Japan is opening its market to U.S. cars as part of a trade deal, but U.S. manufacturers struggle to appeal to Japanese consumers. American cars are viewed as oversized and unreliable, while Japanese consumers prefer domestic options. In 2024, Japan imported only 16,707 American vehicles. Non-tariff barriers exist for agricultural products like rice but not for automobiles. U.S. brands, such as GM and Ford, do not focus on the Japanese market, often lacking marketing and suitable models for the right-hand drive market. Vehicle size further complicates market acceptance.
American manufacturers will find it no easy task convincing Japanese drivers to choose what they see as oversized, unreliable gas-guzzlers.
The US claims Japan uses non-tariff barriers (NTBs) to keep out American cars.
Japan imported 16,707 American vehicles in 2024, according to the Japan Automobile Importers Association.
There are non-tariff barriers on rice, but not on vehicles, he says.
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