by Subaru plans to import American Ascent to Japan
Subaru is considering importing its large Ascent SUV, which is manufactured in the USA, to Japan. This move could happen by the end of the year. Although the main news from Subaru last weekend was three new models with a manual transmission, this initiative has also attracted attention.
This step puts Subaru in line with Toyota, Nissan, and Honda, which have already taken advantage of a new certification system created by the Japanese Ministry of Transport following a recent trade agreement with the USA. This system simplifies the import of American-made vehicles to Japan. Typically, manufacturers adapt each model to the requirements of a specific market, changing headlights, mirrors, and even the steering wheel position. The new procedure avoids most of these changes.
A political gesture, not a commercial gain
The reason for this decision is more political than commercial. Exporting large American cars with left-hand drive to a country where traffic is left-handed and preference is given to compact cars is expensive and impractical. This is more of a gesture designed to show Washington that Japanese automakers are trying to reduce the trade deficit that has drawn criticism from the United States.
The Ascent is the only Subaru model manufactured in the USA (in Indiana) that is not sold on the domestic Japanese market. That is why it was chosen for this experiment. It will likely be called Evoltis in the Japanese market, a name already used for export versions, although Subaru does not officially confirm this.
Age and characteristics of the model
According to the company, this family three-row SUV “emphasizes the functionality necessary for an SUV and has a distinctive exterior and interior design.” It is worth noting that the current version of the Ascent has been in production since 2018, so by the time it appears in Japan, it will be over eight years old.
The Ascent is built on Subaru’s global platform and is equipped with a turbocharged 2.4-liter horizontally opposed engine producing 260 hp (194 kW). Power is sent to all four wheels via a CVT and the company’s Symmetrical AWD system with X-Mode for off-road driving.
Problems with dimensions and steering wheel
Importantly, the SUV assembled in Indiana has exclusively left-hand drive, which creates inconveniences in a market with right-hand traffic. Additionally, the Ascent is 4,999 mm (196.8 inches) long, which may be too large for narrow Japanese streets. However, it will not be the only such vehicle: Nissan recently released the Murano, 4,900 mm long, on the domestic market, and Toyota brought the Highlander (4,950 mm) and the Tundra pickup truck (5,930 mm).
Subaru
Thus, Subaru is taking a bold, albeit risky, step by trying to offer a large American SUV to Japanese buyers. Although the model is not new and has certain drawbacks for local conditions, this experiment could become an important signal in trade relations between the two countries. Whether the Ascent will find its buyers in Japan, time will tell, but it is already clear that this is more about politics than real demand for such vehicles.
