Why US cars are a rare sight in Japan

American cars tend to be too big and are perceived as being less reliable and less fuel-efficient

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FUKAYA, Japan — With their sleek curves and chrome grilles, the classic American cars on sale at Mr Yosuke Fukuda's yard ooze Californian cool.

But on Japanese roads, new US vehicles are a rare sight — much to American President Donald Trump's annoyance.

Japan's Toyota is the second-top-selling carmaker in the United States, where it shifted more than 2.3 million vehicles in 2024.

Meanwhile, US industry leader General Motors sold just 587 Chevrolets and 449 Cadillacs in Japan, while Ford pulled out of the tough Japanese market nearly a decade ago.

And it is not just an aversion to foreign brands. In 2024, Mercedes-Benz sold more than 53,000 vehicles and BMW sold over 52,000, including Minis.

"They don't take our cars, but we take millions of theirs," Mr Trump said in April, accusing Japan of treating its ally "very poorly on trade".

To try and rev up the US auto industry, Mr Trump has imposed a 25 per cent levy on imported vehicles, in a major blow to Tokyo.

Many people in Japan admire vintage US cars, but when it comes to new wheels, they put more trust in domestic brands, said Mr Fukuda.

West Coast hip-hop booms out at his shop Y-Tech, an incongruous slice of Americana amid the rice paddies north of Tokyo.