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Tundras in Tokyo

Toyota said it plans to sell some U.S. made models to its home-country consumers starting next year, despite the vehicles’ large size for a small-car culture.

December 24, 2025
Tundras in Tokyo

The full-size Toyota Tundra is among three U.S.-made models the Japanese automaker plans to start selling in Japan next year.

Credit:

Toyota

2 min to read


Toyota said it plans to start selling several models made in the U.S. to consumers in its home base of Japan.

The automaker acknowledged that it’s making the unusual move in part to “improve Japan-U.S. trade relations,” along with meeting “the diverse needs of a broad range of customers.”

It’s a head-scratching development, as Japanese auto consumers tend to prefer smaller vehicles, especially in city centers such as the metropolis of Tokyo, with its more than 14 million residents driving narrow streets – a sharp contrast to the oversize SUVs and trucks that dominate today’s U.S. roads.

Nevertheless, Toyota said it will start selling its U.S.-made Camry midsize sedan, three-row Highlander SUV, and full-size Tundra pickup in Japan next year. It previously sold the Camry and the Highlander in Japan but pulled them out of the market in 2023 and 2007, respectively.

“As lifestyles diversify and people increasingly seek adventures in nature, Toyota believes that Japanese customers will also embrace the unique appeal of the Tundra that sets it apart from other models,” the company said in announcing the introduction of the truck to Japan.

The Trump administration has pushed both domestic and overseas automakers to increase their production in the U.S., instituting trade tariffs as a stick to foster their compliance. It finalized a trade deal with Japan this year that established 15% tariffs on most Japanese imports, including cars and auto parts.

The Camry is currently made at Toyota’s Kentucky plant, the Highlander at its Indiana factory, and the Tundra at the automaker’s Texas plant.

DIG DEEPER: Toyota Gets New North American Exec

 

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