Toyota Motor Corporation has begun selling the Tundra pickup truck and Highlander SUV in Japan as reverse imports produced in the U.S. [1, 2].
The move signals a strategic shift in Toyota's distribution model to align with geopolitical trade pressures. This decision follows U.S.-Japan trade negotiations regarding tariffs from the Trump era and a February simplification of import procedures designed to reduce the U.S. trade deficit [1, 2].
Sales of the two models began last month [1, 3], with the rollout starting on the 3rd of the month in Tokyo [3]. Toyota plans to expand the availability of these vehicles to a nationwide rollout after summer [1, 3].
The Tundra, a large pickup truck, is priced at 12,000,000 yen including tax [1]. Yasuyuki Arai of Toyota Mobility Tokyo said the Tundra is often used for leisure and pulling large objects [1].
The Highlander SUV is available for 8,600,000 yen including tax [1]. A reporter from TBS NEWS DIG said the vehicle is significantly larger than their own height and offers a spacious, open feeling upon entering [1].
While some reports suggest three models, including the Camry, may be introduced sequentially starting in 2026, current verified sales in Tokyo are limited to the Tundra and Highlander [1, 3]. The reverse import process allows Toyota to utilize its U.S. manufacturing capacity while satisfying specific market demands in Japan for larger, American-spec vehicles.
“Toyota has begun selling the Tundra pickup truck and Highlander SUV in Japan as reverse imports produced in the U.S.”
This initiative reflects the intersection of corporate logistics and international diplomacy. By importing U.S.-made vehicles back into its home market, Toyota is not only diversifying its Japanese product lineup with larger vehicles but is also actively participating in efforts to narrow the trade imbalance between the U.S. and Japan. This suggests that future vehicle availability in Japan may be increasingly influenced by trade agreements and tariff negotiations rather than consumer demand alone.
