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Donald Trump is right that Japan and Europe have rarely bought American-made cars, but it has little to do with trade barriers. Many consumers, from Tokyo to London, believe Detroit’s offerings are simply too big and hits gas.
That view has made Chevrolet and Cadillac a fierce selling and rare sights in cities filled with slim cars, from the Toyota Corolla to the Honda Civic, Volkswagen Golf and Renault Clio.
Trump often complains about how Japanese and Europeans see him as refusing to accept American cars while selling millions of cars to the United States. In recent trade transactions, both markets agreed to lower or facilitate safety testing for American vehicle imports. Europe lowers US car collection.
But there may be more to be needed than a change in rules and lower tariffs to convince Japanese and European consumers who are fighting against narrow roads and painful narrow parking spaces to buy a large American-made Ford F-150 truck and a Cadillac Escalade SUV.
“American cars are designed for driving on wide roads and highways, so handling them on narrow Japanese streets can be difficult. It requires a bit of technique,” said Yumihito Yasue, president of Jonan Jeep Petit, Tokyo, which imports vintage cars from the US and provides services. His customers tend to be enthusiasts in their 50s and 60s who grew up watching American cars on TV and films.
On recent weekdays he served two Chevrolets, a 1971 shiny brown Nova and a 1986 El Camino on the left. In Japan, the steering wheel is on the right.
Yasue took over his love for American cars from his father, who started business forty years ago, and traveled to California to scout the car. Yasue took over after his father passed away nine years ago and sells about 20 vehicles a year.
“What makes American cars special is the design. Compared to Japanese and German cars, the body shape is even more beautiful, especially the lines at the rear and fenders,” he said.
Last year, around 3.7 million new cars were sold in Japan, with one-third of these mini or “Key” cars on sale. This is a small, fuel-efficient vehicle not produced by an American automaker. Overall, foreign cars accounted for 6% of new car sales, data from the Japanese Auto Manufacturers Association showed.
Of these, about 570 Chevys, 450 Cadillacs and 120 Dodges were sold, data from the Japan Automobile Importers Association showed.
Ford FN withdraws from Japan almost ten years ago. Tesla Tsla.o is more refined and more popular than parts of Detroit. Data does not give breakdowns for EV manufacturers.
“I won’t buy the Ford F-150S.”
In Europe, smaller, locally made American cars worked well. These are models such as the bestselling Ford Puma and the older Fiesta. But over the past 20 years, Ford and General Motors’ Gm.n have pivoted towards bigger pickups and SUVs, narrow streets in Europe, vehicles that are not suitable for compact car culture.
According to data from the European Automakers Association (ACEA), Ford, a large European player in the early 1900s, has dropped sharply from 1.26 million units in 2005 to just 426,000 units in 2024 to just 426,000 units in 2024. Its market share fell from 8.3% to 3.3%.
“We don’t buy a Ford F-150. It’s not something our roads are expanded and it’s not something our customers want,” Andy Palmer, former CEO of Aston Martin, told Reuters.
GM left Europe in 2017 to sell Opel after pulling back the Chevrolet, but last year it returned with Cadillac Like. According to automotive data company Jato, it sold just 1,514 US-made SUVs.
A GM spokesman said Cadillac was expanding its entire electric lineup in Europe, and the vehicle was well received in the markets where it was launched. A Ford spokesperson said the company exported “passion products” to Europe like the Bronco and Mustang, and to Europe along with local models tailored to the market.
Clive Sutton, a British car dealer in London, sells gorgeous American models, but his buyers say they were attracted by the rarity of vehicles like the giant Cadillac Escalade. But he admitted it was a challenge.
“Because of its exclusiveness and perceived status, there are people who want that car,” Sutton said. “But finding a parking space in central London is not the easiest car.”
Competitive Market
Trump also pressured South Korea to open a market for American cars, saying tax-free access was part of a trade agreement agreed by the two countries last week.
Imported vehicles account for less than a fifth of the automotive market and only 16% of the imported automobile segment dominated by German rivals, according to data from the Korean Association of Auto Importers and Distributors.
German manufacturers have also built a strong presence in Japan’s luxury markets. Mercedes-Benz Mbgn.de sold over 53,000 vehicles last year, becoming the most popular foreign brand, with BMW BMWG.DE exceeding 35,000. Japanese automakers say they are successful because Europeans have committed time and resources to the market.
Meanwhile, Detroit automakers are often associated with left-hand drive vehicles, making it more difficult to drive on the left side of the road.
However, some US manufacturers are changing.
GM has only been offering Corvettes on right-hand drive since the release of the 8th generation version in 2021. This may be one reason why around 80% of buyers are new customers, a GM spokesperson said. The Corvette is the only model Chevy offers in Japan, selling less than 1,000 models per year over the past decade.
GM announced this year the lineup for the right hand drive Cadillac EV that began in July and plans for the Lyriq delivery.
“Wow, foreign cars.”
The Jeep, which sells right-hand drive models, is the most popular American brand for over a decade, importers data show. Last year, only 10,000 vehicles were sold in Japan.
Yukimi Nitta was driving a “Kei” car, but she was drawn to the appearance of Jeep Wrangler. The 42-year-old hair salon owner is currently riding his second Jeep (a limited edition beige model) and is hoping to switch back to another limited edition colour. The parking lot is tight but easy to manage, she says, and two of her friends bought a Wrangler.
“People often say, ‘Wow, foreign cars!’ But when you drive it, it feels completely normal.
Wranglers burn fuel quickly, but the value of the resale is good and the owners can switch colors, said Nitta.
A spokesman for Jeep owner Stellantis Stlam.mi said he actively promoted the owner’s event. In July, they announced a collaboration with the “Jurassic World” film series featuring the limited edition Pink Wrangler, a spokesman said.
Big American cars and trucks may find it difficult to follow with Jeep trucks.
Daniel Cadwell, an American living in Tokyo, used Japanese campers and wagons to export to the US. He said he was hit by the size of an American car every time he got home.
“They’re just overly big,” says Cadwell, who runs Javan imports in Portland along with US-based business partners. “I think it’s very challenging to see that kind of car as attractive in Japan.”
Reported by David Dolan, Maki Shiraki and Tom Bateman. Additional reports by Hyunju Jin of Seoul, Nora Eckart of Detroit, Alessandro Parody of Washington, and Andrea Sharald. Edited by Kate Mayberry
