Toyota beats Nissan, Honda to Japanese market with reverse imports — exactly one year after Trump’s ‘Liberation Day’

"American Invasion: Toyota Brings U.S.-built Tundra and Highlander to Japan, But Will It Succeed? In a surprising move, Toyota has launched its U.S.-built Tundra pickups and Highlander crossovers in Japan, marking a significant shift in the country's automotive market. The decision to bring these American-made vehicles to Japan comes after the Japanese government relaxed certification rules, making it easier for foreign manufacturers to sell their products in the domestic market. However, Toyota faces significant challenges, including the need to adapt to left-hand drive configurations, which are not typically used in Japan. As the company aims to achieve modest sales targets, it remains to be seen whether the Tundra and Highlander will be able to gain traction in the competitive Japanese market."

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 ...