's mostly because of the lack of RHD models. I see plenty of Jeeps, and a rising number of Teslas, because they are offered in RHD versions for the JDM. I've even seen a Corvette or two, which is surprising as GM only makes a few hundred for the JDM each year, and I would expect them to be mostly in Tokyo or other big cities. I do expect to see Cadillacs in the near future, as they announced they'll be making RHD models for the JDM.
As for size being a factor, I see plenty of Alphards, Vellfires, Hiaces, Hiluxes, Land Cruisers, G-Wagons, and such, which are as big or bigger than many American mid-size and compact SUV/Crossovers and sports cars. So, I don't think it's nearly the issue that the lack of RHD is.
Fighto!
In general, American made cars are poorly made, badly designed and lower quality than domestic cars. Importantly, spare parts to import will be far more expensive than Japanese domestic brands.
You can not force Japanese to buy American vehicles.
Chico3
American here, and I can say from owning both a Ford and a Toyota, it's no contest. Toyota, hands down, both here and in the US. Toyotas are far more reliable. I've never had trouble with them, except the simple wear and tear. With my Ford, every few thousand miles, something would break down or malfunction. Though American cars are less expensive in the US, the maintenance adds up.
Here in Japan, there are many businesses that caters to people using cars with the right side steering. There are many narrow roads where American cars may not always fit. The other thing is that the Japanese are use to getting their car, their way, rather than what is available, and I'm getting use to the Japanese way, too.
When I buy a car, I also look at the integrity of the company and the service. While in the US, I also owned a Honda, and the service was spot on. Sometimes, depending on the location of the dealer, I would be either given a ride to work/home, or given a demo car to drive for the time being. I never got that while I owned my Ford. Yes, the staff were professional, but that was pretty much it.
Wasabi
You lost me here.
HopeSpringsEternal
See surprising number of Jeeps in Tokyo and Tesla's at homes where easy to charge, as they FAR prefer time and $cost savings vs. dirty $gas stations and oil changes
WA4TKG
I’ve gone from one side of Kyushu to the other and down to Beppu, in the past three weeks. I saw loads of Jeep SUV’s and mostly Audi’s on the highway.
wallace
15,000 jeeps sold in a year and a total of 6,000 Teslas. 4.42 million new cars were sold in 2024.
cartier
The biggest barrier for American cars is the Japanese independent dealers are illegally controlled by the manufacturers. The government does not enforce the laws outlawing manufacturers control of the dealers. A Toyota dealer would never be allowed to sell a Chevrolet. That is not true in the States. A Chevrolet dealer would be happy to sell a Toyota. It is all money to the independent dealer. That is why foreign makers are able to build a nationwide dealership network in the States so quickly to sell cars. Foreign makers must build their own dealership networks in Japan. The cost is prohibitive, thus depressing sales. As for USA cars being too big... that is ridiculous. If you believe that, you have never driven on the highways in Japan. They are full of large family vans and SUVs. Finally, if you believe in the myth of Toyota, then you haven't been paying attention to all of their recalls the past two years. Toyota has had to replace the engines in every 2022 and 2023 Lexus LX and Tundra truck because they were unfixable. Oh, and the wheels were coming off every Toyota EV because the bolts could not be tightened. Oh, and the government shutdown Toyota's diesel engine plants because they had been lying about the certification. I could go on and on.
nandakandamanda
There was a poll here on JT on April 29th, three days ago, asking why American cars do not sell in a any great quantity in Japan. Some folks giving the same opinions again.
browny1
In addition to the above mentioned points - simply there is a lack of support networks for many US brands across Japan.
Aside from the obvious Jeep/Tesla branches (not so many), there is next to nothing for the Big ones Ford or GM.
In my medium sized city, Audi, Citroen, Renault, BMW, Mercedes, VW, Fiat, etc......all have wide showrooms with large dealer yards and mechanic workshops. Customers can buy these brands with the satisfaction that they will be supported with after-sales service and maintenance.
Trump knows diddly-squat about the car situation as exposed by his ridiculous "bowling ball test" blurt to exclude US cars from being exported to Japan.
