Toyota to sell US-made Tundra pickup, Highlander in Japan: Nikkei
TL;DR
Toyota will sell U.S.-made Highlander, Tundra, and Camry models in Japan starting 2026, following eased regulations and trade agreements. This aims to meet changing consumer demands and address trade imbalances, though market acceptance is uncertain.
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Toyota Motor Corporation has announced plans to introduce three U.S.-manufactured models—the Highlander SUV, Tundra pickup truck, and Camry sedan—into the Japanese market beginning in 2026, according to reports from Nikkei and Toyota’s official statements. This move follows bilateral negotiations between Japan and the U.S. that led to a simplified safety screening system for U.S.-built vehicles in Japan, easing regulatory hurdles for reverse imports. The initiative aims to address shifting consumer preferences in Japan while addressing trade imbalances between the two nations.
The Camry sedan, a long-standing bestseller in the U.S., was previously sold in Japan until 2023, while the Highlander SUV was discontinued there in 2007. The Tundra pickup, which has never been sold in Japan, represents a new category for the market. Toyota emphasized that these models, produced at U.S. facilities in Kentucky, Indiana, and Texas, will cater to evolving customer needs, including demand for larger vehicles and outdoor-oriented lifestyles.
The decision aligns with a 2024 tariff agreement that reduced U.S. import barriers for Japanese vehicles while allowing U.S.-built cars to enter Japan without additional testing. However, market acceptance remains uncertain, as SUVs and pickups account for a small share of Japan’s vehicle registrations compared to compact cars. Toyota has not disclosed whether the models will undergo design modifications for Japanese preferences, such as right-hand drive configurations. The company stated it will continue preparing for the 2026 launch, leveraging the new regulatory framework.
