During his visit to Japan, U.S. President Donald Trump made an unexpected pitch to American troops—encouraging them to buy vehicles from Japanese automaker Toyota. The remark came as Trump praised Toyota’s plans to invest $10 billion in expanding its manufacturing operations across the United States.
Speaking aboard the USS George Washington at the Yokosuka naval base, Trump framed Toyota’s investment as a win for American workers and an example of how foreign companies could strengthen U.S. industry. The company’s expansion plans, which include new factories in multiple states, are expected to create thousands of jobs and reinforce America’s position as a global manufacturing hub.
A Twist in the “America First” Narrative
The endorsement surprised many, given Trump’s long history of criticizing Japan for its low import levels of American-made cars. Throughout his presidency and afterward, he has frequently pointed to the imbalance in auto trade between the two nations as a sign of unfair market conditions.
Yet, his public praise for Toyota signals a more pragmatic view. The automaker has long been one of the largest foreign investors in the U.S. and employs tens of thousands of Americans. By backing Toyota, Trump seemed to acknowledge that the company’s growing presence on U.S. soil supports his broader goal of revitalizing domestic manufacturing—whether the company’s headquarters is in Detroit or Tokyo.
Warm Reception from Japan’s New Prime Minister
Trump’s visit coincided with the first week in office for Japan’s new Prime Minister, Sanae Takaichi. Determined to make a strong diplomatic start, Takaichi welcomed Trump with full honors and gestures symbolizing goodwill between the two allies.
As part of the reception, the Japanese government displayed an American-made Ford F-150 pickup truck—an apparent nod to Trump’s admiration for U.S. automotive engineering. The move was widely seen as a diplomatic overture meant to appeal to the president’s long-standing advocacy for American manufacturing.
Imbalanced Trade: Japan’s Exports vs. U.S. Imports
Despite Toyota’s commitment to U.S. manufacturing, the broader trade picture remains lopsided. Data from the Japan Automobile Manufacturers Association shows that Japan exported more than 1.37 million vehicles to the United States last year, making cars its top export to the American market.
In stark contrast, the Japan Automobile Importers Association reported that fewer than 17,000 American-made vehicles were imported into Japan during the same period. This massive gap has long frustrated U.S. automakers and policymakers, who argue that Japanese consumers remain largely out of reach despite decades of trade negotiations.
Why American Cars Struggle in Japan
Industry experts often point to practical reasons rather than protectionist policies for the lack of American car sales in Japan. The country’s dense urban environment, narrow streets, and limited parking spaces make large pickup trucks and SUVs—popular in the U.S.—impractical for most Japanese drivers.
Moreover, many American vehicles are built with left-hand steering, while Japan drives on the left side of the road. This difference complicates driving and daily use, especially at toll booths and parking lots designed for right-hand vehicles.
Fuel efficiency is another concern. Japanese consumers tend to favor smaller, more efficient models, while many U.S. vehicles are designed for power and size. A limited network of service centers for American brands adds another barrier, making maintenance expensive and inconvenient for Japanese buyers.
European Brands Hold Greater Appeal
When Japanese drivers do opt for imported cars, they often prefer compact European brands like BMW, Mercedes-Benz, and Volkswagen, which are known for combining performance with fuel economy. These vehicles better fit Japan’s road conditions and parking constraints, giving them a competitive advantage over bulkier American models.
Among U.S. carmakers, Jeep remains the only brand with a notable following in Japan. Its smaller SUV models and off-road capabilities have earned it a niche but loyal customer base—one that other American brands have struggled to replicate.