Meanwhile well over 3 million Japanese branded cars were made in the US last year, contributing $Billions to the US economy in the form of 100,000s of jobs and associated businesses.
Trump needs to get a realistic handle on his disturbed tariff push.
I'veSeenFootage
Trying to force Japanese people to buy american cars would be like trying to force French people to buy american wine. Silly.
BarfoCrapa
I'll only buy used. And when I'm looking around, I look at cars I've seen on the road for a long time. 10 years ago, there was a bit of a VW Golf craze here. I think the last one I ever saw was 5 years ago. Probably broke down for good around the corner from where it passed me.
If you own a car, don't worship it. Take care of it, but be sensible. Nobody cares about the car you drive. Do you really own it or does it own you?
John-San
USAmericans auto's are made to drive on the right side of the road and drive very bad when driven on the left side of the road.
M3M3M3
In Japan (and most of the world) there are no laws preventing auto manufacturers from opening dealerships and selling directly to customers. The fact that this is uniquely illegal in the US (thanks to wealthy auto dealers bribing congressmen to protect their business model) is not Japan's problem.
Nibek32
American cars are big, ugly, poorly designed, gas guzzlers that are infamous for breaking down.
Most countries, including America, are now interested.
Concerned Citizen
Simple solution. Manufacture something they want to buy.
balancer
there are better options on market than US cars.
this is main reason.
ask Ford why they left Japan some 10 or so years ago?
balancer
if you are talking about possible another reason-it may be poorly built quality
https://www.drive.com.au/news/chevrolet-silverado-v8-engine-recall-expands-to-australia/
are you surprised?
I am not at all...
garypen
I see multiple Golfs every day, both hatchbacks and wagons. The five that I owned back in the US were awesome. Never had an issue, other than my wife crashing two of them. I also see plenty of T-Rocs and T-Crosses, as well. No shortage of VW's in my area.
HopeSpringsEternal
Easy to see large % increases in sales from a small base, surely Tesla will top 10K in 2025, Jeep more established, so I'd be less confident in their growth prospects
Japan's car market heading south, below 5M units since 2019 and it'll only trend down, just like the population.
Wealthier and educated prefer Tesla, serious time and cost savings, along with great performance, while Jeep is more for the 'rebel', someone needing attention etc.
wallace
More Japanese cars have been bought this year compared with the same period in 2024.
MiuraAnjin
40% of those were Kei cars, which are ideal for many usage cases in Japan.
When the Japanese spotted that Americans love pick up trucks, they built pick up trucks for Americans. When will Americans start making Keis for Japanese consumers?
MiuraAnjin
It is not illegal in Japan, or in most of the world, for a supplier to expect a dealer to sell a single brand's goods.
A Burger King would never be allowed to sell Big Macs.
owzer
USA, make better cars -Japan
Peter Neil
Japanese dealers are not independent dealerships like in the US, they’re owned and operated by the carmaker.
The height of arrogance was the time when the US Trade Representative demanded that the government order Toyota to sell American cars.
How many Toyotas would sell in the US with right-hand drive?
The US has had a tariff on imported cars forever. A 25% tariff on light duty and pickup trucks. Japanese tariffs on imported cars is 0.00%.
Mercedes, BMW, Audi, VW sell hundreds of thousands of cars every year in Japan.
Abe234
I guess Dunning and Krugers research has truly reached the Zenith with Trump. We are actually witnessing the president of the USA estimate his competency in everything, lacks any cognitive awareness in his own abilities and knowledge. And ironically the voters also have shown a tendency bias towards Dunning and Kruger by actually believing the guy and over estimating their knowledge too. It’s amazing we are actually watching this in real time but on a global scale. I’ll stick with my Japanese car. It runs well, the service is great and the problem with US cars is they think they build the best cars in the world, whereas the Japanese build good cars and consistently underestimate how good their cars are and try to improve them. Maybe that’s why Japan was built on Kaizen. Interestingly there maybe a greater propensity for the dunning Kruger effect culturally especially in the U.S. overconfidence, a belief in oneself. We’re seeing tons of that with Trump at the moment. IIiinnnnteresting!!!!!!
bowling bowls, dents! If ford wants to set up a factory here…I might consider it.
