"American Muscle in Japan: Toyota's Bold Bet on U.S.-Built Vehicles" In a surprise move, Toyota has launched its U.S.-built Tundra pickup trucks and Highlander crossovers in Japan, marking a significant shift in the country's automotive landscape. The decision leverages relaxed certification rules, allowing Toyota to bypass the usual rigorous testing and certification process. However, the move comes with its own set of challenges, including the need to adapt to Japan's left-hand driving market and compete with domestic brands that have long dominated the country's automotive market. As Toyota aims to tap into Japan's growing demand for SUVs and pickups, the success of this venture will be closely watched by industry observers.
U.S.-built Tundra pickups and Highlander crossovers were launched in Japan with tiny sales targets. The symbolic move leverages loosened certification rules but faces challenges including left-hand ...
