Last fall, a few Japanese automakers started looking into the possibility of importing some of their American-made vehicles into Japan. Seemingly the reason behind this wasn’t just to sell more cars, but also to potentially improve relations with the US, and particularly the Trump administration, to potentially ease tariffs on Japan’s exports. Some automakers have begun to follow through on those plans, particularly Toyota, as it and its subsidiary Subaru may bring two more models to Japanese customers.
2025 Subaru Ascent – front 3/4 angle in blue while drivingSubaru
The Biggest Comes From Subaru
At first blush, it seems a little strange that, of all the models Subaru could sell in Japan, the one it’s considering is the Ascent. It’s the biggest model the company produces, at least until the three-row Getaway electric SUV joins the American lineup later this year. It’s also definitely designed with the American market in mind, which means it will probably be awkward on narrow Japanese streets.
Subaru releases pricing and model year updates for the 2025 Ascent. Subaru
When you look a little more closely, though, it might be the only real option. Subaru’s only American factory is in Lafayette, Indiana, and the factory currently produces just three models. Those include the Crosstrek, Forester, and the Ascent. The Crosstrek and Forester are already on sale in Japan, though those models are already built there. Subaru likely wouldn’t want to cut down on its domestic production for its home market. Plus, the two models are some of Subaru’s bestsellers in the US, and it’s unlikely that the company would want to divert inventory back to Japan if it can avoid it.
The Ascent, though, is Subaru’s worst-selling combustion-powered SUV in the US. It’s also down in sales by 13.3% this year. So, it wouldn’t be the worst thing if Subaru could bolster numbers or just find homes for inventory over in Japan. Additionally, even though it will probably look and feel large in Japan, the Ascent would be the only three-row in its lineup, giving it a unique selling point. Even so, Subaru has said it’s only considering the possibility for now, but if it does start importing, it wants to have the Ascent on sale later this year.
2026 Toyota Camry XSE front 3/4 angle in gray while parkedToyota
Toyota Is Bringing An American Classic
Toyota’s latest American import is also targeting the end of the year for sales, and it’s more concrete. When the company showed its absurd custom Camrys at an endurance race at Fuji Speedway last weekend, it revealed that it’s in the certifications stage of bringing the Kentucky-built Camry to Japan. So although it isn’t quite ready for importation, Toyota seems committed to it.
2026 Toyota Camry SE AWD rear 3/4 angle in redToyota
This would actually be more of a return to normal for Toyota. From 1980 to 2023, the Camry was available in Japan. The reason for it being discontinued seemed to be slowing sales. Toyota sold fewer than 6,000 units in 2022. During the presentation revealing the custom Camrys, Hiroki Nakajima, an executive vice president at the company, revealed that the company is aiming to sell around 10,000 units annually. So, between the relatively small number of units that hopefully won’t put a strain on US supply, plus filling a sedan niche between Corolla and Crown, there’s some sense to this decision.
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It wouldn’t be the only midsize, American-made, Japanese sedan on sale in Japan, either. Honda sells its Ohio-built Accord in the country, too. It shouldn’t be too big, either, as Toyota sells even larger sedans, not to mention SUVs and vans, in Japan.
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The American-Made Japanese Automobile Selection Has Already Grown
The reintroduction of the Camry to Japan is a continuation of Toyota’s American import efforts. Earlier this year, it started selling the Highlander three-row SUV, the same class of vehicle as the Subaru Ascent, and even the Toyota Tundra full-size pickup truck. The Highlander is built in Indiana, though at a different plant than the Subaru, and the Tundra is built in Texas. The latter dwarfs both the Highlander and Ascent, and is surely a hassle around Japan. However, it’s the only full-size pickup officially on sale in Japan, so it’s certainly unique and might make for more of a halo product.
2024 Toyota Highlander HybridToyota
CarBuzz Insight – Why This Matters:
While we have no doubt that Toyota and Subaru would like to sell more cars wherever it can, we doubt they’re importing these models solely because they see large markets for them. The estimated sales numbers for Camry make it clear that we’re talking about relatively small numbers of vehicles. For reference, Toyota sold more than 300,000 Camrys in the US last year, 30 times what it hopes to sell in Japan.
2026 Toyota Tundra rear quarterToyota
Instead, we think these companies are bringing these models over to hopefully put the Trump administration in a good mood in order to get more favorable tariff and trade agreements. Akio Toyoda, Toyota’s chairman and former CEO, even said as much when he announced plans for the Tundra and Highlander in America. So, if these American-market models aren’t major successes in Japan, they’ll likely still be a good investment in they help make trade with the US less expensive and cumbersome.
Source: Subaru, Toyota (Gazoo Racing / YouTube)
