Unexpected Attention for Japanese Microcars
The recent visit of US President Donald Trump to Japan, beyond the political context, unexpectedly highlighted one of the country’s most popular automotive segments — so-called kei cars. For Nissan, such attention proved to be very timely.
Upon returning to the US, President Trump stated that the cars he saw in Japan were “very small, they’re really cute,” and ordered Transportation Secretary Sean Duffy to ease laws that prohibit their sale on the American market.
Whether this will actually happen is an open question, but it was this remark that sparked a new wave of interest in a category of cars that rarely attracts attention in the US, unless it’s about problems with legal import.
However, for Nissan, this turn of events turned out to be fortunate. Just a few months ago, the company introduced the new generation of its kei car, the Roox, and it has already become a local hit.
Kei Car Sales in Japan
At the beginning of the week, Nissan reported that since the presentation of the new Roox at the end of August, over 20,000 orders for this model have been received in Japan. This newcomer will compete with BYD’s first kei car, introduced in October under the name Racco.
Although it seems unlikely that these tiny cars, albeit with charming design, will sell well in the United States, they remain an important part of the Japanese market.
Data from the Japan Light Motor Vehicle and Motorcycle Association shows that in November, the most popular kei car was the Honda N-Box, with 16,198 units sold, putting it comfortably in first place ahead of the Subaru Spacia with 12,904 cars sold.
The Nissan model significantly rose in the rankings, with November sales amounting to 7,741 units, which is 43 percent more than in October and 41 percent more than in November of last year.
Japanese Kei Car Sales Ranking for November 2025
Source: JAMA (Japan Automobile Manufacturers Association)
- 1st place: Honda N-Box — 16,198 units
- 2nd place: Suzuki Spacia — 12,904 units
- 3rd place: Daihatsu Move — 10,951 units
- 4th place: Daihatsu Tanto — 9,520 units
- 5th place: Nissan Roox — 7,741 units
- 6th place: Suzuki Hustler — 6,660 units
- 7th place: Mitsubishi Delica Mini/eK — 6,378 units
- 8th place: Suzuki Wagon R — 5,361 units
- 9th place: Suzuki Jimny — 4,969 units
- 10th place: Daihatsu Mira — 4,521 units
Future Plans and Partnerships
Nissan President and CEO Ivan Espinosa recently expressed readiness to collaborate with other companies in the US to develop future products and powertrains. A joint project with Mitsubishi and Honda could be one of the best options for Nissan.
For now, however, Nissan has not indicated plans to produce kei cars in the US, despite Trump’s interest. If the company can find a way to make the project’s economics viable, perhaps the Roox will eventually find its place on American roads.
The popularity of microcars in Japan is based on specific conditions: dense urban environment, parking restrictions, and tax benefits. Their appearance on the US market, dominated by pickups and crossovers, would require not only changes in legislation but also a significant shift in buyer mentality. The success of the Nissan Roox at home demonstrates that even in a niche segment, significant results can be achieved through relevant design and marketing that timely leverages external factors, such as a public figure’s statement.