On the Dash:
- Nissan joins Toyota and Honda in exporting U.S.-built vehicles to Japan, highlighting potential opportunities for low-volume, niche exports.
- U.S.-produced vehicles no longer require Japanese certification if they meet American standards, simplifying compliance for dealerships and automakers.
- Vehicles such as the Murano, Camry, Highlander, and Acura Integra are positioned as halo or specialty models rather than mainstream volume sellers.
Nissan announced plans to export the midsize Murano, built in Smyrna, Tennessee, to Japan beginning early next year, marking the first American-made Nissan sold in the country since the 1990s.
According to the company’s CEO, the initiative aims to enhance the product portfolio in Japan and meet the varying demands of its Japanese customer base.
Moreover, the decision follows changes to Japan’s vehicle import rules enacted under a trade deal negotiated during the Trump administration. Under the new regulations, U.S.-produced vehicles no longer need to meet Japanese vehicle certification as long as they comply with American standards. Therefore, Nissan plans to import the Murano with left-hand drive, standard in the U.S. but unusual in Japan.
Nissan is now exporting U.S.-built vehicles to Japan, following similar moves by Toyota and Honda. Starting this year, Toyota plans to ship the Camry sedan, Highlander SUV, and Tundra pickup from the U.S. Honda, Japan’s second-largest automaker, will also export U.S.-built vehicles to Japan in the second half of 2026, specifically the Acura Integra Type S and the Passport TrailSport Elite SUV.
While these exports are likely to support trade relations between the U.S. and Japan, experts note that the overall number of vehicles imported will remain limited. About 95% of Japan’s automotive market consists of locally produced vehicles, leaving fewer than 250,000 units for imports annually. Most imported vehicles come from Germany, and U.S. brands account for a small portion of those imports, including approximately 8,700 Jeeps and 500 Cadillacs, according to AutoForecast Solutions.
Many of the U.S.-built vehicles planned for export are larger than typical Japanese models, which is expected to keep them as niche, low-volume offerings. Analysts note that while these models may not appeal to the mainstream market, their larger size and distinct positioning can create halo products that enhance brand visibility in Japan.