HopeSpringsEternal
Japan's car market's been under 5M units since 2019 and it'll never recover, shrinking with population that's also aging rapidly, and we know elderly drive less if at all.
Interesting how popular Telsa's become in South Korea, FAR smaller market where sales are MANY times higher than Japan, about 10X based on recently monthly sales.
Expect Japan to buy more Tesla's, because they'll catch up with the South Korean thinking of superior ROI based on time and operating costs savings and performance.
HopeSpringsEternal
Should note Tesla makes their cars with the steering wheel on the right side for the Japanese market. My neighbors to love their Tesla's and always tell me..."no more dirty gas stations!"
WA4TKG
I love how everyone is talking trash about any American vehicles. I just came from Costco, and a guy driving a Chevy 2500 smiled and waved while pulling out of his parking space. He certainly knows what type of American vehicle to buy.
wallace
Chevy 2500 polluting gas guzzlers. 13.4mpg.
HopeSpringsEternal
Here's how you know economy turning south rapidly, a popular gas station near a park I take the kids, has a car wash that was SO busy a few months ago, always a line-up and now, crickets. Easily a 90% drop in business.
Turns out paid car washes are very discretionary, like most new car purchases, so expect Japanese new car market to struggle moving forward, like most car markets
Higher end cars like Tesla, offering superior ROI will of course outperform in such difficult economic times, as time and cost $savings take on greater importance, while 'gas guzzlers' like Jeeps will struggle.
Abe234
I think there are some nice US cars but let’s be honest. The ones we see here are the big brands, jeep, hummer, Chevy, mustangs and the odd one or two others. But your average run about are pretty much just for American roads, and tastes. Now, if ford et al want to make some small cars to export, maybe even a Kei car, we might buy them. But Japanese roads are sometimes too narrow, and I think Japan and the EU are right to focus on pedestrian safety. Our roads are different, some in Japan don’t even have a pavement.(that’s a sidewalk for our American friends)
factchecker
GM/Ford/Chrysler gave up making cars. They only make gas guzzling SUVs and pick up trucks. Appropriate for Idaho but not Ikebukuro.
HopeSpringsEternal
Japanese don't drive many kilometers on annual basis relative to US drivers, about half as much and so EV's in theory should be much more popular here, like the Tesla, but Govt. not motivated to build out charging network, only to lose gas tax revenues, as Japanese makers want their 'cash' gas cows, EV sales still just +1% of new sales
ALmost
As an American who has lived and driven many, many miles in both countries my thought is Japanese cars suit Japan perfectly due to their great dependability. I am still amazed at how simple and trouble-free the maintenance has been on our cars in Japan (Hondas and a Toyota). Also, these cars are designed with certain Japanese road conditions and regulations in mind. Cars need to be able to turn on a dime and be able to maneuvre in tight and limited spaces such as parking garages with ease. Also, cars need to be able to run the AC while sitting in traffic hours on end in extremely hot conditions. American and European cars are finicky when it comes to heat. They don't like it. And this in turn wears out key components in the engine and thus develop more "issues". That said, American cars could sell better with some more effort on behalf of the manufactures focusing on the consumer more and showing more commitment to the market. Toyota and Honda put in lots and lots of years of effort to understand the American consumer. They studies and did their homework. American companies can learn from this.
Blacklabel
Or we the USA could just keep buying Japanese cars.
and in return Japan could buy the same amount of something else from us to make it equal.
that works too.
smithinjapan
Japanese cars are no better than American cars, although they are generally more compact and fit the narrow streets here better. The problem is, as stated in the article, shops are unwilling to carry parts to repair them if there is any damage, and Japan does not want electronics or cars to last more than eight years or they lose turn-over sales. Any mandatory shaken taking place after the fourth time will see your garage or salespeople saying, "We're sorry, but it would be cheaper to replace the car than have it repaired," or, "We don't have the parts for this model anymore, we recommend you trade it in," etc. In many Western countries, people tend to keep cars for a longer time, fixing them when needed -- not at a mandatory biannual test. That would NEVER happen here. Classic cars are probably own only by very rich collectors or are never driven.
