American-made cars are headed to Japan in 2026. But they are not actually American cars. They are what the Japanese call ‘Gyaku-yunyu’ or re-imported cars, made by Toyota in America and then exported from the U.S., oops, or should we say, re-imported from the U.S. to Japan.
This policy aims to enhance Japan-US trade relations and increase the introduction of US-made cars into the Japanese market. Honda and Nissan are also making similar moves, and the revision of the Ministry of Land, Infrastructure, Transport and Tourism’s ministerial ordinance is also behind this.
Toyota aims to begin introducing three hugely popular models produced in the U.S.―the Camry sedan, Highlander SUV, and Tundra pickup truck―to the Japanese market from 2026. By selling these three ‘American’ models in Japan, Toyota will be able to meet the diverse needs of a broad range of customers, while also helping to improve Japan-U.S. trade relations. As part of preparations to introduce these models to Japan, Toyota will also make use of a new system being considered by the Ministry of Land, Infrastructure, Transport and Tourism, following bilateral negotiations.
The Camry sedan combines sophisticated design with comfort, while boasting outstanding fuel efficiency. This global Toyota model has remained a top seller in the United States for many years. The Highlander is a three-row SUV popular with families, featuring a spacious interior and excellent off-road ability that can handle anything from city driving to the great outdoors. Toyota has decided to reintroduce these two models, which were previously sold in the Japanese market until 2023 and 2007, respectively.
Meanwhile, the Tundra pickup truck―with its power and towing capacity, alongside class-leading quality, durability, and reliability―brings a new appeal to Japan. As lifestyles diversify and people increasingly seek adventures in nature, Toyota believes that Japanese customers will also embrace the unique attributes of the Tundra.
CARLIST THOUGHTS
Being bluntly honest, I think the Camry and Highlander will be marginally successful—depending on their pricing—because it looks like it’ll be tough selling an American-made car in Japan at the current exchange rate of $1 = ¥155. In contrast, the mammoth Tundra may be another story, given the narrow streets, small car parking spaces, and pint-sized tower parking structures. The Tundra will simply not fit.