Toyota Chairman Announces Commitment to Selling American Cars in Japan

According to Nikkei News, on July 26, Akio Toyoda, Chairman of Toyota Motor Corporation, stated that the company will focus on selling American-made vehicles in the Japanese market. He noted that a recent trade agreement between the U.S. and Japan resolved issues related to non-tariff barriers, which is significant. The agreement stipulates that tariffs on vehicles exported from Japan to the U.S. will be reduced from 27.5% to 15%. Additionally, Japan has agreed to simplify the safety certification process for American cars, paving the way for easier access to the Japanese market. Regarding the recent negotiations, Toyoda mentioned, "While we cannot control the political landscape, we will do our utmost to prepare ourselves." When asked about the models Toyota sells in the U.S., Toyoda responded that many models offered in the U.S. are not available in Japan. For instance, the Camry sedan is no longer produced or sold in Japan, and other models, including pickups, are also not supplied to the Japanese market. Due to differences in safety certification standards between the two countries, American vehicles require design and specification adjustments to be sold in Japan. This has been criticized by the U.S. as a non-tariff barrier hindering the sale of American cars in Japan. Furthermore, in June, Toyota's Chief Technology Officer Hiroki Nakajima indicated that American automakers interested in expanding into the Japanese market might consider leveraging Toyota's sales network in Japan. He revealed that while American automakers have 163 sales points in Japan, Toyota's network exceeds 4,000. "Utilizing Toyota's sales network for distribution is a viable option for American automakers entering the Japanese market," Nakajima stated. It is noteworthy that while Japanese automotive brands dominate the U.S. market—Toyota alone sold over 2.3 million vehicles there last year—American automakers hold a negligible presence in Japan. According to data from the Japan Automobile Importers Association, approximately 230,000 imported cars were sold in Japan last year, accounting for about 5% of Japan's total new car sales; among them, American automotive brands sold only around 16,000 units, representing a relatively small share.