Despite a new US-Japan trade deal, American carmakers face an uphill battle entering the Japanese market. President Trump touted increased access for US cars, but experts cite several obstacles: Japanese consumers' preference for smaller, fuel-efficient vehicles, negative perceptions of US car reliability, and the lack of marketing and right-hand drive models from US manufacturers. While Japan imposed tariffs on US car imports, they remain far lower than initially threatened, leading to a positive market reaction. The deal also includes provisions encouraging Japanese brands with US factories to import more vehicles into Japan.

Prepared by Christopher Adams and reviewed by editorial team.