So, again. You could roll off a lot that sells an American car to you, but the minute you have an accident and/or need repairs, you're more than likely out of luck.
I'veSeenFootage
So, since a trade deficit is obviously such a horrible thing for you, can you tell us what do you sell to your local supermarket? To make things equal.
Blacklabel
I am a consumer, not my own country. I will always have a deficit as I don’t sell anything.
man, that’s a dumb scenario.
elephant200
Now Donald Trump is making more ridiculous demands by targeting Japanese automakers. Sure he knew the American auto industry is nowhere to complete with Toyotas, the Americans doesn't choose American brand autos. Now he is threatening Japan to buy more useless American autos otherwise he will using sanctions in reciprocal. This is no more a trade talk but mafia style extortion of money. It was Japan her own emboldening "Donald Trump the Thug" to blackmail more money and privileges !
elephant200
They don't take our cars, but we take MILLIONS of theirs!" Trump said in April.
Because American autos were rubbish !
I'veSeenFootage
And the US is a consumer of japanese cars. And a seller of, amongst many other things, military equipment to numerous countries.
You do sell something, otherwise you wouldn't have a paycheck. That's the whole idea. You sell goods or services, you get money, you use that money to buy goods and services. If you end your month with more than zero dollars, you have a net positive economic status. The fact you have a trade deficit with your supermarket or the closest Animate is irrelevant.
Infinitely less dumb than thinking that having a trade deficit is automatically means "getting ripped off". Just shows a deep, deep lack of understanding of basic economics.
Blacklabel
it is if you are the one on the negative side of a deficit.
obviously.
like if you provided services for way more hours than your paycheck reflects.
You got ripped off.
4123
Despite same import car,
"General Motors sold just 587 Chevrolets and 449 Cadillacs in Japan, while Ford pulled out of the tough Japanese market nearly a decade ago."
"in 2024 Mercedes-Benz sold more than 53,000 vehicles and BMW sold over 52,000"
Reason of unpopular in Japan is US cars itself.
wallace
My American parents had a beautiful, open-top, chocolate color Cadillac. But unsuitable here in Japan.
Blacklabel
Yeah only yaks had Cadillacs in Japan. Those sure were beautiful cars though.
I'veSeenFootage
Errr "Having a trade deficit" implies by definition... Having a deficit. Amazingly. So yeah, "negative side*, if you must call it that.
You really don't understand anything about economics, do you? Why try to debate something you don't understand?
Here, educate yourself:
https://www.noahpinion.blog/p/trade-deficits-do-not-make-a-country
https://www.weforum.org/stories/2023/03/current-account-balance-surplus-deficit/
https://www.nytimes.com/2018/06/09/upshot/what-is-the-trade-deficit.html
Etc.
nozaki
Wealthy class who can buy Corvette will choose Ferrari or Lamborghini or Mclaren or Porsche even if those are more expensive.
proxy
2025 Toyota Alphard width: 71 in
2025 Chevy Trailblazer width: 71.2 in.
Most Japanese families aspire to an Alphard parked in their driveway but Japan gets poorer every year so many people can only afford a cheap, nasty Kei car.
Blacklabel
Dude who claims I know nothing about economics also thinks he and his local supermarket have a “trade agreement” in place.
hilarious.
Blacklabel
yes but only to make it clear and more simple to you. You worry me when you can’t understand you get ripped off if you supply more hours of work than you are paid to work.
A deficit would have a positive side (me) and a negative side (you)
and about the supposedly too big cars, these Japanese vans and such are just as big as US cars and it seems to bother no one.
8T
American cars made years ago were of poor quality, but that does not apply to the current lineups.
Almost all reputable car manufacturers are making very reliable vehicles. A Toyota mechanic could easily fix a Ford or a GMC American-made car and vice versa.
proxy
@8T
I agree that American made cars are now high quality.
However, it becomes harder and harder for mechanics to be able to fix every car unless they work in a large chain.
The proprietary software and proprietary, absurdly expensive manuals "force" people to take their car back to the dealer for servicing or a large multi-outlet chain that can afford the buy-in.
TokyoLiving
The big fuel-guzzling US junk car bodies are an example of the underdevelopment of the US in an advanced, first-world country like Japan..