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.
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.
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.
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.
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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