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

"American Muscle Arrives in Japan: Toyota Dares to Dream Big with US-Built Models. In a bold move, Toyota has launched the Tundra pickup and Highlander crossover in Japan, vehicles that were built in the United States. The decision to bring these models to the Japanese market is significant, as it takes advantage of recent changes to certification rules that make it easier for foreign-made vehicles to be sold in the country. However, the company faces a daunting challenge: convincing Japanese consumers to choose a US-built vehicle over a domestic competitor, despite the left-hand drive configuration being a major hurdle."

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 ...